A Semiotics analysis on Dagadu's products
A SEMIOTICS ANALYSIS ON DAGADU'S PRODUCTS
A Thesis
Submitted to Adab and Humanities Faculty
In Partial Fulfillment of One of The Requirements
For The Strata 1 Degree
Yunita Diah Ayurini
203026002112
ENGLISH LETTERS DEPARTMENT
ADAB AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY
"SYARIFHIDAYATLLAH" JAKARTA
2007
ABSTRACT
Yunita Diah Ayurini, A Semiotics Analysis On Dagadu's Products. A Thesis. Jakarta:
Adab and Humanities Faculty, State Islamic University Syarief Hidayatullah Jakarta,
May 2007.
The writer uses descriptive analysis where the writer describes the sign on the
Dagadu's products. The signs can be words or pictures. And then the writer analyzes
and describes the meaning of linguistic symbol and pictoral symbol based on the
relevant theory.
Together with the increasing of advertisement, graphic design became famous
because many people have already recognized its contribution in the field of sales
especially at silk screening. A good design on T-shirt is often considered to be the
key of success for the sales process besides the quality of cotton of course. On the
contrary, a bad design is often believed to be the cause of the failure of selling
product or it sometimes considered to destroy the image of the product themselves.
To satisfy the consuments, Dagadu uses the good material for the products
and also makes a good design too. The design is not only picture but also the fun text
because the use of picture, colour and also the fun text is often believed the function
as getting power attention or even more as the reminding image for the product to be
sold.
APPROVEMENT
A SEMIOTICS ANALYSIS ON DAGADU'S PRODUCTS
A Thesis
Submitted to Adab and Humanities Faculty
in Pmiial Fulfillment of the Requirement for the Stratal Degree
Yunita Diah Ayurini
NIM.203026002112
Approved by:
ENGLISH LETTERS DEPARTMENT
ADAB AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY
"SYARIF HIDAYATULLAH" JAKARTA
2007
LEGALIZAnON
This thesis entitled "A Semiotics Analysis On Dagadu's Products" has been defended
before the Adab and Humanities Faculty's examination Committee on May, 31 2007.
the paper has already been accepted as a partial fil1fillment of the requirement for the
Strata I Degree.
Jakm1a, May 31, 2007
Examinition Committee
Secretary,
Chair Person,
Drs.Saefuddin, M. Pd.
NIP. 150261 902
Members:
ｾＢ
Drs. H. Munir Sonhaji, M. Ed.
NIP. 150050682
Drs.Saefuddin, M. Pd.
NIP. 150261902
DECLARAnON
.k,- ..
I hereby declare that this submission is my own work and that, to the best of my
knowledge and belief, it contains no material previollsly published or written by
another person nor material which to a substantial extent has been accepted for the
award of any other degree or diploma of the university 'or other institute of higher
learning, except where due acknowledgment has been made in thl, text.
Jakarta, May 31 2007
'Ilianboufor 6eing tliere ;
Heko Bayu Trianto
DALAM DIAM
dalam diam
dalam hembus
dalam desah
dalam nyeri:
aku ingin kau
dalam diam,
dalam hembus,
dalam desah,
dalam seringai
kusebut namamu
dalam diam
dalam hembus
dalam desah
dalam tawa
kurobek nadiku
adakah kau?
Ciputat, 2003
PREFACE
In the name of Allah, the Beneficent and the Merciful
The paper is submitted in partial accomplislunent of the requirement for The
Strata I Degree to The Faculty of Adab Humanities, English Letters Department
State Islamic University Syarif Hidayatullah Jakarta. There are number of people who
have given valuable assistance toward the successful completion of my study in
general and this paper in particular. Without their helps, it would have been
impossible for me to finish. The writer can mention but a few of those whom I am
indebted.
In terms of completion of the writer's study, the writer wish to express my
deepest gratitude to the Dean of Adab and Humanities Faculty, Dr. H. Abdul Chair,
MA, The Head of English Letters Department, Dr. M. Farkhan, M. Pd., The Secretary
of English Letters, Drs.Saefuddin, M. Pd", and to all my lecturers who can not be
mentioned one by one in this paper.
My own family deserves more than can not be mentioned here. The writer
offers everything to my parents whose guidances, sacrifies, stuggles, material and
psychological supports complete me as human kind.
Specially related to the completion of this paper, the writer owe considerable
debts to my thesis advisor, Dr. M. Farkhan, M. Pd., without his guidance, patience,
knowledge and encouragement this work has been impossible accomplished.
The writer owes a lot of thanks to Hendra Darmawan and Abay, thanks for the
discussion, it really means to me.
Jakarta, June 2007
The Writer
TABLE OF CONTENTS
ABSTRACT
.
APPROVEMENT
.
11
LEGALIZATION
.
III
.
iv
.
v
.
vii
TABLE OF CONTENTS
..
ix
CHAPTER I
..
1
DECLARATION
,
DEDICATION PAGE
PREFACE
"
INTRODUCTION
A. Background of The Study
3
B. Focus of The Study
3
C. Research Question
3
D. Significances of The Study
3
E. Research Methodology
4
I.
Objectives of The Study
4
2.
Method of Research
4
3.
Data Analysis Technique
4
4.
Unit Analysis
4
CHAPTER II
THEORETICAL FRAMEWORK
5
A. The Meaning of Semiotics
5
B. Aspect of Semiotics
8
CHAPTER III
ANALYSIS
13
A. Data Description
13
B. Analysis
14
CHAPTERlV
CONCLUSION
48
A. Conclusions
48
B. Suggestions
49
REFERENCE
50
APPENDICES
51
CHAPTER I
INTRODUCTION
A. Background of Study
"Dagadu Djokdja" is a branded product that produces exclusive souvenir of
Jogja such as: I-shirt, block note, sticker, bag, socks, and so on. Dagadu was founded
in 1994 by 25 college students that ever learned about architecture at UGM and have
similar interest on tourism business, having to do with the city and of course graphic
design. For Jogja's people the word Dagadu has been existed since several decades
ago as a curse word: your eyes! Dagadu is Jogja's slang language that is arranged by
return four lines Javanese letters.
ha
ｾ
na
ｇＰｾ
GG
pa
dha
ra
ka
wa
la
'a
ya
nya
ba
tha
nga
ca
*) da = rna, ga = ta, du = mul
J
p.2.
Anonymous, Bulcumungil Dagadu Djokdja (Yogyakarta: PT. Aseli Dagadu Djokdja, 2006),
2
To solve the code word is by return the first line to the third one and the
second line to the fourth one. The Indonesian word is cut into pieces based on its
syllable and then put based on the Javanese letters order without changed the vowel
letters "Da" in the second line is pronounced "Ma" in the fourth line, "Ga" in the
fourth line is pronounced "Ta" in the second line, and "Du" the word "Da" is form a
pair with "Ma" (Mu). So, Dagadu means your eyes!
Eyes are the main medium of sight seeing. And by using eyes as a logo,
Dagadu hopes, Dagadu can delegate its care about the problems of tourism business.
Dagadu Djokdja as alternative souvenir from Jogja carries on the main therne:
everything about Jogja, such as: its artifact, its language, its culture, and also the
trivial in its daily life. The words and the picture on its desigus make Dagadu famous
and become an icon of tourism besides gudeg, batik, bakpia and silver.
This thesis is about analysis the meaning of linguistic symbols on dagadu's
products. In this research, the writer applies theory of semiotics to analyze the
meaning oflinguistic symbols on dagadu's product. Semiotics is study about sign and
all the things related with it; the way its function, its relation with the other signs, its
send, its received, by them who use.2
2 Missriani & B.A Loeneto, "Analisis Struktural Semiotik Pnis; peIIlbawa Matabari Karya
Abdul Hadi W.M", Lingua: Jurnal bahasa dan Sastra, Volume 7, No.2 (Juni, 2006), p. 97.
3
B. Focus of Study
The products of PT. Aseli Dagadu Djokdja are not only T-shirt but also
sticker, block note, bookmark, bag, etc. But Dagadu always gives its creative idea in
its design like a fun writing, attractive and often make people: smile. The languages
that Dagadu use are also various, from Javanese until English. And because the writer
takes English letters department, so the writer focuses the research on the meaning of
linguistic symbols on the design that using linguistic symbol on T-shirts, sticker and
block notes.
C. Research Question
In fact, language is a system of signs. The system of signs have arbitrary and
conventional characteristics. The system of signs in language are signifie and
signifiant. Signifie and signifiant are like two sides of money which can not be
separated and every sign has meaning. Then, the questions in this research are: What
do the linguistic symbols used in dagadu's products mean?' How is the relation
between the linguistic symbols and pictoral symbols?
D. Significances of The Study
Hopefully, this research can help them who learn semiotics to understand
easily about what semiotics is and can be as reference material for other researchers.
4
E. Research Methodology
I.
Objectives ofThe Study
This research tries to analyze the meaning of linguistic symbols used on
Dagadu's products and the relation between the linguistic symbols and
pictoral symbols.
2.
Method of Research
The method which is used in this researched is descriptive analysis where the
writer describes the sign on Dagadu's design. The signs can be words or
pictures. And then, the writer analyzes and describes thl, meaning of linguistic
symbol and pictoral symbol based on the relevant theory.
3.
Data Analysis Technique
To analyzes the
ｾｴ｡､
first, the writer collects thtl design using linguistic
symbol and then the writer classifies the pichlfe using bilingual, religion and
Yogya's community life as the theme, and find out the meaning or
interpretation of the sign using the semiotics theory. Then, the classified data
will be analyzed through descriptive analysis technique.
4.
Unit Analysis
Unit analysis which is used on this research is the collection of Dagadu's
design from 15 pictures that using bilingual and the design that using Yogya's
community life as the theme. For examples, the writer gives the pictures,
which contain the signs such as, picture and linguistic symbol. Linguistic
symbol can be words, phrase and sentences. They are :
5
•
•
•
'I
ｾ
•
•
,
CHAPTER II
THEORETICAL FRAMEWORK
A. The Meaning of Semiotics
The word "Semiotics" comes from the Greek root, seme, as in semiotilws, an
interpreter of signs. Semiotics as a discipline is simply the analysis of signs or the
study of signs or the study of the functioning of sign systems. 3 Semiotics and
semiology are two terminologies that refer to the same studies. The word semiotics is
used by scientist in America whereas semiology is more used in Europe.4
The primary function of signs is to create or generate the meaning. A specific
sign will generate different meanings depending on the l;ulture in which it takes
place. A sign can create multiple meanings or a single one; the relationship between
signs can generate a different set of meaning; a sign is active: and always generates
some meanings.
In this respect, we have to consider Charles Sanders Peirce's theory of
semiotics which emphasises on more about the study of sign. Peirce explains that a
I
sign is "anything which determines something else (its interpretant) to refer to an
object to which itself refers (its object) in the same way, the interpretant becoming in
3
Paul Cobley, Litza Jansz, Introducing Semiotics (Singapore: Tjen Wah Press Ltd, 1997), p.
4.
4 Aart Van Zoest, Serba-Serbi semiotika (Jakarta: Gramedia Pustaka Utama, 1991), p. 1.
7
tum a sign, and so on ad infinitum"s. A sign is anything perceptible, knowable or
imaginable, but to act as a sign, it must enter into a relationship with its object, be
interpreted and thus produce a new sign, its interpretant.
Therefore, it can be explained in the theory of semiotks based on the triangle
of semiotics below, in which it consists of sign, reference, and interpretant. Each
element depends on the others and can only be understood in relation to others. A
sign or representamen, is anything that is used to stand for or represent something
other than itself, such as words, pictures, gestures, and so forth. Referent is something
used as an object of signs. Interpretant is an interpretation from people based on the
sign and the referent. The semiotics triangle can be drawn as:
SIGN / REPRESENTAMEN (FIRSTNESS)
INTERPRETANT (THIRDNESS)
5
OBJECT (SECONDNESS)6
Umberto Eco,A Theory ofSemiotics (USA: Indiana University Press, 1976), p.69
p. 59
6 Ibid.
8
The sign or representamen
IS
a first; the object is a second; and the
interpretant is a third. The interpretant here represents Ihe thirdness. But the
interpretant becomes the first for the next triad.
As a first then, the sign also act as a third, bringing the next interpretant into
relationship with the object, orrendering "inefficient relations efficient", establishing
"a habit or general rule" whereby (signs) will act on occasion.?
The triangle semiotics is used to find the meaning of linguistics symbol that
dagadu uses. For example is the design of Yoga. The sign is Yoga, and the object is
man or people and to make interpretation, it must go through the object (the concept
that is caught by our mind).
B. Aspects of Semiotics
The shortest definition of semantic is the study of signs. If the study focuses
on its classifications, in its relation with the other sigus, on ita way to work together
on perform of its effect, it is called syntax semiotics. If the study shows the sigus
relation with its reference and with interpretation that is resulted, it is called semantic
semiotics. And if the study emphasizes the relation between sig;ns with the sender and
the receiver, it is called pragmatic semiotics. 8
Ferdinand de Saussure and Charles Sanders Peirce are the two pioneers of
semiotics. Ferdinand de Saussure and Charles Sanders Peirce did not recognize each
7 Paul
Cobley, Litza Jansz (1997), op.cit. 18
& B.A. Loenanto. Opcit Hal. 122
8 Missriani
9
other, their background of study were also different. Ferdinlmd de Saussure was a
linguists whereas Charles Sanders Peirce was a logician, physicist and philosopher.
Because of that, their semiotic theories were different. According to Peirce
terminology, symbol is a sigu of arbitrary while according to Saussure, a symbol is a
sign that is not wholly arbitrary. In his theory, Saussure expands the basis of general
linguistic. His special characteristic of theory lies on the fact that he regards
linguistics as a sign system. Ferdinand de Saussure was famous for his dichotomy:
signifiant and signified.
Logic, in its general sense, is only another name for semiotic, the quasinecessary, or formal, doctrine of signs. By describing the doctrine as "quasinecessary," I mean that we observe the characters of such sign as we know, and from
such an observation, we are led to statements, eminently fallible, and therefore in one
sense by no means ｮ･｣ｳｾ
Charles Sanders Peirce compares sign with logic.
According to Peirce, logic has to study how people think logically. The intellectual
activity is done through the signs. And signs make us think, related to others, and
give a meaning on what universe shows.
Charles Sanders Peirce, an American philosopher, developed pragmatism
philosophy through semiotics. The central point of Peirce's semiotics is based on
trichotomy about relation "stands for" between a signs and its object through
interpretant. The trichotomy ofPeirce are:
9 Kris Budiman, Ikonisitas Semiotilra Sastra
p.34.
dan Seni Visual (Yogyakarlll: BukuBaik, 2005),
10
1. Qualisign, sinsign, and legisign.
a. Qualisign is a quality that is a sign, although it can't be a sign yet before
embodied.
b. Sinsign is something that exists actually that has the shape ofsingle sign.
c. Legisign is a law that is a sign. 10
2. Icon, index and symbol
a. An icon is a sign that denotes its objects by virtue of a quality that it shares
with them. In other words, an icon thus "resembles" to its objects. It shares a
character or an aspect with it, which allows to it to
｢Ｌｾ
interpreted as a sign
even if the object does not exist. It signifies essentially on the basis of its
"ground".u For example: a cartoon, a portrait, and so OUI.
b. An index is a sign that denotes its objects by viltue of an existential
connection that it has with them. 12 It refers to the object that denotes by virtue
of being really affected by that object. This category can include such natural
cooccurences as smoke and fire, dark clouds and impending rain, a human
footprint and the presence of a human being, but it also encompasses more
consciously controlled meanings. The imprint of a signed ring is an index of
the ring itself, and of its weares (though its signification of the wearer's
approval is arbitrary). A wedding ring, as well as a symbol, is also an index of
Kris Budiman, op.cit. 54
Daniel Chandler, Semiotics for Beginners. Accessed ou 6 November 2006.
hltp:/Iwww.semiotics.com
10
II
12
Ibid.
11
marriage. An advertisement is an index of the existence and availability of a
product. A slurred voice can be an index of drunkenness, expensive clothing
is an index of wealth, and so on.
c. A symbol is a sign that denotes its objects solely by virtue the fact that it is
interpreted to do so. The representamen does not resemble the object signified
but is fundamentally conventional, so that the signiiYing relationship must be
learned and agreed upon (e.g. the word "cat"). A symbol thus denotes,
primarily, by virtue of its interpretant. Its action (semeiosis) is ruled by a
convention, a more or less systematic set of associations that guarantees its
interpretation, independently of any resemblance or any material relation with
its object. 13 A symbol stands in a signiiYing relationship with its object only
because there exists a convention that it will be interpreted in that particular
way. A flag at the beach may signifies that swimming is safe.
3. Rheme, dicent and argument
a. Rheme is a sign of qualitative possibility, i.e anything of sign is not hue or
false.
b. Decisign is a sign of fact usually in the form of a proposisi. Decisign is hue or
false but without reason directly.
13
Daniel Chandler, op.cit.
12
c. Argument is a law, is a sign of reason that is based on leading principle which
expressing that transfer from certain premises to the certain conc1ussion is
true. 14
14 Kris
Budiman, op.cit. 60
CHAPTERIU
RESEARCH FINDINGS
A. Data Description.
In this chapter, the writer is going to analyze the datas, that are the fifteen
dagadu's designs that have been collected, based on the theory of semiotics by Peirce
as it is explained in chapter II. TIle following table shows the use of semiotic on
dagadu's designs.
No.
1.
Ring-Road
Design
Semiotic
Ring-road - Traffic Sign
2.
Hot Jog
Hot dog -
3.
Themon Lets go!
Beautiful- Girl
4.
Yoga
Yoga-Relax
5.
Dilarang Pipis Di sini
Traffic sign - Pee anywhere
6.
Who Wants To Be A Pesinden
Pesinden - Woman
7.
Malioboro Lesehan Dinner
Lesehan -
No Chair
8.
Kerokan
Kerokan -
Catch a cold
9.
I'M Jogjaholic
Jogja's people life style - Relaxed
10.
A Jog's Life
Jogja's life - RelaxedJPrincipaI
Sausage
I
14
II.
Bunderan Sunday Morning
Sunday morning -- Jogging
12.
Mafia Pathuk
Bakpia Pathuk -
A specialty food from
Jogja
13.
Gorengan
Snack such as bakwan. -
gorengan
14.
Satan
Something Evil- Fasting People (Muslim)
15.
He Will Be Back Next Month
Something Evil- Fasting People (Muslim)
B. Analysis
As it has been mentioned in the first chapter that the purpose of the study is to
find out what the linguistic symbols used in dagadu's product mean and how the
relation between the linguistic symbols and pictoral symbols is. This paper is
conducted emphasizing on more about semiotics.
In analyzing the data, the writer uses two steps. The frrst step is the analysis
on the linguistic symbol because it often attracts more attention. Then, the next step is
the analysis on the pictoral symbol.
15
a.
The Design of Ring-Road.
ＨｾＡｬ ｅｑ［ｩＧＩｲｂ
MEftntOf-SOERI ｜＾ｾｬｫ［ｊ＿
KOljl, "''C'". r,0I14j\ll,ENlAH "oJ "'"
i
[)J!,LAllM4 JMJG [W/,III WI; Clll}:!,$OES BAA H\!I'I ｍｴｵｲｉｇｾＩ｜ｒｉ
"W. ｄｊＨＩＧｾＺｉｽｪＬ Ｎ
ＧｦｉＩ ｾＮ
'IOHmMl
A Thesis
Submitted to Adab and Humanities Faculty
In Partial Fulfillment of One of The Requirements
For The Strata 1 Degree
Yunita Diah Ayurini
203026002112
ENGLISH LETTERS DEPARTMENT
ADAB AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY
"SYARIFHIDAYATLLAH" JAKARTA
2007
ABSTRACT
Yunita Diah Ayurini, A Semiotics Analysis On Dagadu's Products. A Thesis. Jakarta:
Adab and Humanities Faculty, State Islamic University Syarief Hidayatullah Jakarta,
May 2007.
The writer uses descriptive analysis where the writer describes the sign on the
Dagadu's products. The signs can be words or pictures. And then the writer analyzes
and describes the meaning of linguistic symbol and pictoral symbol based on the
relevant theory.
Together with the increasing of advertisement, graphic design became famous
because many people have already recognized its contribution in the field of sales
especially at silk screening. A good design on T-shirt is often considered to be the
key of success for the sales process besides the quality of cotton of course. On the
contrary, a bad design is often believed to be the cause of the failure of selling
product or it sometimes considered to destroy the image of the product themselves.
To satisfy the consuments, Dagadu uses the good material for the products
and also makes a good design too. The design is not only picture but also the fun text
because the use of picture, colour and also the fun text is often believed the function
as getting power attention or even more as the reminding image for the product to be
sold.
APPROVEMENT
A SEMIOTICS ANALYSIS ON DAGADU'S PRODUCTS
A Thesis
Submitted to Adab and Humanities Faculty
in Pmiial Fulfillment of the Requirement for the Stratal Degree
Yunita Diah Ayurini
NIM.203026002112
Approved by:
ENGLISH LETTERS DEPARTMENT
ADAB AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY
"SYARIF HIDAYATULLAH" JAKARTA
2007
LEGALIZAnON
This thesis entitled "A Semiotics Analysis On Dagadu's Products" has been defended
before the Adab and Humanities Faculty's examination Committee on May, 31 2007.
the paper has already been accepted as a partial fil1fillment of the requirement for the
Strata I Degree.
Jakm1a, May 31, 2007
Examinition Committee
Secretary,
Chair Person,
Drs.Saefuddin, M. Pd.
NIP. 150261 902
Members:
ｾＢ
Drs. H. Munir Sonhaji, M. Ed.
NIP. 150050682
Drs.Saefuddin, M. Pd.
NIP. 150261902
DECLARAnON
.k,- ..
I hereby declare that this submission is my own work and that, to the best of my
knowledge and belief, it contains no material previollsly published or written by
another person nor material which to a substantial extent has been accepted for the
award of any other degree or diploma of the university 'or other institute of higher
learning, except where due acknowledgment has been made in thl, text.
Jakarta, May 31 2007
'Ilianboufor 6eing tliere ;
Heko Bayu Trianto
DALAM DIAM
dalam diam
dalam hembus
dalam desah
dalam nyeri:
aku ingin kau
dalam diam,
dalam hembus,
dalam desah,
dalam seringai
kusebut namamu
dalam diam
dalam hembus
dalam desah
dalam tawa
kurobek nadiku
adakah kau?
Ciputat, 2003
PREFACE
In the name of Allah, the Beneficent and the Merciful
The paper is submitted in partial accomplislunent of the requirement for The
Strata I Degree to The Faculty of Adab Humanities, English Letters Department
State Islamic University Syarif Hidayatullah Jakarta. There are number of people who
have given valuable assistance toward the successful completion of my study in
general and this paper in particular. Without their helps, it would have been
impossible for me to finish. The writer can mention but a few of those whom I am
indebted.
In terms of completion of the writer's study, the writer wish to express my
deepest gratitude to the Dean of Adab and Humanities Faculty, Dr. H. Abdul Chair,
MA, The Head of English Letters Department, Dr. M. Farkhan, M. Pd., The Secretary
of English Letters, Drs.Saefuddin, M. Pd", and to all my lecturers who can not be
mentioned one by one in this paper.
My own family deserves more than can not be mentioned here. The writer
offers everything to my parents whose guidances, sacrifies, stuggles, material and
psychological supports complete me as human kind.
Specially related to the completion of this paper, the writer owe considerable
debts to my thesis advisor, Dr. M. Farkhan, M. Pd., without his guidance, patience,
knowledge and encouragement this work has been impossible accomplished.
The writer owes a lot of thanks to Hendra Darmawan and Abay, thanks for the
discussion, it really means to me.
Jakarta, June 2007
The Writer
TABLE OF CONTENTS
ABSTRACT
.
APPROVEMENT
.
11
LEGALIZATION
.
III
.
iv
.
v
.
vii
TABLE OF CONTENTS
..
ix
CHAPTER I
..
1
DECLARATION
,
DEDICATION PAGE
PREFACE
"
INTRODUCTION
A. Background of The Study
3
B. Focus of The Study
3
C. Research Question
3
D. Significances of The Study
3
E. Research Methodology
4
I.
Objectives of The Study
4
2.
Method of Research
4
3.
Data Analysis Technique
4
4.
Unit Analysis
4
CHAPTER II
THEORETICAL FRAMEWORK
5
A. The Meaning of Semiotics
5
B. Aspect of Semiotics
8
CHAPTER III
ANALYSIS
13
A. Data Description
13
B. Analysis
14
CHAPTERlV
CONCLUSION
48
A. Conclusions
48
B. Suggestions
49
REFERENCE
50
APPENDICES
51
CHAPTER I
INTRODUCTION
A. Background of Study
"Dagadu Djokdja" is a branded product that produces exclusive souvenir of
Jogja such as: I-shirt, block note, sticker, bag, socks, and so on. Dagadu was founded
in 1994 by 25 college students that ever learned about architecture at UGM and have
similar interest on tourism business, having to do with the city and of course graphic
design. For Jogja's people the word Dagadu has been existed since several decades
ago as a curse word: your eyes! Dagadu is Jogja's slang language that is arranged by
return four lines Javanese letters.
ha
ｾ
na
ｇＰｾ
GG
pa
dha
ra
ka
wa
la
'a
ya
nya
ba
tha
nga
ca
*) da = rna, ga = ta, du = mul
J
p.2.
Anonymous, Bulcumungil Dagadu Djokdja (Yogyakarta: PT. Aseli Dagadu Djokdja, 2006),
2
To solve the code word is by return the first line to the third one and the
second line to the fourth one. The Indonesian word is cut into pieces based on its
syllable and then put based on the Javanese letters order without changed the vowel
letters "Da" in the second line is pronounced "Ma" in the fourth line, "Ga" in the
fourth line is pronounced "Ta" in the second line, and "Du" the word "Da" is form a
pair with "Ma" (Mu). So, Dagadu means your eyes!
Eyes are the main medium of sight seeing. And by using eyes as a logo,
Dagadu hopes, Dagadu can delegate its care about the problems of tourism business.
Dagadu Djokdja as alternative souvenir from Jogja carries on the main therne:
everything about Jogja, such as: its artifact, its language, its culture, and also the
trivial in its daily life. The words and the picture on its desigus make Dagadu famous
and become an icon of tourism besides gudeg, batik, bakpia and silver.
This thesis is about analysis the meaning of linguistic symbols on dagadu's
products. In this research, the writer applies theory of semiotics to analyze the
meaning oflinguistic symbols on dagadu's product. Semiotics is study about sign and
all the things related with it; the way its function, its relation with the other signs, its
send, its received, by them who use.2
2 Missriani & B.A Loeneto, "Analisis Struktural Semiotik Pnis; peIIlbawa Matabari Karya
Abdul Hadi W.M", Lingua: Jurnal bahasa dan Sastra, Volume 7, No.2 (Juni, 2006), p. 97.
3
B. Focus of Study
The products of PT. Aseli Dagadu Djokdja are not only T-shirt but also
sticker, block note, bookmark, bag, etc. But Dagadu always gives its creative idea in
its design like a fun writing, attractive and often make people: smile. The languages
that Dagadu use are also various, from Javanese until English. And because the writer
takes English letters department, so the writer focuses the research on the meaning of
linguistic symbols on the design that using linguistic symbol on T-shirts, sticker and
block notes.
C. Research Question
In fact, language is a system of signs. The system of signs have arbitrary and
conventional characteristics. The system of signs in language are signifie and
signifiant. Signifie and signifiant are like two sides of money which can not be
separated and every sign has meaning. Then, the questions in this research are: What
do the linguistic symbols used in dagadu's products mean?' How is the relation
between the linguistic symbols and pictoral symbols?
D. Significances of The Study
Hopefully, this research can help them who learn semiotics to understand
easily about what semiotics is and can be as reference material for other researchers.
4
E. Research Methodology
I.
Objectives ofThe Study
This research tries to analyze the meaning of linguistic symbols used on
Dagadu's products and the relation between the linguistic symbols and
pictoral symbols.
2.
Method of Research
The method which is used in this researched is descriptive analysis where the
writer describes the sign on Dagadu's design. The signs can be words or
pictures. And then, the writer analyzes and describes thl, meaning of linguistic
symbol and pictoral symbol based on the relevant theory.
3.
Data Analysis Technique
To analyzes the
ｾｴ｡､
first, the writer collects thtl design using linguistic
symbol and then the writer classifies the pichlfe using bilingual, religion and
Yogya's community life as the theme, and find out the meaning or
interpretation of the sign using the semiotics theory. Then, the classified data
will be analyzed through descriptive analysis technique.
4.
Unit Analysis
Unit analysis which is used on this research is the collection of Dagadu's
design from 15 pictures that using bilingual and the design that using Yogya's
community life as the theme. For examples, the writer gives the pictures,
which contain the signs such as, picture and linguistic symbol. Linguistic
symbol can be words, phrase and sentences. They are :
5
•
•
•
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•
•
,
CHAPTER II
THEORETICAL FRAMEWORK
A. The Meaning of Semiotics
The word "Semiotics" comes from the Greek root, seme, as in semiotilws, an
interpreter of signs. Semiotics as a discipline is simply the analysis of signs or the
study of signs or the study of the functioning of sign systems. 3 Semiotics and
semiology are two terminologies that refer to the same studies. The word semiotics is
used by scientist in America whereas semiology is more used in Europe.4
The primary function of signs is to create or generate the meaning. A specific
sign will generate different meanings depending on the l;ulture in which it takes
place. A sign can create multiple meanings or a single one; the relationship between
signs can generate a different set of meaning; a sign is active: and always generates
some meanings.
In this respect, we have to consider Charles Sanders Peirce's theory of
semiotics which emphasises on more about the study of sign. Peirce explains that a
I
sign is "anything which determines something else (its interpretant) to refer to an
object to which itself refers (its object) in the same way, the interpretant becoming in
3
Paul Cobley, Litza Jansz, Introducing Semiotics (Singapore: Tjen Wah Press Ltd, 1997), p.
4.
4 Aart Van Zoest, Serba-Serbi semiotika (Jakarta: Gramedia Pustaka Utama, 1991), p. 1.
7
tum a sign, and so on ad infinitum"s. A sign is anything perceptible, knowable or
imaginable, but to act as a sign, it must enter into a relationship with its object, be
interpreted and thus produce a new sign, its interpretant.
Therefore, it can be explained in the theory of semiotks based on the triangle
of semiotics below, in which it consists of sign, reference, and interpretant. Each
element depends on the others and can only be understood in relation to others. A
sign or representamen, is anything that is used to stand for or represent something
other than itself, such as words, pictures, gestures, and so forth. Referent is something
used as an object of signs. Interpretant is an interpretation from people based on the
sign and the referent. The semiotics triangle can be drawn as:
SIGN / REPRESENTAMEN (FIRSTNESS)
INTERPRETANT (THIRDNESS)
5
OBJECT (SECONDNESS)6
Umberto Eco,A Theory ofSemiotics (USA: Indiana University Press, 1976), p.69
p. 59
6 Ibid.
8
The sign or representamen
IS
a first; the object is a second; and the
interpretant is a third. The interpretant here represents Ihe thirdness. But the
interpretant becomes the first for the next triad.
As a first then, the sign also act as a third, bringing the next interpretant into
relationship with the object, orrendering "inefficient relations efficient", establishing
"a habit or general rule" whereby (signs) will act on occasion.?
The triangle semiotics is used to find the meaning of linguistics symbol that
dagadu uses. For example is the design of Yoga. The sign is Yoga, and the object is
man or people and to make interpretation, it must go through the object (the concept
that is caught by our mind).
B. Aspects of Semiotics
The shortest definition of semantic is the study of signs. If the study focuses
on its classifications, in its relation with the other sigus, on ita way to work together
on perform of its effect, it is called syntax semiotics. If the study shows the sigus
relation with its reference and with interpretation that is resulted, it is called semantic
semiotics. And if the study emphasizes the relation between sig;ns with the sender and
the receiver, it is called pragmatic semiotics. 8
Ferdinand de Saussure and Charles Sanders Peirce are the two pioneers of
semiotics. Ferdinand de Saussure and Charles Sanders Peirce did not recognize each
7 Paul
Cobley, Litza Jansz (1997), op.cit. 18
& B.A. Loenanto. Opcit Hal. 122
8 Missriani
9
other, their background of study were also different. Ferdinlmd de Saussure was a
linguists whereas Charles Sanders Peirce was a logician, physicist and philosopher.
Because of that, their semiotic theories were different. According to Peirce
terminology, symbol is a sigu of arbitrary while according to Saussure, a symbol is a
sign that is not wholly arbitrary. In his theory, Saussure expands the basis of general
linguistic. His special characteristic of theory lies on the fact that he regards
linguistics as a sign system. Ferdinand de Saussure was famous for his dichotomy:
signifiant and signified.
Logic, in its general sense, is only another name for semiotic, the quasinecessary, or formal, doctrine of signs. By describing the doctrine as "quasinecessary," I mean that we observe the characters of such sign as we know, and from
such an observation, we are led to statements, eminently fallible, and therefore in one
sense by no means ｮ･｣ｳｾ
Charles Sanders Peirce compares sign with logic.
According to Peirce, logic has to study how people think logically. The intellectual
activity is done through the signs. And signs make us think, related to others, and
give a meaning on what universe shows.
Charles Sanders Peirce, an American philosopher, developed pragmatism
philosophy through semiotics. The central point of Peirce's semiotics is based on
trichotomy about relation "stands for" between a signs and its object through
interpretant. The trichotomy ofPeirce are:
9 Kris Budiman, Ikonisitas Semiotilra Sastra
p.34.
dan Seni Visual (Yogyakarlll: BukuBaik, 2005),
10
1. Qualisign, sinsign, and legisign.
a. Qualisign is a quality that is a sign, although it can't be a sign yet before
embodied.
b. Sinsign is something that exists actually that has the shape ofsingle sign.
c. Legisign is a law that is a sign. 10
2. Icon, index and symbol
a. An icon is a sign that denotes its objects by virtue of a quality that it shares
with them. In other words, an icon thus "resembles" to its objects. It shares a
character or an aspect with it, which allows to it to
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interpreted as a sign
even if the object does not exist. It signifies essentially on the basis of its
"ground".u For example: a cartoon, a portrait, and so OUI.
b. An index is a sign that denotes its objects by viltue of an existential
connection that it has with them. 12 It refers to the object that denotes by virtue
of being really affected by that object. This category can include such natural
cooccurences as smoke and fire, dark clouds and impending rain, a human
footprint and the presence of a human being, but it also encompasses more
consciously controlled meanings. The imprint of a signed ring is an index of
the ring itself, and of its weares (though its signification of the wearer's
approval is arbitrary). A wedding ring, as well as a symbol, is also an index of
Kris Budiman, op.cit. 54
Daniel Chandler, Semiotics for Beginners. Accessed ou 6 November 2006.
hltp:/Iwww.semiotics.com
10
II
12
Ibid.
11
marriage. An advertisement is an index of the existence and availability of a
product. A slurred voice can be an index of drunkenness, expensive clothing
is an index of wealth, and so on.
c. A symbol is a sign that denotes its objects solely by virtue the fact that it is
interpreted to do so. The representamen does not resemble the object signified
but is fundamentally conventional, so that the signiiYing relationship must be
learned and agreed upon (e.g. the word "cat"). A symbol thus denotes,
primarily, by virtue of its interpretant. Its action (semeiosis) is ruled by a
convention, a more or less systematic set of associations that guarantees its
interpretation, independently of any resemblance or any material relation with
its object. 13 A symbol stands in a signiiYing relationship with its object only
because there exists a convention that it will be interpreted in that particular
way. A flag at the beach may signifies that swimming is safe.
3. Rheme, dicent and argument
a. Rheme is a sign of qualitative possibility, i.e anything of sign is not hue or
false.
b. Decisign is a sign of fact usually in the form of a proposisi. Decisign is hue or
false but without reason directly.
13
Daniel Chandler, op.cit.
12
c. Argument is a law, is a sign of reason that is based on leading principle which
expressing that transfer from certain premises to the certain conc1ussion is
true. 14
14 Kris
Budiman, op.cit. 60
CHAPTERIU
RESEARCH FINDINGS
A. Data Description.
In this chapter, the writer is going to analyze the datas, that are the fifteen
dagadu's designs that have been collected, based on the theory of semiotics by Peirce
as it is explained in chapter II. TIle following table shows the use of semiotic on
dagadu's designs.
No.
1.
Ring-Road
Design
Semiotic
Ring-road - Traffic Sign
2.
Hot Jog
Hot dog -
3.
Themon Lets go!
Beautiful- Girl
4.
Yoga
Yoga-Relax
5.
Dilarang Pipis Di sini
Traffic sign - Pee anywhere
6.
Who Wants To Be A Pesinden
Pesinden - Woman
7.
Malioboro Lesehan Dinner
Lesehan -
No Chair
8.
Kerokan
Kerokan -
Catch a cold
9.
I'M Jogjaholic
Jogja's people life style - Relaxed
10.
A Jog's Life
Jogja's life - RelaxedJPrincipaI
Sausage
I
14
II.
Bunderan Sunday Morning
Sunday morning -- Jogging
12.
Mafia Pathuk
Bakpia Pathuk -
A specialty food from
Jogja
13.
Gorengan
Snack such as bakwan. -
gorengan
14.
Satan
Something Evil- Fasting People (Muslim)
15.
He Will Be Back Next Month
Something Evil- Fasting People (Muslim)
B. Analysis
As it has been mentioned in the first chapter that the purpose of the study is to
find out what the linguistic symbols used in dagadu's product mean and how the
relation between the linguistic symbols and pictoral symbols is. This paper is
conducted emphasizing on more about semiotics.
In analyzing the data, the writer uses two steps. The frrst step is the analysis
on the linguistic symbol because it often attracts more attention. Then, the next step is
the analysis on the pictoral symbol.
15
a.
The Design of Ring-Road.
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