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"ABSTRAKMasyarakat Jepang identik dengan konsep homogenitas. Konsep tersebut berkaitan erat dengan nihonjinron, yaitu wacana atau teori-teori tentang identitas nasional Jepang. Melekatnya homogenitas pada identitas masyarakat Jepang sering berujung kepada diskriminasi rasial, termasuk diskriminasi terhadap orang berkulit hitam di Jepang. Pada tahun 2008, kemenangan Barrack Obama pada pemilihan presiden menjadi fenomena besar di seluruh dunia termasuk Jepang karena dianggap menjadi bukti bahwa toleransi masyarakat Amerika Serikat terhadap orang berkulit hitam sudah tinggi. Di Jepang, fenomena ini memicu munculnya re-evaluasi oleh masyarakat Jepang mengenai pandangannya terhadap orang berkulit hitam di Jepang. Tulisan ini berusaha mengungkapkan bagaimana penggambaran pandangan masyarakat Jepang terhadap orang berkulit hitam di Jepang dalam iklan Softbank setelah menangnya Obama. Barthes memperkenalkan konsep mitos, yaitu konotasi yang sudah mantap dalam masyarakat. Mitos melatarbelakangi bagaimana masyarakat tertentu memaknai suatu hal. Oleh karena itu, semiotika Roland Barthes digunakan untuk menganalisis makna tanda-tanda dalam iklan tersebut. Hasil analisis menunjukkan bahwa masyarakat Jepang digambarkan masih mendiskriminasi serta menganggap orang berkulit hitam di Jepang sebagai pihak yang inferior pasca kemenangan Obama.

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ABSTRACTJapanese society is identic with the concept of homogeneity. The concept is closely related to nihonjinron, the discourse or theories about the national identity of Japan. The relation of homogeneity to the identity of Japanese society often leads to racial discrimination, including discrimination to black skinned people in Japan. In 2008, Barrack Obama 39 s victory in the presidential election became a major phenomenon around the world, including Japan, as it is seen as evidence that US public tolerance of black skinned people is high. In Japan, this phenomenon triggered the re evaluation by Japanese society about their views towards black skinned people in Japan. This paper attempts to reveal how the Japanese society depicts Japanese black skinned people in Softbank commercial after Obama 39 s victory. Barthes introduced the concept of myth, which is an established connotation in society. Myth lies behind how certain society interpret something. Therefore, Roland Barthes 39 s semiotics is used to analyze the meaning of signs in the commercial. The results of the analysis show that Japanese Society is depicted still discriminating and seeing black skinned in Japan as inferiors after Obama 39 s victory."

"Skripsi ini membahas tentang hubungan yang teijadi antara prasangka dan diskriminasi berdasarkan warna kulit yang membentuk rasisme yang terstruktur dalam film The Help. Film The Help dengan tiga karakter Hilly, Skeeter, dan Celia merupakan representasi orang kulit putih di Amerika pada tahun 1960-an di Mississippi. Ketiganya menceritakan proses terjadinya prasangka yang menyebabkan diskriminasi yang disebabkan oleh tiga faktor yaitu cultural transmission, personal traits, dan group identity. Namun, diskriminasi bisa menjadi penyebab munculnya prasangka yang disebabkan oleh situational pressures, group gains, dan institutional structure. Hubungan timbal balik antara prasangka dan diskriminasi yang menguatkan struktur rasial di masyarakat menyebabkan rasisme yang sistemis dan terstruktur.

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This thesis discusses about relationship between prejudice and racism based on skin color. It constructs structuralized racism shown in "The Help". "The Help" uses three characters, Hilly, Skeeter, and Celia as representative of American people in 1960's in Mississippi. It tells how prejudice, which is the cause of discrimination, happened because of three factors. As McLemore has said, those three factors are cultural transmission, personal traits, and group identity. However, discrimination itself can create a prejudice caused by situational pressures, group gains, and institutional structure. Reciprocal relationship between prejudice and discrimination which strengthen racial structure between Whites and Blacks in society causes systemic and structuralized racism."

"Penelitian ini meneliti tentang tuturan memuji dalam 14 data dalam bentuk unggahan dalam media sosial Instagram dengan tulisan pendek berbahasa Jepang tentang produk roti yang terlampir dalam penelitian ini melalui perspektif dari J. L. Austin (1962), John Searle (1979), dan I Dewa Putu Wijana (1996). Penelitian ini diteliti dengan teknik analisis wacana dan menjelaskan secara deskrpitif sehingga bisa dimasukkan kepada dua kategori dengan tujuan menentukan jenis tuturan memuji. Penelitian ini telah menemukan adanya tuturan memuji langsung dan taklangsung pada data yang terlampir.

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This research has done a research of compliment speech acts in 14 pieces of data in the form of Instagram posts of bread-related products that have captions in Japanese language that was attached onto this research with the perspectives of J. L. Austin (1962), John Searle (1979) and I Dewa Putu Wijana (1996). This research was done using the discourse analysis method and giving descriptive explanations toward the compliment acts that is categorized within two categories with the purpose of determining what kind of speech act is used. This research has found the usage of direct and indirect speech act on the aforementioned attached data."

"[ABSTRAKPenelitian ini berfokus pada dampak perubahan makna ?bekerja? di masyarakat Jepang, yaitu fenomena penyebutan black company. Makna bekerja di masyarakat Jepang telah berubah dalam beberapa dekade terakhir. Pekerja yang semula akan bekerja keras demi perusahaannya, kini pekerja generasi muda lebih memilih untuk memiliki pekerjaan dengan banyak waktu luang. Masalah yang dikaji dalam penelitian ini adalah bagaimana penyebutan black company yang diberikan oleh masyarakat Jepang dan bagaimana perubahan makna bekerja di Jepang. Data yang diperoleh merupakan data sekunder dari penelitian kepustakaan serta pengumpulan data dari sumber-sumber publikasi lainnya. Metode analisis yang digunakan adalah metode penyajian analisis deskriptif. Berdasarkan penelitian dan analisis yang telah dilakukan, dapat disimpulkan bahwa makna bekerja bagi pemuda telah berubah. Pemuda Jepang tidak dapat membawa keseluruhan dirinya untuk pekerjaan dan tempat kerja. Pekerja paruh waktu tidak dapat mencocokkan pekerjaan dengan tujuan hidupnya. Kekhawatiran yang dirasakan, menyebabkan para pekerja paruh waktu mudah putus asa dalam mendapatkan pekerjaan. Salah satu dampak perubahan makna bekerja, yaitu munculnya penyebutan black company. Black company itu sendiri merupakan asumsi yang diciptakan oleh kelompok masyarakat dan media massa. Pemerintah berupaya untuk memberikan sanksi kepada perusahaan yang melakukan tindakan ?pelanggaran,? seperti black company.

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ABSTRACTThis study focuses on the impact of changes in the meaning of "work" in Japanese society, namely the phenomenon of the black company mention. Meaning of work in Japanese society has changed in recent decades. Workers were previously would worked hard for his company, now the younger generation of workers prefer to have a job with a lot of free time. The problem studied in this research is how the mention of the black company given by the Japanese society and how it changes the meaning of work in Japan. The data obtained is a secondary data from the research literature as well as collecting data from sources other publications. The analytical method used is the method of presentation of descriptive analysis. Based on the research and analysis that has been done, it can be concluded that the meaning of work for youth has changed. Japanese youth can not bring overall himself to work and the workplace. Part-time workers are not able to match jobs with the goal of his life. Concerns were perceived, causing part-time workers easy to desperate in getting a job. One of the effects of changes in the meaning of work, namely the emergence of the mention of the black company. Black company is assuming that was created by community groups and the media. Government seeks to impose sanctions on companies that take action "offense," as black company.;This study focuses on the impact of changes in the meaning of "work" in Japanese society, namely the phenomenon of the black company mention. Meaning of work in Japanese society has changed in recent decades. Workers were previously would worked hard for his company, now the younger generation of workers prefer to have a job with a lot of free time. The problem studied in this research is how the mention of the black company given by the Japanese society and how it changes the meaning of work in Japan. The data obtained is a secondary data from the research literature as well as collecting data from sources other publications. The analytical method used is the method of presentation of descriptive analysis. Based on the research and analysis that has been done, it can be concluded that the meaning of work for youth has changed. Japanese youth can not bring overall himself to work and the workplace. Part-time workers are not able to match jobs with the goal of his life. Concerns were perceived, causing part-time workers easy to desperate in getting a job. One of the effects of changes in the meaning of work, namely the emergence of the mention of the black company. Black company is assuming that was created by community groups and the media. Government seeks to impose sanctions on companies that take action "offense," as black company.;This study focuses on the impact of changes in the meaning of "work" in Japanese society, namely the phenomenon of the black company mention. Meaning of work in Japanese society has changed in recent decades. Workers were previously would worked hard for his company, now the younger generation of workers prefer to have a job with a lot of free time. The problem studied in this research is how the mention of the black company given by the Japanese society and how it changes the meaning of work in Japan. The data obtained is a secondary data from the research literature as well as collecting data from sources other publications. The analytical method used is the method of presentation of descriptive analysis. Based on the research and analysis that has been done, it can be concluded that the meaning of work for youth has changed. Japanese youth can not bring overall himself to work and the workplace. Part-time workers are not able to match jobs with the goal of his life. Concerns were perceived, causing part-time workers easy to desperate in getting a job. One of the effects of changes in the meaning of work, namely the emergence of the mention of the black company. Black company is assuming that was created by community groups and the media. Government seeks to impose sanctions on companies that take action "offense," as black company.;This study focuses on the impact of changes in the meaning of "work" in Japanese society, namely the phenomenon of the black company mention. Meaning of work in Japanese society has changed in recent decades. Workers were previously would worked hard for his company, now the younger generation of workers prefer to have a job with a lot of free time. The problem studied in this research is how the mention of the black company given by the Japanese society and how it changes the meaning of work in Japan. The data obtained is a secondary data from the research literature as well as collecting data from sources other publications. The analytical method used is the method of presentation of descriptive analysis. Based on the research and analysis that has been done, it can be concluded that the meaning of work for youth has changed. Japanese youth can not bring overall himself to work and the workplace. Part-time workers are not able to match jobs with the goal of his life. Concerns were perceived, causing part-time workers easy to desperate in getting a job. One of the effects of changes in the meaning of work, namely the emergence of the mention of the black company. Black company is assuming that was created by community groups and the media. Government seeks to impose sanctions on companies that take action "offense," as black company.;This study focuses on the impact of changes in the meaning of "work" in Japanese society, namely the phenomenon of the black company mention. Meaning of work in Japanese society has changed in recent decades. Workers were previously would worked hard for his company, now the younger generation of workers prefer to have a job with a lot of free time. The problem studied in this research is how the mention of the black company given by the Japanese society and how it changes the meaning of work in Japan. The data obtained is a secondary data from the research literature as well as collecting data from sources other publications. The analytical method used is the method of presentation of descriptive analysis. Based on the research and analysis that has been done, it can be concluded that the meaning of work for youth has changed. Japanese youth can not bring overall himself to work and the workplace. Part-time workers are not able to match jobs with the goal of his life. Concerns were perceived, causing part-time workers easy to desperate in getting a job. One of the effects of changes in the meaning of work, namely the emergence of the mention of the black company. Black company is assuming that was created by community groups and the media. Government seeks to impose sanctions on companies that take action "offense," as black company.;This study focuses on the impact of changes in the meaning of "work" in Japanese society, namely the phenomenon of the black company mention. Meaning of work in Japanese society has changed in recent decades. Workers were previously would worked hard for his company, now the younger generation of workers prefer to have a job with a lot of free time. The problem studied in this research is how the mention of the black company given by the Japanese society and how it changes the meaning of work in Japan. The data obtained is a secondary data from the research literature as well as collecting data from sources other publications. The analytical method used is the method of presentation of descriptive analysis. Based on the research and analysis that has been done, it can be concluded that the meaning of work for youth has changed. Japanese youth can not bring overall himself to work and the workplace. Part-time workers are not able to match jobs with the goal of his life. Concerns were perceived, causing part-time workers easy to desperate in getting a job. One of the effects of changes in the meaning of work, namely the emergence of the mention of the black company. Black company is assuming that was created by community groups and the media. Government seeks to impose sanctions on companies that take action "offense," as black company.;This study focuses on the impact of changes in the meaning of "work" in Japanese society, namely the phenomenon of the black company mention. Meaning of work in Japanese society has changed in recent decades. Workers were previously would worked hard for his company, now the younger generation of workers prefer to have a job with a lot of free time. The problem studied in this research is how the mention of the black company given by the Japanese society and how it changes the meaning of work in Japan. The data obtained is a secondary data from the research literature as well as collecting data from sources other publications. The analytical method used is the method of presentation of descriptive analysis. Based on the research and analysis that has been done, it can be concluded that the meaning of work for youth has changed. Japanese youth can not bring overall himself to work and the workplace. Part-time workers are not able to match jobs with the goal of his life. Concerns were perceived, causing part-time workers easy to desperate in getting a job. One of the effects of changes in the meaning of work, namely the emergence of the mention of the black company. Black company is assuming that was created by community groups and the media. Government seeks to impose sanctions on companies that take action "offense," as black company., This study focuses on the impact of changes in the meaning of "work" in Japanese society, namely the phenomenon of the black company mention. Meaning of work in Japanese society has changed in recent decades. Workers were previously would worked hard for his company, now the younger generation of workers prefer to have a job with a lot of free time. The problem studied in this research is how the mention of the black company given by the Japanese society and how it changes the meaning of work in Japan. The data obtained is a secondary data from the research literature as well as collecting data from sources other publications. The analytical method used is the method of presentation of descriptive analysis. Based on the research and analysis that has been done, it can be concluded that the meaning of work for youth has changed. Japanese youth can not bring overall himself to work and the workplace. Part-time workers are not able to match jobs with the goal of his life. Concerns were perceived, causing part-time workers easy to desperate in getting a job. One of the effects of changes in the meaning of work, namely the emergence of the mention of the black company. Black company is assuming that was created by community groups and the media. Government seeks to impose sanctions on companies that take action "offense," as black company.]"

"Berdasarkan statistik dalam bidang kesehatan menyatakan 40% penduduk Jepang secara biologis rentan terhadap minuman beralkohol karena kurangnya enzim ALDH dalam hati yg berperan untuk menetralkan efek buruk minuman beralkohol. Akan tetapi berdasarkan data WHO yang diambil pada tahun 2003, konsumsi minuman beralkohol oleh masyarakat Jepang tetap tinggi, sekitar 7 liter perkapita pertahun. Artikel ini berupaya meneliti penyebab dan mencoba memahami pola pikir masyarakat Jepang dalam mengkonsumsi minuman alkohol. Penelitian ini diharapkan dapat menjadi gambaran bagi individu maupun negara yang mayoritas non-peminum seperti Indonesia, untuk memahami fenomena tersebut dalam rangka menjalin hubungan dengan masyarakat Jepang. Berdasarkan analisis data dan kasus tentang alkohol yang terjadi di Jepang, tingginya konsumsi minuman beralkohol salah satunya dipengaruhi oleh faktor sosial yaitu terdapat kesadaran kelompok masyarakat Jepang untuk menjaga keharmonian dalam kelompok untuk diterima dan bertahan dalam suatu grup. Dilihat dari hubungan antara manusia, struktur vertikal masyarakat Jepang terdapat konsep sempai dan kohai. Untuk menjaga keharmonian kelompok, kohai menghindari sikap kontra secara langsung dengan senpai. Sehingga ajakan untuk minum alkohol pun sulit untuk ditolak. konsep menjaga keharmonian inilah yang menjadi salah satu faktor yang mendorong masyarakat Jepang untuk mengkonsumsi minuman beralkohol.

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Based on the statistics in the field of health, states that 40% of Japan's population is biologically vulnerable to alcohol because of the lack of ALDH enzymes in the liver that acts to neutralize the bad effects of alcoholic beverages. However, based on WHO data taken in 2003, the consumption of alcoholic beverages by the Japanese people remains high, about 7 liters per capita per year. This article seeks to examine the cause and tryto understand Japanese view in consuming alcohol. This study is expected to be a reference to individual and country that have majority of non-drinkers such as Indonesia, to understand the phenomenon in order to establish a relationship with the people of Japan. Based on data analysis and cases of alcohol that occurred in Japan, the high consumption of alcoholic beverages is influenced by social factors, namely there is awareness of Japanese society to maintain harmony within the group in order to be accepted and survive in the group. Judging from the relationship between humans, the vertical structure of Japanese society have the concepts of sempai and kohai. To maintain the harmony of the group, kohai avoid direct confrontation with Senpai. This make invitation to drink alcohol too hard to reject. The concept of maintaining harmony is one of the factors that encourage the Japanese people to consume alcoholic beverages."

"Skripsi ini membahas mengenai jenis-jenis elipsis dan fungsinya dalam teks iklan Jepang. Pada penelitian ini, digunakan metode penelitian deskriptif analisis karena penulis bertujuan untuk mendeskripsikan dan menganalisis jenis dan fungsi elipsis dalam teks iklan Jepang. Halliday dan Hasan membagi elipsis menjadi 3 jenis, yaitu elipsis nominal, elipsis verbal, dan elipsis klausal. Berdasarkan hasil penelitian, diketahui bahwa ketiga jenis elipsis tersebut terdapat dalam teks iklan Jepang.

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This thesis is discussing about ellipsis and its function in Japanese print advertising. On this study, research method used is descriptive analysis in order to describe and analyze the types and functions of ellipsis in Japanese print advertisement. Halliday dan Hasan devide ellipsis into 3 types; nominal ellipsis, verbal ellipsis, and clausal ellipsis. According to the result of this research, there are those three types of ellipsis on Japanese print advertising selected on this study."

"ABSTRAKSkripsi ini membahas tentang mitos yang ada pada iklan Jepang yangmenggunakan kata otona (orang dewasa). Penelitian ini merupakan kajian pustakadengan metode deskriptif analisis. Hasil penelitian ini menunjukkan bahwa mitosotona yang ada pada iklan satu dengan lainnya berbeda, sesuai dengan tandatandayang terdapat pada masing-masing iklan. Tanda-tanda tersebut berupa unsurverbal dan non-verbal. Dari delapan mitos otona yang ada berdasarkan penelitiansebelumnya, yang di antaranya adalah ‘mengemban tanggung jawab’,‘mandirisecara ekonomi’ dan ‘kontrol perasaan’, ‘mengemban tanggung jawab’ lah yangpaling sering disampaikan dalam iklan.

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ABSTRACTThis study focuses on the inherent myth that can be found in Japanese advertisingusing the concept of 'otona' (adult). This is a literature study, using descriptiveanalysis techniques. The results show that the myth of 'otona' as used in Japaneseadvertising varies according to the signs in each advertisement. These signs areverbal and non-verbal elements. From eight variations of the myth of 'otona'identified in previous research, such as ‘responsible’, ‘economically independent ’and ‘emotionally controlled’, the most frequently employed is 'responsible'."

"Metafora merupakan bentuk penggunaan kata atau kelompok kata yang di luar suatu konteks sehingga menimbulkan variasi penggunaan kata dan makna baru. Penggunaan metafora dapat dikatakan umum dalam kehidupan sehari-hari. Untuk itu peneliti menggunakan salah satu contoh aplikasi metafora yang umum ditemukan, yaitu dalam deskripsi unggahan media sosial instagram. Scope data penelitian yang digunakan adalah iklan tanaman Jepang di instagram. Untuk itu penelitian ini menggunakan teori konseptual yang dicetuskan oleh George Lakoff dan Mark Johnson (1990). Metode yang digunakan dalam penelitian ini adalah metode kualitatif yang dilakukan dengan analisis wacana dan dijelaskan secara deskriptif. Data yang ditemukan akan dianalisis berdasarkan teori konseptual, dideskripsikan lalu diklasifikasikan. Dari penelitian ini penulis berusaha melihat kecenderungan pedagang online Jepang dalam menggunakan metafora pada iklannya dan metafora tipe apa yang digunakannya.

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Metaphors are the usage of words outside of literal context which produce variations in word usage and a new meaning. Metaphors are commoners in our everyday life. For this reason, the researcher used one example of a metaphorical application that is commonly found, namely in the description of Instagram social media uploads. The scope of the study is set in Japanese plant advertisements on Instagram. This study uses a conceptual theory proposed by George Lakoff and Mark Johnson (1990) as its base. This paper uses a qualitative method which then continued by discourse analysis and descriptive explanation. The data found will be analyzed based on conceptual theory, described and then classified. From this study, the writer tries to see the tendency of Japanese online merchants in using metaphors in their advertisements and what kind of metaphors they use."

"Penelitian ini mengeksplorasi pemaknaan khalayak terhadap produk femvertising dengan mendalami pengalaman perempuan Indonesia berkulit gelap dan berambut keriting terhadap standar kecantikan dominan dan pemaknaannya terhadap iklan #CantikSatukanKita oleh Dove Indonesia. Melalui pendekatan kualitatif dan metode wawancara mendalam, peneliti membahas hubungan antara pemaknaan khalayak terhadap standar kecantikan dominan dengan pembacaannya terhadap produk femvertising #CantikSatukanKita oleh Dove. Hasil penelitian menunjukkan bahwa meskipun khalayak pernah melakukan pembacaan dominan terhadap standar kecantikan, khalayak mendapat kekuatan untuk melawan diskursus utama seiring dengan berjalannya waktu. Setelah mereka melakukan counter-discourse terhadap diskursus utama, khalayak terpapar oleh iklan #CantikSatukanKita. Latar belakang dan pengalaman hidup masing-masing khalayak mendorong khalayak untuk melakukan pembacaan dominan dan negosiasi terhadap produk femvertising Dove.

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This research discusses audiences’ reception towards femvertising by exploring the life experiences of dark-skinned and curly-haired Indonesian women regarding the dominant beauty standards and how they perceive the advertisement #CantikSatukanKita by Dove Indonesia. Through qualitative approach and in-depth interview, this study describes the relationship between audiences’ reception towards the dominant beauty standards in Indonesia with their readings toward femvertising #CantikSatukanKita by Dove Indonesia. The result showed that even though audiences performed dominant reading towards the beauty standards, as time went by they started to gain power to counter the discourse. Once they have countered the dominant discourse, then they are exposed to #CantikSatukanKita. Audiences’ background and life experiences shaped them into performing dominant and negotiated reading to Dove Indonesia’s #CantikSatukanKita."