Semiotic Analysis of Greenpeace Campaign Posters in Climate Change Series.

A Thesis

Submitted to Adab and Humanities Faculty in Partial Fulfilment of the Requirement for the Degree of Strata One (S1)

SEPTIAN EKO SUCIYANTO 1111026000035

ENGLISH LETTERS DEPARTMENT LETTERS AND HUMANITIES FACULTY

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA

i

Islamic University (UIN) Syarif Hidayatullah Jakarta, 2016.

This thesis is aimed to find out the clear meaning of linguistic signs of Greenpeace campaign posters in climate change series and to explain its semiosis process. The methodology used in this research is qualitative method. Through this method the researcher tries to explain and analyze the meaning of the linguistic signs and investigate its semiosis process using the triangle semiosis process of C.S. Peirce’s theory. The unit analysis of this research was the campaign poster of Greenpeace in climate change series from its official website, www.greenpeace.org. Within the website, there are 42 campaign posters of climate change series that published during January to December 2014. Because of the large number of the posters, the researcher does sampling by using simple random sampling. Finally, the data to be analyzed are 12 campaign posters in which each poster represents each month.

The campaign posters consist of two signs, they are icon and symbol in relationship between the representamen and its object. Then, the relation of the representament and the object produces the interpretant. In brief, the interpretant perfects the semiosis process and gives the clear meaning of linguistic signs on the campaign posters.

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I hereby declare that this submission is my own work and that, to the best of my knowledge and belief. It contains no material previously 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 acknowledgement has been made in the next.

Jakarta, April 29th 2016

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All praise and gratitude be to Allah Subhaanallaahu Wata’aalaa for giving me ability and health to finish this thesis. Blessing be upon our prophet Muhammad Solallaau Alaihi Wasallam, his family, companions and adherents.

Firstly, the writer would like to express sincere grattitude and thankfulness to my dearest parents, Parjio and Paini Setyawati who always giving true love, everlasting care and full-financial in their every single step in their life during the writer study. The writer also would not forget to lovingly thanks to my beloved brother and sister, Agung Dwi Fitrianto and Desiana Tri Suciyanti for their motivations and endless love.

Secondly, the writer would love to address my greatest honor and thankful to my awesome advisor, Hilmi Akmal, M.Hum who always support and encourage the writer during making this thesis. The writer will never forget about all of his kindness.

Thirdly, the writer also wants to express my deepest grattitude and sincere appreciation to the persons for their contribution in the process of writing until it is completed well. They are as follows:

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3. Elve Oktafiyani, M.Hum., the Secretary of English Letters Department. 4. Dr. H. Muhammad Farkhan, M.Pd., and Rima Muryantina, S.Hum.,

M.Ling., as my examiners and for helps and critiques so that my thesis is more much better.

5. All lecturers in English Letters Department who have taught me a lot of things and inspired this thesis.

Fourthly, the big thanks to Sahla, Riska, Lestari, Fafaw, Aini, Hanif and for all my best friends in UIN Jakarta especially KPA. Arkadia, LDK. Syahid, D’Cuks Community, Boim Wong, Gypsy Volunteer and English Letters Department 2011 who give me the colorful moment and rich experience from the laughs to quarrels, happiness to sadness and the funniest one to the ridiculous one. Finally, the writer also thank to Greenpeace Indonesia, Youth For Climate Change Indonesia and all my beloved friends that the writer cannot mention them one by one who have helped the writer during the process of conducting this research. May Allah Subhaanallahu Wata’aalaa always bless them all the time, aamiin.

Jakarta, April 29th 2016

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Table 1: Peirce's Trichotomies of Signs... 20

Table 2: Corpus Data... 25 Table 3: The Result of Simple Random Sampling... 37

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Figure 1: Saussure‘s Model of the Sign... 15

Figure 2: Triadic Semiosis Concept of Peirce... 16

Figure 3: Datum 1... 31

Figure 4: Datum 2... 35

Figure 5: Datum 3... 39

Figure 6: Datum 4... 43

Figure 7: Datum 5... 45

Figure 8: Datum 6... 49

Figure 9: Datum 7... 52

Figure 10: Datum 8... 55

Figure 11: Datum 9... 59

Figure 12: Datum 10... 62

Figure 13: Datum 11... 66

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Diagram 1: Iconic semiosis process of datum 1... 32

Diagram 2. Symbolic semiosis process of datum 1... 33

Diagram 3. Iconic semiosis process of datum 2... 36

Diagram 4. Symbolic semiosis process of datum 2... 37

Diagram 5. Iconic semiosis process of datum 3... 40

Diagram 6. Symbolic semiosis process of datum 3... 41

Diagram 7. Iconic semiosis process of datum 4... 43

Diagram 8. Symbolic semiosis process of datum 4... 44

Diagram 9. Iconic semiosis process of datum 5... 46

Diagram 10. Symbolic semiosis process of datum 5... 47

Diagram 11. Iconic semiosis process of datum 6... 50

Diagram 12. Symbolic semiosis process of datum 6... 51

Diagram 13. Iconic semiosis process of datum 7... 53

Diagram 14. Symbolic semiosis process of datum 7... 54

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Diagram 18. Symbolic semiosis process of datum 9... 61

Diagram 19. Iconic semiosis process of datum 10... 63

Diagram 20. Symbolic semiosis process of datum 10... 64

Diagram 21. Iconic semiosis process of datum 11... 67

Diagram 22. Symbolic semiosis process of datum 11... 68

Diagram 23. Iconic semiosis process of datum 12... 70

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APPROVEMENT ... ii

DECLARATION ... iv

ACKNOWLEDGMENT ... v

THE LIST OF TABLES ... vii

THE LIST OF FIGURES ... viii

THE LIST OF DIAGRAMS ... ix

TABLE OF CONTENTS ... xi

CHAPTER I INTRODUCTION A. Background of Study ... 1

B. Focus of Study ... 4

C. Research Question ... 4

D. Significant of The Study ... 4

E. Research Methodology ... 5

1. The Objectives of Research ... 5

2. The Method of Research... 5

3. The Instrument of The Research... 6

4. The Unit of Analysis... 6

5. The Technique Data Collecting and Data Analysis….. 6

CHAPTER II THEORETICAL FRAMEWORK A. Previous Research ... 8

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3. Semiotics Theory of Charles Sanders Peirce... 15

4. Peirce's Classification of Signs... 17

4.1First Trichotomy... 17

4.2Second Trichotomy: Icon, Index, Symbol... 18

4.3The Third Trichotomy... 19

4.4Ten Principal Classes of Signs... 20

5. Typology Signs Charles Sanders Peirce... 21

CHAPTER III RESEARCH FINDING A. The Data Description ... 23

B. Data Analysis ... 31

CHAPTER IV CONCLUSION AND SUGGESTION A. Conclusion ... 73

B. Suggestion ... 74

BIBLIOGRAPHY ... 76

APPENDIX ... 80

A. The total data corpus during January – December 2014... 80

1 A. Background of the Study

As the social being, humans use the language in order to communicate each other. According to Kridalaksana, language is the sign of sound system agreed to utilize by the member of group of certain publics in communicating and identifies itself.1 From that definition we can know that language is a sign. We live surrounded by sign. Peirce said, sign is something which stands to somebody for something in some respect or capacity.2 Sign is learned in semiotics. Semiotics is the study of sign or the science that study about sign in human beings. Sign makes human identifies themselves or the others to understand every aspect in life easily.3 Language as the sign can be found in the poster. Furthermore, signs in the poster are the things that will be analyzed in this research.

Basically, there are two types of communication; verbal and nonverbal communication. Verbal communication can be text and also the

1

Harimukti Kridalaksana, “Bahasa dan Linguistik” in Kushartanti, Untung

Yuwono and Multamia RMT Lauder (Ed.), Pesona Bahasa: Langkah Awal Memahami Linguistik (Jakarta: Gramedia Pustaka Utama, 2005), p.3.

2

Winfried Noth, Handbook of Semiotics, (United States of America: Indiana University Press, 1995), p.42.

3

Benny, Hoed, Semiotik dan Dinamika Sosial Budaya, Second Edition, (Depok: Komunitas Bambu, 2011), p.3.

language used by humans. Meanwhile, non-verbal communication can be a body language, facial expressions and eye contact, symbols and how to speak like intonation, emphasis, sound quality, style emotion, and speaking style.4 Verbal and Non-Verbal communication are used depend on the situation. For example, verbal communication can be applied in teaching method. Because in teaching requires a direct linguistic communication. On the other hand, non-verbal communication is very suitable to use in printing media, such as poster.

Posters are the printing media which do not only display the attractive pictures but also as a media which provide information to the public. If seen for a moment, posters are just the ordinary pictures made with a blend of attractive text, but when we deeply analyze it, a poster has the strong character in conveying information through the attractive pictures and text.

Nowadays, poster is widely used by various companies or non-profit organizations to advertise their product or campaign their activity. For example, Greenpeace is one of the International non-profit organization who extremely concerns about climate change. Through the campaign media with using non-verbal language such as posters and photographs, Greenpeace is trying to make people care about climate change which is happening today.

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Posters which are made by the Greenpeace look very attractive and most of the posters use a simple design. It makes the posters have the full of meaning. The difference of commercial posters which aim to promote a product, Greenpeace‟s posters use short text and images which are combined into a provocative posters in the campaign of awareness of climate change, because the whole world will feel the impact of climate change.

To get the clear meaning in the Greenpeace‟s posters about the climate change series, they need an analysis of text and images which contained in the poster as a sign (representamen) and the object. The uniqueness of the Greenpeace‟s poster in using the simple texts with combining the pictures make the researcher interests and encourages to conduct the research through the semiotics analysis using Triadic concept of Charles Sanders Peirce.

Through the interpretation of Triadic concept which consists of representamen, object, and interpretant, this research will uncover the real message in the poster. The analysis of the combining text and pictures in Greenpeace‟s posters will produce the broad interpretation of the meaning on Greenpeace campaign poster in climate change series.

B. Focus of the Study

Based on the background that has been described, this research focuses on the analysis of symbols and icons that appear at twelve campaign posters of Greenpeace in climate change series. In addition, the triadic semiotics process of Charles Sanders Peirce theory is used in this research. Then, it describes the relationship between the representamen, objects and interpretant to find the real message of the posters.

C. Research Question

Based on the research focus above, the research questions are: 1. How does the semiosis process occur on the twelve posters of

Greenpeace in Climate Change series using Charles Sanders Peirce‟s theory?

2. What are the messages of the twelve posters of Greenpeace in Climate Change series?

D. Significance of The Study

This research is expected to give benefits for the students of English Letters Department and other students who are interested in the study of semiotics. This research is also expected to have contribution to the development of linguistics especially in the study of semiotics. In addition, this research is also expected to enrich the knowledge of the

reader in understanding the semiotic analysis, especially Triadic concept of Charles Sanders Peirce theory.

E. Research Methodology

1. The Objectives of Research

The objectives of the research are:

a. To know how the semiosis process occur at the twelve posters of Greenpeace in Climate Change series using Charles Sanders Peirce‟s theory

b. To find out the messages of the twelve campaign posters of Greenpeace in Climate Change series.

2. The Method of Research

This research applies descriptive qualitative method. According to Farkhan, in qualitative research, the methods that usually use are descriptive, historic, explorative, content analysis, action research and naturalistic.5 Furthermore, this research will analyze, identify and describe the elements of sign on the posters to get the meaning.

5

Muhammad Farkhan, Proposal Penelitian Bahasa & Sastra Edisi Revisi, (Jakarta: Adabia Press, 2011), p. 52.

3. The Instrument of The Research

The instrument of the research is the researcher himself as the subject of the research. According to Farkhan, instrument of the research can be defined as a tool or way, that is used to obtain the data or information in a research.6 As the instrument of the research, the researcher conducts several things to accomplish the objective of the research, such as reading the theory of semiotics. Then, classify the icon and symbol elements on the twelve campaign posters of Greenpeace in climate change series. After that, analyse the data using the triadic concept of Charles Sanders Peirce‟s theory.

4. The Unit of Analysis

The unit of analysis, which is used in this research is the twelve selected Greenpeace campaign posters in climate change series which published ranging from January to December in 2014.

5. The Technique Data Collecting and Data Analysis

The technique data collecting that used in this research is bibliography technique using semiotics approach of Charles Sanders Peirce‟s theory. According to Subroto, bibliography technique is the technique that use the written sources to obtain

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data. The steps in collecting the data are start from downloading all the posters of Climate Change series from January till December 2014 in the official website of Greenpeace www.greenpeace.org. Then, every datum or poster is arranged into the list and given number in the folder. They are 42 campaign posters in climate change series that published from January till December 2014. Moreover, there are twelve folders created and each folder contains three and more posters. Then, it is taken one poster for every month by using simple random sampling, so there are 12 campaign posters. After the data are collected, the data are analyzed. The texts and picture elements on the posters will be analyzed using the Triadic concept of Charles Sanders Peirce theory to explain the semiosis process and find out the clear meaning of the signs. The last, the researcher makes conclusion from the data which had analyzed.

8 A. Previous Research

The research about semiotics has been done before, such as:

Cindyramitha, 2012, in her thesis by the title “Semiotics Analysis of Product Packaging Design of Gulaku Sugar Sticks”, used theory of Ferdinand De Saussure to analyze the signs. She explained all the data descriptively. She aimed to gain knowledge about the process of meaning productions behind each visual elements on product packaging design using semiotics analysis with Saussure‟s dyadic model7

.

Anwar Yasin, 2011, in his thesis under title “A Semiotic Analysis of Education Advertisements on Campus Magazine”, tried to find out the sign meaning of the education advertisements by using triangle semiotics concept. However, in his analysis chapter, he did not draw the triangle semiotics of Peirce to show the relation between the object,

representamen, and interpretant where the combination of the three signs

will deliver a clear meaning of a selected object (advertisement). He used

7

Cindyramitha, “Semiotics Analysis of Product Packaging Design of Gulaku Sugar Stick”, Unpublished undergraduate thesis on University of Indonesia, (Depok: 2012).

the table to describe them. He did not show how many icon and symbol that found in every advertisement8.

Björn Kralemann - Claas Lattmann, in the journal “Models as icons: modeling models in the semiotic framework of Peirce‟s theory of signs”. They tried to shed the light on the ontological puzzle pertaining to models and to contribute to a better understanding of what models are. They said that models should be regarded as a specific kind of signs according to the sign theory put forward by Charles S. Peirce, and, more precisely, as icons, i.e. as signs which are characterized by a similarity relation between sign (model) and object (original). This yields the following result: models are determined by a semiotic structure in which a subject intentionally uses an object, i.e. the model, as a sign for another object, i.e. the original, in the context of a chosen theory or language in order to attain a specific end by instituting a representational relation in which the syntactic structure of the model, i.e. its attributes and relations, represents by way of a mapping the properties of the original, which hence are regarded as similar in a relevant manner9.

Risto Hilpinen, in his Journal by the title “On the Objects and Interpretants of Signs: Comments on T. L. Short‟s Peirce‟s Theory of Signs”. This journal is a commentary on some topics discussed by Thomas

8

Anwar Yasin, “A Semiotic Analysis of Education Advertisements on Campus Magazine”, Unpublished undergraduate thesis on UIN Syarif Hidayatullah Jakarta,

(Jakarta: 2011). 9

Björn Kralemann and Claas Lattmann, “Models as icon” on Modeling models in

Short in his recent book Peirce‟s Theory of Signs: Peirce‟s distinction between iconic and indexical signs, the objects of propositions, and different ways of interpreting the distinction between the immediate and dynamic objects of signs. Through his journal, he suggested that the models of a theory can be regarded as its immediate objects, and the real systems represented by the models are the dynamic objects of the theory10. G.D. Dharma Keerthi Sri Ranjan, in her journal under title “Science of Semiotic Usage in Advertisements and Consumer‟s Perception” tried to preserve the culture and help to read the cultural perception becoming natural. She explained that advertisement is capable of manipulating the perception and the behavior of the consumers. Each advertisement is a cultural document and has a cultural shadow which carries to readers to share and negotiate the cultural themes. These symbolic and the iconic conversation are ritualized enactments through the dimensions of cultural esteem. However, in her journal, she did not draw the triadic semiosis concept of Peirce related to the advertisement, she described it descriptively11.

So, in the researcher‟s thesis untitled “Semiotic Analysis of Greenpeace Campaign Posters in Climate Change Series” which makes it different from the previous researches is the corpus used and the objective.

10

Risto Hilpinen, “Comments on T. L. Short’s Peirce’s Theory of Signs” on The Objects and Interpretants of Signs, (Coral Gables: 2007).

11

G.D. Dharma Keerthi Sri Ranjan, “Advertisements and Consumer’s

The thesis also tries to describe the semiosis process occur at the Greenpeace campaign poster in Climate Change, then find out the linguistic signs meaning (icons and symbols) that contained on the poster based on the triangle concept of Charles Sanders Peirce theory. The icons and the symbols in each datum will be analyzed separately using the triangle semiosis of Peirce. Finally, the researcher gives the meaning of the poster.

B. Theoretical Description 1. Definition of Semiotics

Semiotics is derived from Greece: semeion, which means sign. According Piliang, as quoted by Tinarbuko, exploration of semiotics as a method to study the various branches of science is possible because there is a tendency to look at a variety of social discourse as a phenomenon of language. In other words, language used as the model of social discourse.12 Based on the view of semiotics, if the entire social practices can be regarded as the phenomenon of language, so everything can also be seen as a sign. It is possible because of the breadth of understanding of the sign itself.

12

Sumbo Tinarbuko, Semiotika Komunikasi Visual, (Yogyakarta: Penerbit Jalasutra, 2008), p. 11.

Semiotics as a model of social science, to understand the world as a system of relations which has a base unit with a 'sign'. Therefore, semiotics examines the essence of the existence of signs.13

Tinarbuko states that semiotics has two famous figures, namely Ferdinand de Saussure (1857-1913) and Charles Sanders Peirce (1839-1914). Both of them were developing science of semiotics separately and did not know each other. Saussure in Europe and Peirce in United States of America. Saussure has a linguistics scientific background, while Peirce is philosophy. Saussure called the science which he developed as semiology14.

Semiology according to Saussure, based on the assumption that as long as the actions and behavior of humans bring the meaning or for functioning as a sign, there should be a distinction and conventions behind a system that allows the meaning of it. There is a sign there is a system.15

Semiotics is defined by Ferdinand de Saussure in the Course in General Linguistics, as "Science that learns about sign as a part of social life.16 Semiotics as a model of social science to understand the world as a system of relations that has a basic unit called "sign". Saussure proposed two concepts in semiotics, signifier and signified. Thus, in every "sign" there are two elements of " signifier” and “signified”. Signifier is the concept of acoustic/sound/sentence. While the signified is the mental concept. The

13

Indiawan Seto Wahyu Wibowo, Semiotika Komunikasi, Aplikasi Praktis Bagi Penelitian dan Skripsi Komunikasi, (Jakarta: Penerbit Mitra Wacana Media, 2013), p.9.

14

Sumbo Tinarbuko, Loc.cit.

15

Indiawan Seto Wahyu Wibowo, Op.Cit., p. 12. 16

Yasraf Amir Piliang, Hipersemiotika, Tafsir Cultural Studies Atas Matinya Makna, (Yogyakarta: Jalasutra, 2003), p. 256.

Saussure‟s opinion affects some thoughts such as Derrida, Barthes and Baudrillard.

According to Peirce as the master of the philosophy, human reasoning is always done through sign. It means human beings only can think through the sign. In his thought, logic is same with semiotics and semiotics can be applied to all types of sign. In a further development, the word Semiotics is more popular than Semiology. Semiotics according to Pierce the another name of logic refers to formal doctrine of signs.17

Pierce saw there are three important things in semiotics which can be explained through sign, object, and interpretant. He wrote that sign is something that stands for someone or something which reflects a certain capacity or interest.18

Aart Van Zoest as quoted by Sudjiman said, "Semiotics is the study of sign and everything connected with it; how the functioning, its relationship with other signs, and the recipient, and the recipient by those who use it. Semiotics can be applied in any field where the sign is used and includes both a representation and interpretation, a denotantum and interpretant.19

Semiotics is the study of sign. The signs convey information communicatively. It can replace something else which you can think or imagine. This branch of science originally developed in the field of language,

17

Kris Budiman, Semiotika Visual, (Yogyakarta: Penerbit Buku Baik, 2004), p. 3. 18

Arthur Asa Berger, Media Analysis Technique: Second Edition, (Yogyakarta: Penerbitan Universitas Atma Jaya, 2000), p. 4.

19_{Umberto Eco, “Sebuah Pengantar Menuju Logika Kebudayaan”}

in Panuti Sudjiman and Aart van Zoest, Serba-serbi Semiotika, (Jakarta: PT. Gramedia Pustaka Utama, 1992), p. 38.

then developed in the field of art and visual communication design. Meanwhile, Charles Sanders Pierce, insists that we can only think with the medium sign. Human can only communicate through the sign.

Sign of human life could be a sign of movement or gesture. A wave hand that could mean calling or nod of the head can be translated to agree something. Sign of sounds, such as whistles, trumpets, drums, human voices, ringing phones. Sign of text, including letters and number. It could also a sign in the traffic lamp, and many more.

From some opinions above, semiotics is the science of detecting the truth of sign and the essence of social conventions which previously formed from its sign that makes it has a certain meaning for the certain capacity or interest.

2. Semiotic Theory of Ferdinand De Saussure

Ferdinand de Saussure (1857–1913) is called as the "father" of modern linguistics. Saussure was born in Geneva in 1857. He attended science classes at the University of Geneva before turning to language studies at the University of Leipzig in 1876. Saussure‟s model of sign is in the dyadic tradition in which the two parts of sign consist of a sign vehicle and its meaning. Focusing on linguistic signs, such as words, Saussure defined a sign as being composed of a significant (signifier/sound pattern) and a signifié

(signified/concept). It is important to remember that, according to Saussure, the sign is completely arbitrary.20

Figure 1. Saussure‘s Model of the Sign

De Saussure saw a sign as the relationship between form (which described in human cognition) and meaning (or content, to be understood by human as sign users). He used the term of signifier for sign„s form and signified for its meaning. So he saw signs as a structure (the meaning process is the relationship between signifier and signified) and structured (the result of the process) in human cognition. In his theory, signifier is not the real language sound, but it„s an image acoustic. Everything in human life is seemed as a form which has a certain meaning and the relationship between the two is based on social conventional.21

3. Semiotic Theory of Charles Sanders Peirce

Charles Sanders Peirce was an American philosopher who lived from 1839 to 1914. Peirce also known as the most original and multidimensional argumentative thinker and philosopher of America. As a philosopher, Pierce

20

http://www.parrottime.com/index.php?i=1&a=3&p=all accessed on Thursday, 3 September 2015 at 09.16 p.m.

21

wanted to examine what and how the human think logically. Peirce was born in an intellectual family in 1839. His father, Benjamin is a professor of mathematics in Harvard University. Peirce developed rapidly in education in Harvard. In 1859 he received the BA degree, then in 1862 and 1863 respectively he received the MA and B.Sc degree from Harvard University.22

Theory of Peirce is often called as the 'grand theory' in semiotics. It is caused the idea of Peirce is comprehensive, structural description of all tagging system. Peirce wanted to identify the fundamental particles of the signs and merge back all the components in a single structure.23

Unlike the dyadic models offered by Ferdinand de Saussure which consists of signifier and signified, Charles Sanders Peirce offered the triadic models, consists of representamen, objects and interpretant.

Representamen [R]

Object [O] Interpretant [I]

Figure 2. Triadic Semiosis Concept of Peirce

22

http://www.britannica.com/biography/Charles-Sanders-Peirce accessed on Thursday, 3 September 2015 at 09.30 p.m.

23

Indiawan Seto Wahyu Wibowo, Semiotika Komunikasi, Aplikasi Praktis Bagi Penelitian dan Skripsi Komunikasi Edisi 2, (Jakarta: Penerbit Mitra Wacana Media, 2013), p.17.

A sign or representamen according to Charles Shanders Peirce is something that represents something else in some respect or capacity. Something else refers to the interpretant. Named interpretant of the first sign, in turn, will refer to a particular object. Thus, according to Peirce, sign or representamen has a 'triadic' relation directly to the interpretant and its object. Semiosis process has the meaning as the process which combines the entity (such representamen) with another entity that is referred to as Object. This process by Peirce called signification.

4. Peirce's Classification of Signs

Peirce developed an elaborate typology of signs, beginning with a triadic classification of the sign correlates representamen, object, and interpretant into three trichotomies. Considering the possibilities of combining firstness, secondness, and thirdness, he arrived at ten major classes of signs.24

4.1First Trichotomy

From the point of view of the representamen, Peirce subdivided signs into qualisigns (firstness), sinsigns (secondness), and legisigns (thirdness).25

24

Winfried Nöth, Op.Cit., p. 44. 25

The first, a Qualisign is a quality which is a sign. It cannot actually act as a sign until it is embodied. Such as the concept of color.26 The second is Sinsign (singular sign). In this concept, sinsign is an actual existent thing (object) which is formed by the real physical reality or the shape of a thing, it is actual thing or event.27 The third is a Legisign. Every conventional sign is a legisign. Legisign is the law or rule of how the thing should be. Such as, the sound of whistle in the soccer match. Mostly the legisign is made by human being to organize the social life, and because of that almost all the convention is the legisign.28

4.2Second Trichotomy: Icon, Index, Symbol

This trichotomy classifies signs with respect to the relation between the representamen and object. Peirce referred to this trichotomy as "the most fundamental division of signs". The three members of this trichotomy are icon (firstness), index (secondness), and symbol (thirdness).29

Peirce's definition of the icon is the sign which has the resemblance with the fact of what it refers, or a sign which denotes and have the character of the Object, whether the Object exists or not. Such as picture or drawing. For example, the map of DKI Jakarta is an icon of the DKI Jakarta area which depicted in the map. Then, index is a sign 26 Ibid. 27 Ibid. 28 Ibid. 29 Ibid.

which relates to casuality effect. For instance, the smoke for fire. The last is symbol. Symbol is the sign which personates the sentence, written text or language. According to Peirce, symbol is the category of arbitrary and conventional signs. For example is the word of Bhineka Tunggal Ika. In Indonesia, it is the phrase that has a rich symbolic meaning. But for people who have different cultural backgrounds, such as Eskimos, Bhineka Tunggal Ika refers simply as the ordinary phrase.30

4.3 The Third Trichotomy

According to the nature of the interpretant, a sign is either a rheme,

a dicent, or an argument. This trichotomy corresponds to the old

division of logic. The rheme is the probability for interpretant such as a concept. The dicent is the fact of interpretant or the real description of a thing. For example is a descriptive statement. Then, argument is a logical reasoning of interpretant or a sign of law. The law that the passage from all such premises to such conclusions tends to the truth. For example is a proposition. While a dicent only affirms the existence of an object, the argument proves its truth according to the agreement or convention of society.31

30

Ibid. 31

Table 1: Peirce's Trichotomies of Signs

4.4 Ten Principal Classes of Signs

Since every sign is determined by its three correlates, and there are three ways in which every correlate may be characterized, as summarized in table 1. However, some of the possible combinations are semiotically impossible. For example, a qualisign can be only iconic and rhematic and an index cannot be an argument.32 The semiotically superfluous characterizations are placed in parentheses:

1. (Rhematic Iconic) Qualisign, for example: "a feeling of red.'" 2. (Rhematic) Iconic Sinsign: "an individual diagram."

3. Rhematic Indexical Sinsign: "a spontaneous cry." 4. Dicent (Indexical) Sinsign: "a weathercock."

5. (Rhematic) Iconic Legisign: "a diagram, apart from its factual individuality."

32

6. Rhematic Indexical Legisign: "a demonstrative pronoun." 7. Dicent Indexical Legisign: "traffic signs, commands.” 8. Rhematic Symbol(ic Legisign): "a common noun." 9. Dicent Symbol(ic Legisign): "an ordinary proposition." 10. Argument (Symbolic Legisign): "a syllogism."33

5. Typology Signs Charles Sanders Peirce

Classification effort which made by Peirce to the sign has the distinctive way, although it was not quite simple. Peirce distinguished the types of signs to be: Icon, index and symbol based on the relation between representamen and object.34

1. Icon

Icon is a sign which denotes and have the character of the Object, whether the Object actually exists or not. In the icon, the relationship between representamen and object is materialized as similarities in some quality.35 For example, the map of Yogyakarta is an icon of the Yogyakarta area which depicted in the map.

2. Index

Index is the sign which is connected with the object because of the cause and effect connection.36 The example is a footprint above the ground.

33

Ibid.

34

Indiawan Seto Wahyu Wibowo, Op.Cit., p.18. 35

Charles Sanders Peirce, The Collected Paper of Charles Sanders Peirce,

(Cambridge, MA: Harvard University Press, 1931 – 1935), p. 367. 36

That is an index of a person or animal that has been passed there. Or a knock on the door is an index of the presence of a 'guest'.

3. Symbol

Symbol is a general law or ideas which operates only in a particular situation, areas, or society. Symbol is also called as the type of sign which is arbitrary and conventional according to the agreement or convention of society.37 For examples, Garuda Pancasila for Indonesia is a bird that has a rich symbolic meaning with the addition of the word Bhineka Tunggal Ika. But for people who have different cultural backgrounds, such as Eskimos, Garuda Pancasila is only regarded as the ordinary eagle.

From the Peirce‟s point of view, the process of signification could generate a never-ending series of relationships, so a interpretant will be a representamen, be a interpretant again, then representamen again and so on. Charles Sanders Peirce divided the sign and how it works into three categories as explained above.

37

23 A. The Data Description

Based on the unit analysis of this thesis, the object that will be analyzed in this thesis is twelve selected Greenpeace campaign posters of Climate Change series during 2014. The steps to collect the data are:

Download all the posters of Climate Change series from January till December 2014 in the official website of Greenpeace www.greenpeace.org. Then, save the posters on the folder in my computer as a file. In the folder is also written each months of publication of poster. Total of all data poster are 42 posters. The data are arranged into folder before processing. According to Wasito, there are three techniques of random sampling determination which tend to be used in research. They are simple random sampling, systematic random sampling, and stratified random sampling.38 The researcher decides to use the simple random sampling to determine one poster for every month because it is a fair way of selecting data from a given population since every datum is given equal opportunities of being selected.

Looking at total data corpus, the raffle of simple random sampling is used in this research. The steps in this technique are:

38

Hermawan Wasito, Pengantar Metodologi Penelitian (Jakarta: PT. Gramedia Pustaka Utama, 1992), p. 54.

1) Every population member (42 Greenpeace campaign posters of climate change series) is arranged into the list and given number in the folder;

2) Every number of population member in the list is sorted; 3) The file is sorted and put in the numbered folder;

4) There are twelve folders used in this data processing and each folder contains three and more files;

5) The serial number is rewritten on the piece of paper; 6) The paper is rolled and put them in the box;

7) The box, which is contained the data from each folder, is raffled to get data to be analyzed.

It is clear that total corpus data are 42. The details of the corpus data can be shown in the following table:

Table 2. Corpus Data

No Mon th

Corpus Data To

tal 1 Janu

ary

2 Febr uary

4

3 Mar ch

3

4 Apri l

3

5 May 4

7 July 3

8 Aug ust

4

9 Sept emb er

3

10 Octo ber

3

11 Nov emb er

12 Dec emb er

4

Total 42

So, from the data corpus above, the researcher take some sample randomly with selected using the way explained before. Here are the data that will be analyzed in this research.

Table 3. The Result of Simple Random Sampling

Datum Number

Month Result

1 January

3 March

4 April

5 May

7 July

8 August

9 September

11 November

12 December

In order to get the meaning of each datum clearly, the data will be analyzed one by one to reveal the meaning by using qualitative method with explaining the semiosis process that occurs in each datum through the Peirce‟s theory. The semiosis is based on Pierce‟s theory of semiotics which emphasizing the second trichotomy of sign which insist the relationship between the representamen and its object. The second trichotomy based on Pierce is icon, symbol and index. In this research, it is only icon and symbol which will be analyzed. Because, on the posters, only icon and symbol appear on it. The icon itself is the photo, picture or drawing which occurs on the poster. Meanwhile, the symbol is the sentence, written text or language on the poster. Index will not be analyzed because there is no index which occurs on the poster. Because, it relates to causality effect which requires more time in

another or different research. The explaining of casuality is when the people awakened to do something to save the environment because they have seen the poster of Greenpeace. It will become the index of the poster. It requires personal analyze to know the index. Furthermore, the researcher only analyzes the icon and symbol which can be described through researcher‟s interpretation. The icon and symbol on the poster will uncover the hidden meaning behind the poster.

B. Data Analysis

B.1. Datum 1

Figure 3. Datum 1

The poster was published in January 2014. It lades two kinds of sign, in iconic type and in symbolic type. The icon in this poster is the picture of

pyramid with the snow atmosphere surroundings the pyramid. The written language above the pyramid “If We Don‟t Act Now...” is the symbol of this poster.

So, there are two semiosis processes. In the first semiosis process, the picture of pyramid with the snow atmosphere surroundings the pyramid is the representamen [R] that stands for its object [O] Egyptian Pyramid as the site wonder of the world. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; The world heritage that should be preserved from the impacts of climate change.

Diagram 1. Iconic semiosis process of datum 1 Egyptian

Pyramids as the site wonder of

the world [O]

Pyramid with the snow atmosphere surroundings the Pyramids [R]

The world heritage that

should be preserved from

the impacts of climate change

The second semiosis process is the symbol. The language used on the poster is “If we don’t act now..” above the picture takes place as representamen [R] that represents its object [O] The bad things are going to

happen soon. When the Egyptian pyramids are surrounded by snow, the

Egyptian people have to move and leave their house. 39 They must evacuate to avoid the extreme cold temperature. It will also impact on the food crisis in Egypt.40 In addition, the relationship between the representamen [R] and the object [O] produces the interpretant [I]; Ask people to do something before the climate changes the weather of Egypt to be winter and Egyptian Pyramids to be the Pyramids of Ice.

Diagram 2. Symbolic semiosis process of datum 1

39

http://www.grida.no/publications/other/ipcc_tar/?src=/climate/ipcc_tar/wg2/39 0.htm accessed on Thursday, 21 January 2016 at 10.30 a.m.

40 Ibid. The bad things are going to happen soon [O]

If we don‟t act now. [R]

Ask people to do something before the

climate changes the weather of Egypt to be

winter and Egyptian Pyramids to be the Pyramids of Ice [I]

The last is the conclusion for these two semiosis processes to get the hidden meaning of this poster. From what have been seen, this poster sends the message or meaning that the Egyptian Pyramids is the place that did not escape from the impact of climate change. Egyptian Pyramids is one of the world heritage which is located in the desert of Egypt. As the world heritage, Pyramids of Egypt is the site that protected by the United Nations. Although as the site wonder of the world, it is not the guarantee that it will be spared from the impact of climate change, because every 1 increase in world temperatures will pose a great danger, such as the release of CO2 from the soil surface and the release of methane from the permafrost in the Arctic as well as from the seabed.41 The increase in global air temperature will be on par with global warming that has occurred in the last Ice Age and when the temperature of the Earth heats up 6ºC, the impact is beyond of human estimation.42 This posters shows that the climate gives the impact on the desert area of Egypt. Through the sentence; „If we don‟t act now..” in the poster, Greenpeace wants to inform that climate change is the serious issue and it is threatening Egypt. Greenpeace also want to invite people to do something to save the climate. This may happen; the desert will turn into ice and the Pyramids will be surrounded by snow if we do not act to save the climate.

41

https://unfccc.int/files/adaptation/application/pdf/nwa_1.2_development_planni ng_and_climate_change_in_egypt.pdf accessed on Thursday, 21 January 2016 at 08.27 a.m.

42

B.2. Datum 2

Figure 4. Datum 2

The poster was issued in February 2014. The poster is equipped by two signs; one icon and one symbol. The picture of a man with formal attire is walking on the ice floe is the icon. The written language of “What would you do?” above the picture is the symbol.

Therefore, they are two semiosis process. The first process here is the icon. The picture of someone with formal attire is walking on the floating ice is as the representamen [R] that represents its object [O] A person as the

object [O] produces the interpretant [I]; Climate change is threatening human survival.

Diagram 3. Iconic semiosis process of datum 2

In the second is the symbolic semiosis process. The written language of “What would you do?” is the representamen [R] which stands for its object

[O] The interrogative sentence for human. Furthermore, urge the

decision-maker to create the pro-environment policy to save the Arctic is the

interpretant [I] which is produced from the relationship between the representamen [R] and the object [O].

Cimate change is threatening human survival

[I] Someone with formal attire is

walking on the floating ice [R]

A person as the decision-maker

Diagram 4. Symbolic semiosis process of datum 2

The last is the conclusion for these two semiosis processes to get the meaning of this poster. Through this poster, Greenpeace tries to convey something useful for the future and reduce the impact of climate change. The poster wants to deliver a message about the big issues in the Arctic that threatens human survival. Formal attire means the formal or smart casual dress codes. Moreover, a picture of someone who wears formal attire represents the decision maker of policy.43 Furthermore, the man who walks using the formal attire over the ice floe shows that the condition of the ice in the Arctic is melting faster and endanger human life. Most scientists agree that Arctic weather and climate are changing because of human-caused

43

http://www.blacktieguide.com/Etiquette/Etiquette_BlackTie_Codes.htm accessed on Saturday, 23 January 2016 at 01.05 p.m.

Urge the decision-maker to create the

pro-environment policy to save the

Arctic. [I] What would you do?

[R]

The interrogative

sentence for human. [O]

climate change.44 Climate change is faster and more severe in the Arctic than in most of the rest of the world. Arctic warming is causing changes to sea ice, snow cover, and the extent of permafrost in the Arctic. In the first half of 2010, air temperatures in the Arctic were 4°C warmer than the 1968 to 1996 reference period, according to National Oceanic and Atmospheric Administration (NOAA).45 Furthermore, the sentence “What would you do?” personates the symbol which is organized as the interrogative sentence. It urges the decision maker to create the pro-environment policy to save the Arctic. Because, changes in the Arctic will not only affect local people and ecosystems but also the rest of the world and the Arctic plays a special role in global climate. So, human as the decision-maker should create the movement as soon as possible. Human needs to provide up-to-date and reliable information on the effects of climate change in the Arctic, in order to stimulate policies and actions that combat climate change and assisting in the development and implementation of adaptation strategies for species, ecosystems, and cultures in coping with a changing climate in the Arctic.

44

https://nsidc.org/cryosphere/arctic-meteorology/climate_change.html, accessed on Friday, 29 January 2016 at 10.00 p.m

45

B.3. Datum 3

Figure 5. Datum 3

The poster was released in March 2014. As the third datum, it consists of two signs. They are icon and symbol. The icon of this poster is the picture of three polar bears who stand on melting iceberg amid the ocean, and the symbolic mode here is the written language of “Enjoy Climate Change. Coca-Cola‟s use of HFCs to cool its drinks contributes to climate change. Ban HFCs.” on the left side of the picture. So, there are two semiosis process.

In the first semiosis process, the picture of three polar bears who stand on melting iceberg amid the ocean personates the representamen [R] of iconic mode which stands for its object [O] the polar bear in the Arctic. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; the polar bears population is in danger and climate change is threatening its existence.

Diagram 5. Iconic semiosis process of datum 3

The second semiosis process is formed in symbolic mode. The written language of “Enjoy Climate Change. Coca-Cola’s use of HFCs to cool its

drinks contributes to climate change. Ban HFCs.” on the left side of the

picture is the representamen [R] which represents for its object [O]

Coca-Cola’s contribution of climate change. The relationship between the

representamen [R] and the object [O] produces the interpretant [I]; the usage of HFCs in Coca-Cola substances causing the depletion of ozone layer that threatens polar bear habitat in the Arctic.

The polar bear in the Arctic [O]

The polar bears population is in danger and climate change is threatening

its existence. [I] Three polar bears who stand on

melting iceberg amid the ocean [R]

Diagram 6. Symbolic semiosis process of datum 3

The poster tells the people that the using of Hydrofluorocarbons (HFCs) by Coca-Cola Company is not good for the survival of the polar bear. The written language of “Enjoy Climate Change" using the style of the Coke company logo. The campaign called for Coke to not use HFCs refrigeration, because HFCs is one of the fastest growing contributors to climate change. It is mostly used in refrigerators or air conditioner. According to Montreal and Kyoto Protocols, fluorinated gas emissions in the United States have

Enjoy Climate Change. Coca-Cola‟s use of HFCs to cool its drinks contributes to climate

change. Ban HFCs. [R]

The usage of HFCs in Coca-Cola substances causing the depletion

of ozone layer that threatens polar bear habitat in the Arctic.

[R] Coca-Cola‟s

contribution of climate change. [O]

increased about 73% between 1990 and 2013.46 This increase has been driven by a 250% increase in emissions of HFCs since 1990.47 These HFCs molecules heat the planet even more than the average carbon dioxide molecule. Eliminating HFCs would mean a huge step towards slowing global climate change and save the polar bear habitat in the Arctic. This poster not only tells the people about the dangerous of HFCs for climate and the survival of polar bear, but also pushes the Coke company to get all HFCs out of its distrubutions. As the solution, Greenpeace developed an alternative refrigerator called Greenfreeze that did not use the extremely potent greenhouse gases HFCs. Greenfreeze technology shows the greener way that investing in efficient and sustainable tech is worthwhile.

B.4. Datum 4

46

http://nvdatabase.swarthmore.edu/content/greenpeace-pressures-coca-cola-phase-out-hfc-refrigeration-olympic-games-australia accessed on Friday, 29 January 2016 at 08.00 p.m

47

Figure 6. Datum 4

The poster was issued in April 2014. It is equipped by two signs in iconic type and symbolic type. The picture of someone who was riding a bicycle with two wheels that resembles the Earth is an iconic type. Then, the symbolic type is the sentence of “You are not just burning off calories...” above the picture.

Therefore, they are two semiosis processes. The first process is the iconic type. The picture of someone who was riding a bicycle with two wheels

that resembles the Earth becomes the representamen [R] which stands for its

object [O] Riding a bike. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; Besides good for health, cycling can also save the Earth.

Diagram 7. Iconic semiosis process of datum 4 Riding a bike.

[O]

Besides good for health, cycling can also save the

Earth. [I] Someone who was riding a bicycle

with two wheels that resembles the Earth. [R]

The second process is the symbolic type. The language used on the poster stated “You are not just burning off calories..” represents the representamen [R] which represents for its object [O] The benefit of cycling. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; Cycling can keep the body healthy and make a difference in the health of Earth.

Diagram 8. Symbolic semiosis process of datum 4

The last is the conclusion for these two semiosis processes to get the exact meaning of the poster. From this poster, Greenpeace sends the message or meaning that people should reduce the carbon footprint. Reduce the carbon footprint means reducing the carbon dioxide (CO2) contribution of each and

Cycling can keeps the body healthy and make a good difference in the

health of Earth. [I]

The benefit of cycling.

[O]

every one of the six a half billion people on the Earth.48 Because, CO2 is an important heat-trapping (greenhouse) gas, which is released through human activities such as the burning fossil fuels for energy and transportation that affects the climate change.49 As the solution, the most effective way to reduce the CO2 emissions is to reduce fossil fuel consumption and through this poster Greenpeace give the solution that cycling is one of the easiest way to save the Earth. Cycling is not only good for health by burning off calories but also people will save one pound of CO2 for every mile. And by cycling people can help make a difference in the health of Earth, because everyone is responsible to save the Earth.

B.5. Datum 5

Figure 7. Datum 5

48

https://www3.epa.gov/climatechange/ghgemissions/gases/co2.html#content accessed on Sunday, 7 February 2016 at 07.04 p.m

49

The poster was published in May 2014. It is formed by signs to convey the message. The signs take in two ways, they are icon and symbol. The picture of some fish are hiding behind a banner in the sea is the icon on the poster. Meanwhile, the sentence of “Our oceans need more protection” is the symbol of this poster.

So, the two signs on the poster build up two semiosis processes. The first semiosis process is the iconic semiosis process. In this case, the picture

of some fish are hiding behind a banner in the sea becomes the

representamen [R] that represents its object [O] the fishes in the ocean. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; Ocean damage impacts on fish habitat and destruction of coral reefs.

Diagram 9. Iconic semiosis process of datum 5 The fishes in

the ocean. [O]

Some fish are hiding behind a banner in the ocean. [R]

Ocean damage impacts on fish

habitat and destruction of coral reefs. [I]

The second is the symbolic semiosis process. The sentence of “Our oceans need more protection.” on the poster is the symbol that becomes the representamen [R]. It stands for its object [O] The condition of the ocean nowadays. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; Urge people to protect the ocean by creating a network of marine reserves.

Diagram 10. Symbolic semiosis process of datum 5

The last is the conclusion for the two semiosis processes above to get the meaning of this poster. Through this campaign poster, Greenpeace would like to inform people about the current condition of the ocean that the oceans need the protection and people should to protect it by creating a network of marine reserves. Because, our oceans are affected with climate change and

Our oceans need more protection. [R]

Urge people to protect the ocean

by creating a network of marine reserves.

[I] The

condition of the ocean nowadays.

also the human activity. All those things are extremely negative impact on life in our oceans and we simply have to do much more to protect our oceans. Carbon dioxide (CO2) makes the ocean more acidic when it dissolves in the water.50 This has consequences for fishes, plankton, krill, crabs, coral reefs, and all sea creatures with external shells or skeletons. Many of the affected creatures are vital parts to the food chain.51 Whole ecosystems will suffer if this chain collapses. In this case, Greenpeace offers the solution which is called networks of marine reserves. A marine reserve is a type of marine protected area that has legal protection against fishing or development. The poster shows there is no fish can escape. Fleets of industrial fishing vessels drive all ocean life into their massive nets. There will be no place to run and no place to hide for the marine ecosystems. Furthermore, by creating networks of marine reserves and implementing sustainable management in the surrounding waters, not only can we conserve marine species and habitats but also ensure fish for the future from the climate change and illegal human activity.

50

http://www.wwf.org.au/our_work/saving_the_natural_world/oceans_and_mari ne/marine_threats/climate_change_impacts/accessed on Sunday, 7 February 2016 at 07.34 p.m

51

B.6. Datum 6

Figure 8. Datum 6

The poster was released in June 2014. The researcher finds two signs on the poster. It consists of one icon and one symbol. The icon in this poster is the picture of Barack Obama and the symbol is the language used on the poster stated “Save climate for peace”. From those signs, they will build two semiosis process.

The first is iconic semiosis process. The picture of Barack Obama becomes the representamen [R] because it resembles with its object [O] The president of United States of America. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; President Barack Obama takes a part to save the climate.

Diagram 11. Iconic semiosis process of datum 6

The second is symbolic semiosis process. The language used on the poster stated “Save the climate for peace” personates the representamen [R] which stands for its object [O] climate for the world peace. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; By saving the climate, people also contribute in creating the world peace for all living being.

President Barack Obama

takes a part to save the climate. [I] The president

of United States of America. [O]

Barack Obama. [R]

Save the climate for peace. [R]

By saving the climate, people also contribute in creating the world

peace for all living being. [I] Climate for

the world peace. [O]

Diagram 12. Symbolic semiosis process of datum 6

The last is the conclusion for these two semiosis processes to get the clear meaning of the poster. The poster tries to tell the people that Barack Obama supports to save the climate. Barrack Obama is the most powerful person in United States of America.52 That is why Greenpeace used his picture on the poster to influence people around the world. Nowadays, climate change is already affecting the planet and society. The frequency of extreme weather events is increasing through the warming and moistening of the atmosphere.53 As we felt, hot days are becoming even hotter and more frequent, and both drought and heavy rain and snow will continue to occur more often. So, if we want to establish sustainable peace in this region, this is the year to act strongly to protect the climate. Furthermore, The sentence of “Save the climate for peace” on the poster means that by saving the climate, people also contribute in creating the world peace for all living being and president Barack Obama should take the lead in saving the climate.

52

http://yubanet.com/enviro/Greenpeace-Urges-Obama-Save-our-climate-for-peace-in-the-Middle-East.php accessed on Tuesday, 9 February 2016 at 07.47 p.m

53

B.7. Datum 7

Figure 9. Datum 7

The poster was issued in July 2014. It is structured by two signs to deliver its message. They are icon and symbol. The picture of the Earth with human face is an icon. Otherwise, the language used on the poster stated Our Mother Earth is crying out loud! is the symbol on the poster. So, the poster has two semiosis processes.

The first is the iconic semiosis process. The picture of the Earth with human face personates the representamen [R] which stands for its object [O] the planet of Earth. The relationship between the representamen [R] and the object [O] produces the interpretant [I];

Diagram 13. Iconic semiosis process of datum 7

The next is symbolic semiosis process. The symbol in this poster is “Our mother earth is crying out loud!”. This written language, Our mother Earth is crying out loud!, is the representamen [R] which personates that the Earth is in ruin [O]. Furthermore, the relationship between the representamen [R] and object [O] produces the interpretant [I]; The Mother Earth is asking for our help from the destruction.

The Earth with human face. [R]

The planet of Earth.

[O]

Save the mother Earth from destruction by

Diagram 14. Symbolic semiosis process of datum 7

The last is the conclusion for these two semiosis processes to get the meaning of this poster. From what we have been seen, the poster send the hidden meaning that the Mother Earth is asking for our help from the destruction that was made by human. As we know, Earth is already showing many signs of worldwide climate change and through this poster, Greenpeace tries to convey the information to the public that human need to take care of their Mother Earth. Human are contributing the damage for the Earth.54 We played a part in the destruction. Human started building and coal mining, shipping, depleting, dumping, and over hunting and fishing, poaching and shark-finning. Human consumption is also out of control.55With the number

54

http://hubpages.com/education/climatology/3642 accessed on Tuesday, 9 February 2016 at 08.13 p.m

55

Ibid.

The Mother Earth is asking for our help from the destruction.

[I] Our mother Earth is crying out loud!.

[R]

The Earth is in ruin.

of natural disasters is growing high everyday, it is almost as if the earth is crying out loud for our help. The Earth does not belong to us, but we belong to the Earth. Taking care of our Planet is in reverse taking care of ourselves.

B.8. Datum 8

Figure10. Datum 8

The poster was published in August 2014. This poster is structured by signs to convey its message. It lades picture as the icon and written language as the symbol. The picture of the face of a child with evidence of water damage is the icon in this poster. And the sentence of “Your child is growing.

semiosis processes that will be analyzed. Iconic and symbolic semiosis processes.

In the first semiosis, the picture the face of a child with evidence of water damage becomes the representamen [R] because it resembles with its object [O] the next generation. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; The rising oceans will kill the children as the future generation.

Diagram 15. Iconic semiosis process of datum 8

In the second semiosis process, the language used on the poster is the tagline of the campaign stated Your child is growing. Not as fast as the

oceans are rising personates the representamen [R] which stands for its

The face of a child with evidence of water damage.

[R]

The rising oceans will kill the children as the future generation.

[R] The next

generation. [O]

object [O] the oceans are rising very fast. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; The oceans which rise rapidly could kill the young children than human predicted.

Diagram 16. Symbolic semiosis process of datum 8

The last is the conclusion of the all semiosis processes to get the clear meaning of this poster. The poster tries to inform the people that the rising of oceans is the serious issue. Children as the next generation could be the most direct impacts of rising oceans.56 As we know, water is the important thing for human life, and it is one of the most pronounced effects of climate

56

s http://theinspirationroom.com/daily/2008/greenpeace-child-growing/ accessed on Sunday, 14 February 2016 at 09.05 p.m

Your child is growing. Not as fast as the oceans are rising.

[R]

The oceans which rise rapidly could

kill the young children than human predicted.

[I] The oceans

are rising very fast.

change. Climate change will contaminate the human drinking water.57 As temperatures around the globe continue to rise, ice in the Earth‟s polar regions and glaciers will melt, dumping tons of extra water into the ocean. In addition, warmer water temperatures will cause the oceans to expand. As the rising sea crawls farther and farther up the shore, in many places it will seep into the freshwater sources in the ground that many coastal areas rely on for their drinking water.58 These underground water sources, called aquifers, are crucial springs of freshwater. In fact, groundwater accounts for most of the freshwater on Earth. Saltwater is unsafe to drink, and while it‟s possible to remove the salt from water, it‟s an expensive process and complicated process. Some communities are already investing in costly desalination plants in anticipation of hard times ahead. San Diego County in drought-stricken California is building the largest seawater desalination plant in the Western hemisphere, and the MIT Technology Review reports that the plant will cost about $1 billion. Moreover, we should save our Earth for the next generation.59

57

Ibid.

58

Ibid.

59

https://www.environment.gov.au/climate-change/climate-science/climate-change-future/sea-levelaccessed on Wednesday, 10 February 2016 at 08.03 a.m.

B.9. Datum 9

Figure11. Datum 9

The poster was released in September 2014. There are two signs which found in the poster. Iconic sign and symbolic sign. The picture of the sink which is connected to the human body is an icon. Meanwhile, the written language used in the poster is the symbol. It states Think About What You

Could Save When You Save Water. Finally, the two signs on the poster build

up two semiosis processes. Iconic semiosis process and symbolic semiosis process.

The first semiosis process is the picture of the sink which is connected to the human body which becomes the representamen [R]. It resembles with its object [O] toilet’s stuff. The relationship between the representamen [R]

and the object [O] produces the interpretant [I]; Human need water not only for sanitation but also for survival in their daily life.

Diagram 17. Iconic semiosis process of datum 9

The second of sign on the poster takes form in symbolic type in this second semiosis process. It is written above the icon. It states Think about what you could save when you save water. So, it becomes the representamen [R] which stands for its object [O] An appeals to save water. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; The existence of whole universe is dependent on water.

The sink which is connected to the human body. [R]

Human need water not only for sanitation but

also for survival in their daily life.

[I] Toilet‟s stuff.

Diagram 18. Symbolic semiosis process of datum 9

The last is the conclusion of these two semiosis processes. Through this poster, Greenpeace tries to deliver that water is necessary for the sustenance of human life. Moreover, the existence of whole universe is dependent on water. That is why Greenpeace invites people to save water. Climate change is changing human assumptions about water resources. As climate change warms the atmosphere, altering the hydrologic cycle, changes to the amount, timing, form, and intensity of precipitation will continue. Other expected changes include the flow of water in watersheds, as well as the quality of aquatic and marine environments. Therefore, clean water is a limited resource.60 While most of the planet is covered in water, it is salt water that can only be consumed by humans and other species after

60

http://www.unwater.org/topics/water-and-climate-change/en/accessed on Wednesday, 10 February 2016 at 10.27 a.m.

save when you save water. [R]

The existence of whole universe is dependent on water.

[I] An appeals to

save water. [O]

undergoing desalination, which is an expensive process. Occurrences such as droughts further limit access to clean and fresh water, meaning people need to take steps to reduce water use and save as much water as possible.61 In some areas of the world, access to water is limited due to contamination. People who have access to fresh water can take steps to limit their use of water to avoid waste. Because water is the most important resource.

B.10. Datum 10

Figure 12. Datum 10

The poster was published in October 2014. It is completed by two signs, in iconic type and symbolic type. The picture of the Earth with thermostat is an iconic type. It is equality with the planet of Earth. Then, the sentence beside the picture is the symbolic type. It states You control climate

61

change. Furthermore, they are two semiosis processes that will be analyzed in this research.

The first is the iconic semiosis process. The picture of the Earth with thermostat becomes the representamen [R] which stands for its object [O] the planet of Earth. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; The Earth will be generally hotter, and some islands will disappear under the sea.

Diagram 19. Iconic semiosis process of datum 10

The second is the symbolic semiosis process. The sentence of “You control climate change” on the poster is the symbol that personates the representamen [R] which stands for its object [O] the power to fight climate

change. The relationship between the representamen [R] and the object [O]

The Earth with thermostat. [R]

The Earth will be generally hotter, and

some islands will disappear under the sea.

[I] The planet

of Earth. [O]

produces the interpretant [I]; The climate is changing and everyone has a role to play in combating climate change.

Diagram 20. Symbolic semiosis process of datum 10

The last is the conclusion of the two semiosis processes above to get the hidden meaning of the poster. Through this poster, Greenpeace wants to tell the people that the Earth where human lives in will be generally hotter, and some islands will disappear under the sea caused of climate change.62 But, everyone has a role to play in combating climate change. As we know,

62

http://europa.eu/rapid/press-release_MEMO-06-218_en.htmaccessed on Wednesday, 17 February 2016 at 10.48 a.m.

You control climate change. [R]

The climate is changing and everyone has a

role to play in combating climate change.

[I] The power

to fight climate change.

climate change is an issue of global significance. a few decades. Our planet will be generally hotter, and some coastal areas will disappear under the sea, which is rising since the polar ice is melting.63 Not only that, there will be more storms, floods, heat waves and droughts. Food and water shortages will spread in many parts of the world, and some climate-sensitive animals and plants, such as polar bears and penguins, will die out.64 It is in our power to prevent this from happening, but this requires each individual all over the world to play their part in helping to fight climate change. Furthermore, everyone has a power to control climate change by doing the simple action, like; just boil the amount of water you need, when you make a hot drink, switch off the lights when you don‟t need them, use the reusable bag when shopping and for short distances, for example a few kilometers, avoid taking the car. Walk or cycle instead. In brief, by doing these simple action and using energy more responsibly, we can reduce the emissions of CO2 and other greenhouse gases that control climate change.

63

Ibid.

64

B.11. Datum 11

Figure 13. Datum 11

This poster was issued in November 2014. It is equipped by two signs, in iconic type and symbolic type. The picture of the big vessels that release bombs to catch whale is the iconic type. And the written language used on the poster is the symbolic type. It states The Hunt For The Very Last Whale (Or How We Fucked Up Nature). So, the poster‟s meaning will be delivered through two semiosis processes in iconic and symbolic type.

In the first semiosis process, the picture of The Big Vessels That Release Bombs To Catch Whale personates the representamen [R] which stands for its object [O] human’s way in catching whale. The relationship

between the representamen [R[ and the object [O] produces the interpretant [I]; Catching fish by using bombs can damage the marine ecosystems, especially whale is a protected marine animals.

Diagram 21. Iconic semiosis process of datum 11

In the second semiosis process, the written language used on the poster stated The Hunt For The Very Last Whale (Or How We Fucked Up

Nature) personates the representamen [R] which stands for its object [O]

whale still is not safe. The relationship between the representamen [R] and

the object [O] produces the interpretant [I]; let’s strive to protect the world’s whales, end the overfishing and marine destruction for the better environment.

The big vessels that release bombs to catch whale. [R]

Catching fish by using bombs can damage the marine ecosystems, especially whale is a

protected marine animals. [R] Human‟s

way in catching

whale. [R]

Diagram 22. Symbolic semiosis process of datum 11

The last is the conclusion of these two semiosis processes. The poster tells that human must strive to protect the world‟s whales, end the overfishing and marine destruction for the better environment. Because, catching fish by using bombs can damage the marine ecosystems, especially whale is a protected marine animals. Except of climate change, human may be one of the biggest threats facing whale. Although there's a worldwide ban on commercial whaling, whales still aren't safe. They face many threats, such as being hunted illegally, water pollution, noise pollution, overfishing and being

The Hunt For The Very Last Whale (Or How We Fucked Up Nature).

[R]

Let‟s strive to protect the world‟s whales, end the overfishing

and marine destruction for the better environment.

[I] Whale still

is not safe. [O]

struck by ships.65 As the magnificent creatures which known of their intelligence and tender nature, whales play a very important role in the health of our environment.66 They help regulate the flow of food by helping to maintain a stable food chain and ensuring that certain animal species do not overpopulate the ocean.67 For example, the blue whale can consume as much as 40 million krill per day, so we can imagine the impact this would have on stabilizing the aquatic ecosystem if the blue whale species were to become extinct. In brief, when one species of animal that is important to the food chain dies it allows other species to thrive.68 Then, will we hunt for the very last whale? Or how we fucked up nature! Let‟s strive to protect the world‟s whales for the better environment.

B.12. Datum 12

65

http://www.whalefacts.org/accessed on Wednesday, 17 February 2016 at 01.52 p.m.

66

Ibid.

67

http://uk.whales.org/news/2007/03/marine-mammals-hit-by-climate-change accessed on Wednesday, 17 February 2016 at 02.17 p.m.

68

Figure 14. Datum 12

The poster was published in December 2014. Two signs are found on the poster. The first is the picture of harmonious living between of human, animals and plants as an icon. The second is the language used on the poster stated Greenpeace Heaven On Earth as the symbol. From those signs, they will build two semiosis processes.

The first semiosis process is the iconic semiosis process. The picture of harmonious living between of human, animals and plants becomes the representamen [R] which stands for its object [O] the all living beings on

Earth. The relationship between the representamen [R] and the object [O]

produces the interpretant [I]; we live on a deeply interconnected planet.

Diagram 23. Iconic semiosis process of datum 12 Harmonious living between of human, animals and plants.

[R]

We live on a deeply interconnected

planet. [I] The all living

beings on Earth. [O]

The written language used on the poster is stated Greenpeace Heaven On Earth completing the representamen [R] in the second semiosis process. It stands for its object [O] the most comfortable and beautiful place to live. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; the Earth could become a paradise for all living beings if human could behave friendly to the environment.

Diagram 24. Symbolic semiosis process of datum 12

The last is the conclusion of the two semiosis processes to get the meaning of this poster. From what we have been seen, this poster sends the message that we live on a deeply interconnected planet with trillions of

Greenpeace heaven on Earth. [R]

The Earth could become a paradise for all living beings

if human could behave friendly to

the environment. [R]

The most comfortable and beautiful place to live.

organisms (living things), including animals and plants. And the Earth could become a paradise for all living beings if human could behave friendly to the environment.69 Over the past century, human activities have released large amounts of carbon dioxide and other greenhouse gases into the atmosphere.70 The majority of greenhouse gases come from burning fossil fuels to produce energy, although deforestation, industrial processes, and some agricultural practices by human also emit gases into the atmosphere. Greenhouse gases act like a blanket around Earth, trapping energy in the atmosphere and causing it to warm. Some changes to the climate are unavoidable. The warmer it gets, the greater the risk for more severe changes to the climate and Earth's system.71 Although it's difficult to predict the exact impacts of climate change, what's clear is that the climate we are accustomed to is no longer a reliable guide for what to expect in the future. In brief, human can reduce the risks they will face from climate change. By making choices that reduce greenhouse gas pollution, and preparing for the changes that are already underway, human can make Earth as the heaven for all living beings.

69

https://www3.epa.gov/climatechange/basics/#happeningaccessed on Friday, 19 February 2016 at 03.35 p.m.

70

Ibid.

71

4 Apri l

3

5 May 4

6 June 4

7 July 3

8 Aug

ust

9 Sept emb er

3

10 Octo ber

3

11 Nov

emb er

4

12 Dec

emb er

4

B. The Selected Data

Datum Number

Month Result

1 January

2 February

4 April

5 May

7 July

8 August

10 October

11 November