The Narcissistic Personality of the Millennial Generation in Time Magazine Cover May 2013.

ABSTRACT

Sumber data yang saya pilih sebagai bahan dalam tugas akhir saya adalah sebuah sampul majalah Time. Majalah ini adalah majalah berita mingguan dari Amerika Serikat yang dipublikasikan pada 20 Mei 2013. Tema dari edisi ini adalah Generasi Millennial.

Generasi Millennial adalah generasi yang dilahirkan antara tahun 1980-2000. Disebut Generasi Millennial karena generasi ini menandai datangnya millenium baru. Generasi Millennial memiliki ciri khas menjadikan teknologi dan internet sebagai pusat gaya hidup mereka.

Menurut saya, membahas perkembangan dunia teknologi pada generasi muda yang berkaitan dengan tema dari sampul majalah Time adalah hal yang menarik. Terlebih lagi menganalisis dengan menggunakan ilmu semiotika.

Teori yang dipergunakan dalam menganalisis sampul majalah adalah teori semiotika dari Saussure. Teori dari bidang lain juga saya pergunakan sebagai penunjang dari analisis saya. Salah satu teori analisis yang berkaitan dengan generasi Milenial adalah teori narsisme.

Setelah menganalisis, saya mendapatkan bahwa semua tanda visual dan tekstual pada sampul majalah telah sesuai dengan ciri khas dan juga karakterisitik yang dimiliki oleh Generasi Millennial. Walaupun terdapat pro dan kontra di

dalamnya, tugas akhir ini membuat saya menyadari besarnya pengaruh teknologi dan juga internet dalam bersosialisasi. Bersamaan dengan manfaat yang didapat dari internet dan sosial media, kerugian dan juga bahaya dapat mengintai kita jika kita tidak bijak dan terlalu berlebihan dalam menggunakanya.

TABLE OF CONTENTS

TABLE OF CONTENTS……… i

ABSTRACT………. ii

ACKNOWLEDGEMENTS……… iii

CHAPTER ONE: INTRODUCTION Background of the Study………. 1

The statement of the problem……….. 4

Purpose of the Study……….... 4

Method of Research……… 5

Organization of the Thesis……….. 5

CHAPTER TWO: THEORITICAL FRAMEWORK………... 6

CHAPTER THREE: SEMIOTIC ANALYSIS OF TIME MAGAZINE COVER 2013 MILLENNIAL GENERATION………..… 14

CHAPTER FOUR: CONCLUSION………..………. 28

BIBLIOGRAPHY…... 33

CHAPTER ONE

INTRODUCTION

1.1BACKGROUND OF THE STUDY

Mass media is a communication tool which can be used by people to communicate and interact, to share information and to enjoy entertainment. Mass media and entertainment always run side by side. However, in addition to their use for entertainment, mass media also remain to be an effective way to communicate such as to advertise and market things and to express, feelings, share views, opinions and ideas.

We all agree that mass media is an inseparable part of our lives and have become a daily need and reference in our lives these days. Nonetheless, there are positive and negative impacts of mass media. We have to be more aware of all sorts of mass media, especially the Internet and social media, because the social media seem to have become a trigger for the current generation to be more narcissistic and focus on themselves and become individualistic people that lack care.

Magazines are another type of popular print mass media that are usually intended for certain people who are looking for information based on a particular subject.

A magazine cover contains information about what is inside a particular issue, plenty of topics like current affairs, business, finance, lifestyle, fashion, entertainment or travel.“The cover of a magazine provides significant cultural cues about social or political issues” (Incrediblearts.org) The cover of a magazine is made to get the attention from the viewers through its colors, text and images, so people will have the desire to buy the magazine. Through a magazine cover we can also see the message from the text and the images that appear. We can interpret and recognize what the magazine is trying to inform.

When we look at the images, realizing or not, we identify the signs of the cover magazine. In trying to make sense of what is there in the magazine cover, actually we are using the tools of semiotics to understand its signification.

Semiotics, developed by Ferdinand de Saussure, is the study of signs which is used to analyze a variety of media including images and text. Using this theory of semiotics, I will analyze the cover of Time magazine Millennial Generation 2013 to answer the question, what images really say and representation refers to the use of language and images to create meaning about the world around us.

“Time magazine is the largest publisher in the United States. Time magazine was created in 1923 by Briton Hadden and Henry Luce” (Timeinc.com). The millennial generation issue appeared in Time cover magazine published in May 2013. The cover of the Time magazine millennial generation 2013 edition contains images and text that can be analyzed using the Saussurean semiotic theory.

The reason why I take the data from the cover of Time “Millennial Generation 2013” edition is because millennial generations have become a controversial issue in some articles and books. Many experts are concerned about their representation. Dr. Jean Twenge is one of the psychologists who write about the Millennial Generation on her book entitled Generation Me. According to Dr. Twenge the Millennial Generation has the traits of confidence but identified a sense of narcissism. Some people say they are positive and others say they are self-centered people and only focus on their virtual world. The representation of the current young generation then becomes associated with the narcissistic personality. It is said that “The Millennial generation is a generation where technology and social media become their influences and give them negative impacts” (Millennial influx).

The use of electronic mass media like the Internet is increasing across all ages particularly among young people. Research indicates increases in narcissistic personality and the use of social media by young people, which makes them self-centered and only focus on their own virtual world” (Time). Thus, it can be said that the narcissistic personality is closely related to the millennial generation.

My discussion will cover the first order of semiotic analysis. In analyzing the elements of visual designs, I use Gunter Kress and Theo van Leuween’s theory. To support my analysis, I will use a narcissistic personality theory and millennial generation proposed by some experts on the theory. It is divided into two parts. The first part is about the Millennial Generation in relation to the narcissistic personality which I get from articles and Internet. The second part is about millennial generation characteristics.

After reading this research, hopefully the reader will be wiser and more careful in using mass media. The readers also will have a better understanding about denotative meanings that exist in all elements contained on a magazine cover, such as images, colors, text, including other studies about visual designs, psychology, and social experience.

(767 words)

1.2STATEMENT OF THE PROBLEM

Based on the topic that I choose, I would like to discuss the following problems: 1. What are the signifiers and signifieds occurs in the Time cover magazine

millennial generation 2013?

2. How does the Time magazine cover represent the millennial generation?

1.3PURPOSE OF THE STUDY In thesis, I would like to show:

1. The signifiers and signifieds occurs in the Time cover magazine millennial generation 2013.

2. The Time magazine cover representing millennial generation.

1.4METHOD OF RESEARCH

The method that I use in writing this thesis is divided into three steps. First step I begin the research by finding and reading some article that are relevant to the topic that I am going to discuss, so that I can find the theory which I can use to support my analysis. Second I chose the Time magazine cover millennial generation 2013 to analyze the denotative meaning. Finally I write the research report.

1.5ORGANIZATION OF THE THESIS

I divide this thesis into four chapters. The first chapter is Introduction which consists of Background of the Study, Statement of the Problem, Purpose of the Study, Method of the Research, and Organization of the Thesis. Chapter Two contains Theoretical Framework. Chapter Three is the analysis of the cover magazine. The last chapter, Chapter Four is Conclusion from all those analyses. At the end of the thesis, I put Bibliography and Appendix.

CHAPTER FOUR

CONCLUSION

After analyzing the Time magazine cover about the Millennial Generation, in this chapter I would like to draw some conclusions. First of all the the theme of the magazine cover is about the Millennial Generation a group of young people who were born between years 1980 and 2000 who is categorized as a young generation. The visual sign of a young generation in the magazine cover is a girl who was taking picture with a camera of her cellular phone placed in the middle of the magazine cover, and becoming the center of attention. There are also a textual repetition signs in a large size and also placed in the middle of the magazine cover referring to the girl, such as THE ME ME ME GENERATION, and other textual sign shows the characteristic of the Millennial Generation, such as “lazy”, ”Narcissists” and etc. Thus, both the visual signs and the textual signs of the young girl are very dominant.

The girl in the magazine cover is shown as a young generation who attach to the technology as she holding cellular phone that has front camera to take a selfie.

The Internet, technology, smartphone, and social media are very common for the Millennial Generation because all those stuff is always include in their daily activity. Smartphone as known as a cellular phone that has much specification related to technology is able connect to the Internet that provides much kind of social media. As a young generation, it is a necessity for the Millennial Generation to explore and verified their existent. Therefore most of the Millennial Generation

BIBLIOGRAPHY

Primary Texts

Saussure, Ferdinand de. Course in General Linguistics, New York: Philosophical Library,1059. Print.

References

“A Brief Introduction to Sausureand Semiotics” Technologist,1992.Web. 7 September.2013.

Alloy, B. Lauren. Abnormal Psychology: Narcissistic Personality Disorder.Ninth Edition,2000. Print.

“Are Selfies Good or Bad” Mercury News. 2013Web. 20 April 2014.

“Art at Arm’s Length: A History of the Selfie” Vulture. 2014 Web. 20 April 2014.

Barton, Christine. “The Millennial Consumer”. The Boston Consulting Group. 2012. PDF Brand “Time”. Timeinc. 2014 Web. 20 April 2014.

Carrasquillo, Paula. “Narcissistic Personality” 2010, Web. 28, August.2013. Chandler, Daniel. “Semiotics for Beginners”. Aber Media, 2002.PDF.

“Confident” The Millennial Legacy. 2011.Web. 28 March. 2015

Corbett, John. An Intercultural Approaches to English Language teaching. UnitedKingdom: Multilingual Matters, 2003.

Day, Elizabeth. “How selfies became a global phenomenon” The Guardian. 2013.Web. 7 September. 2013

“Dash,” Oxford Learner’s Dictionary. 7th ed. 2005. Print

Eckman, Jim. “American Millennial and the New Narcissism.” Grace University. 2013. Web. 7 September. 2013.

“Greek Myths and Greek Mythology” Greekmyths. 2010.Web. 28 March. 2015. Holbrook, B Morris. “The Millennial Consumer”. Sage Journals.2000.PDF

“How to Make a Good Selfie Photo” Guide Photography. 2012.Web. 20 April 2014.

“How to Pose for Boudoir Photo” EHow. 2012. Web. 25 April 2014.

“Lazy.” Oxford Online Dictionary.Oxford University Press, 2015 Web. 14 March. 2015. Lesa, Sawahata. Color Harmony Workbook: A Workbook and guide to Creative

ColorCreations. United Kingdom: Rockport Publishers Inc, 2001.

“Lesson Plan: Magazine Cover Design” Incredible Art Department. 2015.Web. 21February

2015.

Lyon, Lindsay.“Narcissism Epidemic: Why There Are So Many Narcissists Now.” USNews. 2009.Web. 28 August.2013.

McNeil, Tony.” Concept and Text”. Mythologies. 1996. Web. 28. 30 August. 2013.

“Millennials.” Oxford Online Dictionary.Oxford University Press, 2015 Web. 14 March. 2015.

Miller, Mick.” Do You Feel Sexy on the Inside” Psychologytoday. 2015.Web. 28 March.

2015.

“Narcissists,” Oxford Online Dictionary.Oxford University Press, 2015 Web. 14 March. 2015.

“Narcissistic Personality Disorder” Diagnostic Criteria. American Psychiatric Association 1995. Web. 21 February 2014

“Narcissistic Personality Disorder.” Psychology Today .2010. Web. 28.August.2013. “Narcissistic Personality” Mental Health Center. 2005.Web. 17 April. 2014

“Portrait posing guide”. Photo for Beginners. 2009. Web, 11 July 2013.

Sales of iPhones Set Record for Quarter: 51 Million” New York Time, 2014.Web. 20Febuary2014.

“See Color Theory in Action” Color Wheel Pro. 2011. Web. 19 April 2014.

Stein, Joel..“Millennial: The Me Me Me Generation.” Time. 2013.Web. 28 August.2013.

Stein, Joel. “About” The Joel Stein. 2014. Web. 14 March. 2015.

“Stoney Creek teen Tara Doyle makes the cover of Time magazine.” Thespec.2013. Web. 7 October 2013.

“The impact of the mobile phone on young people's social life.” Eprints.2011. Web. 7 October 2013.

“The Color Blue” Empower yourself with color psychology, 2009 Web. 6 March 2014. “The Color Blue” Color psychology, 2009.Web. 20 Febuary. 2014.

Thomas, Lewis. “Dash” Grammar Comnet. 2002. Web. 16 April. 2015.

Twenge, Jean. “Millennials: The Greatest Generation or the Most Narcissistic.” The Atlantic Magazine. 2012.Web. 20 April. 2014.

“What does the Smartphone mean” Technopedia. 2013.Web. 20 April. 2014.

“What do selfies say about the psychology of you.” Master in Psychology Guide. 2013.Web. 20 April. 2014.

Yadegaran, Jessica. “Are selfies good or bad for our self-esteem.” Mercurynews. 2013.Web. 20 April. 2014.

1

CHAPTER FOUR

CONCLUSION

After analyzing the Time magazine cover about the Millennial Generation, in this chapter I would like to draw some conclusions. First of all the the theme of the magazine cover is about the Millennial Generation a group of young people who were born between years 1980 and 2000 who is categorized as a young generation. The visual sign of a young generation in the magazine cover is a girl who was taking picture with a camera of her cellular phone placed in the middle of the magazine cover, and becoming the center of attention. There are also a textual repetition signs in a large size and also placed in the middle of the magazine cover referring to the girl, such as THE ME ME ME GENERATION, and other textual sign shows the characteristic of the Millennial Generation, such as “lazy”, ”Narcissists” and etc. Thus, both the visual signs and the textual signs of the young girl are very dominant.

The girl in the magazine cover is shown as a young generation who attach to the technology as she holding cellular phone that has front camera to take a selfie.

The Internet, technology, smartphone, and social media are very common for the Millennial Generation because all those stuff is always include in their daily activity. Smartphone as known as a cellular phone that has much specification related to technology is able connect to the Internet that provides much kind of social media. As a young generation, it is a necessity for the Millennial Generation to explore and verified their existent. Therefore most of the Millennial Generation

33

Maranatha Christian University

BIBLIOGRAPHY

Primary Texts

Saussure, Ferdinand de. Course in General Linguistics, New York: Philosophical Library,1059. Print.

References

“A Brief Introduction to Sausureand Semiotics” Technologist,1992.Web. 7

September.2013.

Alloy, B. Lauren. Abnormal Psychology: Narcissistic Personality Disorder.Ninth Edition,2000. Print.

“Are Selfies Good or Bad” Mercury News. 2013Web. 20 April 2014.

“Art at Arm’s Length: A History of the Selfie” Vulture. 2014 Web. 20 April 2014.

Barton, Christine. “The Millennial Consumer”. The Boston Consulting Group. 2012. PDF Brand “Time”. Timeinc. 2014 Web. 20 April 2014.

Carrasquillo, Paula. “Narcissistic Personality” 2010, Web. 28, August.2013. Chandler, Daniel. “Semiotics for Beginners”. Aber Media, 2002.PDF.

“Confident” The Millennial Legacy. 2011.Web. 28 March. 2015

Corbett, John. An Intercultural Approaches to English Language teaching. UnitedKingdom: Multilingual Matters, 2003.

Day, Elizabeth. “How selfies became a global phenomenon” The Guardian. 2013.Web. 7 September. 2013

“Dash,” Oxford Learner’s Dictionary. 7th ed. 2005. Print

Eckman, Jim. “American Millennial and the New Narcissism.” Grace University. 2013. Web. 7 September. 2013.

“Greek Myths and Greek Mythology” Greekmyths. 2010.Web. 28 March. 2015. Holbrook, B Morris. “The Millennial Consumer”. Sage Journals.2000.PDF

“How to Make a Good Selfie Photo” Guide Photography. 2012.Web. 20 April 2014. “How to Pose for Boudoir Photo” EHow. 2012. Web. 25 April 2014.

“Lazy.” Oxford Online Dictionary.Oxford University Press, 2015 Web. 14 March. 2015.

Lesa, Sawahata. Color Harmony Workbook: A Workbook and guide to Creative ColorCreations. United Kingdom: Rockport Publishers Inc, 2001.

“Lesson Plan: Magazine Cover Design” Incredible Art Department. 2015.Web. 21February 2015.

Lyon, Lindsay.“Narcissism Epidemic: Why There Are So Many Narcissists Now.” USNews. 2009.Web. 28 August.2013.

McNeil, Tony.” Concept and Text”. Mythologies. 1996. Web. 28. 30 August. 2013.

“Millennials.” Oxford Online Dictionary.Oxford University Press, 2015 Web. 14 March.

2015.

Miller, Mick.” Do You Feel Sexy on the Inside” Psychologytoday. 2015.Web. 28 March. 2015.

35

Maranatha Christian University

“Narcissists,” Oxford Online Dictionary.Oxford University Press, 2015 Web. 14 March.

2015.

“Narcissistic Personality Disorder” Diagnostic Criteria. American Psychiatric Association

1995. Web. 21 February 2014

“Narcissistic Personality Disorder.” Psychology Today .2010. Web. 28.August.2013. “Narcissistic Personality” Mental Health Center. 2005.Web. 17 April. 2014

“Portrait posing guide”. Photo for Beginners. 2009. Web, 11 July 2013.

Sales of iPhones Set Record for Quarter: 51 Million” New York Time, 2014.Web. 20Febuary2014.

“See Color Theory in Action” Color Wheel Pro. 2011. Web. 19 April 2014.

Stein, Joel..“Millennial: The Me Me Me Generation.” Time. 2013.Web. 28 August.2013. Stein, Joel. “About” The Joel Stein. 2014. Web. 14 March. 2015.

“Stoney Creek teen Tara Doyle makes the cover of Time magazine.” Thespec.2013. Web. 7

October 2013.

“The impact of the mobile phone on young people's social life.” Eprints.2011. Web. 7 October 2013.

“The Color Blue” Empower yourself with color psychology, 2009 Web. 6 March 2014.

“The Color Blue” Color psychology, 2009.Web. 20 Febuary. 2014.

Thomas, Lewis. “Dash” Grammar Comnet. 2002. Web. 16 April. 2015.

Twenge, Jean. “Millennials: The Greatest Generation or the Most Narcissistic.” The Atlantic Magazine. 2012.Web. 20 April. 2014.

“What does the Smartphone mean” Technopedia. 2013.Web. 20 April. 2014.

“What do selfies say about the psychology of you.” Master in Psychology Guide.

2013.Web. 20 April. 2014.

Yadegaran, Jessica. “Are selfies good or bad for our self-esteem.” Mercurynews. 2013.Web. 20 April. 2014.