Iklan dan nilai pendidikan : riset kualitatif tentang pengaruh iklan TV atas sikap kritis remaja terhadap konsumerisme dengan analisis teori kritis Herbert Marcuse

Soetoto, Andriani L. (2005) Iklan dan nilai pendidikan : riset kualitatif tentang pengaruh iklan TV atas sikap kritis remaja terhadap konsumerisme dengan analisis teori kritis Herbert Marcuse. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini mencoba mencari jawab atas pertanyaan yang timbul sejauhmana Iklan TV mempengaruhi sikap kritis remaja terhadap konsumerisme. Dengan menggunakan Teori Kritis Herbert Marcuse, penelitian kualitatif terhadap 5 responden remaja ini, dianalisis menggunakan 4 indikator: Responden dianggap tidak kritis terhadap iklan TV bila: Pertama, tidak dapat membedakan antara kebutuhan semu dengan kebutuhan sesungguhnya. Kedua, tidak mempunyai kemampuan menolak sistem. Ketiga, percaya kepada rasionalitas iklan. Keempat, tidak dapat membedakan antara iklan dengan realitas. Hasilnya, meskipun tidak semua indikator Marcuse menemukan relevansinya, responden tidak kritis terhadap iklan, sesuatu yang tentu saja sangat serius dan menuntut perhatian dari berbagai pihak. Peneliti mencoba mengajukan usulan pemecahan yang tertuang dalam Bab V laporan penelitian ini. Hasil penelitian ini kiranya bermanfaat bagi perkembangan dunia pendidikan di Indonesia.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Soetoto, Andriani L.NIM69020057UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHardiman, Fransisco BudiNIDN0331076202UNSPECIFIED
Additional Information: T 69-02 SOE i
Subjects: L Education > LB Theory and practice of education > LB1028.3 Educational techology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Education > Master of Educational Technology
Current > Faculty/School - UPH Karawaci > Faculty of Education > Master of Educational Technology
Depositing User: Phillips Iman Heri Wahyudi
Date Deposited: 21 May 2021 07:48
Last Modified: 19 Nov 2021 06:27
URI: http://repository.uph.edu/id/eprint/33314

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