ANALISIS MULTIMODAL DALAM KAMPANYE HALAL KOREA MELALUI WEBSITE KMF (KOREA MUSLIM FEDERATION) HALAL-COMMITEE

    Retno Indriyani, - and Risa Triarisanti, - and Ashanti Widyana, - (2025) ANALISIS MULTIMODAL DALAM KAMPANYE HALAL KOREA MELALUI WEBSITE KMF (KOREA MUSLIM FEDERATION) HALAL-COMMITEE. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Peningkatan wisatawan Muslim ke Korea Selatan telah mendorong lembaga sertifikasi halal untuk menyampaikan informasi yang lebih efektif dan persuasif. Pendekatan multimodal menjadi relevan karena mampu menggabungkan teks, gambar, dan elemen visual lainnya untuk menyampaikan pesan yang kaya makna serta membangun citra positif. Penelitian ini bertujuan menganalisis pemanfaatan unsur multimodal pada situs web KMF Halal Committee dalam kampanye halal Korea. Metode penelitian yang digunakan adalah analisis deskriptif kualitatif dengan kerangka teori multimodalitas Kress & van Leeuwen, mencakup metafungsi representasional, interpersonal, dan komposisional, serta hubungan intersemiosis antara teks verbal dan visual. Hasil penelitian menunjukkan bahwa situs web KMF memadukan elemen verbal dan visual secara terpadu untuk memperkuat citra sebagai lembaga sertifikasi halal yang terpercaya dan berjejaring internasional, melalui penggunaan warna, tata letak, dan simbol yang menegaskan nilai kehalalan dan kerja sama lintas negara. Kesimpulannya, penerapan multimodal pada situs web KMF terbukti efektif dalam membangun citra lembaga di mata audiens global. The increase in Muslim tourists visiting South Korea has encouraged halal certification bodies to provide information that is more effective and persuasive. A multimodal approach is relevant as it combines text, images, and other visual elements to convey rich meanings and build a positive image. This study aims to analyze the use of multimodal elements on the KMF Halal Committee website in promoting the Korean halal campaign. The research method employed is descriptive qualitative analysis using Kress and van Leeuwen’s multimodality framework, covering representational, interpersonal, and compositional metafunctions, as well as intersemiotic relations between verbal and visual texts. The results show that the KMF website integrates verbal and visual elements cohesively to strengthen its image as a trusted halal certification body with an international network, through the use of colors, layouts, and symbols that emphasize halal values and cross-country cooperation. In conclusion, the application of multimodality on the KMF website is proven effective in building the institution’s image in the eyes of a global audience. 한국을 방문하는 무슬림 관광객의 증가는 할랄 인증 기관들이 보다 효과적이고 설득력 있는 방식으로 정보를 제공할 필요성을 높이고 있다. 다중양식(multimodal) 접근법은 텍스트, 이미지, 그리고 시각적 요소를 결합하여 풍부한 의미를 전달하고 긍정적인 이미지를 구축할 수 있다는 점에서 중요하다. 본 연구는 KMF 할랄위원회(KMF Halal Committee) 웹사이트에서 한국의 할랄 캠페인을 홍보하기 위해 사용된 다중양식 요소를 분석하는 것을 목적으로 한다. 연구 방법은 크레스(Kress)와 반 리우언(van Leeuwen)의 다중양식 이론을 적용한 기술적 질적 분석으로, 표상적, 대인적, 구성적 메타기능과 언어 텍스트와 시각 텍스트 간의 기호 간 관계를 포함한다. 연구 결과, KMF 웹사이트는 색상, 레이아웃, 상징 등을 활용하여 무슬림 친화적 가치와 국가 간 협력을 강조함으로써 신뢰할 수 있고 국제적 네트워크를 갖춘 할랄 인증 기관의 이미지를 강화하고 있는 것으로 나타났다. 결론적으로, KMF 웹사이트의 다중양식 적용은 글로벌 청중에게 기관 이미지를 구축하는 데 효과적이며, 향후 연구에서는 청중 범위를 확장하기 위해 소셜 미디어 플랫폼에서 유사한 적용을 탐구할 것을 제안한다.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing Risa Triarisanti: 6102047 Ashanti Widyana: 6745826
    Uncontrolled Keywords: Kampanye Halal, KMF Halal Committee, Multimodalitas Halal Campaign, KMF Halal Committee, Multimodality 다중양식, 할랄 캠페인, KMF 할랄위원회
    Subjects: L Education > L Education (General)
    P Language and Literature > P Philology. Linguistics
    P Language and Literature > PL Languages and literatures of Eastern Asia, Africa, Oceania
    Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Korea
    Depositing User: Retno Indriyani
    Date Deposited: 11 Sep 2025 03:35
    Last Modified: 11 Sep 2025 03:35
    URI: http://repository.upi.edu/id/eprint/138508

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