Social Semiotics Analysis of Normative Body Discourse in Advertisement: a Study of Foucault's Panopticism  

Oleh:

Agustin, Sari Monik

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - non-atma jaya
Dalam koleksi: Communicare: Journal of Communication Studies vol. 02 no. 01 (Jan. 2014), page 57-72.
Topik: semiotika sosial; panoptisisme; analisis wacana; fungsi iklan; social semiotics; panopticism; discourse analysis; advertising functions
Fulltext: CC357302012014.pdf (125.07KB)

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Perpustakaan Pusat (Semanggi) Nomor Panggil: CC35 Non-tandon: tidak ada Tandon: 1

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his research offers the idea of adding one extremely successful discipline, panopticism. The main idea of this study was to show that, as a marketing communication tool, an advertisement, could become a ‘weapon’ to make the audiences do self-surveillance about their relationship to the issue (discourse) planted inside it. This research then, framed the issue of normative body discourse, which was indicated in the Weight Reduction Program (WRP) Diet Centre TV Commercial (TVC). The framework for this paper is Halliday’s Social Semiotics, Foucault’s discourse, power and knowledge, and also panopticism. This qualitative study uses discourse analysis as a strategy, and social semiotics as the data analysis method. Social semiotics has three-contexts of situations: field of discourse, tenor of discourse, and mode of discourse. The conclusion showed panopticism occurred in the three-contexts of situations. Field of discourse of WRP Diet Centre TVC was a woman’s body. The tenor of discourse referred to the parties involved in constructing the normative body discourse such as, society, media, advertising agency, and advertiser. Mode of discourse occurred in TVC’s audio-visual. Finally, in the advertising functions, there occurred not only informing, persuading, reminding and adding value, but also the role of panopticising.

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