REPRESENTASI SELF LOVE DALAM KAMPANYE LOVE MYSELF KARYA BTS: Analisis Multimodal

Danastya Putri Litana Simo Wibowo, - (2024) REPRESENTASI SELF LOVE DALAM KAMPANYE LOVE MYSELF KARYA BTS: Analisis Multimodal. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Fenomena self-love semakin marak diangkat dalam berbagai kampanye sosial, salah satunya adalah kampanye Love Myself karya BTS. Kampanye ini bertujuan untuk mempromosikan self-love sebagai bagian dari upaya mengakhiri kekerasan terhadap anak dan remaja. Mengingat pentingnya topik ini, penelitian ini bertujuan untuk menganalisis bagaimana self-love direpresentasikan dalam video kampanye tersebut melalui pendekatan multimodal. Analisis ini menggunakan metode deskriptif kualitatif dengan teori multimodal dari Kress dan van Leeuwen sebagai landasan utama. Pada moda verbal, analisis menggunakan teori transitivitas dari Michael Halliday untuk mengkaji metafungsi ideasional dan interpersonal dalam teks verbal yang muncul dalam video. Hasil analisis menunjukkan bahwa klausa dalam teks verbal didominasi oleh proses material yang menekankan tindakan fisik, serta fungsi ujaran perintah yang mengarahkan tindakan penonton. Untuk moda visual, teori visual grammar dari Kress dan van Leeuwen digunakan untuk menganalisis makna representasional, interaktif, dan komposisional. Hasilnya menunjukkan bahwa video kampanye ini menggabungkan representasi naratif dan konseptual yang memperlihatkan tindakan nyata dan simbolik dari self-love. Aspek interaktif menciptakan keterhubungan emosional antara partisipan tertampil dan penonton melalui penggunaan medium close-shot, perspektif subjektif, dan modalitas tinggi. Secara komposisional, fokus informasi terletak pada elemen pusat dengan elemen tambahan di sekitarnya yang saling terkait. Kata Kunci: Analisis Multimodal, Kampanye, Self-love Transitivitas, Visual Grammar. The phenomenon of self-love is increasingly being addressed in various social campaigns, including BTS's Love Myself campaign. This campaign aims to promote self-love as part of a broader effort to end violence against children and adolescents. Given the significance of this topic, this study seeks to analyze how self-love is represented in the campaign video through a multimodal approach. The analysis employs a descriptive qualitative method, with Kress and van Leeuwen's multimodal theory serving as the primary framework. For the verbal mode, Michael Halliday's transitivity theory is utilized to examine the ideational and interpersonal metafunctions within the video’s verbal texts. The findings reveal that the verbal clauses are predominantly characterized by material processes, which emphasize physical actions, as well as command speech functions that direct the audience's behavior. In the visual mode, Kress and van Leeuwen's visual grammar theory is applied to analyze the representational, interactive, and compositional meanings. The results indicate that the campaign video blends narrative and conceptual representations, depicting both real and symbolic acts of self-love. The interactive aspect fosters an emotional connection between the featured participant and the audience through the use of close-up shots, subjective perspectives, and high modality. Compositionally, the focus of information is centered on a central element, with additional elements arranged around it in an interconnected manner. Keywords: Campaign, Multimodal Analysis, Self-love, Transitivity, Visual Grammar. 자기애 현상은 다양한 사회 캠페인에서 점점 더 많이 다루어지고 있으며, 그 중 하나가 BTS의 “Love Myself” 캠페인이다. 이 캠페인은 아동과 청소년에 대한 폭력을 근절하기 위한 노력의 일환으로 자기애를 장려하는 것을 목표로 한다. 이 주제의 중요성을 감안하여 본 연구는 다중모달 접근법을 통해 캠페인 영상에서 자기애가 어떻게 표현되는지 분석하는 데 목표로 한다. 분 연구는 Kress와 van Leeuwen의 다중모드 이론을 주요 토대로 하여 서술적 질적 방법을 사용한다. 언어적 모드에서는 Michael Halliday의 타동성 이론을 사용하여 영상에 등장하는 언어 텍스트의 관념적 및 대인관계적 메타기능을 분석한다. 데이터를 분석한 결과, 언어 텍스트의 절은 청중의 행동을 지시하는 명령어 기능뿐만 아니라 신체적 행동을 강조하는 물질적 과정에 의해 지배되고 있음을 보여준다. 시각적 모드에서는 크레스와 반 리우웬의 시각 문법 이론을 사용하여 표현적, 상호작용적, 구성적 의미를 분석하였다. 그 결과, 캠페인 영상은 자기애의 실제적이고 상징적인 행동을 보여주는 내러티브와 개념적 표현을 결합한 것으로 나타났다. 인터랙티브 측면에서는 클로즈업 촬영, 주관적 시점, 높은 모달리티를 사용하여 출연자와 시청자 사이에 정서적 유대감을 형성한다. 구성적으로 정보의 초점은 중심 요소와 그 주변에 상호 연관된 추가 요소에 맞춰져 있다. 키워드: 자기애, 캠페인, 다중모달 분석, 타동성, 시각 문법.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Danastya+Putri+Litana+S.W# ID SINTA Dosen Pembimbing Risa Triarisanti: 6102047 Ashanti Widyana: 6745826
Uncontrolled Keywords:	Analisis Multimodal, Kampanye, Self-love Transitivitas, Visual Grammar. Campaign, Multimodal Analysis, Self-love, Transitivity, Visual Grammar. 자기애, 캠페인, 다중모달 분석, 타동성, 시각 문법.
Subjects:	L Education > L Education (General) P Language and Literature > P Philology. Linguistics
Divisions:	Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Korea
Depositing User:	Danastya Putri Litana Simo Wibowo
Date Deposited:	05 Sep 2024 07:34
Last Modified:	05 Sep 2024 07:34
URI:	http://repository.upi.edu/id/eprint/122426

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