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Interpersonal Meaning of Motivational YouTube Video Headlines
No full textYouTube has now become one of the most successful video-sharing platforms used by many people around the world. It seems that one of the reasons why people tend to choose YouTube rather than any other video-sharing platform is the attractive headline. This study aims to reveal the realization of interpersonal meaning in YouTube video headlines and to reveal the realization of interpersonal meaning in different types of headlines. This study is largely qualitative supported by descriptive quantification. The data include a hundred headlines collected from Jay Shetty’s channel on YouTube. In order to find out the realization of interpersonal meaning, the headlines are categorized based on the speech function and its typicality proposed by Halliday and Matthiessen (2014). The headlines are also categorized by using Maslen’s (2010) types of headlines. There are two findings of this study. Firstly, four initiating speech functions are realized in Jay Shetty’s headlines namely statement, question, command, and offer. The dominant speech function found in this study is offer, which is realized untypically in the imperative mood. Secondly, the dominant type of headlines found in this study is the headlines that arouse the curiosity of the readers. This type of headline appears in all of the speech functions found in this study.Keywords: Interpersonal meaning; speech function; types of headlines; typicality
Understanding features and benefits: An analysis of ideational meaning in fashion, food & beverages and cosmetics advertisements
Full text linkIn advertising, features and benefits are one of the most important elements for marketers to persuade their audience about products or services they sell. Drawing upon the features and benefits’ definition proposed by Bly (2005) and the transitivity theory proposed by Halliday Matthiessen (2004), this study focused on the way features and benefits are distributed and represented in fashion, food beverages, cosmetics advertisements. It analyzed three categories of most encountered advertisements on Instagram, incorporating features and benefits of the text in the caption box of Instagram advertisements. This study employed a descriptive qualitative method since it is credible to analyze this linguistic phenomenon and is useful to complement, validate, explain, or reinterpret the data in this study. In terms of distribution, this study found out that features are mostly discovered in Instagram advertisements rather than benefits, and features are used more by fashion and food beverages advertisements. Meanwhile, benefits are mostly encountered on cosmetics advertisements since cosmetics need to tell more about what the user of the product gains as a result of the features. Furthermore, in terms of transitivity analysis, it turns out that fashion and food beverages advertisements use more relational process on their texts, while cosmetics advertisements use more material process. These findings are quite predictable in this particular text type as the ads copywriter generally aims to arouse their potential customers’ interests, and this can be achieved by consistently describing product features as well as benefits.Keywords: Benefits, copywriting, features, Instagram ads, transitivity
The Portrayal of Women in Selected Billboard’s Top 100 Chart Songs (2015-2018): A Semiotic Analysis
Full text linkMusic and song are vehicles of meanings, hence, depictions of women can be presented through them. This study investigates women’s portrayal in selected Billboard’s Year-End Chart songs through its significations which includes denotation, connotation, and myth constructed in the lyrics. Three major theoretical frameworks were used in this present study. The first theory is two orders of signification from Roland Barthes (1957) which was used to analyze the selected songs. The second theory is the bases of social power from French Raven (1959). The third theory is resilience model from Benard (2004). The findings reveal that in connotation level women are portrayed as powerful and resilient. The findings indicate that as a powerful being, women possess certain types of powers. Meanwhile as a resilient being, women possess particular qualities of resilience. From gender stereotype perspective, the myth implies that women possess dominating agency dimension alongside communion and competence dimensions, which implies that stereotype on women is not likely to be rigid.Keywords: Barthes’ two orders of signification, portrayal, powerful, resilient, women
The Journey of the Villain: A Character Analysis of the Once-Ler from Dr. Seuss’ The Lorax
Full text linkHeroism has become a much-discussed topic in literary studies. However, the villain, who shares the same important role as the hero, does not generally receive as much recognition within these studies. For this reason, this research was conducted to analyze the villain of the story to contribute more into the discussion. The character that was analyzed is the Once-ler from The Lorax (1971) by Dr. Seuss. The Once-ler is the main antagonist of The Lorax (1971) that possesses interesting journey to look into. He goes through a journey that changes his characterization in a certain point of his journey. The Hero’s Journey theory (Vogler, 1992/1999) and Character Arc theory (Weiland, 2016), thus, were adopted to analyze both the journey and the changes in character that the Once-ler experiences. The result shows that the Once-ler’s journey is a Shadow’s journey, and that he experienced both Positive and Negative Change Arc that made him a Redeemed Villain, which is different from most of the villains. This research also discussed the similarities between the hero and the villain that leads to a conclusion that heroes and villains can be differentiated by how they finish their journey; if they succeed, they are the heroes, and if they failed, they are the villains.Keywords: Character Arc, Hero’s Journey, The Lorax, The Once-ler, Villain’s Journe
A multimodal analysis of family representation in lifebuoy online advertisements
Full text linkCommunication can be done not only through spoken or written language, but also visual texts. The use of visual and verbal modes is commonly found in advertisements. The purpose of this study is to investigate the visual and verbal representation of family in Lifebuoy online advertisements and the signification of the representation. This study employs a qualitative approach supported by simple descriptive quantification. The data for this study are several Lifebuoy online advertisements uploaded from 2012 to 2015 that are taken from https://www.facebook.com/lifebuoy/. The analysis focuses on the visual and verbal representation of family in the advertisements. In order to identify the visual representation, this study uses visual grammar as proposed by Kress and van Leeuwen (2006). The verbal representation is examined by using transitivity system as proposed by Halliday (1994). The findings show that family is represented as an active and affectionate group of people who are caring and willing to take care of each other.Keywords: Family representation, multimodal discourse analysis, online advertisement
The Representation of Major Participants in Bambang Widjojanto’s Arrest in the Jakarta Post Articles: A Critical Discourse Analysis
Full text linkThis research aims to investigate the major participants in Bambang Widjojanto’s case, how they are represented, and the meanings can be constructed from the representation. The data were taken from five headline news relating to the topic in online newspaper, The Jakarta Post. A Critical Discourse Analysis, especially Van Dijk’s framework, Sociogognitive Approach (2009) focusing on microstructure level has been used to analyze the data. The analysis reveals that there are two major participants in Bambang Widjojanto’s case, Bambang Widjojanto and the Police. The Jakarta Post generally represents Bambang Widjojanto positively, while the Police is represented negatively. Bambang Widjojanto is mostly represented as recipient and the Police is mostly represented as producer, on the other hand. It can be assumed that The Jakarta Post intends to convey that Bambang Widjojanto is a positive recipient or a right/good ‘victim’, while the Police is a negative producer or a wrong/bad ‘actor’. It shows that there is a polarization in representing the participants. This polarization signifies that the Police misused their power over Bambang Widjojanto. Moreover, those representations of the major participants can affect the representation of the institution in which they work.Keywords: The Jakarta Post, representation, CDA, sosicocognitive, microstructure, Bambang Widjojant
Kaneki Ken’s Character Arc: A Hero’s Journey Analysis
Full text linkLiterature has a trend that has grown its fame across the globe, called manga. They are similar in form with Western comic books, but with a different style and structure of the story’s presentation. One of the key elements of a manga’s story, the characters, pique the interest of the researcher. Kaneki Ken is the protagonist of the Tokyo Ghoul series that possesses this interesting characterization to look into. He goes through a journey that changes his characterization in a certain point in the story. To analyze this characterization, two analysis methods are used; Vogler’s (1996) hero’s journey theory and Sicoe’s (2013) character arc theory. The hero’ journey theory is used to gain an understanding of the events Kaneki goes through in his story, while the character arc theory is used to determine the kind of change he experiences. The result shows that Kaneki’s journey is a tragic hero’s journey, different from the traditional hero’s journey, and that he experiences the fall arc, which is, essentially, a tragedy. Furthermore, analysis of Kaneki’s unorthodox hero’s journey leads to the discovery of how an idolized character can start a serialization of literature, and how a serial literature, especially mangas, tend to be devious towards the hero’s journey theory. Keywords: Transitivity, Critical Discourse Analysis, Language and Gender, Literary Texts, Representatio
Orientalism and Children’s Literature: An Analysis of Adult-Children Relations in a Picture Book Entitled “Bad Bad Bunny Trouble” Written by Hans Wilhelma
Full text linkThe present study examines adult-children relations in a picture book entitled “Bad Bad Bunny Trouble” by Hans Wilhelm from an Orientalist perspective. The focuses of the study are the portrayal of children in the picture book and the meanings made from the portrayal. Two main theoretical frameworks were used in this study. The first theoretical framework is Orientalism from Said (2003). The second theoretical framework is visual analysis theory from Nodelman (1988) which was used to analyze the pictures. Children are portrayed as the Other while Adults are the Self. The findings indicate that as the Other, children are marginalized and adults take center stage. As the center, adults take charge and expect children to fulfill the adults’ expectation to prepare the children for adulthood. From Orientalism perspective, the adults-children relation in the picture book is the representation of the binary opposition of Self and Other in Orientalism.Keywords: Orientalism, Self, Other, visual analysis, picture boo
An Analysis of The Strengths of Arguments of the 2012 United States’ Presidential Debate: The Case of Barrack Obama Vs Mitt Romney
Full text linkThe study aims to measure arguments’ strength of the 2012 the United States’ presidential candidates, Barack Obama and Mitt Romney, in their latest presidential debate. The researcher selected 41 arguments from the debate transcription, based on the completeness requirement of the primary elements of Toulmin’s Argumentation Model (1958), such as claim, ground and warrants. The data are analyzed through the three stages of analysis, namely cogency analysis, soundness analysis, and strength level analysis. Based on the data analysis, three qualifications are found: strong argument, weak argument and very weak argument. The analysis shows that Barrack Obama is the winner of the latest U.S presidential debate. Obama won the debate because his strong arguments’ frequency is higher than Romney’s strong argument in the debate. Furthermore, most of Obama’s arguments, either strong or weak, are constructed in the form of deductive arguments. As the nature of deductive argument, which guarantees the cogency and the validity of its conclusion, Obama’s arguments in the latest presidential debate 2012 are mostly cogent and valid.Keywords: Argument Strength, Cogency Analysis, Soundness Analysis, Strength Level Analysi
The Construction of Female Hero in Moana
No full textFemale hero is a type of character in literary works that differs from traditional female characters in literature, being portrayed as strong, smart and independent. An example of female hero is the main character of Disney film Moana. She is constructed using tools such as film elements and characterization. This research intends to see the process of how filmmakers construct the main character of Moana and what representation that is shown from that construction. The construction is analyzed based on the film techniques by Bordwell and Thompson (2008) and the methods of characterization by Boggs and Petrie (2008). Findings show that Moana is constructed as Female Hero mainly by framing and two aspect of mise-en-scène, which are costume and staging or performance, and two methods of characterization, which are external actions and foil character. It is shown that as a female hero, Moana is constructed as defying the traditional gender stereotype in literature and strengthening the portrayal of feminine power.Keywords: Construction, Female Hero, Fil