Hidayatul Khoiriyah, 121311233152 (2017) THE PORTRAYALS OF THE LOWER CLASS IN AXIS IRITOLOGY NOMOR 54 INDONESIAN COMMERCIAL BREAK: A SEMIOTIC ANALYSIS. Skripsi thesis, Universitas Airlangga.

Preview	Text (ABSTRACT) ABSTRACT.pdf Download (555kB) | Preview
	Text (FULLTEXT) FULLTEXT FS BE 23-17 Kho t.pdf Restricted to Registered users only until 9 August 2020. Download (2MB) | Request a copy

Abstract

The issue about class exploitation can be found in many areas including media, such as commercial break. In the commercial break, media often presents lower class society as the object of stereotyping in a certain community. Most of Indonesian media nowadays tend to portray celebrities or good looking figures along with modern lifestyle to promote their product. However, interestingly, Axis as one of the cheapest providers in Indonesia always presents lower class figures in promoting their products. Among four versions of Axis commercial, there is one entitled Axis Iritology Nomor 54 that has received big attention from the society through the amount of viewers up to 1.377.354 in Axis YouTube official account. Therefore, this study aimed to investigate the portrayals of the lower class in Axis Iritology Nomor 54 commercial break. It was analyzed by using qualitative approach supported with John Fiske’s theory of Television culture about three levels of social codes that are reality, representation, and ideology. The result in the level of Reality code, the lower class consisting of Cilok seller, student, and three characters named Manda, Budi, and Bobby are portrayed as the ones who close to the economic life style and live in slum areas of certain suburb in Indonesia. In the level of Representation, that the camera work, narrative, and lighting do emphasize the portrayals of the lower class society. While in the last level of Ideology code, it shows that Axis suggests a new form of ideology on capitalist marketing strategy that in the modern era, gadget becomes a powerful tool to promote the product no matter what the social class is.

Actions (login required)

View Item