KONSTRUKSI SOSIAL NILAI-NILAI PROFETIK IKLAN LAYANAN MASYARAKAT PADA MAJALAH ARENA EDISI TAHUN 1998-2006

MIA WINARTI S - NIM. 05730017, (2011) KONSTRUKSI SOSIAL NILAI-NILAI PROFETIK IKLAN LAYANAN MASYARAKAT PADA MAJALAH ARENA EDISI TAHUN 1998-2006. Skripsi thesis, UIN Sunan Kalijaga Yogyakarta.

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Abstract

Social reality is a social construction created by the individual. However, the reality is a relative truth, which is valid according to the specific context considered relevant by social actors. Social reality as a dialectical process occurs through three stages, namely externalization, Objectivity, and internalization. From that idea then was born the idea of transformation is not only the prophetic value declined in value-free claims of positivism, but further requires that social science has to consciously prophetic foundation of the deity (transcendent) This research is how the construction will exalt the values of public service ads on the prophetic ARENA magazine. By using qualitative research with library research methods this research to describe, summarize a variety of situations, conditions and problems of society and pulled into the character, nature, symbols, situations, and certain phenomena. Prophetic values build in Islam known as propaganda, during the Islamic da'wah as an exclusive process of transforming ideas, like should not be distorted, because the interpretation is considered deceptive manipulation of the message. Da'wa has unique properties that contain the meaning of social relations to the transcendent. Da'wah demands of the changing attitudes to the ma'ruf munkar. Al- Qur'an contextualization value in a dynamic social construction embodied in the concept of amar ma'ruf nahi munkar. This dialectic emphasizes, dynamics and reinterpretation as well as the definition of continuous. That's what construction and social product. Currently advertising is one part of a strategic campaign to conponen made as media propaganda. That's why understanding the implementation of the prophetic values in advertising ARENA understood as an attempt to give birth to the concept of integration prophetic values in scholarship, aspire to the existence of product knowledge among the intellectuals who can universal ethical values of Al-Qur'an And than, how in terms of a discourse about the concept of the institutional arrangements of a society will operate in two level. The first level discourse at institutional level to sharring ideas. The second, discourse at institutional level which does not form but the form of regulatory organizations or state level between countries that have the legal power to impose sanctions on violators of the regulation. In oprasional level, understood as a form of reflection from institutions function to the economic and political functions. Thus, institutions must be understood no longer as a place of scientific praxis. But also as a battlefield of political and economic interests between institutions (mass media), the state and the market.

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