categories: the Best in User Generated Content, the Best in Cross Media Editorial Coverage and the Best eReader-Tablet in Asian Digital Media Awards ADMA
2010 by WAN-IFRA World Association of Newspapers and News Publishers. Because of its high popularity among community, Kompas contains a large quantity
of print advertising compared with other national newspapers. It leads to an assumption that the ideology of consumerism is quite heavy in this particular
newspaper. For the reason of flexibility and efficiency, the source of data is in the form of
ePaper. The primary benefit of this format is its identical content and layout with printed one for it is created to be the replica of the printed edition in the digital
version. Moreover, it is equipped with significant features that accommodate the data collection. By using the digital format, the older editions of the newspaper can be
read easily and quickly as they have been provided in the archive application. Additionally, it is more practical and efficient because it can be accessed by computer
which has internet connection. The format can be accessed and viewed at http:epaper.kompas.com. However, due to some circumstances, the description of
the data source can only cover the date of publication see Appendix 2.
3.3 Data Collection
From the wide range of English advertisements published in the newspaper, there were 188 English clauses of 59 display advertisements used as the data of the
study. It should be noted that the English display advertisements are the advertisements which utilize English in some or all parts of them. The collected data
contains high percentage of consumerism ideology in the advertisements which is
deemed sufficient and appropriate to reflect the identity-building strategy in the printed advertisements.
The data were obtained from the printed display advertisements published from 1 to 14 June 2012. At that time, the quantity was predicted to be quite high due
to the long term vacation issued by the educational institutions. The year 2012 was also chosen responding to the report from Statistics Indonesia that household
consumption was the largest sector supporting the economic growth of Indonesia in that period.
The data were the English clauses in the advertisements. The clauses analysed in this data were the ones which reflect the social representations of the target market
and the promoted products andor services. Despite the varieties of English clauses related to the social actors, the analyzed clauses are the ones which picture the effect
of certain social actors toward the others, specifically in term of identity and lifestyle. In many clauses, the style of spoken mode is used. The advertisers tend to use
spoken data because it expresses human agency to create a sense of personal relationship between speaker and listener, or in this case the writer and reader
Goddard, 1998. Hence, the quantity of ellipsis and nominalization was commonly found throughout the data. In order to accommodate the analysis of the study, certain
grammatical units are added to fill the elliptical section based on the layout of the advertisement and presupposition of the clause.
Additional consideration in collecting the clauses is on the process they employ. Halliday 2004 provides a definition of a clause as a grammatical unit. It is
constructed by grammatical constituents of lower rank units. When two or more
clauses are linked together grammatically, they are turn into a clause complex Halliday, 2004. Hence, the data consist of a clause and a clause complex. When the
clauses in a clause complex are mapped into one type of process in transitivity system, they are treated as one category of data. When they construct different type
of processes, they are divided into different clauses. This system allows the grammatical role realization of different social actors to be investigated in different
processes of meaning. After the English clauses were collected, they were categorized under the
analyzed printed display advertisements. In other words, they were grouped based on the advertisement they were found. For instance, the English clauses utilized in the
Samsung advertisement were put and analyzed as a form of unity. This categorization was implemented to acquire better understanding on the social representations
exploited in an advertisement.
3.4 Data Presentation Technique
