Wulandari, Sri and Izzah, Navisatul and Aji, Restu Ismoyo (2021) EKONOMI POLITIK MEDIA DALAM IKLAN RAMAYANA Edisi Ramadhan 2018 #KerenLahirBatin. In: Seminar Nasional Desain (SNADES) 2021 : Kebangkitan desain dan new media, Surabaya.

013 - SRI WULANDARI [98-102].pdf

Download (441kB) | Preview


Indonesia is a country where the majority of the population is Muslim, Indonesia has strong Islamic cultural roots, for most Indonesian people, religion is an important part of their identity. In the current era, everything can be made into a commodity, including matters related to religion. Advertising with the theme of religion is one form of commodity that makes religion a commodity. This research is a descriptive qualitative research with the object of research, namely the Ramayana Advertisement Ramadhan edition #KerenLahirBatin (2018). This study aims to determine and explain the political economy contained in the Ramadan edition of the Ramayana advertisement which was released in May 2018. This study will examine the Ramadhan 2018 edition of the Ramayana advertisement from the political economy of the media using the theory of Vincent Mosco. Mosco's media political economy theory consists of 3 processes, namely commodification, spatialization, and structuration. The results of the study show that the Ramayana advertisement has the aim of conveying moral messages and getting the maximum possible capital gain, as well as hegemony consumers through advertising to form a new ideology or legitimize an existing ideology for the benefit of the shareholder. Keywords the political economy of the media, advertising, ramayana

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HC Economics
J Political Science > JC Political theory
P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media
Divisions: Conference/Seminar > Seminar Nasional Desain (SNADES) 2021
Depositing User: Fatchullah Fatchullah
Date Deposited: 11 Oct 2021 07:47
Last Modified: 11 Oct 2021 07:47
URI: http://repository.upnjatim.ac.id/id/eprint/2820

Actions (login required)

View Item View Item