Pesan Sosial Pada Video Keselamatan Berkendara #Cari_Aman : Kajian Semiotika

Abstract

The objective of the research is to find the types of signs, as well as identify the meaning of denotation, connotation, myth, and analyze the social messages contained in safety riding advertisements in the #cari_aman safety riding video. The data of this research are verbal and visual that source in this research is #cari_aman safety riding campaign advertisement. The method used is descriptive qualitative with interactive model then adopting the qualitative data analysis proposed by Miles & Huberman. The theory used in the data analysis is the theory of sign perspective in semiotics by Pierce and meaning perspective in semiotics by Barthes. The results showed that the types of signs in the data were icon, indexe, and symbol. The results of the research found that icon (63%) was the most dominant, then followed by index (22%) and symbol (13%). For denotative meaning, it is realized by analyzing the most real meaning objectively; the connotative meaning is realized by interpreting the situation in the research data with subjective feelings or emotions; and the myth meaning is realized by conceptualizing or understanding the research data into the culture that develops in society. Social messages in this study are conveyed by containing events that are close to the daily lives of young people through kinesic messages using body movements; proxemic messages are conveyed through distance and space settings; artifactual messages expressed through body image; and paralinguistic messages by uttering verbal messages (paralingual)