Data Analysis Technique Research Methodology

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CHAPTER II THEORETICAL FRAMEWORK

A. Semiotics

Talking about semiotics as a science, there is a kind of space that has historical built contradiction between two founders those are semiotics continental Ferdinand De Saussure and America Semiotics Charles Sender Pierce. 4 Actually, Both of them are not contradictory but interrelated and complementary, Pierce with the semiotics pragmatics and Saussure with the semiotics signification. From Saussure Theory, Roland Barthes develops completely wider and dipper. Barthes used denotation system and connotation system. The theory of Barthes will be used by writer to analyze this research with Pierce theory and Saussure theory as a supporting theory. All of theory will be explained in next chapter before discussing about theory we have to know what semiotics is. Semiotics is a science to study a sign in human life. It is agreed as the study method in the first conference, Association for Semiotics Studies in 1974. A sign is something that means something else for someone. In etymology, semiotics is taken from Greek word, semeion which means a sign. A sign at that time means a thing which is referred to other thing. In the terminology side, semiotics is the study of object-scale, culture, event, as a sign, said Umberto Eco. Semiotics is concerned with “everything” that can be taken as a sign. 5 4 Alex Sobur, Semiotika Kominikasi, Bandung: PT Remaja Rosdakarya. 2009, p. 209. 5 Audifax, Reseach: Sebuah Pengantar untuk “Mencari-Ulang” Metode Penelitian dalam Psikologi, Yogyakarta: Jalasutra, 2008, p. 317. According to Berger, this study has two founders; they are Ferdinand de Saussure and Charles Sander Pierce. They developed this study in different method and place and did not know each other. Ferdinand de Saussure is from Europe and his background is Linguistics. Charles Sander Pierce is from United States of America and his background is Philosophy. 6 After Ferdinand de Saussure Theory, Roland Barthes continues with the theory of connotative sign system, which is developed from theory signification of Ferdinand de Saussure In this study, the writer will focus on that theory Roland Barthes theory because he has the concept of denotative and connotative meaning.

B. Roland Barthes Theory of Denotative and Connotative Meaning

Roland Barthess theory is the one would become the main support for analyzing of this study. The writer considers that this theory is the most suitable because according to explanation before, that is needed when seeking meaning or connotation signifying theory called the second level or so-called connotations system derived from the first system called denotation. He said that in social-cultural life the understanding of signifier signifiant and signified signifié is a process of two steps. Because signifier is a process which is not only caught by senses in human cognition but also it is produced by. So that Barthes based on sign users said that signifier is called expression E and signified is contenu C, content or concept. 7 6 Sumbo Tinarbuko, Semiotika Komunikasi Visual, Yogyakarta: Jalasutra, 2008, p. 12. 7 Benny H. Hoed, Semiotika dan Dinamika Sosial Budaya, Depok: Komunitas Bambu, 2011, p. 84.