REPRESENTASI BULLYING DISABILITAS DALAM IKLAN (Analisis Semiotika Pada Iklan Versi “My Buddy Biskuat” di Youtube)

Novita Nur Alifah, NIM.: 17107030100 (2022) REPRESENTASI BULLYING DISABILITAS DALAM IKLAN (Analisis Semiotika Pada Iklan Versi “My Buddy Biskuat” di Youtube). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The biscuit ad version of "My Buddy Biskuat" is an advertisement that is very different from other advertisements because this advertisement shows an elementary school child with a Deaf disability, about the figure of a child with a Deaf disability who shows strength of heart when experiencing bullying at the elementary school level (SD). This phenomenon often occurs throughout the world including Indonesia and we often find it in the school environment, maybe even outside the school environment. This advertising video carries a positive message, namely a campaign to prevent bullying victims and to be more concerned with maintaining behavior, so that bullying does not happen again. Hopefully there will always be anti-bullying activities around schools, both non-inclusive and inclusive, and the public is aware of the importance of anti-bullying campaigns. This study aims to find a representation of bullying in the "My Buddy Biskuat" version of the biscuit advertisement video on Youtube. This research uses Stuart Hall's representation theory. This research is qualitative, and the subject is a biscuit advertisement version of "My Buddy Biskuat". The data were obtained by observing and documenting scenes in the biscuit advertisement video version of "My Buddy Biskuat". The phenomena in this study were analyzed using Roland Barthes' semiotic analysis method, and classified them into denotation, connotation and myth. The results of this study found how the representation of bullying with Deaf disabilities was shown in the biscuit advertisement video version of "My Buddy Biskuat"

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