Multimodal Discourse Analysis in Nike Dream Crazier Femvertising

ARIESTA, Bianca Avianic Sylla (2020) Multimodal Discourse Analysis in Nike Dream Crazier Femvertising. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research entitled Multimodal Discourse Analysis in Nike Dream Crazier Femvertising. It focuses on the visual and linguistic multimodality that appears in Nike Dream Crazier Femvertising video. This research aims to: (1) identify visual and linguistic multimodality in Nike Dream Crazier Femvertising video, (2) reveal the intended meaning and message of the video. This analysis is conducted by using the multimodality theory by Gunther and van Leeuwen (2006) to classify and explain the visual and linguistic multimodality and Systemic Functional Linguistic by Halliday (1985) to enrich the analysis of linguistic multimodality in the video. The data of this research are 25 screenshot pictures from Nike Dream Crazier Femvertising video. In order to answer the research questions, the researcher uses qualitative method by using the descriptive analysis. The result of this research shows that kind of visual multimodality that dominates in the data are size of frame and social distance, perspective and the subjective image, and narrativization of the subjective image who have 100% in total. Meanwhile in linguistic multimodality, mental process and actor in ideational and interpersonal metafunction mostly used in a line who has 40% in a total. Moreover, in textual metafunction, Nike frequently use a word like “A women, we and her” in order to represents and voicing out female athlete’s voices. From the analysis, the researcher argues that Nike as the biggest sport brand in the world takes a serious action to fight for gender inequality issues especially in sports that appears since decades ago until this time through advertising. It is supported in the video that Nike makes the viewer to understand that there are no prohibition or restriction for female athletes who comes from different nationality, race, religion or belief, skin colour, body shapes, disability and sexual orientation to fight and pursue their dreams and careers in sports.

Item Type: Thesis (Skripsi)
Nomor Inventaris: J21004
Uncontrolled Keywords: Multimodal Discourse Analysis, Systemic Functional Linguistic, Visual and Linguistic Multimodality, Nike Dream Crazier Femvertising Video.
Subjects: G > G121 Girls
T > T95 Television advertising
Divisions: Fakultas Ilmu Budaya > S1 Bahasa dan Sastra Inggris
Depositing User: Mrs Bianca Avianic Sylla Ariesta
Date Deposited: 22 Jan 2021 06:47
Last Modified: 22 Jan 2021 06:47
URI: http://repository.unsoed.ac.id/id/eprint/7129

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