Jejak Budaya di Balik Nama Toko di Wilayah Tuparev, Karawang
DOI: https://doi.org/10.30605/hyxesa20
denotasi, konotasi, papan nama toko, semiotika Barthes, lanskap linguistik, Karawang
Abstract
Kajian lanskap linguistik di Indonesia umumnya berhenti pada deskripsi distribusi bahasa dan belum banyak membedah lapisan makna ideologis di balik pilihan nama toko, terutama di kawasan perdagangan skala menengah seperti Karawang; celah inilah yang mendasari penelitian ini. Penelitian ini mengkaji makna denotatif dan konotatif tanda-tanda kebahasaan pada papan nama toko di kawasan Jalan Tuparev, Karawang. Menggunakan pendekatan semiotika Roland Barthes dua tingkat (denotasi dan konotasi), penelitian ini menganalisis 34 papan nama toko yang dikumpulkan melalui observasi lapangan dan wawancara mendalam dengan pemilik toko. Hasil penelitian menunjukkan bahwa bahasa Indonesia mendominasi penggunaan bahasa pada papan nama (55,88%), diikuti oleh campur kode Indonesia–Inggris (26,47%), bahasa Inggris murni (8,82%), bahasa Tionghoa (5,88%), dan campur kode Indonesia–Angka (2,94%). Pada tataran denotatif, papan nama berfungsi sebagai penanda produk, lokasi, dan identitas pemilik. Pada tataran konotatif, ditemukan nilai-nilai yang lebih kompleks, meliputi: (1) identitas etnis dan kultural, khususnya pada toko Tionghoa dan toko dengan nama berbahasa asing; (2) aspirasi sosial dan ekonomi melalui penggunaan metafora kemewahan seperti “Istana” dan “Boss”; (3) nilai religiositas dan doa melalui pemilihan nama yang mengandung harapan; (4) dinamika budaya pop dan pengaruh era yang tercermin pada nama-nama yang terinspirasi peristiwa viral pada masanya; serta (5) strategi pemasaran berbasis ideologi bahasa. Temuan ini mengindikasikan bahwa papan nama toko bukan sekadar penanda komersial, melainkan merupakan ruang semiotis yang merekam ideologi, memori sosial, dan negosiasi identitas komunitas pedagang di Karawang.
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