CONSTRUCTING GAMBLING REALITY: A CRITICAL MULTIMODAL ANALYSIS ON ONLINE GAMBLING ADVERTISEMENTS

Mochammad Rizki Juanda, Eri Kurniawan, Budi Hermawan

Abstract

This study aims to reveal the ideology contained in online gambling advertisements that appear on social media. The data for this qualitative descriptive research was three online gambling advertisements that were taken randomly on Instagram social media at the hashtag #judionline on September 18, 2022. The analysis process was carried out by analyzing the signs on the ads using a triangular semiotic theory framework by Charles S. Pierce. The findings showed that the three online gambling advertisements that appear on Instagram have similarities and differences in the use of the signs to construct the reality presented on online gambling advertisements. The continuity between the signs in online gambling advertisements creates an impression that online gambling is a fun, profitable and promising activity for the audience. The researcher suggests that readers who find online gambling advertisements on social media should be more careful and critical in reading the information raised by advertisements so that they can avoid things that can cause losses.

Keywords

advertisement; ideology; online gambling; social media

Full Text:

PDF

References

Ahari, N. T., Ameri, H., Ameri, A., & Shairi, H. (2020). Relationship between context and picture in English books (Vision series) based on discoursal semantic-semiotic approach. Scientific Journal of Language Research, 12(37).

AT, M. R., Haris, A., & Heru, H. (2019). Judi online dikalangan remaja (Kasus kelurahan Bone–Bone, Luwu). Hasanuddin Journal of Sociology, 127-138.

Ayuningtyas, J. (2020). Analisa akibat hukum terhadap sosial media yang menayangkan konten judi online (Doctoral dissertation, Universitas Muhammadiyah Malang).

Bell, P. (2001). Content analysis of visual images. Handbook of visual analysis, 13.

Briandana, R. (2019). Representation of political ideology in advertising: semiotics analysis in Indonesia television. International Journal of English Literature and Social Sciences, 4(3), 764-775.

Bungin, M. B. (2008). Konstruksi sosial media massa: kekuatan pengaruh media massa, iklan televisi dan keputusan konsumen serta kritik terhadap Peter L. Berger & Thomas Luckmann. Kencana.

Danesi, M. (2018). Of cigarettes, high heels, and other interesting things: An introduction to semiotics. Springer.

Dwihayuni, Y. P., & Fauzi, A. M. (2021). The motive for the action of online gambling as an additional livelihood during social restrictions due to the Covid-19 pandemic. Jurnal Sosiologi Dialektika, 16(2), 108-116.

Elfaza, A. G. (2021). Perusahaan judi online sebagai sponsor klub sepak bola profesional di Indonesia ditinjau dari aspek hukum pidana. Jurist-Diction, 4(6), 2179-2202.

Fairclough, N., 2003. Analysing discourse: Textual analysis for social research. Routledge, London.

Fiala, V., Freyer, B., & Bingen, J. (2019). Construction of a scattered field-the differentiation of organic farming in Austrian TV advertisement campaigns. Food, Culture & Society, 22(4), 464-484.

Firman, A. J. (2020). Materi Pendidikan Agama Islam dalam kerangka teori sosial (Theories: Grand, Middle and Grounded). Islamadina: Jurnal Pemikiran Islam, 96-110.

Fiske, J. (2012). Pengantar ilmu komunikasi. Jakarta: Rajawali Press.

Goedecke, K. (2021). “Be Soft”: Irony, postfeminism, and masculine positions in Swedish sport betting commercials. Men and Masculinities, 24(5), 802-822.

Haris, A., & Amalia, A. (2018). Makna dan simbol dalam proses interaksi sosial (Sebuah tinjauan komunikasi). Jurnal Dakwah Risalah, 29(1), 16-19.

Knoll, G. F., & Fuzer, C. (2019). Analysis of infographics of the advertising sphere: Multimodality and compositional metafunction. Alfa: Revista de Linguística (São José do Rio Preto), 63, 583-608.

Kroon, Å. (2020). Converting gambling to philanthropy and acts of patriotism: The case of “The world’s most Swedish gambling company”. Discourse, Context & Media, 34.

Lityaningrum, A. (2021). A multimodal semiotic discourse analysis to reveal sexual harassment on direct message of social media. SASDAYA: Gadjah Mada Journal of Humanities, 5(2), 81-92.

Manalu, H. S. (2019). Penegakan hukum terhadap pelaku tindak pidana perjudian online. Journal of Education, Humaniora and Social Sciences (JEHSS), 2(2), 428-539.

Najafian, M., & Ketabi, S. (2011). Advertising social semiotic representation: a critical approach. International journal of industrial marketing, 1(1), 63.

Pauzan, A. A. (2018). A semioticsa analysis of the John Wick I film using Charles Sanders Peirce's Semiotics Theory (Doctoral dissertation, Universitas Islam Negeri Alauddin Makassar).

Ponika, R., Siregar, N., & Puspita, R. (2019). Representasi kritik sosial terhadap polisi pada karikatur di media sosial. Jurnal Daring Mahasiswa Komunikasi, 1(1), 19-26.

Razi, C., & Saleh, R. (2018). Pengaruh kecanduan judi poker online terhadap aktivitas belajar mahasiswa di universitas syiah kuala. Jurnal Ilmiah Mahasiswa Fakultas Ilmu Sosial & Ilmu Politik, 3(4).

Rosana, F., C. (2022). Hingga 13 Maret, Kominfo blokir 477.207 konten judi online dan investasi ilegal. Tempo.co. https://bisnis.tempo.co/read/1570879/hingga-13-maret-kominfo-blokir-477-207-konten-judi-online-dan-investasi-ilegal

Salem, E., & Al Salem, M. N. (2019). A Sociolinguistic analysis of utilizing English attention-getting devices in Jordanian Advertising. Dirasat: Human and Social Sciences, 46(1).

Shifa, M., Amalia, A., & Majid, M. S. A. (2022). Penggunaan mata uang dinar dan dirham sebagai solusi prediksi krisis moneter di Indonesia. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 4(6), 2321-2338.

Tasruddin, R. (2017). Tren periklanan di media sosial. Jurnal Komodifikasi, 5, 5-20.

Wellizar, W., & Hendra, H. (2021). Upaya Polres Pasaman Barat dalam memberantas tindak pidana perjudian online. Ensiklopedia Sosial Review, 3(3), 438-444

DOI: https://doi.org/10.20961/prasasti.v8i2.69337

Refbacks

  • There are currently no refbacks.