Representasi disabilitas dalam iklan "We're The Superhumans" Paralimpiade Rio 2016

Niyu, Niyu (2016) Representasi disabilitas dalam iklan "We're The Superhumans" Paralimpiade Rio 2016. Masters thesis, Universitas Pelita Harapan.

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Abstract

Disability is not something that is 'invisible', but it is something real and present among us. The media, especially television, through advertising, has a significant role in creating perceptions about disability and to change the paradigm of people on disability. Paralympic as the feast of sport for persons with disabilities, giving the precise moment in socializing on disability. Channel 4 (C4) as one of public television in the UK, launched 2016 as the year of disabilities. Through advertisement created by Channel 4, "We're The Superhumans" (WTSH), disabilities are represented and become the peak moment in the campaign on disability. WTSH also used as a campaign for Rio 2016 Paralympics. This research used a qualitative approach and semiotics methods by Peirce's. The data collection of research conducted with the primary data 'We're The Superhumans' ad. Secondary data use such as subtitles and audio versions of ads from WTSH, literature study and documentation. Interviews were also conducted with the C4 as the creator of the ad. The results showed that disability is represented as 'superhumans' who have different abilities and achievements. Through 'Yes I Can' song, represented the spirit of the disability. Through WTSH advertisement, C4 construct reality on disability by displaying 140 persons with disabilities and their achievement with celebration, not only as athletes, but as a disability in their daily lives. / Disabilitas bukanlah suatu hal yang ‘invisible’ (tidak terlihat), namun merupakan sesuatu yang nyata dan ada diantara kita. Media, terutama televisi melalui iklan, memiliki andil yang besar dalam menciptakan persepsi mengenai disabilitas dan dalam merubah paradigma masyarakat mengenai disabilitas. Paralimpiade yang menjadi puncak perayaan dari olahraga untuk penyandang disabilitas, memberikan momen yang tepat dalam mensosialisasikan mengenai disabilitas. Channel 4 (C4) sebagai salah satu televisi publik di UK, mencanangkan tahun 2016 sebagai tahun disabilitas. Melalui iklan yang dibuat oleh Channel 4, “We’re The Superhumans” (WTSH), disabilitas di representasikan dan menjadi momen puncak dalam kampanye mengenai disabilitas. Iklan WTSH juga merupakan kampanye untuk Paralimpiade Rio 2016. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian semiotika oleh Peirce. Pengumpulan data penelitian dilakukan dengan data primer iklan ‘We’re The Superhumans’. Data sekunder berupa iklan versi subtitles dan audio dari WTSH, studi kepustakaan dan dokumentasi. Wawancara juga dilakukan dengan pihak C4 selaku pembuat iklan. Hasil penelitian menunjukkan bahwa disabilitas direpresentasikan sebagai ‘superhumans’ yang memiliki berbagai kemampuan dan prestasi. Melalui lagu ‘Yes I Can’, direpresentasikan semangat para disabilitas. Melalui iklan WTSH, C4 mengkonstruksikan realitas mengenai disabilitas dengan menampilkan 140 penyandang disabilitas dan perayaan akan pencapaian mereka, bukan hanya sebagai atlit, namun juga sebagai disabilitas dalam keseharian mereka.

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