Ramadan Culture Representation in Indonesia on Ramadan 2021 Version Of Gojek Advertisement: A Semiotic Study of Roland Barthes ABSTRAKIndonesia sebagai salah satu negara dengan umat Islam terbanyak memiliki budaya tersendiri ketika menjalankan ibadah pada bulan Ramadan. Penelitian ini berjudul “Representasi Budaya Ramadan di Indonesia dalam Iklan Gojek Versi Ramadan 2021: Kajian Semiotika Roland Barthes”. Pembahasannya diorientasikan pada kajian semiotik tanda dengan tujuan mendeskripsikan representasi budaya Ramadan di Indonesia yang terdapat dalam video iklan Gojek versi Ramadan 2021. Metode yang digunakan dalam penelitian ini adalah metode kualitatif deskriptif dengan menggunakan model analisis Roland Barthes yang berfokus pada makna denotasi, makna konotasi dan mitos. Hasil analisis menunjukkan bahwa dalam iklan Gojek versi Ramadan 2021 terdapat beberapa hal yang menjadi representasi budaya orang Indonesia selama bulan Ramadan, di antaranya: berbuka puasa bersama keluarga, kerabat atau teman-teman; berbuka puasa diawali dengan minuman dan penganan yang manis; ibadah salat di masjid; menyajikan makanan khas saat perayaan Idulfitri yaitu kupat tahu dan opor ayam; serta saling mengirimkan bingkisan kepada orang-orang terdekat.Kata kunci: budaya indonesia, ramadan, iklan, semiotika roland barthesABSTRACTIndonesia is as one of the countries with the Muslims majority has its own culture during the month of Ramadan. This study entitled "Ramadan Culture Representation in Indonesia on Ramadan 2021 Version of Gojek Advertisement: A Semiotic Study of Roland Barthes". The discussion is oriented towards the semiotic study of signs with the aim is describing the representation of Ramadan culture in Indonesia which is contained in Ramadan 2021 version of gojek advertisement video. The method used in this research is descriptive qualitative method and using Roland Barthes analysis model which focuses on denotational meaning, connotation meaning and myths. The results of the analysis show that in Ramadan 2021 version of gojek advertisement video, there are several things that represent the culture of the Indonesian during the month of Ramadan, including: iftar with family, relatives or friends; iftar with sweet drinks and confectionery; praying at the mosque; serving special food during the celebration of Eid al-Fitr, such as kupat tahu and opor ayam; as well as sending gifts to close relatives.Keyword: indonesian culture, ramadan, advertisement, Roland Barthes Semiotics
CITATION STYLE
Rafkahanun, R., Indira, D., Ardiati, R. L., & Soemantri, Y. S. (2022). Representasi Budaya Ramadan di Indonesia dalam Iklan Gojek Versi Ramadan 2021: Kajian Semiotika Roland Barthes. Stilistika: Jurnal Pendidikan Bahasa Dan Sastra, 15(1), 111. https://doi.org/10.30651/st.v15i1.8797
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