PESAN PREMAN BERBAGI: ANALISIS SEMIOTIKA ROLAND BARTHES PADA IKLAN RAMADHAN CLEO 2023

Zuvan Kusuma Aunillah, NIM.: 20102010009 (2025) PESAN PREMAN BERBAGI: ANALISIS SEMIOTIKA ROLAND BARTHES PADA IKLAN RAMADHAN CLEO 2023. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Mass media has now become an integral part of people's lives, able to shape and even change a person's perception of a phenomenon. This research analyzes the Thug Share message in Cleo's 2023 Ramadhan advertisement, which presents thugs as a symbol of social transformation. The thuggery that is generally associated with fear and anxiety is reconstructed into a picture full of empathy and cheerfulness. With qualitative research to present valid data and documentation to support the purity of this research, and using Berger and Luckmann's Social Reality Construction theory, this research found three key processes: externalization through the action of sharing thugs with scavengers in the month of Ramadan, objectivation which depicts the thugs in a happy mood, and internalization which forms new perceptions, erasing their negative stigma. Roland Barthes' semiotic approach shows that at the denotative level, this advertisement shows the simple action of sharing food; at the connotative level, thugs become a symbol of character change through goodness; while the myth that is built makes sharing a universal symbol of purity of heart and the blessings of Ramadan, linking it to the image of Cleo as pure and refreshing mineral water.

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