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customers. Here, the theory of Language Choice, which is proposed by Holmes 2001, is put to use to find out the reasons of using English in nightclub banners.
The banner designers’ reasons in using English are analyzed according to the social factors of choosing language. This will be the answer to the second research
question.
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CHAPTER III METHODOLOGY
This chapter presents the discussion of the methodology used to gain the data of the research. It contains six parts: Method, Research Subject, Research
Instrument, Data Gathering Technique, Data Analysis Technique, and Research Procedure. Method describes how the research data will be observed and how the
research problems will be answered. Research Subject explains the center of the research, who or what is going to be observed in the whole research. Research
Instrument illustrates the tool used to gather the data. Data Gathering Technique exemplifies the process of gathering the data. Data Analysis Technique describes
how the researcher analyzes the data. Finally, Research Procedure mentions and explains the steps of conducting the research.
A. Research Method
This research employed content or document analysis. Ary, Jacobs, and Razavieh 2002: 442 defined content or document analysis as ”a research method
applied to written or visual materials for the purpose of identifying specified characteristics of the materials.” The materials could be textbooks, newspapers,
speeches, television programs, advertisements, musical compositions, or any of a host of other types of documents Ary, et.al., 2002: 442. In this research, the
documents were ten nightclub banners that were pictured from February 2008 until July 2008. Banners, the research data, undeniably, are type of advertisement
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in which people find information in the form of writings. This method was applied, advertisement in which people find information in the form of writings.
This method was applied, further, in order to analyze the use of English in nightclub banners and find out the description of the reasons of using English in
nightclub banners. Ary, et al. 2002: 442 also mentioned the purposes of content or
document analysis in educational research. First, it was aimed at identifying bias, prejudice, or propaganda in textbooks. Second, it had purpose to analyze types of
errors in students’ writings. Third, it was done to describe prevailing practices. Fourth, it was to discover the level of difficulty of material in textbooks or other
publications. Finally, it was to discover the relative importance of, or interest in, certain topics. In this research, the aim of content or document analysis was to
discover the interest in the use of English in nightclub banners in Yogyakarta, specifically how and why English was used in the nightclub banners.
B. Research Participants
The participants of the research were banner designers in Yogyakarta whose banners were taken as the data of this research. The banner designers came
from five big nightclubs in Yogyakarta: Bosche, Liquid, Caesar, Hugo’s Café, and Embassy. They were the people who were responsible for designing the
banners, including writing the structure and setting the vocabulary items.
