Sarkasme sebagai representasi kaum pekerja melalui akun Instagram Ecommurz = The Depiction of sarcasm as representation of workers through Ecommurz

Hutauruk, Reina Lamtiur (2023) Sarkasme sebagai representasi kaum pekerja melalui akun Instagram Ecommurz = The Depiction of sarcasm as representation of workers through Ecommurz. Masters thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan media sosial secara pesat, mengubah fungsi media sosial khususnya di kalangan para pekerja start-up di Indonesia. Di tengah ketidakpastian yang dihadapi pada masa Pandemi COVID-19, kemunculan akun-akun meme di Instagram mewakili pemikiran dan perjuangan para pekerja start-up. Hingga penelitian ini dilakukan, Ecommurz merupakan akun dengan jumlah pengikut terbesar di kalangan para pekerja, yang menggunakan meme sebagai bentuk fisik dari sebuah ide, pemikiran, dan emosi yang dapat menyatukan pengguna media sosial. Namun, sarkasme sebagai tanda yang dimaknai oleh kaum pekerja, masih belum dieksplorasi. Penelitian ini bertujuan untuk menemukan sarkasme sebagai tanda yang direfleksikan melalui meme sebagai objek dan bagaimana tanda dan objek tersebut dapat merepresentasikan kaum pekerja. Analisis semiotika Charles S. Peirce adalah metode utama dari penelitian ini; untuk mengklarifikasi penggunaan sarkasme di kalangan pekerja, penelitian ini menggunakan metode deteksi sarkasme Bamman dan Smith sebagai bagian dari interpretasi semiotika. Melalui metode tersebut, penelitian ini menemukan bahwa meme dapat merepresentasikan pergumulan dan kegelisahan sehari-hari para pekerja perusahaan start-up Indonesia. / The rapid development of social media networks has increasingly changed the role of social media sites, from knowing to searching, especially among start-up workers in Indonesia. With the rise of COVID-19 comes the emergence of meme accounts on Instagram to represent the thoughts and struggles of start up workers through these times of uncertainty. By the time of this research, Ecommurz is the most extensive meme account among Indonesian start-up workers who utilize sarcasm through memes. However, the methods of identifying sarcasm as a representation of thoughts using qualitative methods are yet to be explored. This study aims to find the interpretation of sarcasm as a sign reflected through memes as an object and how the signs and objects can represent Indonesian workers through social media. Charles S. Peirce's semiotic analysis is the primary method of this study; however, to clarify the use of sarcasm among start-up workers, this research further uses Bamman and Smith's sarcasm detection method as part of the semiotic interpretation. Through these methods, this research finds that sarcasm through memes represents the daily struggle and anxiety of Indonesian start-up workers.

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