Representasi Kondisi Ekonomi dan Sosial dalam Iklan Toko Elektronik Gentong Mas: Analisis Wacana Kritis Norman Fairclough
DOI: https://doi.org/10.30605/dabggd12
Analisis Wacana Kritis, Ekonomi, Flexing, Iklan, Media Sosial
Abstract
Penelitian ini bertujuan menganalisis bagaimana kondisi ekonomi dan sosial direpresentasikan dalam wacana iklan Toko Elektronik Gentong Mas di Instagram dengan menggunakan Analisis Wacana Kritis (AWK) Norman Fairclough. Penelitian menggunakan desain deskriptif kualitatif. Data berupa tuturan dan konteks yang terdapat dalam satu iklan Gentong Mas yang dipublikasikan pada Maret 2025 dan menampilkan Yu Murdi sebagai figur iklan. Analisis dilakukan melalui tiga dimensi Fairclough, yaitu teks, praktik diskursif, dan praktik sosiokultural. Pada dimensi teks ditemukan penggunaan bahasa Jawa dialek Temanggungan, ungkapan evaluatif mengenai mahalnya kebutuhan, ungkapan humor, serta imperatif yang berkaitan dengan pembelian dan pemameran barang. Pada dimensi praktik diskursif, iklan menunjukkan produksi wacana promosi melalui penggabungan kepentingan komersial toko, figur lokal, dan distribusi melalui Instagram. Pada dimensi sosiokultural, iklan merepresentasikan persepsi tentang tekanan ekonomi melalui keluhan mengenai harga dan penjualan serta merepresentasikan pencarian pengakuan sosial melalui ajakan memamerkan mesin cuci kepada tetangga. Temuan penelitian tidak dimaksudkan untuk mengukur kondisi ekonomi masyarakat Temanggung secara langsung, melainkan untuk menjelaskan cara pengalaman ekonomi dan relasi sosial dikonstruksi melalui satu wacana iklan lokal.
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