KARTIKASARI OCTA CHOIRUN NISA, 121311233009 (2018) SHIFTING INDONESIAN FAMILY CONCEPT: THE EFFECT OF WESTERNIZATION IN BELVITA BREAKFAST BISCUIT COMMERCIAL. Skripsi thesis, Universitas Airlangga.

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Abstract

The emergence of Westernization concept in the media has increased. Western values, ideas, attitudes, and cultures are portrayed by media to create certain meaning to the society. The spread of Western culture leads to the global culture among global society. People from all over the world will have the same lifestyle as Western society. Through this spreading, Western culture begins to spread certain ideologies that will lead to the homogenization of culture. Belvita breakfast biscuit commercial is one of the examples of the media that represents Westernization concept. This study aims to analyze further the effect of Westernization in Belvita breakfast commercial. This study uses qualitative method. Television culture by John Fiske is also applied since the object of this study is commercial. This study uses 12 scenes of the commercial as the primary data and analyzes them by using Westernization concept. This study finds that in the reality and representation codes, the models of the commercial portray the egalitarian family as a new ideal family type. Furthermore, their changing behavior in having breakfast creates the time saving behavior. Thus, Westernization concept is found as the ideology of this commercial. The models’ behaviors and lifestyles shift to be more westernized. It shows that as modern society, people can develop themselves by following the global movement and adapting the modernization movement according to Western values.

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