MENGUNGKAP IDEOLOGI DI BALIK SELERA: ANALISIS WACANA KRITIS PADA IKLAN VIDEO GOFOOD DAN GRABFOOD
DOI:
https://doi.org/10.22460/semantik.v13i2.p187-206Kata Kunci:
Analisis Wacana Kritis, Iklan, GoFood, GrabFood, IdeologiAbstrak
Studi ini berfokus pada analisis wacana kritis terhadap iklan digital layanan pengantaran makanan GoFood dan GrabFood di Indonesia, dengan menerapkan pendekatan Analisis Wacana Kritis Norman Fairclough. Tujuannya mengungkap bagaimana bahasa dalam iklan tersebut membentuk realitas sosial dan mengkomunikasikan ideologi tertentu kepada konsumen. Melalui analisis teks, praktik diskursif, dan konteks sosial-kultural, penelitian ini mengevaluasi bagaimana representasi dalam iklan tidak hanya berfungsi sebagai alat promosi tetapi juga sebagai media penanaman nilai dan norma sosial yang mempengaruhi konstruksi identitas dan perilaku konsumen. Metodologi penelitian adalah analisis deskriptif kualitatif berdasarkan teks iklan digital di YouTube, yang menonjolkan penggunaan bahasa dan representasi visual secara strategis. Temuan menunjukkan bahwa iklan GoFood dan GrabFood mengoptimalkan elemen linguistik dan struktural untuk mengkomunikasikan pesan-pesan yang mendukung ideologi efisiensi dan modernitas. Diskusi dalam penelitian ini membahas implikasi dari hasil temuan dalam konteks praktik sosial dan budaya, serta dampaknya terhadap dinamika ekonomi dan sosial masyarakat. Hasil penelitian ini diharapkan dapat berkontribusi dalam pengembangan strategi komunikasi yang lebih inklusif dan representatif di industri pemasaran digital.Referensi
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