THE REPRESENTATION OF MASCULINITY FOR THE IDEAL INDONESIAN LEADER IN L.A. LIGHTS COMMERCIAL VIDEO “CARI YANG PAS” VERSION: A SEMIOTIC STUDY Repository - UNAIR REPOSITORY
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
mE REPRESENTATION OF MASCULINITY FOR THE IDEAL
INDONESIAN LEADER IN L.A. LIGHTS COMMERCIAL VIDEO "CARl
YANG PAS" VERSION: A SEMIOTIC STUDY
A THESIS
Ikhlasul Amal
121112099
English Department
Faculty or Humanities
Universitas Airlangga
Surabaya
2016
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
-
~.
-----
~
THE REPRESENTATION OF _MASCULINI'f.Y FOR: THE IDEAL-_INDONESIAN LEAl)ER IN L.A. LIGHTS COMMERCIAL VIDEO "CARl
YANG PAS"VERSION:
A..:..: SEMIOTIC
STUDY
-- --=
- --- -- ......,...
-
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
THE REPRESENTATION OF MASCULINITY FOR THE IDEAL
INDONESIAN LEADER IN L.A. LIGHTS COMMERCIAL VIDEO “CARI
YANG PAS” VERSION: A SEMIOTIC STUDY
A THESIS
Submitted as Partial Fulfillment of the Requirements for the Sarjana Degree of
English Department Faculty of Humanities
in
Universitas Airlangga Surabaya
in
By
Ikhlasul Amal
121112099
English Department
Faculty of Humanities
Universitas Airlangga
Surabaya
2016
iii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
DECLARATION
This thesis is submitted as a partial fulfilment of the degree Sarjana
Humaniora (S.Hum.) of the English Department, Faculty of Humanities,
Universitas Airlangga. Hereby, I confirm the following points:
1.
This thesis is entirely my own work.
2.
It is not copied from any other person's work (published or unpublished).
3.
I do not use the services of any professional agencies to produce this thesis.
4.
It has not previously submitted for assessment either at Universitas Airlangga
or elsewhere.
5.
Any text, tables, figure, data or other material copied from other sources
(including, but not limited to, books, papers, and the internet) have been
clearly acknowledged and referenced in the text. These details are also
confirmed by a fuller reference in the references at the end of the text.
I understand that breaching any or all the above points will result in the
withdrawal of the awarded degree and disciplinary action in accordance with the
regulations at Universitas Airlangga.
Sllrabaya, 28 th December 2015
2 Author,
Ikhlasul Amal
121112099
iv
Approved to be examined
Surabaya, 4th January 2016
Thesis Advisor,
Nurul Fitri Hapsari, M. A.
NIP. 198307142012122002
Deny Arnos Kwary, Ph.D.
NIP. 197501011999031001
English Department
Faculty of Humanities
Universitas Airlangga
Surabaya
2016
v
This thesis has been approved and accepted by the Board of Examiners, English
Department, Faculty of Humanities, Universitas Airlangga
On 18th January 2016
The Board of Examiners are:
1.
Dra. Sudar Itafarida, M. Hum.
NIP. 195901201989032001
2.
Nurul Fitri Hapsari, M. A.
NIP. 198307142012122002
3.
Dewi Meyrasyawati, M. A., M. Hum.
NIP. 197205152005012001
vi
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
ACKNOWLEDGEMENT
Every people want to success in reaching their dream and goal in their
life. To make it comes true, every people work hard to achieve it. Everyone
deserves in reaching their success. In every success of a person, there must be
people supporting as a booster. One of them is supported from people that we
love. This support is priceless for some people in facing all the difficulties in
reaching the success.
First and foremost, the author wants to say Alhamdulillah because this
thesis is done. Thanks to Allah because he gives a lot of blesses needed by the
writer. There is no words can define the mighty of Allah because Allah always
gives the author in what he needs.
This thesis is accomplished because of the help of my greatest Advisor,
Mrs. Nurul Fitri Hapsari, M.A. The author says thank you for all support, all
kindness, all time, all patience, all of the knowledge and others given to the
author. Including Mr. mgr. Puguh Budi Susetyo, S.Hum, for directing the author
to the straight way to manage the author’s study on the right track. The author also
sends the appreciation to all lecturers in English Department, Faculty of
Humanities, Universitas Airlangga. The author says thank you for all the
knowledge that they have been shared. The author is nothing without the
knowledge from the lecturers.
vii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
Then, the author gives the greatest thanks to Mother, Mother, Mother
and Father who always give the author much love, support, and motivation in
order to reach the goal and make it comes true. The author believes that the
priceless supports and loves guide the author to the best way in reaching the
success. The author also thanks to both beloved sisters, Yusrina Rakhmah, S.Pi
and Ovarine Imtihana, M.A, and my brother in law, Median Herdiyansya, A.Md
who always supports the author. You are my motivation. And also to my little
beautiful niece Tyasahla Avicenia Rakhmadyansya who always amuses when the
author finishing the thesis. You must be a smart girl, nduk. The author also thanks
to all of my family.
For the last, the author says thanks to all my best friends in EDSA 2011,
Pebolang, Team PPT, BWI, Senior, Junior, and Elementary school partner,
Jackhammer and many others who will spend many pages if the author mentions
it one by one. They are the figure who always helps the author in every condition
and makes the author happy all the time. Thank you guys, you are all my
motivation.
Surabaya, 28th December 2015
Ikhlasul Amal
viii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
This thesis is dedicated for my
beloved family…
ix
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
FABI AYYI ALA’I RABBIKUMA
TUKAZZIBAN
(Qs. Ar- Rahmaan: 13)
x
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
Table of Contents
Cover Page .............................................................................................................. i
Inside Cover Page.................................................................................................. ii
Inside Title Page ................................................................................................... iii
Declaration Page................................................................................................... iv
Thesis Advisor’s Approval Page .......................................................................... v
Board of Examiners Approval Page ................................................................... vi
Acknowledgement ............................................................................................... vii
Dedication Page .................................................................................................... ix
Table of Contents ................................................................................................. xi
Abstract ............................................................................................................... xiii
CHAPTER 1 .......................................................................................................... 1
INTRODUCTION ................................................................................................. 1
1.1
Background of the Study .......................................................................... 1
1.2
Statement of the Problems ...................................................................... 10
1.3
Objective of the Study ............................................................................ 11
1.4
Significance of the Study ....................................................................... 11
1.5
Definition of Key Terms ........................................................................ 12
CHAPTER 2 ........................................................................................................ 14
LITERATURE REVIEW................................................................................... 14
2.1
General Masculinity ............................................................................... 15
2.2
Masculinity in Indonesia ........................................................................ 21
2.3
Semiotics and Advertisement ................................................................. 30
2.4
Related Studies ....................................................................................... 33
CHAPTER 3 ........................................................................................................ 36
METHOD OF THE STUDY .............................................................................. 36
3.1
Research Approach................................................................................. 36
3.2
Data Source ............................................................................................ 37
xi
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
3.3
Population and Sampling........................................................................ 38
3.4
Scope and Limitation.............................................................................. 38
3.5
Technique of Data Collection................................................................. 39
3.6
Technique of Data Analysis ................................................................... 39
CHAPTER 4 ........................................................................................................ 43
ANALYSIS .......................................................................................................... 43
4.1
Analysis .................................................................................................. 43
4.1.1
Linguistic Messages ............................................................................... 43
4.1.2
Non-Linguistic Message......................................................................... 53
4.1.3
Myth ....................................................................................................... 75
4.2
Interpretation .......................................................................................... 83
4.2.1
Traditional Masculinity for the Ideal Indonesian Leader ....................... 83
4.2.2
Stereotype of Preman as Not the Ideal Indonesian Leader .................... 88
4.2.3
Masculinity as a Medium to Political Interest ........................................ 91
4.2.4
Gender Bias on Masculinity Representation of the Ideal Indonesian
Leader 94
CHAPTER 5 ........................................................................................................ 98
CONCLUSION.................................................................................................... 98
5.1
Conclusion .............................................................................................. 98
5.2
Suggestion for Further Research .......................................................... 100
WORK CITED .................................................................................................. 101
xii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
ABSTRACT
Election is a regular event hold routinely every five years in Indonesia. In 2014,
the nominated candidates of election are dominated by men. This leads the
cigarette company to spread advertisement related with ideal Indoneisan leader
representation. One of them is L.A. Lights commercial video “Cari Yang Pas”
version. This study is about the representation of masculinity portrayed as the
ideal Indonesian leader in L.A. Lights video commercial “Cari Yang Pas”
version. The author uses the theory of masculinity as the concept to clarify the
representation of the figure in the commercial and semiotic theory by Roland
Barthes to reveal the representation of masculinity in this study. The data is
collected from represented character on the commercial. The author focuses on
the stereotype of the clients’ hairstyle and appearance to reveal the representation
of masculinity for the ideal Indonesian leader in the commercial video. The
findings show that the represented ideal Indonesian leader is the men character of
traditional masculinity. L.A. Lights use hegemonic position of traditional
masculinity as the political importance for their marketing strategy.
Key Words: Advertising; Ideal Indonesian leader; Masculinity; Representation;
Semiotics.
xiii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
mE REPRESENTATION OF MASCULINITY FOR THE IDEAL
INDONESIAN LEADER IN L.A. LIGHTS COMMERCIAL VIDEO "CARl
YANG PAS" VERSION: A SEMIOTIC STUDY
A THESIS
Ikhlasul Amal
121112099
English Department
Faculty or Humanities
Universitas Airlangga
Surabaya
2016
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
-
~.
-----
~
THE REPRESENTATION OF _MASCULINI'f.Y FOR: THE IDEAL-_INDONESIAN LEAl)ER IN L.A. LIGHTS COMMERCIAL VIDEO "CARl
YANG PAS"VERSION:
A..:..: SEMIOTIC
STUDY
-- --=
- --- -- ......,...
-
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
THE REPRESENTATION OF MASCULINITY FOR THE IDEAL
INDONESIAN LEADER IN L.A. LIGHTS COMMERCIAL VIDEO “CARI
YANG PAS” VERSION: A SEMIOTIC STUDY
A THESIS
Submitted as Partial Fulfillment of the Requirements for the Sarjana Degree of
English Department Faculty of Humanities
in
Universitas Airlangga Surabaya
in
By
Ikhlasul Amal
121112099
English Department
Faculty of Humanities
Universitas Airlangga
Surabaya
2016
iii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
DECLARATION
This thesis is submitted as a partial fulfilment of the degree Sarjana
Humaniora (S.Hum.) of the English Department, Faculty of Humanities,
Universitas Airlangga. Hereby, I confirm the following points:
1.
This thesis is entirely my own work.
2.
It is not copied from any other person's work (published or unpublished).
3.
I do not use the services of any professional agencies to produce this thesis.
4.
It has not previously submitted for assessment either at Universitas Airlangga
or elsewhere.
5.
Any text, tables, figure, data or other material copied from other sources
(including, but not limited to, books, papers, and the internet) have been
clearly acknowledged and referenced in the text. These details are also
confirmed by a fuller reference in the references at the end of the text.
I understand that breaching any or all the above points will result in the
withdrawal of the awarded degree and disciplinary action in accordance with the
regulations at Universitas Airlangga.
Sllrabaya, 28 th December 2015
2 Author,
Ikhlasul Amal
121112099
iv
Approved to be examined
Surabaya, 4th January 2016
Thesis Advisor,
Nurul Fitri Hapsari, M. A.
NIP. 198307142012122002
Deny Arnos Kwary, Ph.D.
NIP. 197501011999031001
English Department
Faculty of Humanities
Universitas Airlangga
Surabaya
2016
v
This thesis has been approved and accepted by the Board of Examiners, English
Department, Faculty of Humanities, Universitas Airlangga
On 18th January 2016
The Board of Examiners are:
1.
Dra. Sudar Itafarida, M. Hum.
NIP. 195901201989032001
2.
Nurul Fitri Hapsari, M. A.
NIP. 198307142012122002
3.
Dewi Meyrasyawati, M. A., M. Hum.
NIP. 197205152005012001
vi
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
ACKNOWLEDGEMENT
Every people want to success in reaching their dream and goal in their
life. To make it comes true, every people work hard to achieve it. Everyone
deserves in reaching their success. In every success of a person, there must be
people supporting as a booster. One of them is supported from people that we
love. This support is priceless for some people in facing all the difficulties in
reaching the success.
First and foremost, the author wants to say Alhamdulillah because this
thesis is done. Thanks to Allah because he gives a lot of blesses needed by the
writer. There is no words can define the mighty of Allah because Allah always
gives the author in what he needs.
This thesis is accomplished because of the help of my greatest Advisor,
Mrs. Nurul Fitri Hapsari, M.A. The author says thank you for all support, all
kindness, all time, all patience, all of the knowledge and others given to the
author. Including Mr. mgr. Puguh Budi Susetyo, S.Hum, for directing the author
to the straight way to manage the author’s study on the right track. The author also
sends the appreciation to all lecturers in English Department, Faculty of
Humanities, Universitas Airlangga. The author says thank you for all the
knowledge that they have been shared. The author is nothing without the
knowledge from the lecturers.
vii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
Then, the author gives the greatest thanks to Mother, Mother, Mother
and Father who always give the author much love, support, and motivation in
order to reach the goal and make it comes true. The author believes that the
priceless supports and loves guide the author to the best way in reaching the
success. The author also thanks to both beloved sisters, Yusrina Rakhmah, S.Pi
and Ovarine Imtihana, M.A, and my brother in law, Median Herdiyansya, A.Md
who always supports the author. You are my motivation. And also to my little
beautiful niece Tyasahla Avicenia Rakhmadyansya who always amuses when the
author finishing the thesis. You must be a smart girl, nduk. The author also thanks
to all of my family.
For the last, the author says thanks to all my best friends in EDSA 2011,
Pebolang, Team PPT, BWI, Senior, Junior, and Elementary school partner,
Jackhammer and many others who will spend many pages if the author mentions
it one by one. They are the figure who always helps the author in every condition
and makes the author happy all the time. Thank you guys, you are all my
motivation.
Surabaya, 28th December 2015
Ikhlasul Amal
viii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
This thesis is dedicated for my
beloved family…
ix
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
FABI AYYI ALA’I RABBIKUMA
TUKAZZIBAN
(Qs. Ar- Rahmaan: 13)
x
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
Table of Contents
Cover Page .............................................................................................................. i
Inside Cover Page.................................................................................................. ii
Inside Title Page ................................................................................................... iii
Declaration Page................................................................................................... iv
Thesis Advisor’s Approval Page .......................................................................... v
Board of Examiners Approval Page ................................................................... vi
Acknowledgement ............................................................................................... vii
Dedication Page .................................................................................................... ix
Table of Contents ................................................................................................. xi
Abstract ............................................................................................................... xiii
CHAPTER 1 .......................................................................................................... 1
INTRODUCTION ................................................................................................. 1
1.1
Background of the Study .......................................................................... 1
1.2
Statement of the Problems ...................................................................... 10
1.3
Objective of the Study ............................................................................ 11
1.4
Significance of the Study ....................................................................... 11
1.5
Definition of Key Terms ........................................................................ 12
CHAPTER 2 ........................................................................................................ 14
LITERATURE REVIEW................................................................................... 14
2.1
General Masculinity ............................................................................... 15
2.2
Masculinity in Indonesia ........................................................................ 21
2.3
Semiotics and Advertisement ................................................................. 30
2.4
Related Studies ....................................................................................... 33
CHAPTER 3 ........................................................................................................ 36
METHOD OF THE STUDY .............................................................................. 36
3.1
Research Approach................................................................................. 36
3.2
Data Source ............................................................................................ 37
xi
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
3.3
Population and Sampling........................................................................ 38
3.4
Scope and Limitation.............................................................................. 38
3.5
Technique of Data Collection................................................................. 39
3.6
Technique of Data Analysis ................................................................... 39
CHAPTER 4 ........................................................................................................ 43
ANALYSIS .......................................................................................................... 43
4.1
Analysis .................................................................................................. 43
4.1.1
Linguistic Messages ............................................................................... 43
4.1.2
Non-Linguistic Message......................................................................... 53
4.1.3
Myth ....................................................................................................... 75
4.2
Interpretation .......................................................................................... 83
4.2.1
Traditional Masculinity for the Ideal Indonesian Leader ....................... 83
4.2.2
Stereotype of Preman as Not the Ideal Indonesian Leader .................... 88
4.2.3
Masculinity as a Medium to Political Interest ........................................ 91
4.2.4
Gender Bias on Masculinity Representation of the Ideal Indonesian
Leader 94
CHAPTER 5 ........................................................................................................ 98
CONCLUSION.................................................................................................... 98
5.1
Conclusion .............................................................................................. 98
5.2
Suggestion for Further Research .......................................................... 100
WORK CITED .................................................................................................. 101
xii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL
ADLN - PERPUSTAKAAN UNIVERSITAS AIRLANGGA
ABSTRACT
Election is a regular event hold routinely every five years in Indonesia. In 2014,
the nominated candidates of election are dominated by men. This leads the
cigarette company to spread advertisement related with ideal Indoneisan leader
representation. One of them is L.A. Lights commercial video “Cari Yang Pas”
version. This study is about the representation of masculinity portrayed as the
ideal Indonesian leader in L.A. Lights video commercial “Cari Yang Pas”
version. The author uses the theory of masculinity as the concept to clarify the
representation of the figure in the commercial and semiotic theory by Roland
Barthes to reveal the representation of masculinity in this study. The data is
collected from represented character on the commercial. The author focuses on
the stereotype of the clients’ hairstyle and appearance to reveal the representation
of masculinity for the ideal Indonesian leader in the commercial video. The
findings show that the represented ideal Indonesian leader is the men character of
traditional masculinity. L.A. Lights use hegemonic position of traditional
masculinity as the political importance for their marketing strategy.
Key Words: Advertising; Ideal Indonesian leader; Masculinity; Representation;
Semiotics.
xiii
SKRIPSI
THE REPRESENTASION OF
IKHLASUL AMAL