Slogan let’s #disconnecttoconnect pada kampanye Starbucks melalui analisis wacana kritis = Let’s #disconnecttoconnect slogan on Starbucks campaign through critical discourse analysis

Angelia, Angelia (2018) Slogan let’s #disconnecttoconnect pada kampanye Starbucks melalui analisis wacana kritis = Let’s #disconnecttoconnect slogan on Starbucks campaign through critical discourse analysis. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Di era globalisasi ini, perkembangan teknologi semakin berkembang sangat pesat. Mulai dari gadget yang menjadi kebutuhan utama generasi sekarang sampai internet yang melengkapi gadget tersebut. Hal ini secara sadar atau tidak sadar membuat gadget menjadi media utama yang digunakan oleh masyarakat untuk berkomunikasi. Sehingga membuat isu ini dimanfaatkan oleh perusahaan kopi yang sudah besar namanya yaitu Starbucks. Starbucks membuat sebuah kampanye yang memiliki slogan Let’s #DisconnectToConnect, yang menyerukan masyarakat untuk rehat sejenak dari gadget mereka. Namun yang tidak disadari adalah dibalik slogan tersebut terdapat maksud lain yaitu untuk berjualan dengan menjadikan isu sosial tersebut menjadi ‘tameng’ Starbucks dalam melaksanakan misi nya. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian analisis wacana kritis. Hasil penelitian ini adalah kampanye dengan slogan Let’s #DisconnectToConnect merupakan wacana yang memiliki tujuan untuk keuntungan penjualan, bukan betul – betul ingin mengajak masyarakat untuk bersosialisasi dan melepaskan gadget. / Starting from the gadget which is the main need of the current generation to the internet that complements the gadget. This consciously or unconsciously makes gadgets the main media used by the public to communicate. So that makes this issue used by coffee companies whose names are already big, namely Starbucks. Starbucks made a campaign that has the Letogan #DisconnectToConnect slogan, which calls on people to take a break from their gadgets. But what is not realized is that behind the slogan there is another purpose, namely to sell by making the social issue a 'shield' Starbucks in carrying out its mission. This study uses a qualitative approach with critical discourse analysis research methods. The results of this study are campaigns with the slogan Let #DisconnectToConnect which is a discourse that has a purpose for profit sales, not really want to invite the public to socialize and release gadgets.

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