REPRESENTATION OF INDONESIAN NETIZEN BEHAVIOR IN GOPAY ADVERTISING “SI JULID NETTY ZEN”

Aileena Solicitor Costa Rica El Chidtian, Navisatul Izzah

Abstract


Advertising is one of the best-known media to introduce a product due to its broad reach. Advertising aims to attract people's attention and encourage people to use the product. Therefore, good advertising often makes a product become prevalent in society. Gopay chose YouTube as a means of conveying its message through video advertising. This study focuses on the representation of netizens' behavior in Indonesia in the Gopay ad version of Si Julid Netty Zen which has been watched more than 6 million times from the beginning of the ad airing until the end of March 2022. This study uses a qualitative descriptive approach with a semiotic analysis of Roland Barthes. The object of research that will be studied and analyzed is the Gopay youtube ad version of Si Julid Netty Zen. The data analysis used in this study consisted of three related sub-processes, namely data reduction, data presentation, and conclusion drawing. Based on the analysis, it was found that the representation of Indonesian netizens has a pattern of negative behavior and positive behavior. Negative behavior can be seen in playing social media which tends to overreact to news, while positive behavior can be seen from positive vibes in creating a peaceful atmosphere around them

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References


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