Analisis wacana kritis program "mldspot tv season 1" di Net

Safitri, Ida Ayu Apriani (2019) Analisis wacana kritis program "mldspot tv season 1" di Net. Masters thesis, Universitas Pelita Harapan.

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Abstract

Indeed, advertising aims to promote a product by providing clear explanations, but the existence of regulations limiting cigarette advertisements on Indonesian television media causes cigarette products not to be free to expose their products in an advertisement and have limited viewing hours. For this reason, the image and gender approach is usually used as the creativity material for regular cigarette advertisements by presenting a representation of masculinity in order to get the attention of the target audience, the majority of who are men and use the non-smoking campaign to deal with limited broadcast time. As done by Djarum Super Mild using their digital campaign called MLDSpot TV on YouTube and trying to be showed on television media by working together to create a blocking time program in NET with the same name. MLDSpot TV. But whether this MLDSpot TV program still showing representations of masculinity as they are usually showed in advertisements or there are another messages that are trying to be constructed in the program. For this reason, this research was carried out and limited just only at Season 1 because there were limitations to the time of the study. This research was conducted through a qualitative approach and a critical discourse analysis method to uncover this. The data collection techniques were carried out by Norman Fairclough s critical discourse analysis, interviews, and literature studies. The results showed that the MLDSpot TV Season 1 program constructed representations of masculinity with ubersexual masculinity types as ideal images of present-day men and showed that the content of mass media could be arranged by advertisers. / Sejatinya iklan bertujuan untuk mempromosikan suatu produk dengan memberikan pemaparan yang jelas, namun adanya peraturan pembatasan iklan rokok di media televisi Indonesia menyebabkan produk rokok tidak bebas untuk mengekspos produknya dalam sebuah iklan dan memiliki keterbatasan jam penayangan. Untuk itu biasanya pendekatan citra dan gender dimanfaatkan menjadi materi kreatifitas iklan rokok regular dengan menampilkan representasi maskulinitas agar memperoleh perhatian target khalayak yang mayoritas adalah pria serta menggunakan campaign non rokok untuk menyiasati keterbatasan jam tayang. Seperti yang dilakukan oleh Djarum Super Mild menggunakan campaign digital mereka bemama MLDSpot TV di YouTube dan coba ditampilkan di media televisi dengan bekerja sama melakukan pembuatan program yang disponsori penuh di NET dengan nama yang sama yaitu MLDSpot TV. Namun apakah program MLDSpot TV ini tetap menampilkan representasi maskulinitas seperti yang biasa ditampilkan dalam iklan atau terdapat pesan lain yang coba dikonstruksikan dalam program tersebut. Untuk itu penelitian ini dilakukan dan dibatasi hanya pada Season 1 karena terdapat keterbatasan waktu penelitian. Penelitian ini dilakukan melalui pendekatan kualitatif dan metode analisis wacana kritis untuk mengungkap hal tersebut. Adapun teknik pengumpulan data dilakukan dengan analisis wacana kritis Norman Fairclough. wawancara, dan studi kepustakaan. Hasil penelitian menunjukkan program MLDSpot TV Season 1 mengkonstruksikan representasi maskulinitas dengan tipe maskulinitas uberseksual sebagai gambaran ideal pria masa kini dan menunjukkan bahwa isi media massa dapat diatur oleh pemilik modal, dalam hal ini adalah pengiklan.

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