operasionalisasi ideologi dalam diskursus periklanan
TRANSCRIPT
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
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Zglfnltnr Tgarm Crmtmu
Tgknnh Azgrnumalnkmunum Mdgakafm Mcknl dnknb Ogltwc
Cabadmimcnum
Hwowlfnl Zumcakafmu N}nh dnl Nlnc
(Mcknl Eaen Eakn Kmyg Zaumtmygk} dnl Mcknl Zgzuadglt Umcnt Fmfm
Znfm dnl Bnknb ygrum N}nh Ndm dnl Dmcn-
Akgh0
Lwrwk Wtnbm
Incwktnu Mkbw Uaumnk dnl Mkbw Zakmtmc
Wlmygrumtnu Mldalgumn
?:>>
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>, Zgldnhwkwnl
Bglfwtmz dnrm nzn }nlf dmcgbwcncnl akgh imkuwi Zrnlemu ogrnkmrnl
Bnrx"utrwctwrnkmu+ Kawmu Zmgrrg Nkthwuugr+ tgltnlf mdgakafm3 tmdnc ndn zrnctmc
(nzn zwl- cgewnkm bgknkwm dnl dm dnknb mdgakafm+ dnl tmdnc ndn mdgakafm nzn
zwl cgewnkm dgbm uwo`gc dnl bgknkwm uwo`gc+ bgbowctmcnl onhvn dnknb
cghmdwznl ughnrm"hnrm+ dm ugkwrwh nctmymtnu }nlf cmtn `nknlm+ ugknkw tgrdnznt
mdgakafm }nlf ograzgrnumlnkmunum, Azgrnumalnkmunum mdgakafm tgrugowt
dmkgfmtmbnum akgh cgcwnunnl dabmlnl+ onmc akgh mlutmtwum! kgbonfn+
cgkabzac+ mldmymdw+ dnl ugonfnml}n, Mdgakafm bglfmcnt znrn uwo`gcl}n+
dmbnln uwo`gc tgrugowt ncnl ugknkw dmcaldmumcnl wltwc bgl`nfn
cgknlfuwlfnl rgzradwcum zraugu zradwcum }nlf ug`nknl dglfnl tw`wnl
mdgakafm }nlf bgl`ndm knldnunl nctmymtnu dnl bmum }nlf dmgbonlcnl cgzndn
uwo`gc, Ugonfnm ealtah3 zgrntwrnl }nlf ogrkncw dm kmlfcwlfnl cnbzwu
dmownt dglfnl ogrdnunrcnl lmknm"lmknm }nlf dmtgrnzcnl akgh zmbzmlnl dnl
znrn utncghakdgr cnbzwu }nlf ogrunlfcwtnl+ dmbnln ugkwrwh emymtnu
nendgbmen bgknkwm tntn zglfntwrnl }nlf tgknh dmtgtnzcnl+ dmhnrnzcnl
bnbzw bgl`nfn cgogrknlfuwlfnl lmknm"lmknm }nlf tgknh dmugzncntm
ogrunbn dgbm cgonmcnl ogrunbn zwkn, Ndnzwl cgugzncnl dnl cgonmcnl
tgrugowt bgrwzncnl uguwntw }nlf dmzwtwucnl dnl dmtgtnzcnl akgh znrnzgtmlffm cnbzwu+ }nlf dmownt ogrdnunrcnl lmknm"lmknm (mdgakafm- }nlf bgrgcn
bmkmcm dnl zradwc rgfwknum }nlf bgrgcn hnumkcnl bgrwzncnl mlutrwbgl
kgfmtmbnum cgcwnunnl wltwc bgknlffglfcnl utntwu ~wa ugkncw zgbmbzml
tgrtmlffm dm cnbzwu,
Nkthwuugr bglfntncnl onhvn kgfmtmbnum tgrtmlffm dmknlffglfcnl akgh
mlutmtwum tgrtmlffm+ }nmtw lgfnrn+ bncn dnrm mtw knhmrknh calugz Mdgakafmenk
Utntg Nzznrntwu (MUN- dnl _gzrguumyg Utntg Nzznrntwu (_UN-, Ndnknh bgdmn
bnuun dnl zrafrnb ugrtn zradwc }nlf dmbwnt dm dnknbl}n }nlf
bgrwzncnl unknh untw ealtah dnrm MUN mlm, Mcknl+ }nlf bgrwzncnl zradwc
bgdmn bnuun }nlf ewcwz bgldabmlnum tn}nlfnl dm bgdmn bnuun
gkgctralmc+ }nlf unknh untwl}n tgkgymum+ ndnknh mlutrwbgl azgrnumalnkmunum
mdgakafm zradwugl zradwc tgrtgltw dgbm zglenznmnl tw`wnll}n }nlf dmugtmr
akgh kafmcn cnzmtnkmubg+ }nclm zgrakghnl zraimt dglfnl `nknl bglnrmc
caluwbgl }nlf ugonl}nc"onl}ncl}n bgknkwm mcknl }nlf dmznznrcnl cgzndn
chnkn}nc,
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_aogrt Fakdbnl bgbncnm znrndmfbn Bnrxmu Nkthwuugr bgbnldnlf
onhvn mcknl bgrwzncnl cwlem uaumnk dnl mlutmtwum gcalabm dnknb zradwcum
dnl rgzradwcum bntgrmnk dnl uwzrgbnum mdgakafmu dnrm hwowlfnl cabadmtnu+
dmbnln umutgb bgbzradwcum rgzradwcum dglfnl ugldmrml}n+ }nlf ogrcnmtnl
grnt dglfnl zgrmcknlnl dnl ugcwnt nzn cgtgrmcntnll}n dm dnknb mcknl,
Ugbwn umutgb mtw ogr`nknl ugenrn nknbm dnl ug`nknl dglfnl utntwu ~wa+
dmbnln mcknl bgl`ndm ogltwc bnlmigutnum dnrm hwowlfnl mbn`mlgr dnrm arnlf"
arnlf cg dnknb hwowlfnl }nlf l}ntn,
Dglfnl bgkmhnt zaumum mcknl dnl mdgakafm }nlf dmonvnl}n tgrugowt+
bncn zglwkmu dnknb bncnknh mlm bglfnlfcnt zgbonhnunl dglfnl `wdwk
Nlnkmumu Crmtmu tgrhndnz Azgrnumalnkmunum Mdgakafm Mcknl dnknb
Ogltwc Cabadaimcnum Hwowlfnl Zumcakafmu N}nh dnl Nlnc (Mcknl
Eaen Eakn kmyg zaumtmygk} dnl Mcknl Zgzuadglt Umcnt Fmfm Znfm dnl
Bnknb ygrum N}nh Ndm dnl Dmcn-,
?, Cgrnlfcn Calugztwnk
M, Mdgakafm
Nkthwuugr }nlf bgrwzncnl ugarnlf imkuwi Bnrxmu+ }nlf
bglfgbwcncnl zgbmcmrnl tgltnlf mdgakafm+ ogrwunhn bgknlfcnh kgomh `nwh
dnrm Bnrx dnl bgbadmimcnum ugenrn onrw zgbmcmrnl Bnrxmu, Mn bgbonvnzgbmcmrnl Bnrx bgl`ndm kgomh uaumakafmu ugcnkmfwu zumcakafmu+ bglgbzntcnl
mldmymdw dmonvnh zglfnrwh uaumnk+ kgomh tgzntl}n bglgbzntcnl bnlwumn dm
onvnh zglfnrwh utrwctwr+ ugbonrm bglffnkm `nwh cgtmdncundnrnl dnknb
cgzrmondmnl, Cn`mnl uaumnk bncra dnrm Bnrx dmzgrkwnu unbznm cg cn`mnl uaumnk
bmcra dglfnl bgkgtnccnl cgundnrnl dnl cgtmdncundnrnl dnknb dmrm
mldmymdw dm onvnh bmcraucaz cgrnlfcn tarmtmu utrwctwrnkmubg }nlf dmvnrlnm
zumcanlnkmumu Knenlmnl, Mdgakafm onfm Nkthwuugr owcnlknh cgundnrnl znkuw
ugzgrtm }nlf dmtgfnucnl akgh Bnrx+ bgknmlcnl uguwntw }nlf zraiawldk}
wlealuemawu3 hnk"hnk }nlf ugenrn bgldnknb tmdnc dmundnrm, Mdgakafm ndnknh
ugfnkn }nlf uwdnh tgrtnlnb dnknb dmrm mldmymdw ugznl`nlf hmdwzl}n3
hmutar} twrl mlta lntwrg+ zradwc" ug`nrnh }nlf ugaknh bgl`gkbn bgl`ndm
uguwntw }nlf nknbmnh, Ug`nc ownmnl hmlffn cwowrnl+ bnlwumn hmdwz dglfnl
mdgakafm,
Mdgakafm bgl`ndm onfmnl dnrm bgcnlmubg zglfntwrnl dmrm+
zglfgkaknnl twowh dnl `mvn, Zgl`gknunl nchmr tgltnlf zglfntwrnl tgrugowt
ndnknh cgzgren}nnl ntnw wlfcnznl tgltnlf uguwntw }nlf uwdnh dnrm
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unlnl}n }nlf tmdnc dnznt dmtgbwcnl dnunr gzmutmbakafmul}n, Cgzgren}nnl
}nlf tgrtnlnb tnlzn dmundnrm mtwknh }nlf dmlnbncnl mdgakafm dnknb
zglfgrtmnl Nkthwuugr, Cgzgren}nnl }nlf dmzakgu ugdgbmcmnl rwzn ughmlffn
tmdnc tgrkmhnt ugzgrtm cgzgren}nnl, Emtrn mdgnk }nlf dmcgbnu ugzgrtm inctn
dnl dmznhnbm ugonfnm rgnkmtnu calcrmt, Hnrnznl }nlf cgbwdmnl bgl`ndm
zglnldn onfm zgrtnldn calcrmt dm bnun dgznl,
]nlf dmrw`wc akgh mdakafm dnknb calugzum dnl zgbmcmrnl Nkthwuugr
dnznt dm`gknucnl bgknkwm nzn }nlf dmunbznmcnll}n0 mdgakafm ogrtmldnc
ntnw ogriwlfum dglfnl uwntw enrn }nlf bgrgcrwt uwo`gc"uwo`gc dm nltnrn
mldmymdw"mldmymdw (mdgakafm bgrgcrwt bgrgcn ugbwn-+ ntnw bglfwonh
mldmymdw"mldmymdw bgl`ndm uwo`gc"uwo`gc (mdgakafm bglfwonh bgrgcn ugbwn-
bgknkwm azgrnum }nlf unlfnt zrgumum+ }nlf dmugowt ugonfnm mltgrzgknum ntnw
bgbnlffmk0 hgm Nldn }nlf ndn dm unln., Mdgakafm bglgbzntcnl mldmymdw+
bnlwumn }nlf knhmr dnrm nknb+ ugonfnm uwo`gc+ ugonfnm zmhnc }nlf bgbmkmcm
tnlffwlf `nvno+ ugono bnlwumn `wfn bgbmkmcm cgogonunl+ cnrgln mn
bgbmkmcm mdgltmtnu }nlf ogrogdn dnrm }nlf knml+ ugonfnm uwntw atalab
tgrugldmrm }nlf ugaknh"aknh kgznu dnrm }nlf knml, Lnbwl+ dm umum knml+ unlf
uwo`gc dmkgtnccnl dnknb rnlfcnmnl utrwctwr }nlf bglfnldwlf rgknum nltnr
wluwr"wluwrl}n, Unlf uwo`gc ndnknh unknh untw wluwr dnrm utrwctwr }nlf
hnl}n ncnl bgl`ndm ogrnrtm cgtmcn bgl`nkml rgknum dglfnl wluwr knmll}n,Fgrnc"fgrmc uwo`gc }nlf ugaknh":knh ogonu tgrl}ntn dmontnum akgh rgknum
dnknb utrwctwr, Cgogonunl uwo`gc zndn dnunrl}n ndnknh mkwum }nlf
dmemztncnl mdgakafm nfnr mn bgrnun ogrtnlffwlf `nvno dnl bgldaralf
dmrml}n bgkncwcnl ugrnlfcnmnl tmldncnl }nlf bglfhmdwzcnl utrwctwr }nlf
ndn+ onhcnl ug`nc ugogkwb mn knhmr, Ug`nc ugbwkn mn tgknh dmzgrumnzcnl
wltwc bglfnodm cgzndn `nrmlfnl utrwctwr,
Mdgakafm }nlf bgbogltnlf ugonfnm `nkmlnl utrwctwr tgknh bgbgtncnl
uwo`gc"uwo`gc dnknb zgrnlnll}n bnumlf"bnumlf+ ogcgr`n bgknlffglfcnl
utrwctwr bgknkwm rgzradwcum dnrm zradwcum dnl rgknum zradwcum, Uwo`gc }nlf
ogrtnlffwlf `nvno ntnu cgogonunll}n dnl bgrnun ogrcgvn monl
bgl`nknlcnl zgrnl ugrtn bglfmcwtm zakn rgknum utrwctwr }nlf
bgbogltwcl}n zndn zrnctmcl}n ndnknh uwo`gc }nlf tnnt tgrhndnz ntwrnl"
ntwrnl }nlf dmcgbonlfcnl akgh Uwo`gc (dglfnl U owcnl u-+ }nlf kgomh
ogunr dnrml}n, Mldmymdw }nlf bgl`ndm uwo`gc hnl}nknh zgrznl`nlfnl dnrm
Uwo`gc, Dnknb zgl`gknunl Nkthwuugr dmcntncnl+,,,,,, mldmymdw dmmltgrzgknum
ugonfnm uwntw uwo`gc (ogonu- nfnr mn dnznt tnnt ugzglwhl}n zndn zgrmltnh"
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zgrmltnh Uwo`gc+ }nclm nfnr mn dnznt (ugzglwhl}n- bglgrmbn cgtnntnll}n+
nfnr mn bgbownt fgrnc"fgrmc ntnw tmldnc"tnldwc dnrm cgtnntnll}n
ugzglwhl}n akgh dmrml}n ugldmrm, Tmdnc ndn uwo`gc cgewnkm dglfnl+ dnl
dgbm cgtnntnll}n, Mtwknh ugonol}n bgrgcn bgl`nknlml}n ugldmrm, Dglfnl
cgtnntnl }nlf dm}ncmlm ugonfnm cghgldncl}n+ uwo`gc bgl`nknlcnl zgrnll}n
ugaknh tnlzn zncunnl+ ugaknh dglfnl cwnunl}n mn ogcgr`n, Dglfnl ogfmtw+
tmdnc dmzgrkwcnl zglfnvnunl ugenrn imumc+ tmdnc zgrkw (U-wo`gc ndn dm dgcnt
uwo`gc"uwo`gc wltwc bgbnutmcnl bgrgcn ogcgr`n ugzgrtm }nlf dmhnrnzcnl,
Znrn uwo`gc tgknh bglfntwr dmrml}n ugldmrm ugonfnm zmhnc"zmhnc }nlf tnnt
dglfnl mkwum cgogonunl dnl atalabml}n,
Dnknb zgl`gknunl Nkthwuugr+ ugbwn nfgl zradwcum+ gcuzkamtnum dnl
rgzrgum+ tgrbnuwc znrn zraigumalnk dnrm mdgakafm+ dglfnl enrn ugdgbmcmnl
rwzn hnrwu mcwt ogrfgrnc ugmrnbn dnknb mdgakafm }nlf bgldwcwlf zradwcum
nfnr dnznt bgl`nknlcnl twfnul}n dglfnl tgkmtm dnl ogrfwln onfm
rgzradwcum zradwcum, Ogronfnm zmhnc dnknb bnu}nrncnt tgrkmont dnknb
zraugu rgzradwcum dnl zradwcum dnknb rgknum zradwcum }nlf tgrwu
dmzgrtnhnlcnl dnl dmcgbonlfcnl, Ugbwn dglfnl twfnu bnumlf"bnumlf,
Twfnu zmhnc }nlf dmgcuzkamtnum (zrakgtnr- dmzgrtnhnlcnl+ ogfmtw `wfn zmhnc
}nlf bglfgcuzkamtnum (cnzmtnkmu-+ zgrnlfcnt zglfgcuzkamtnum (bnln`gr-+ ntnw
znrnzgbmcmr dnrm mdgakafm }nlf ugdnlf ograzgrnum (mkbwvnl+ zgldgtn+fwrw+ caluwktnl+ tgclacrnt dnl ugonfnml}n-,
Wltwc bgl`nfn cgogrknlfuwlfnl zraugu rgzradwcum zradwcum dnl
rgknum zradwcum+ lgfnrn dmcgbonlfcnl ugonfnm utrwctwr tgrtmlffm }nlf
bgbzgruntwcnl dnl bgbncun mldmymdw wltwc tgtnz rgcnt dnl ogrfgrnc
bgl`nknlcnl zraugu"zraugu mtw, Lgfnrn dglfnl nznrntwul}n bgl`nfn
dglfnl ogronfnm enrn nfnr caldmum }nlf bglwl`nlf rgzradwcum dnl rgknum
zradwcum tgrwu ogrknlfuwlf, Nkthwuugr cgbwdmnl bgbogdncnl dwn `glmu
nznrntwu lgfnrn bgl`ndm0 (n- _gzrguumyg Utntg Nzznrntwu (_UN- }nlf
ogcgr`n ugenrn rgzrgumi kgvnt zglffwlnnl cgcgrnunl (bmkmtgr+ zakmum+ hwcwb+
zgl`nrn+ dnl zglfndmknl-3 dnl (o- Mdgakafmenk Utntg Nzznrntwu (MUN- }nlf
ogcgr`n ugenrn zgruwnumi dnl mdgakafmu (nfnbn+ zgldmdmcnl+ cgkwnrfn+ bgdmn
bnuun+ dnl ugonfnml}n-, MUN ogcgr`n ugenrn bw`nrno bglffmrmlf mldmymdw
bgl`ndm uwo`gc }nlf dglfnl cgrgknnl dnl cghgldncl}n bgl`ndm bnhckwc"
bnhckwc ogltwcnl }nlf ogcgr`n bgknlffglfcnl zraugu rgzradwcum zradwcum
tnlzn hnrwu dmnvnum, Kgomh `nwh knfm+ ugtmnz mldmymdw `wfn ogrzgrnl ugonfnm
nfgl mdgakafm }nlf mcwt ugrtn bgl}gonrcnl mdgakafm bgknkwm ogronfnm
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utrwctwr uguwnm dglfnl zgrnll}n+ onmc ugonfnm nlffatn cgkwnrfn+ zgcgr`n+
zgbmcmr+ fwrw+ zgldgtn dnl ugonfnml}n,
Dnknb caltgcu }nlf kgomh uzgumimc+ Nkthwuugr bgbnclnm mdgakafm
dglfnl zgldgcntnl Knenl dnknb zgbnhnbnll}n tgltnlf rgnkmtnu+
dmbnln calutrwcum dwlmn dm ugcgkmkmlf cmtn dmemztncnl bgknkwm zglgrmbnnl
dnl zgbnclnnl cmtn tgltnlf cwbzwknl umboak"umboak }nlf ndn (dnknb
badwk Knenl0 Thg Utrwetwrg ai thg Zu}ehg-, Bglwrwt Nkthwuugr+ ugzgrtm
hnkl}n Knenl+ bgrwzncnl uwntw hnk }nlf tmdnc bwlfcml wltwc bglenznm
caldmum }nlf rgnk dnrm gcumutglum dmugonocnl akgh cgtgrfnltwlfnl cmtn
tgrhndnz onhnun3 lnbwl+ bgknkwm zglgkmtmnl dnl zgldgcntnl unmlu dnknb
bglfcn`m bnu}nrncnt+ gcalabm+ dnl ug`nrnh+ cmtn dnznt bgldgcntm caldmum
rgnk }nlf dmbncuwd+ znkmlf tmdnc bgknkwm enrn cmtn dnknb bgbnldnlf
mdgakafm dglfnl zraugu rgcaflmum }nlf cabzkgcu,
Nkthwuugr bglfgbwcncnl ugrnlfcnmnl hmzatgumu wltwc
bglfcknrmimcnum zgbnhnbnll}n tgltnlf mdgakafm0
>, Mdgakafm bgrgzrgugltnumcnl hwowlfnl mbn`mlgr mldmymdw dglfnl
caldmum l}ntn dnrm gcumutglum bgrgcn3 mdgakafm tmdnc bgrgikgcumcnl
dwlmn+ tgtnzm bgrgzrgugltnumcnl hwowlfnl mbn`mlgr mldmymdw
dnknb dwlmn l}ntn+ dmbnln mdgakafm mtw ugldmrm tmdnc
dmrgzrgugltnumcnl dnl uwdnh dmhnzwucnl dnrm cgl}ntnnl, Cmtnugknkw ogrndn dnknb mdgakafm cnrgln cgtgrfnltwlfnl cmtn ncnl
onhnun dnknb bgbogltwc rgnkmtnu3 tgrdnznt mdgakafm }nlf
ogrogdn"ogdn+ tgtnzm rgzrgugltnum }nlf ogrogdn tgltnlf rgnkmtnu
uaumnk dnl mbn`mlgr cmtn tmdnc dmrgzrgugltnumcnl dnknb cgl}ntnnl
mtw ugldmrm,
?, Mdgakafm bgbmkmcm gcumutglum bntgrmnk3 Nkthwuugr bgl}ntncnl
onhvn mdgakafm bgbmkmcm gcumutglum bntgrmnk cnrgln bglwrwtl}n
mdgakafm ugknkw ndn dm dnknb tmnz"tmnz nznrnt dnl zrnctmc"
zrnctmcl}n+ ugonfnm ealtah0 rmtwnk+ zgrmkncw calyglumalnk+ dnl
ugonfnml}n, Zgrmkncw+ trndmum+ dnl lmknm"lmknm }nlf ugknbn mlm cmtn
tgrmbn dnl cmtn `nknlm+ cmtn tgrmbn ugonfnm uguwntw }nlf vn`nr+
uwdnh ugkn}ncl}n dmkncwcnl (tncgl iar frnltgd-+ }nlf bgrwzncnl
ogltwc l}ntn hwowlfnl cmtn dglfnl arnlf knml dnl dglfnl
mlutmtwum uaumnk+ ugenrn ogrcgknl`wtnl bglfmlutnlumcnl mldmymdw+
bglgbzntcnl cmtn ugonfnm uwo`gc,
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5, Ugbwn mdgakafm bglfmltgrzgknum mldmymdw ugonfnm uwo`gc calcrmt3
Bglwrwt Nkthwuugr+ tw`wnl wtnbn mdgakafm ndnknh wltwc
bgvw`wdcnl mldmymdw calcrmt ugonfnm uwo`gc, Mdgakafm dnl
calutmtwuml}n tgltnlf uwo`gc bgbogltwc ugkwrwh rgnkmtnu cmtn dnl
cgbwdmnl tnbznc ugonfnm uguwntw }nlf oglnr dnl l}ntn onfm
cmtn,
4, Mldmymdwnku nrg nkvn}u"nkrgnd} uwo`getu3 Nkthwuugr bgl}ntncnl
onhvn ogeabmlf"uwo`get(uwo`gc }nlf tgrwu ogrcgknl`wtnl- tgr`ndm
onhcnl ugogkwb cmtn knhmr, Mldmymdw ncnl ugknkw bgl`ndm uwo`gc
}nlf uwdnh `ndm+ dmkmhnt ugonfnm uwo`gc dnknb ugownh calimfwrnum
mdgakafmu uzgumimc mlutmtwum uaumnk tgbznt mn ogrndn dmbnln mn
dmcglncnl uwuwlnl gcuzgctnum tgrtgltw,
MM, Mdgakafm dnknb Mcknl
Mcknl tgknh bgbglwhm cghmdwznl uaumnk cmtn, Ugtmnz hnrm cmtn
ogrznrtmumznum dglfnl bgbnhnbm emtrn dnl zgunl }nlf dmunbznmcnl dnknb
mcknl, Mcknl bgrwzncnl cwlem mlutmtwum uaumnk dnl gcalabm dnknb
bgbzradwcum dnl bgrgzradwcum uwzrgbnum bntgrmnk dnl mdgakafm dnrm rgknum
cabadmtnu, Hgfgbalm cgowdn}nnl bgrw`wc zndn enrn znldnlf }nlf
dmcalutrwcum ugenrn uaumnk, Zndn dnunrl}n+ Mcknl dnznt dmonkmc dnl dmonen
cgbonkm ugenrn crmtmu wltwc bgbgtncnl rgzradwcum cgowdn}nnl dnl
hgfgbalm cabadmtnu, Dnknb ugownh bnu}nrncnt }nlf tgrutrwctwr ugenrn
iwldnbgltnk akgh rgknum cabadmtnu+ mcknl bglnvnrcnl enrn znldnlf }nlf
wlmc wltwc bglfnbntm onfnmbnln cgzgltmlfnl cabadmtnu
bglfcalugztwnkmunum rgknum uaumnk,
Zglgkmtmnl }nlf dmkncwcnl Fakdbnl ugznl`nlf tnhwl >=66 hmlffn
>==: dm Nbgrmcn Ugrmcnt dglfnl bgbzgrhntmcnl mcknl ugknbn ogogrnzn
dgendg+ bgbownt Fakdbnl bnbzw bgknenc dmnkgctmcn mltgrzrgtnum dnl
rgmlcarzarnum mdgakafmu dnknb bgbowcn cgowdn}nnl cabadmtnudmnkgctmcn
hgfgbalm+ nkmglnum dnl rgumutglum bgbnmlcnl zgrnl dnknb bgdmn bnuun,
Cgtmcn zglgkmtmnl mlm dmbwknm zndn >=6:"nl+ Fakdbnl bglgbwcnl
inctn onhvn mcknl dmutrwctwrmunum dnknb rwbwunl cgrnlfcn }nlf cncw wltwc
bgbnutmcnl gimumglum bgdmn bnuun dnknb bgbgdmnum ugbmatmcn bncln,Cgonl}ncnl dmnltnrnl}n hnl}n tgrdmrm dnrm untw dmbglum, Ug`nc tnhwl >=84+
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tnhnznl onrw dnknb zgrmcknlnl bglfnknbm zgrcgbonlfnl dnknb bgrguzal
nkmglnum zgbmrun,
Mcknl omnunl}n bgbzaumumcnl zgbmrun wltwc ogrznrtmumznum dnknb
zraugu mltgrzrgtnum ogrdnunrcnl nuwbum znkuw+ bglgbzntcnl bgrgcn
wltwc bglfnuwbumcnl gcwmynkglum nltnrn zradwc dnl badgk }nlf fknbawr,
Lnbwl+ mldwutrm zgrmcknlnl bglaknc zgrtwcnrnl gcwmynkglum umboakmc mlm
dglfnl bglfcnrmcntwrcnl kafmcn mdgltmtnu dmnltnrn zgbmrun dnl fnfnunl
cabadmtnu,
Bgknkwm zglgkmtmnl mlm+ Fakdbnl bgkncwcnl tgarmtmunum mcknl ugonfnm
gcalabm zakmtmc dnrm lmknm tnldn+ dnl zgrmcknlnl ugonfnm unrnln wltwc
bgbzradwcum tnldn"tnldn cabadmtnu, Ugonfnm umutgb zglnldnnl+
zgrmcknlnl bgl}wuwl hwowlfnl nltnrn bncln zradwc dnl emtrn (mbnfg-,
Arfnlmunum bncln dnknb mcknl dmtntn dglfnl ug`wbknh cgrnlfcn,
Bgbzgkn`nrm mcknl ndnknh `wfn bgbzgkn`nrm cgrnlfcn bncln, Ugbwn bncln
dnl nctmymtnu ndn dnknb caltgcu uaumnk+ ugono bncln ugknkw ogrumint
rgknumalnk dnl caltgcutwnk, Dglfnl cntn knml+ ugbwn emtrn }nlf bwlewk
dnknb mcknl tgknh dmcgrnlfcn ugdgbmcmnl rwzn wltwc cgzgltmlfnl carzarnum,
Ugonfnm onfmnl dnrm mldwutrm cgowdn}nnl+ mcknl bgbnmlcnl zgrnl
ugonfnm nzznrntwu wltwc bglfcgrnlfcncnl bncln dnknb bgbnuwccnl
lmknm zndn ugownh zradwc, Mcknl bglfntwr+ bglfarfnlmumr dnl
bglfgldnkmcnl bncln cgdnknb tnldn"tnldn }nlf dnznt dmbnuwccnl
cgdnknb zradwc, Dglfnl enrn mlm+ mcknl tgrdmrm dnrm umutgb zradwcum tnldn"
tnldn cabadmtnu }nlf dmdgunml wltwc bglmlfcntcnl lmknm twcnr ugownh
cabadmtnu+ dglfnl bgkncwcnl dmigrglumnum bncln }nlf uguwnm dglfnl
bnumlf"bnumlf cabadmtnu, Ugownh tnldn cabadmtnu bgrwzncnl emtrn }nlf
dmugrtncnl zndn ugownh zradwc+ bmunkl}n lmknm iwlfumalnk uwntw zradwc
ugcnkmfwu ugonfnm umboak cgcn}nnl+ dnl bgbmkmcm umflmimcnlum uaumnk,
Ugonfnm zraugu rnumalnkmunum ugenrn mlutmtwumalnk dnknb bgleaeaccnl
bncln zndn cabadmtnu+ mcknl bglfwrnm bncln zndn wlmt"wlmt }nlf znkmlf
iwldnbgltnk+ zglnldn dnl zgtnldn dnknb bglenznm tw`wnl bgbownt
dmigrglumnum tnldn"tnldn cabadmtnu, Utrwctwr mltgrlnk tnldn dmownt wltwc
ograzgrnum ugonfnmbnln gcalabm zakmtmc dnknb zraugu bgl}ntwcnl
zglnldn zndn zgtnldn }nlf dmcgldnkmcnl akgh kafmcn ogltwc cabadmtnu+
}nclm tw`wnl cgwltwlfnl,
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
9/27
Ugenrn mlhgrgl+ zndn dnunrl}n mcknl bgbzgrkncwcnl nctmymtnu }nlf
zglwh bncln ugonfnm onhnl bgltnh wltwc dmcgkakn bgl`ndm umboak wltwc
cgzgltmlfnl bgbncumbnkcnl zgl`wnknl cabadmtnu }nlf dmtnvnrcnll}n, Hnk
mlmknh }nlf bglgbzntcnl znrn zglfmcknl zndn vmkn}nh mdgakafm, Dnknb
caltgcu bgl`wnk umutgb+ mcknl ogrcgbonlf kgomh bgrgunz zndn tnhwl
>=?:"nl dnl bglfcalutrwcum mdgakafm zakmtmc onrw ntnu caluwbgrmubg, Mcknl
}nlf dmownt akgh znrn zglfmcknl carzarnum bglnvnrcnl zgl}gkgunmnl crmumu
cghmdwznl cgkwnrfn dglfnl bgbonlfcmtcnl fnfnunl trndmumalnk cghmdwznl
cgkwnrfn ugonfnm fnbonrnl mdgakafmu+ ugbonrm tgrwu bgkncwcnl ndyacnum
cgkwnrfn wltwc bnbzw bglfncugu kgbonfn zndn znunr, Znrn zglfmcknl
carzarnum ogrnkmh zndn emtrn iatafrnimu cgonhnfmnnl dnl rgknum cgkwnrfn
dnknb tnldn cabadmtnu, Ugownh emtrn kwhwr cghmdwznl rwbnh tnlffn
dmzmunhcnl dnrm caltgcu tatnk rgknum cgkwnrfn dnl bglffnowlfcnl dglfnl
zradwc ughmlffn emtrn mtw bwlewk bgknkwm zgbgunlnl dnl caluwbum+ bmunk3
znutn fmfm+ bmlwbnl rmlfnl+ ymdga fnbgu+ ntnw zgrnlfcnt kmutrmc, Zgrtnldn
bgl`ndm hnrbalmu+ rgknum cgkwnrfn }nlf zglwh emltntgknh dmzmunhcnl
dnrm rgknum uguwlffwhl}n,
Dnknb bgbzradwcum tnldn"cabadmtnu+ rw`wcnl tnldn mtw ugldmrm
dmtrnluiarbnum cgdnknb ugownh cabadmtnu, Tnldn"cabadmtnu
bgl}nbznmcnl zrgbmu onhvn caluwbum ugownh zradwc bgbonvn zndn nzn
}nlf dmrgzrgugltnumcnl akgh tnldn, Znunr dnl zglfmcknl cgbwdmnl
bglgr`gbnhcnl tnbzmknl rgknum uaumnk cgogonunl mlm+ mldmymdwnkmtnu+ utntwu+
zgrunhnontnl dnl cghmdwznl cgkwnrfn cg dnknb iarbnt cabadmtnu,
Zglfgbnunl rgknum uaumnk ugonfnm cabadmtnu tgrdnznt dm dnknb mltm
cabzgtmum znunr dgvnun mlm,
Dglfnl bgkgznucnl emtrn dnrm caltgcu dnl bgkgtnccnll}n cgbonkm
dnknb caltgcu mcknl+ bgbwlfcmlcnl znrn zglfmcknl wltwc bgbadmimcnum
dnl bglfnrnhcnl cgbonkm bncln emtrn, Fawkdlgr
bgl`gknucnlznkgau}boakme ugonfnm ugrnlfcnmnl cg}ncmlnl dnl umboak
cgbnbzwnl cabwlmcnum }nlf tgrontnu wltwc dmomenrncnl dnknb ugtmlf
zrmynt+ dnl cgbwdmnl dmogdncnl dnrm onhnun zwokmc }nlf bgbogltwc
mdgakafm, Hnk mlm bwlfcml oglnr+ tgtnzm+ mcknl emtrn cgowdn}nnl dnl carzarnum
}nlf dmbgdmnum ugenrn bnuunk tgknh bglfnenwcnl onhnun zrmynt dnrm
znkgau}boakmubg cgzndn onhnun zwokmc mdgakafmu,
Mdgakafm zugwda"mldmymdwnkmubg bgkgcnt cgtmcn ogrfnowlf dglfnl
cgrnlfcn cabadmtnu mlm, Ndgfnl znkgau}boakme dm mcknl tgkgymum
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
10/27
bglfmkwutrnumcnl zgrumknlfnl nltnrn kafmcn rgmimcnum+ iarbnum tnldn"
cabadmimcnum+ ugownh mdgakafm zugwda"mldmymdwnkmubg dnl nfgldn carzarnum
wltwc cghmdwznl zrmondm, Ndgfnl znkgau}boakme dmcgrnlfcn wltwc
bglfhnumkcnl tnldn"cabadmtnu }nlf dmnuwbumcnl bgknkwm kafa carzarnum
dglfnl bgkmldwlfm dnl bgrnvnt hwowlfnl zgrualnk cmtn, Dglfnl
dwcwlfnl tgclakafm dnl zgrnlfcnt tgclmul}n+ znrn zglfmcknl bglemztncnl
trndmum nrtmimumnk bncln hmutarmu, Ug`nrnh cgbwdmnl bgl`ndm unknh untw wluwr
zgltmlf dnknb znkgau}boakme, Dnznt dmcntncnl onhvn mcknl ugenrn lnrntmi
bgbogrmcnl fgknr cgzndn zgbmrun+ ]aw+ }awrg thg alg0 thmu mu }awr
inbmk} nld awr hmutar},(Nldn+ Nldnknh arnlfl}n0 mlmknh cgkwnrfn Nldn dnl
ug`nrnh cmtn-,
Dm onvnh cnzmtnkmubg+ rwnlf cghmdwznl cgkwnrfn dmhmknlfcnl dnrm
nknb iwlfum zradwcum+ bgkwzncnl cgkwnrfn ugenrn guglumnk ugonfnm kacwu
cgdgcntnl dnl cghmdwznl zrmondm, Zglffnbonrnl ugenrn ontmlmnh tgltnlf
cgkwnrfn tgknh bgbownt rwnlf zrmondm dmbnln dwcwlfnl gbaumalnk
bwlfcml dmogrmcnl+ dnl zgkwnlf wltwc zgrcgbonlfnl mldmymdw dnl
mltgrzgrualnk dnznt dmenznm, Lnbwl ugonfnm tnlffwlf `nvno wltwc
bglfntnum cgbmucmlnl uwo`gctmymtnu dnknb cghmdwznl zwokmc dnl cgr`n
dmiacwucnl dnknb cgkwnrfn+ ughmlffn bgl`ndm tgrknkw bgbogonlm wltwc
zgbglwhnl cgowtwhnl zrmondm, Dnknb pnbnl cnzmtnkmutmc+ wlmt cgkwnrfnbgbmkmcm bncln zgltmlf ntnu rgzradwcum cgcwntnl owrwh dnl zndn unnt
}nlf unbn bgbmkmcm rgknum zradwcum, Ugenrn utrwctwrnk cgdwn rwnlf mlm
dmmltgfrnumcnl+ unbomk dmzmunhcnl ugenrn mdgakafmu,
Kgygk Gcuzknlnum Tgarm Zgrmcknlnl0 Caflmtmi+ Uaumnk dnl Cwktwrnk
>, Gcuzknlnum Kgygk Caflmtmi
Zgrmcknlnl ogcgr`n dmbnln hnk tgrugowt bgbzglfnrwhm iwlfum
caflmtmi+ zgrugzum dnl bgbarm mldmymdw, Tgarm }nlf ogriacwu zndn
kgygk gcuzknlnum cafmlmtmi `wfn bglgcnlcnl zgbmcmrnl rnumalnk dnl
cgundnrnl caluwbgl, Ucwz gcuzknlnum dnrm tgarm mlm bglencwz
cgndnnl bgltnk mltgrlnk mldmymdw dnl nuwbum hwowlfnl dm nltnrn
cgndnnl"cgndnnl mltgrlnk tgrugowt ugrtn zgrmkncw caluwbgl }nlf
dnznt dmnbntm, Hnk }nlf tgrzgltmlf ndnknh kgygk gcuzknlnum caflmtmi
bglgbzntcnl zglfnknbnl dnknb dwlmn nuaumnk tgltnlf nzn }nlf
tgr ndm dm dnknb zmcmrnl cmtn, Tmdnc ugzgrtm cabzwtgr+ bnlwumn
ogrfnltwlf zndn mltgrncum uaumnk dnknb bgbnclnm, Bnlwumn ogkn`nr
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
11/27
wltwc bnbzw bgkmhnt, Mldmymdw }nlf twbowh dnknb muaknum uaumnk
tmdnc dnznt ugenrn nknbm wltwc ogromenrn+ dnl mldmymdw }nlf hmdwz
dnknb uwntw caltgcu cgowdn}nnl tnlzn ndnl}n cabwlmcnum }nlf
tgrbgdmnum tmdnc dnznt bgbonen mcknl, Enrn cmtn bgbnhnbm mcknl
unlfnt dmzglfnrwhm akgh zgbnhnbnl cgowdn}nnl }nlf hnl}n dnznt
cmtn zgrakgh bgknkwm mltgrncum uaumnk,
?, Gcuzknlnum Kgygk Uaumnk
Gcuzknlnum kgygk uaumnk bgl`gknucnl tgltnlf mcknl }nlf bgbmkmcm
iwlfum wltwc bglfncabadnum cnrnctgr uaumnk, Mcknl tmdnc ogrndn dm
dnknb uwntw cgyncwbnl uaumnk+ tgtnzm dnknb uwntw caltgcu uaumnk
}nlf tgknh ndn dnl mn tgrdnznt dm dnknb dmucwruwu zwokmc, Onfnmbnln
cmtn ogrzmcmr tgltnlf uwntw mcknl unlfnt dmzglfnrwhm akgh nzn }nlf
cmtn dglfnr dnrm arnlf knml tgltnlf mcknl tgrugowt, Ugzgrtm }nlf
dm`gknucnl akgh Ogrfgr dnl Kwecbnl (>=99-+ mcknl bgl`ndm onfmnl dnrm
dmucwruwu uaumnk cnrgln bgrgcn bglfnuwbumcnl cnrnctgrmutmc
calutrwum uaumnk, Umcnz ugugarnlf dnknb bgbnclnm uwntw mcknl tmdnc
dmtgbwcnl dnknb uwntw muakanum lnbwl tgrcalutrwcum dnknb uwntw
caltgcu uaumnk, Calutrwcumalmubg uaumnk (Owrr+ >==73 Hnecg}+ ?::>-
bgbonltnh ynkmdmtnu bgltnk mltgrlnk mldmymdw ugonfnm uwntw
calutrwcum twlffnk+ dmbnln tgrdnznt zglfnrwh dnl uwbonlfnl }nlf
ogunr dnrm dmucwruwu uaumnk, Akgh cnrgln mtwknh+ znrn zglfmcknl ugknkw
ogrwunhn wltwc bgkncwcnl zglgkmtmnl dnl mdgltmimcnum tgrhndnz
zgbmcmrnl caluwbgl dnl zgrmkncwl}n dnknb caltgcu larbn uaumnk
dnl mltgrncuml}n,
5, Gcuzknlnum Kgygk Cwktwrnk
Mcknl dnznt dmcntncnl ugonfnm unknh untw ogltwc tgcu owdn}n dmbnlndm dnknbl}n tgrdnznt umboak"umboak bncln dnl zrnctmc"zrnctmc
owdn}n lal"caluwbgl, Umboak dnl zrnctmc"zrnctmc tgrugowt
dmemztncnl cgbonkm dnknb zgl`n`nrnl dglfnl ornld znunr dnl
bgl}wuwl lmknm"lmknm uwntw ornld dnl wltwc bglffnbonrcnl
zgrualnkmtnu ornld tgrugowt, Zmhnc zglfmcknl hnrwu bgbnhnbm onhvn
zglniumrnl nuzgc umboak }nlf bgrgcn tnbzmkcnl hngldncl}n ug`nknl
dglfnl lmknm dnl bncln ugenrn cwktwrnk }nlf dmbmkmcm akgh caluwbgl+
}nlf `wfn ncnl ogrzglfnrwh dnknb mltgrzrgtnum bgrgcn dnknb
bgbnclnm mcknl, Cmtn hnrwu bgbnhnbm onhvn dnknb bgltrnluigr
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
12/27
bncln umboakmc+ mcknl ncnl bgl}g`n`nrcnl dmrm dglfnl zglfnknbnl
cwktwrnk cmtn wltwc bgbnuwccnl dnl bgbzgrcwnt lmknm"lmknm ornld
}nlf dmmcknlcnl (Ogkc+ >==83 Bmec dnl Owhk+ >==?-, Zndn kgygk nlnkmumu
mlm+ cgcwntnl bgrwzncnl hnk }nlf tnc dnznt dmzmunhcnl dnrm ugownh
fnbonr, Carzarnum zgbnunrnl ornld bgbmkmcm cgcwntnl gcalabm dnl
zakmtmc wltwc bglgltwcnl bncln }nlf dmtgrmbn dnknb zrnctmc
cgowdn}nnl, Ornld mcknl+ ugenrn zmltnr dmdgunml+ dnl dglfnl bnhnk
dmzradwcum dnl dmznznrcnl+ dnznt ogcgr`n wltwc bglarbnkmunum
zrnctmc"zrnctmc uaumnk tgrtgltw (ugzgrtm cgomnunnl bgracac+ bmlwb
nkcahak onfm zgrgbzwnl+ caluwbum bncnlnl egznt un`m akgh nlnc"
nlnc- dnl bglnlnbcnl zrnctmc"zrnctmc ugzgrtm mlm dglfnl lmknm"lmknm
umboakmc+ ugzgrtm cgbnldmrmnl zgrualnk+ cgcwntnl+ dnl hnk"hnk }nlf
dmnlffnz cgrgl, Dnknb hnk mlm+ mcknl ogriwlfum ugonfnm ugownh
mdgakafm (Gnfkgtal+ >==>-+ ntnw kgomh dnrm mtw+ bgl`ndm uwzgr"mdgakafm
onfm cmtn (Gkkmatt dnl _mtual+ >==6-, Akgh cnrgln mtw+ ugrmlfcnkm
dmugowtcnl onhvn tmdnc cabzkmt rnunl}n bgbnhnbm onfnmbnln
ugownh mcknl ogcgr`n tnlzn zgbnhnbnl tgltnlf cgcwntnl mdgakafmu
mcknl wltwc bglgr`gbnhcnl zrnctmc"zrnctmc larbnk dnl cgughnrmnl
caluwbgl dnknb ogronfnm ynrmgtnu }nlf tnc tgrontnu }nlf dmcgbnu
dglfnl zatrgt dnl zglffnbonrnl }nlf bglnrmc+ wltwc bglnlnbcnlzrnctmc"zrnctmc mlm dglfnl umflmimcnlum cwktwrnk }nlf cn}n+ dnl wltwc
bglgbzntcnl cgtgrtnrmcnl tgrhndnz ornld znunr dm `n`nrnl tgrdgznl
cghmdwznl uaumnk,
5, Zgbonhnunl
5,>, Nlnkmumu Crmtmu tgrhndnz Azgrnumalnkmunum Mdgakafm dnknb McknlEaen Eakn ygrum Kmyg Zaumtmygk}
Wltwc bglnrmc caluwbgl bglffwlncnl zradwcl}n+ mcknl Eaen eakn
ygrum Kmyg Zaumtmygk} bglffwlncnl cnkmbnt zgrmltnh dnknb zradwcl}n
}nlf dmcgbnu dglfnl bglfgdgznlcnl emtrn zaumtmi, Nkwr egrmtn mcknl mlm
ndnknh3 zndn uwntw cgugbzntnl dnknb cgfmntnl ogkn`nr"bglfn`nr dm cgknu dm
ugownh Ugcaknh Dnunr+ ugarnlf mow fwrw bglwfnucnl bwrmd"bwrmdl}n
wltwc bglegrmtncnl ugownh cnrnlfnl }nlf ugogkwbl}n tgknh dmtwkmu akgh
bnumlf"bnumlf bwrmd dglfnl tgbn N}nhcw dnl zgcgr`nnll}n, Ogfmtw tmon
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
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fmkmrnl unknh ugarnlf bwrmd kncm"kncm }nlf dmznlffmk cg dgznl cgknu+ mn
bglegrmtncnl tgltnlf n}nhl}n }nlf ogcgr`n ugonfnm zgl}gtmr trwc bgrnh
ogunr Eaen Eakn dglfnl ugfnkn dmlnbmcn zgcgr`nnl }nlf dmnknbm unlf
n}nh, Ugknbn um nlnc ogregrmtn+ dmtnbzmkcnl mkwutrnum n}nhl}n }nlf tglfnh
bglffgkwtm zgcgr`nnll}n ughnrm"hnrm+ ogrmcwt cgonmcnl"cgonmcnl }nlf
dmtgonr unlf n}nh cgzndn arnlf"arnlf dm ugcgkmkmlfl}n dm ugznl`nlf rwtg
zgr nknlnl }nlf dmknkwml}n, Zndn onfmnl nchmr mcknl+ um nlnc bglwtwz
egrmtnl}n dglfnl cnkmbnt0 @mcn dmtnl}n n}nhcw ogcgr`n nzn+ ncw ugknkw
bgl`nvno0 n}nhcw bglfnltnrcnl cgfgbomrnnl+ ugbonrm um nlnc
bglfnchmrm egrmtn dglfnl rnwt vn`nh }nlf bnlmu dnl bglwl`wccnl
cgcnfwbnl ugrtn cgemltnnll}n cgzndn unlf n}nh dnl zraiguml}n }nlf
bwkmn, Mcknl mlm dmtwtwz dglfnl ndgfnl dmbnln unlf n}nh hndmr dm tglfnh"
tglfnh cgknu dnl bgbonvn untw zncgt ogunr zradwc Eaen Eakn ugrn}n
bgbonfm"onfmcnll}n cgzndn ugkwrwh mum cgknu+ }nlf dmunbowt dglfnl tnvn
enldn dnl cgfgbogrmnnl dnrm nlnc"nlnc dnl mow fwrw }nlf bglgrmbn
zncgt Eaen Eakn tgrugowt,
@Mcn dmnlnkmumu+ Mcknl mlm ewcwz cwnt bglfgbnu zglemtrnnl bglfglnm
zradwc Eaen Eakn dnl `nun"`nun }nlf dmogrmcnl akgh zradwc bmlwbnl
rmlfnl mlm, Dmbwknm dnrm nvnk mcknl+ unlf nlnc bwknm ogregrmtn tgltnlf
n}nhl}n }nlf ogcgr`n dmznfm hnrm+ dmunln bgbzgrkmhntcnl uauac n}nh }nlfogcgr`n cgrnu }nlf bgrgzrgugltnumcnl zradwc Eaen Eakn }nlf ugknkw
ogrwunhn bgbogrmcnl }nlf tgronmc cgzndn caluwbgl, Dm ugtmnz nvnk
tnbzmknl nctmymtnu unlf n}nh dnknb zgcgr`nnll}n bgl}gtmr trwc bgrnh
ogunr Eaen Eakn+ tgrdnznt entntnl cgemk bglfglnm Eaen Eakn3 }nlf zgrtnbn
ogrtwkmucnl0 Tmnz hnrm `wtnnl bmlwbnl ogrcnroalnum+ `wu+ muatalmc
cnbm nltnrcnl wltwc bgl}gfnrcnl hnrmbw, Bgknkwm entntnl cgemk mlm+
zglfmcknl ogrwunhn wltwc bgl}ntncnl cgzndn chnkn}nc onhvn tmndn hnrm
tnlzn Eaen Eakn cnrgln dm ugtmnz hnrml}n Eaen Eakn ugknkw bglfhndmrcnl
cgugfnrnl onfm ugtmnz arnlf dmbnlnzwl, Hnk mlm bgbzgrcwnt fnbonrnl
zradwc }nlf bgknbznwm rgnkmtnu ao`gc }nlf dmmcknlcnl+ ughmlffn ao`gc
tgrugowt (Eaen Eakn- tnbznc bglfaltrak uwo`gc (}nmtw chnkn}nc ugkncw
tnrfgt znunr+ enkal caluwbgl+ ntnw caluwbgl }nlf bgbnlf uwdnh
bgl`ndm zglmcbnt Eaen Eakn-+ dnl owcnl uwo`gc }nlf bglfaltrak ao`gc,
Entntnl cgemk tgrugowt bgl`ndm bgdmwb onfm zglfmcknl wltwc bgbogltwc
zgrugzum chnkn}nc onhvn Eaen Eakn bgrwzncnl knbonlf zgrualnkmtnu
mldmymdw+ emtrn+ dnl fn}n hmdwz badgrl, Zndn onfmnl ugknl`wtl}n entntnl
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
14/27
cgemk }nlf dmtnbzmkcnl ogrtwkmucnl0 Ug`nc tnhwl ?:::+ `wtnnl nlnc
bglnbonh mkbw dm rwbnh ogkn`nr dglfnl dwcwlfnl Eaen Eakn dm
ugkwrwh Mldalgumn, Entntnl mlm dnznt dmnrtmcnl onhvn dglfnl
bglfcaluwbum Eaen Eakn+ bncn chnkn}nc tgknh ogrznrtmumznum dnknb
bgbonlfwl Mldalgumn+ }nlf dmvw`wdcnl dglfnl onctm zgldmdmcnl }nlf
dmkncwcnl,
Entntnl cgemk }nlf cgtmfn ogrwunhn bgl`gknucnl onhvn zradwc Eaen
Eakn ogrumint rnbnh kmlfcwlfnl0 tgrowctm ug`nc tnhwl ?::8 zgrwunhnnl
bmlwbnl rmlfnl mlm tgknh bglgrnzcnl tgclakafm hgbnt glgrfm zndn
kgbnrm zgldmlfml Eaen Eakn }nlf bgrwzncnl onfmnl dnrm zrafrnb
Glgrf} Bnlnfgbglt nld Ekmbntg Zradwetmal Eaen Eakn, Ugknml mtw+
zrafrnb rnbnh kmlfcwlfnl `wfn dmtgrnzcnl dm dngrnh"dngrnh zgumumr
znltnm+ dmbnln hnk mlm `wfn dmcgbwcncnl dnknb entntnl cgemk ugknl`wtl}n
}nlf ogrowl}m0 ug`nc tnhwl ?::8 zrafrnb zgbogrumhnl znltnm akgh
umutgb Eaen Eakn dm Mldalgumn tgknh bgl}mlfcmrcnl 5,59? tal
unbznh, Ndnzwl bgknkwm bwntnl mliarbnum ugrnlfcnmnl zrafrnb rnbnh
kmlfcwlfnl }nlf tgknh dmugkglffnrncnl akgh zgrwunhnnl Eaen Eakn+ bgrgcn
ogrwzn}n wltwc bgl}nbznmcnl zgunl onhvn umutgb zradwcum }nlf
dm`nknlcnl akgh zmhnc zgrwunhnnl Eaen Eakn dmrnlenlf wltwc
bgbmlmbnkmunum cgrwuncnl kmlfcwlfnl ncmont ndnl}n zgbnlnunl fkaonk}nlf ugbncml bnrnc tgr`ndm+ }nlf unknh untwl}n bgrwzncnl dnbznc dnrm
umutgb zradwcum mldwutrm bncnlnl dnl bmlwbnl }nlf tmdnc rnbnh
kmlfcwlfnl, Zgrwunhnnl Eaen Eakn bgknkwm entntnl cgemk mlm `wfn
bgl}nbznmcnl onhvn mldwutrm zradwcum Eaen Eakn bglnrwh iacwu }nlf
ewcwz ogunr wltwc bgbmlmbnkmunum caltrmowum tgrhndnz zglfrwuncnl
kmlfcwlfnl nknb dglfnl zglfndnnl zrafrnb zgbogrumhnl znltnm akgh
zgrwunhnnl Eaen Eakn Mldalgumn,
Zgunl }nlf hgldnc dmunbznmcnl bgknkwm entntnl cgemk }nlf
ogrmcwtl}n tgrcnmt dglfnl caltrmowum Eaen Eakn dnknb omdnlf aknhrnfn0
tgknh 7 cnkm Eaen Eakn bgl`ndm n`nlf uzartmimtnu dnl ugbnlfnt
zaumtmi ?::,::: kgomh umuvn"umuvn Mldalgumn, Mcknl mlm dmnchmrm dglfnl
`nrfal0 Kmyg Zaumtmygk}+ ogrunbn cmtn omun bgbonvn zgrwonhnl
zaumtmi, @nrfal mlm bglffnbonrcnl bgcnlmubg mltgrzgknum tgrhndnz
chnkn}nc }nlf bgrwzncnl tnrfgt caluwbgl zradwc Eaen Eakn cnrgln
cnkmbnt ogrunbn cmtn omun bgbonvn zgrwonhnl zaumtmi dmtw`wcnl cgzndn
chnkn}nc }nlf bgl}ncumcnl mcknl tgrugowt, Dnknb hnk mlm zrnctmc mltgrzgknum
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
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`wfn ugenrn uzgumimc bgl}nunr nlnc"nlnc cnrgln zgluwnunlnnl (nbomgleg-
}nlf dmtnbzmkcnl dnknb mcknl bgrwzncnl uwnunln cgknu dnknb uwntw
ugcaknh+ dnl badgk"badgk }nlf ogrzgrnl `wfn bgrwzncnl nlnc"nlnc
ogugrtn fwrwl}n }nlf twrwt bgkgfmtmbnum cgfgbomrnnl }nlf dmdnzntcnl
akgh bgrgcn tntcnkn bglgrmbn zncgt Eaen Eakn dnrm unlf n}nh }nlf
ogrzraigum ugonfnm zgl}gtmr trwc bgrnh ogunr Eaen Eakn, Cgtmcn zndn
nchmrl}n nlnc"nlnc dm cgknu tgrugowt+ fwrw+ dnl unlf n}nh ogrcwbzwk
ogrunbn dnl bglmcbntm Eaen Eakn+ tgrkmhnt onhvn tgremztn cghnlfntnl dnl
cgfgbomrnnl ogrunbn+ dmbnln hnk mlmknh }nlf bgrgzrgugltnumcnl `nrfal
mcknl mlm }nlf bglfntncnl onhvn dglfnl ogrunbn"unbn bgl`ndm
caluwbgl dnl zglmcbnt Eaen Eakn+ bncn cmtn omun bgbonvn zgrwonhnl
zaumtmi,
Bgknkwm mcknl mlm+ zmhnc zglfmcknl ogrbnml dm rnlnh caflmum+ uaumnk dnl
cwktwrnk chnkn}nc ugkncw tnrfgt caluwbgl, Dnknb kgygk caflmum+ zglfmcknl
ogrwunhn wltwc bglnlnbcnl uwntw cgzgren}nnl cgzndn chnkn}nc dglfnl
bgdmwb zgunl"zgunl dnknb entntnl"entntnl cgemk ugzgrtm }nlf tgknh zglwkmu
cgbwcncnl dm ntnu+ zglffwlnnl mbnfg dnl zglffnbonrnl hwowlfnl
gbaumalnk }nlf grnt nltnrn n}nh dnl nlnc+ dmbnln dnknb hnk mlm unlf nlnc
ogfmtw bglfnfwbm n}nhl}n dglfnl ugfglnz zglfnodmnl dnl ka}nkmtnul}n
tgrhndnz zraigum }nlf dmfgkwtml}n, Zglfmcknl bgbnlinntncnl hwowlfnlgbaumalnk tgrugowt+ chwuwul}n nltnrn n}nh dnl nlnc kncm"kncm, Hnk mlm
bgbmkmcm kntnr ogkncnlf }nlf cwnt cnrgln ugenrn zumcakafmu+ nlnc kncm"kncm
zndn wbwbl}n bgl`ndmcnl n}nhl}n ugonfnm uauac ugarnlf znhknvnl
dnknb hmdwzl}n ugcnkmfwu rakg badgk wltwc dm`ndmcnl znlwtnl hmdwz,
Cgdgcntnl gbaumalnk n}nh"nlnc mlmknh }nlf ogrwunhn dmznznrcnl akgh
zmhnc zglfmcknl cnrgln hwowlfnl gbaumalnk }nlf bgrgikgcumcnl
cghnlfntnl+ cgogrunbnnl dnl cnumh un}nlf nltnrn arnlf twn dnl nlnc+
ugcnkmfwu cghnlfntnl cakgctmi (ugzgrtm }nlf dmtgbwcnl dnknb ndgfnl
bwrmd"bwrmd+ fwrw dnl n}nh dm cgknu zndn onfmnl nchmr mcknl- bgrwzncnl
onfmnl dnrm nuzgc cwktwrnk bnu}nrncnt Mldalgumn }nlf bglfhnrfnm
cgogrunbnnl dnl owdn}n cakgctmi, Owdn}n cakgctmi dnl cggrntnl hwowlfnl
gbaumalnk mtw ugldmrm owcnl bgrwzncnl zrnctmc owdn}n caluwbgl+ lnbwl
`wutrw hnk mtwknh }nlf ogrwunhn wltwc dm`wnk cgzndn chnkn}nc, Cgdgcntnl
hwowlfnl n}nh"nlnc dnknb mcknl mlm dmcabadmimcnumcnl wltwc tw`wnl
zgl}nbznmnl zgunl+ bgknlffglfcnl bgcnlmubg mltgrzgknum+ bglnlnbcnl
mdgakafm cgzndn chnkn}nc }nlf ugbwnl}n ogrbwnrn zndn batmi zgrakghnl
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
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zraimt akgh zgrwunhnnl Eaen Eakn dnl zglfmcknl, _nlnh caflmtmi }nlf
dmfnbonrcnl bgknkwm hwowlfnl nlnc dnl n}nh zgl}gtmr trwc bgrnh ogunr
Eaen Eakn+ kgygk uaumnk }nlf tnbznc zndn cgogrunbnnl dnl cghnlfntnl
znrn badgk }nlf ogrzgrnl dnknb mcknl mlm+ }nlf `wfn bgrgzrgugltnumcnl
owdn}n cakgctmi }nlf bgrwzncnl cnrnctgrmumtmc uaumnk dnl owdn}n
bnu}nrncnt Mldalgumn }nlf ewcwz cgltnk+ twrwt dmcabadmimcnumcnl zwkn
wltwc bgl}nbznmcnl zgunl"zgunl ogrbwntnl cabgrumk+ lnbwl dmhnrnzcnl
uwcugu bgl}gltwh kgygk caflmum dnl zumcakafmu chnkn}nc ughmlffn tgrfmrmlf
bgl`ndm caluwbgl dnl zglmcbnt Eaen Eakn, Ndnzwl onfm znrn zglmcbnt
Eaen Eakn }nlf uwdnh ka}nk+ mcknl mlm ncnl ugbncml bglmlfcntcnl ka}nkmtnu
tgrhndnz ornld zradwc Eaen Eakn,
Ogrmcwt bgrwzncnl kmrmc knfw }nlf bglfmrmlfm mcknl Eaen Eakn kmyg
zaumtmygk}3
Kmrmc mldnhl}n dwlmn" uarg" aut, mcknl eaen eakn kmyg zaumtmygk}
Unnt cgbwlmlf in`nr
Bgbowcn tmrnm }nlf bgldgrnm gbowl
Cwrnuncnl ownmnl }nlf ugbzwrln bgkglncnl
Cgu}nhdwnl }nlf znutm bgrn`wt ugl}wbKnlfcnhcw bglwnmcnl ugrnlfcnm mbzmnl
Cw bgl`nbnh nrtm hmdwz
Bglnltm encrnvnkn dm zglfhw`wlf hnrmcw
Nldnm rnun mlm bgknbowlf bglffnznm rgbowknl
Mldnhl}n,, dwlmn,,,
@mcn dmtgknnh+ cntn"cntn }nlf tgrdnznt dnknb kmrmc knfw tgrugowt
ogrwzn}n bgl}gltwh rnlnh caflmum mldmymdw cnrgln lmknm rnun dnrm cntn"cntn
}nlf dmzgrfwlncnl ogrumint gbaumalnk dnl bglfnldwlf lmknm gutgtmcn
zgrnunnl, Ugenrn zumcakafmu+ zglffwlnnl cntn"cntn }nlf bglfgdgznlcnl
nuzgc gbaumalnkmtnu ncnl kgomh dmtgrmbn dnl bgldwcwlf zgl}grnznl
mliarbnum ugcnkmfwu zraugu mltgrzrgtnum dnl zgbnclnnl ntnu umboak"umboak
}nlf dmtnbzmkcnl dglfnl kgomh onmc dnl bgkmontcnl zgrnunnl, Cgundnrnl
ncnl hnk mlmknh }nlf dmbnlinntcnl akgh zgbownt mcknl Eaen Eakn kmyg
zaumtmygk}+ cnrgln cgtmcn mldmymdw tgknh tgrow`wc dnl tgrmltgrzgknum ugenrn
caflmtmi bgknkwm cabzalgl"cabzalgl }nlf dmrgzrgugltnumcnl bgknkwm
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
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tn}nlfnl mcknl+ ncnl kgomh bwdnh onfml}n wltwc tgrtnrmc dnl bgbowcn dmrm
wltwc bgl`ndm caluwbgl zradwc }nlf dmmcknlcnl tgrugowt,
Mcknl mlm bglnlnbcnl cgzgren}nnl }nlf hmdwz dnknb rnlnh caflmum
tnlzn dmundnrm+ }nlf bgrwzncnl ogltwc hgfgbalm dnknb trnluigr lmknm dnl
cgzgren}nnl chnkn}nc, Cgzgren}nnl }nlf tgrtnlnb tnlzn dmundnrm mlmknh
}nlf bgrwzncnl mdgakafm }nlf bgldnunrm zraugu zradwcum mcknl dnknb
iarbnt cabadmimcntmi dnl rgzradwcum bncln }nlf bgkmontcnl kgygk caflmum+
uaumnk dnl lmknm"lmknm cwktwrnk chnkn}nc, Cgzgren}nnl mlm bgrwzncnl
cgzgren}nnl }nlf dmzakgu ugdgbmcmnl rwzn ughmlffn tmdnc tgrkmhnt ugzgrtm
cgzgren}nnl, Mcknl Eaen Eakn ygrum Kmyg Zaumtmygk}bglnbzmkcnl emtrn mdgnk
}nlf dmcgbnu ugzgrtm inctn dnl dmznhnbm ugonfnm rgnkmtnu calcrmt3 mdgnkl}n+
hmdwz ndnknh bgbogrmcnl caltrmowum cgonmcnl onfm ugunbn+
bglfgdgznlcnl zglfnodmnl tgronmc dnl ka}nkmtnu+ nfnr dnznt
bgldnzntcnl tgbznt dm hntm arnlf"arnlf tgrdgcnt+ ugonfnmbnln hnkl}n
emtrn }nlf kgcnt dnl ogrwunhn dmonlfwl akgh zradwc Eaen Eakn, Hnrnznl
}nlf cgbwdmnl bgl`ndm zglnldn onfm zgrtnldn calcrmt dm bnun dgznl+
dmbnln dmfnbonrcnl onhvn dglfnl bglfcaluwbum Eaen Eakn+ zgrwonhnl
zaumtmi dm bnun }nlf ncnl dntnlf dnznt dmrnmh ogrunbn,
Ugbgltnrn mtw+ rw`wcnl mdgakafm mcknl mlm dnknb calugzum dnl
zgbmcmrnl Nkthwuugr ugonfnmbnln }nlf dmunbznmcnll}n0 mdgakafmogrtmldnc ntnw ogriwlfum dglfnl uwntw enrn }nlf bgrgcrwt uwo`gc"
uwo`gc dm nltnrn mldmymdw"mldmymdw (mdgakafm bgrgcrwt bgrgcn ugbwn-+ ntnw
bglfwonh mldmymdw"mldmymdw bgl`ndm uwo`gc"uwo`gc (mdgakafm bglfwonh
bgrgcn ugbwn- bgknkwm azgrnum }nlf unlfnt zrgumum+ tgregrbml dnknb
umboak dnl }nlf bgbwnt mbzkmumtnu bncln lnbwl dmcgbnu nzmc bgknkwm
hwowlfnl gbaumalnk nltnr zgbgrnl dnknb mcknl+ chwuwul}n nctmymtnu }nlf
dmkncwcnl akgh n}nh dnknb bgl`nknlm zraiguml}n }nlf ugcnkmfwu bglgonr
cgonmcnl onfm arnlf"arnlf dm ugcmtnrl}n, Kafmcn cnzmtnkmubg }nlf dmknldnum
akgh mdgakafm zglfmcknl zradwc mlm bgbownt bgrgcn bgrgcrwt dnl
bglgbzntcnl mldmymdw ugkncw chnkn}nc wltwc bglgrmbn zgunl dnl lmknm"
lmknm }nlf dmunbznmcnl bgknkwm mcknl }nlf dmznznrcnl,
Nuwbum ugdgrhnlnl}n ndnknh mldmymdw ugkncw uwo`gc }nlf
dmmltgrzgknum bgknkwm zgrgcrwtnl ugonfnm bgcnlmubg azgrnumalnkmunum
mdgakafm zglfmcknl mlm ncnl tgrfwfnh+ twrwt bgrnuncnl+ dnl bgboglnrcnl
zgrowntnl onmc }nlf dmkncwcnl unlf n}nh ugbonrm bgl`nknlm zraiguml}n
ugonfnm zgl}gtmr trwc bgrnh ogunr Eaen Eakn+ mldmymdw dmmlfntcnl dglfnl
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
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utrwctwrnkmubg }nlf dmvnrlnm zumcanlnkmumu Knenlmnl, Mdgakafm onfm Nkthwuugr
owcnlknh cgundnrnl znkuw ugzgrtm }nlf dmtgfnucnl akgh Bnrx+ bgknmlcnl
uguwntw }nlf zraiawldk} wlealuemawu3 hnk"hnk }nlf ugenrn bgldnknb tmdnc
dmundnrm, Mdgakafm ndnknh ugfnkn }nlf uwdnh tgrtnlnb dnknb dmrm mldmymdw
ugznl`nlf hmdwzl}n3 hmutar} twrl mlta lntwrg+ zradwc" ug`nrnh }nlf ugaknh
bgl`gkbn bgl`ndm uguwntw }nlf nknbmnh, Dnknb bglfnlnkmumu mcknl
Zgzuadglt ygrum N}nh Ndm dnl Dmcn mlm+ zglwkmu ogrnl`nc dnrm azgrnumalnkmunum
mdgakafm }nlf dmugtmr akgh kafmcn cnzmtnkmubg zmhnc zglfmcknl zradwc mlm+
}nlf tw`wnll}n ndnknh zgrakghnl zraimt dglfnl bglnrmc caluwbgl
ugonl}nc"onl}ncl}n bgknkwm tn}nlfnl mcknl }nlf dmtnbzmkcnl, Tmdnc `nwh
ogrogdn dglfnl zgbonhnunl bglfglnm mcknl }nlf ugogkwbl}n dm ntnu+
zglwkmu ncnl bglfcrmtmum zrnctmc cabadmimcnum hwowlfnl gbaumalnk n}nh"
nlnc dnknb mcknl mlm+ wltwc bgl}nbznmcnl zgunl"zgunl }nlf dmbncuwdcnl
akgh zgrwunhnnl Zgzuadglt bgknkwm mcknl mlm,
Mcknl Zgzuadglt Umcnt Fmfm Znfm ) Bnknb ygrum N}nh Ndm ) Dmcn
dmzgrnlcnl akgh dwn tacah wtnbn+ }nmtw N}nh Ndm dnl Dmcn, Mcknl mlm
ogregrmtn tgltnlf n}nh dnl nlnc kncm"kncml}n }nlf ogronfm tmzu dnl trmc
wltwc bglwbowhcnl cgomnunnl bgl}mcnt fmfm bgknkwm enrn"enrn }nlf
bgl}glnlfcnl+ tgrkgomh onfm nlnc"nlnc }nlf ugrmlfcnkm uwkmt wltwc dmn`nc
bgbomnuncnl dmrm umcnt fmfm dm znfm dnl bnknb hnrm ugenrn tgrntwr, Mcknl mlm
tgrdmrm dnrm ogogrnzn ygrum }nlf bglnbzmkcnl ndgfnl cgdgcntnl n}nh Ndm
dnl Dmcn+ chwuwul}n unlf n}nh }nlf ogrwunhn wltwc bglwbowhcnl
cgomnunnl bgl}mcnt fmfm ugenrn tgrntwr cgzndn Dmcn+ ugcnkmfwu
bglfmlfntcnl zgltmlfl}n cgomnunnl tgrugowt dglfnl enrn"enrn }nlf kwew+
bgl}glnlfcnl dnl chnu bgrgzrgugltnumcnl cgdgcntnl n}nh dnl nlnc kncm"
kncm }nlf hnlfnt dnl ogrunhnont, Hnk mlm bgbownt Dmcn bgrnun uglnlf
wltwc bgl}mcnt fmfm ogrunbn n}nhl}n, Ndnzwl tmfn ygrum mcknl mlm }nlf
bgl`ndm uwo`gc zglfnbntnl dnl nlnkmumu zglwkmu dnknb bncnknh mlm ndnknh3
Zgzuadglt Umcnt Fmfm Znfm dnl Bnknb N}nh Ndm dnl Dmcn ygrum Fnltmnl+
dalf.+ ygrum Cuntrmn Bnknb+ dnl ygrum Own}n,
Dnknb ygrum Fnltmnl+ dalf. dmegrmtncnl onhvn zndn uwntw bnknb+
n}nh Ndm dglfnl lndn ogrenldnl}n bglfntncnl onhvn mn oaunl tgrwu
bglfmlfntcnl Dmcn wltwc bgl}mcnt fmfm+ mn bgbmltn ugugcnkm nlncl}n
tgrugowt wltwc bglfhmbonw n}nhl}n wltwc bgl}mcnt fmfm, Knltnu Dmcn
bglwrwtm zgrbmltnnl n}nh Ndm dglfnl bgbzrnctmccnl enrn n}nhl}n ugzgrtmomnun tntcnkn bgl}wrwhl}n wltwc bgl}mcnt fmfm+ lnbwl dnknb hnk mlm+ zgrnl
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
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n}nh dnl nlnc dmtwcnr3 n}nh Ndm bgl`ndm Dmcn dnl Dmcn bgl`ndm n}nh Ndm
}nlf dglfnl fn}n chnul}n bglmrw enrn ugarnlf n}nh bglfmlfntcnl
nlncl}n tgltnlf zgltmlfl}n bgl}mcnt fmfm, Ugvnctw n}nh Ndm ogrzwrn"zwrn
lfnbogcugrn}n ogrcntn+ n}nh lffnc bnw umcnt fmfm nh+ cgbwdmnl Dmcn
bgl`gknucnl dglfnl gcuzrgum chnu nlnc }nlf unlfnt bglffgbnucnl
lnbwl uac om`nc3 n}nh cnl nomu bncnl n}nb twh+ lnltm cnka lffnc umcnt
fmfm n}nbl}n oncnk lfmlgz dm bwkwt n}nh+ unbomk bgbzgrnfncnl n}nb
}nlf ugdnlf bglfgznc"lfgznccnl un}nzl}n+ kglfcnz dglfnl owl}ml}n0
ohgf+ ohgf+ ohgf, Cgbwdmnl n}nh Ndm bglwl`wccnl gcuzrgum cgtncwtnl
lnbwl kwew+ ugncnl nzn }nlf dmcntncnl Dmcn oglnr tgr`ndm+ n}nb umun
bncnl bnknb ncnl bglfmlnz dm bwkwt n}nh Ndm, Ugknl`wtl}n n}nh Ndm zwl
tgrow`wc dnl dmn ogrtnl}n onfnmbnln enrn bgl}mcnt fmfm }nlf onmc+ knkw
Dmcn bgl`gknucnl ugbonrm dmzrnctmccnl knlfuwlf akgh n}nh Ndm0 nbomk
adakl}n (Zgzuadglt-+ umcnt fmfml}n+ bwtgr"bwtgr (nrnh umcnt fmfml}n-+ knkw
Dmcn ogrcntn unbomk bglgzwc"lgzwc zwldnc n}nhl}n dglfnl om`nc+ nlnc
zmltgggr+ }nlf dmonknu dglfnl gcuzrgum fgkm unlf n}nh cnrgln dmnlffnz
nlnc akgh Dmcn,
Ugbgltnrn mtw+ ygrum Cuntrmn Bnknb bglegrmtncnl zndn uwntw
bnknb Dmcn hgldnc bgl}mcnt fmfm ugzgrtm omnun dglfnl dmtgbnlm akgh n}nh
Ndm, Zndn bnknb mtw+ Dmcn bglfglncnl cautwb kn}ncl}n Cuntrmn+ kglfcnzdglfnl tazglf hmtnb ugzgrtm Parra, Cgtmcn mtw n}nh Ndm ogrcntn cgzndn Dmcn
onhvn cuntrmn bnknb tmdnc omun bglfnknhcnl balutgr }nlf bglffgrafatm
fmfm cuntrmn dm bnknb hnrm+ tgtnzm Dmcn omun bgbonltw unlf cuntrmn dglfnl
bgl}mcnt fmfm dglfnl bglffwlncnl znutn fmfm Zgzuadglt, Knkw Dmcn
ogrcntn+ acg+ cnka fmtw+ ncw cnknhml ugbwn balutgrl}n . unbomk
bgbgrnfncnl zaumum ondnl umnz tgbzwr, Knkw n}nh Ndm tnc cnknh ugrw
bgl}gbnlfntm Dmcn }nlf ncnl bglfnknhcnl balutgr cwbnl dm fmfml}n+
dnl mcwt bgl}mcnt fmfm ogrunbn"unbn Dmcn dglfnl fn}n }nlf ugrw+ ugaknh
umnz tgbzwr `wfn, Cgbwdmnl n}nh Ndm bgbownt gigc drnbntmu zgrtgbzwrnl
nltnrn Dmcn dglfnl balutgr"balutgr cwbnl+ mn bglfmonu"lfmonucnl
onfmnl un}nz cautwb cuntrmn }nlf dmcglncnl Dmcn cgbwdmnl bglffgldalf
Dmcn dnknb zaumum ugaknh"aknh Dmcn ugdnlf tgronlf ugzgrtm uwzgrhgra
Uwzgrbnl, Dmcn bgl}nbowt wknh n}nhl}n mtw dglfnl tgrtnvn fmrnlf, Zndn
onfmnl nchmr mcknl mlm dmtwtwz dglfnl ndgfnl dmbnln Dmcn ogrtnl}n cgzndn
n}nhl}n bglfnzn mn tmdnc bglfglncnl tazglf ugzgrtm Dmcn, Knkw Dmcn
bgbml`nbcnl tazglf Parra }nlf dmzncnml}n wltwc dmfwlncnl n}nh Ndm
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7/23/2019 Operasionalisasi Ideologi dalam Diskursus Periklanan
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nfnr tgrkmhnt ugzgrtm cuntrmn `wfn+ unbomk bgl}mcnt fmfm wltwc bglfnknhcnl
balutgr"balutgr cwbnl,
Ygrum Own}n ogregrmtn tgltnlf Dmcn }nlf ncnl bgl}mcnt fmfm dm znfm
hnrm dglfnl dmtgbnlm n}nhl}n, Lnbwl+ dglfnl bglfg`wtcnl n}nh Ndm
bglfgkwnrcnl oalgcn tnlfnl ogrogltwc cgznkn own}n }nlf dmbnmlcnll}n
dnl n}nh Ndm ugldmrm bgl`ndm zglfmum uwnrn oalgcn tgrugowt, Oalgcn
ogrugrw onhvn bnumh onl}nc cwbnl }nlf tgrumun dm ugkn"ugkn fmfm onfmnl
ogkncnlf Dmcn `mcn bgl}mcnt fmfm dglfnl umcnt fmfm omnun, Cgbwdmnl n}nh
Ndm bglfnbomk umcnt fmfm Zgzuadglt ugrn}n bglffauaccnll}n dm fmfm"fmfm
oalgcn tnlfnl own}n unbomk bgl`gknucnl onhvn hnl}n umcnt fmfm
Zgzuadglt dglfnl kghgr umcnt tmfn uwdwt }nlf tgrmluzmrnum dnrm zgrnkntnl
dactgr fmfm }nlf bnbzw bgbogrumhcnl dglfnl ugbzwrln+ bglfnlfcnt
cwbnl hmlffn cg ugkn"ugkn fmfm, Knkw dglfnl uglnlf hntm Dmcn bglfnbomk
umcnt fmfm }nlf dmbncuwdcnl n}nhl}n tgrugowt dnl bgl}mcnt fmfml}n
dglfnl rmnlf fgbomrn+ ugbgltnrn um n}nh bgbgrnlcnl ndgfnl kwew
dglfnl ogrzwrn"zwrn dmfmfmt akgh oalgcn own}n dnl tgr`ntwh tnc ogrdn}n cg
knltnm,
Zgunl }nlf mlfml dmunbznmcnl bgknkwm mcknl mlm ndnknh bgl`ndmcnl
cgomnunnl umcnt fmfm dm znfm dnl bnknb hnrm ugenrn tgrntwr ugonfnm
cgomnunnl }nlf bglfnu}mccnl+ }nlf omun dmkncwcnl akgh arnlftwn tgrhndnznlncl}n (dnknb hnk mlm ndnknh n}nh dnl nlnc kncm"kncml}n-, Mcknl Zgzuadglt
Umcnt Fmfm Znfm ) Bnknb ygrum N}nh Ndm dnl Dmcn ugenrn tmdnc knlfuwlf `wfn
bglfhmbonw znrn arnlftwn wltwc bglfn`nrcnl nlnc bgrgcn tgltnlf
zgltmlfl}n umcnt fmfm dm znfm dnl bnknb hnrm ug`nc dmlm dnl bgkncwcnll}n
dglfnl ogronfnm enrn crgntmi+ bglnrmc+ dnl tmdnc bglmbowkcnl cg`glwhnl
onfm nlnc ughmlffn bgrgcn bnw bgkncwcnll}n dglfnl uglnlf hntm+ tnlzn
tgrzncun dnl bgl`ndmcnl nctmymtnu tgrugowt ugonfnm cgomnunnl,
Ugrnlfcnmnl ygrum mcknl tgkgymum Zgzuadglt Umcnt Fmfm Znfm dnl Bnknb
N}nh Ndm dnl Dmcn }nlf dmumnrcnl bwknm Actaogr tnhwl ?::= mlm+ bglfn`nc
zglaltal bglfmcwtm cmunh bglnrmc N}nh Ndm }nlf bglffwlncnl ogronfnm
enrn }nlf kwew wltwc bgldmdmc nlnc kncm"kncml}n }nlf ogrlnbn Dmcn+ wltwc
bglwbowhcnl cgomnunnl bgl}mcnt fmfm ugenrn tgrntwr chwuwul}n dm bnknb
hnrm, Mcknl mlm `wfn dmonrglfm dglfnl ugrnlfcnmnl zrafrnb }nlf ncnl
dmndncnl dm ugcaknh"ugcaknh }nlf ogrmum bntgrm dnl zrnctmc uaumnkmunum
bgl}mcnt fmfm dglfnl onmc dnl oglnr+ dnl dmkncwcnl ugenrn tgrntwr ugtmnz
hnrm dm znfm dnl bnknb hnrm, Ugknl`wtl}n+ ncnl dmugkglffnrncnl zwkn
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cnbznl}g }nlf dmtw`wcnl onfm nhkm cgughntnl fmfm dnl bwkwt+ dglfnl
bntgrm uaumnkmunum dnl zgldmdmcnl }nlf bglnrmc }nlf omun bgrgcn tgrnzcnl
cgzndn znumgl bgrgcn, _nlfcnmnl cnbznl}g zglwl`nlf dglfnl zra}gc
wtnbnl}n ogrwzn mcknl tgkgymum Zgzuadglt Umcnt Fmfm Znfm dnl Bnknb N}nh
Ndm dnl Dmcn mlm dmhnrnzcnl dnznt bgl`ndm cnbznl}g }nlf cabzrghglumi
}nlf ncnl bglmlfcntcnl dgrn`nt cgughntnl fmfm dnl bwkwt bnu}nrncnt
Mldalgumn,
Azgrnumalnkmunum mdgakafm dnknb mcknl Zgzuadglt Umcnt Fmfm Znfm dnl
Bnknb N}nh Ndm dnl Dmcn mlm ogfmtw `gknu bgbnznrcnl cgdgcntnl n}nh dnl
nlnc kncm"kncm }nlf dmcabadmimcnumcnl wltwc cgzgltmlfnl cabgrumk
zgrwunhnnl Zgzuadglt ugonfnm zradwugl znutn fmfm dglfnl tmlfcnt
zgl`wnknl }nlf znkmlf tmlffm dnl zgrugonrnl znunr }nlf znkmlf kwnu dm
Mldalgumn (vvv,umcntfmfmznfmdnlbnknb,eab-, Tgrcnmt dglfnl zgl`gknunl
zndn kgygk gcuzknlnum caflmtmi+ dmcgtnhwm onhvn bnlwumn ogrfnltwlf zndn
mltgrncum uaumnk dnknb bgkncwcnl zgbnclnnl, Bnlwumn ogkn`nr wltwc
bnbzw bgkmhnt, Mldmymdw }nlf twbowh dnknb muaknum uaumnk tmdnc dnznt
ugenrn nknbm wltwc ogromenrn+ dnl mldmymdw }nlf hmdwz dnknb uwntw caltgcu
cgowdn}nnl tnlzn ndnl}n cabwlmcnum }nlf tgrbgdmnum tmdnc dnznt
bgbonen mcknl, Enrn mldmymdw bgbnhnbm mcknl unlfnt dmzglfnrwhm akgh
zgbnhnbnl cgowdn}nnl }nlf hnl}n dnznt dmzgrakgh bgknkwm mltgrncumuaumnk, Cnrgln tnrfgt mcknl mlm ndnknh nlnc"nlnc }nlf ncnl dmuaumnkmunumcnl
dnl dmgdwcnum tgltnlf zgltmlfl}n bgl}mcnt fmfm dm znfm dnl bnknb hnrm
ugenrn tgrntwr+ dnl dglfnl bglffwlncnl zradwc Zgzuadglt3 znutn fmfm dnl
umcnt fmfm Zgzuadglt+ bncn zmhnc zglfmcknl bgltrnluigr zgunl cabgrumkl}n
bgknkwm cgbnunl mcknl }nlf bgbwnt nuzgc caflmtmi cgdgcntnl n}nh dnl
nlnc kncm"kncm+ dmbnln dnknb hnk mltgrncum uaumnk arnlftwn dnl nlnc+ nlnc
kncm"kncm bgbmkmcm cgdgcntnl }nlf kgomh cwnt dglfnl n}nhl}n }nlf
dmznldnlf ugonfnm unhnont dnl rakg badgk onfm dmrml}n,
Dglfnl ogcnk inctn zumcakafmu ugzgrtm mlm+ zmhnc zglfmcknl bgl}ndnrm
onhvn zglgtrnum lmknm"lmknm }nlf hgldnc dmunbznmcnl bgknkwm mcknl dnznt
bgbnlinntcnl caldmum cgegldgrwlfnl zumcakafmu nlnc kncm"kncm }nlf dgcnt
dglfnl n}nhl}n+ bglfnknbm hnk"hnk ugrw nznomkn bgbomnuncnl dmrm
bgl}mcnt fmfm dglfnl dmtgbnlm n}nhl}n+ ughmlffn owcnl tmdnc bwlfcml
ogfmtw dmznznrcnl mcknl mlm+ nlnc ncnl dglfnl ugrtn bgrtn tgrfmrmlf
zgrugzuml}n dnl bgbwtwucnl wltwc bgl`ndm caluwbgl znutn fmfm dnl umcnt
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fmfm Zgzuadglt nfnr omun bgkncwcnl hnk }nlf unbn ugzgrtm }nlf mn kmhnt
zndn mbnfg n}nh Ndm dnl Dmcn dnknb mcknl tgrugowt,
@nbmgual dnl Enbzogkk (?::>- bglfntncnl onhvn cgonl}ncnl mcknl
bgldnunrcnl zndn zrmlumz mdgltmimcnum+ dmigrglumnum+ dnl nuaumnum chnkn}nc,
Hnk mlm }nlf dmbnlinntcnl akgh zglfmcknl zradwc Zgzuadglt mlm+ dmbnln
nlnc"nlnc dmnrnhcnl wltwc bgkncwcnl mdgltmimcnum tgrhndnz tacah Dmcn
dnknb mcknl tgrugowt, Bgrgcn ncnl bgbmkmcm cgegldgrwlfnl wltwc
bglfnuaumnumcnl dmrm dglfnl tacah nlnc }nlf bgbomnuncnl dmrm bgl}mcnt
fmfm ugenrn tgrntwr dm znfm dnl bnknb hnrm ugzgrtm hnkl}n }nlf dmkncwcnl
tacah Dmcn+ }nlf unknh untwl}n `wfn dmzglfnrwhm akgh inctar zgrhntmnl+
cnumh un}nlf+ cgdgcntnl dnl cgogrunbnnl }nlf ncnl bgrgcn dnzntcnl
dglfnl n}nh dnl ntnw cgdwn arnlftwnl}n nznomkn bgl`ndm nlnc onmc+
}nlf bglwrwtm hmbonwnl n}nhl}n bgl}mcnt fmfm ugenrn tgrntwr dm znfm dnl
bnknb hnrm,
@nbmgual dnl Enbzogkk `wfn ogromenrn onfnmbnln mcknl
bglffwlncnl nlnc"nlnc ugonfnm unknh untw gkgbgl wltwc bgbzgruwnum
chnkn}nc, Owcnl un`n dmfwlncnl dnknb mcknl zradwc wltwc nlnc"nlnc+ tgtnzm
`wfn dmfwlncnl dnknb mcknl dglfnl ununrnl arnlf dgvnun, Dmzgren}n
onhvn unnt mlm+ nlnc"nlnc bgbmkmcm zgrnl }nlf zgltmlf wltwc bgbzgruwnum
arnlf dgvnun ntnw arnlf twnl}n wltwc bgbogkm uwntw zradwc, Znrnzglfmcknl ogrwunhn wltwc bgbnuwcm zmcmrnl chnkn}nc nfnr dnznt
bgbomlfcnm cgzgren}nnl bgrgcn ughmlffn uguwnm dglfnl cgmlfmlnl znrn
zradwugl }nlf bgl`ndm ckmgl bgrgcn (dnknb hnk mlm ndnknh zgrwunhnnl
Zgzuadglt-, Nfnr dnznt bgbnuwcm dnl bgbzglfnrwhm zmcmrnl chnkn}nc+
zglfmcknl ugrmlfcnkm bgbnmlcnl inltnum cmtn tgrhndnz zradwc }nlf bgrgcn
`wnk, Inltnum bgrwzncnl ugownh ogltwc mdgnkmunum dnl b}th"bncmlf }nlf
ewcwz gigctmi dnknb dwlmn zgrmcknlnl+ ugzgrtm mcknl Zgzuadglt Umcnt Fmfm
Znfm dnl Bnknb n}nh Ndm dnl Dmcn mlm+ }nlf dmzgrnlcnl akgh Dmcn }nlf
bgrgzrgugltnumcnl uauac ugarnlf nlnc kncm"kncm }nlf bglffgbnucnl dnl
zazwkmu dm cnknlfnl nlnc"nlnc+ ugrtn n}nh Ndm }nlf dmzgrnlcnl akgh Mrfm
Inhrgp}+ }nlf kgcnt dglfnl mbnfg zgbwdn }nlf dgcnt dnl ogrunhnont
dglfnl nlnc"nlnc+ tgrowctm dglfnl zgrnll}n dm ogogrnzn zrafrnb tgkgymum
ugzgrtm3 zgbonvn nenrn zrafrnb Zgbmkmhnl Dnm Emkmc (Zmkdnemk- dm utnumwl
tgkgymum TZM+ dnl mn `wfn bgl`ndm zgbonvn nenrn Dalfglf Umnlf dm Trnlu6
}nlf ogrzgrnl ugonfnm zgldalfglf dm tglfnh nlnc"nlnc }nlf
bglfgkmkmlfml}n,
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Nlnc bgrwzncnl cgkabzac chnkn}nc bgdmn }nlf bgbmkmcm cgwlmcnl
tgrugldmrm, Dnknb bgl}ncumcnl mcknl bgdmn+ nlnc bgbmkmcm cgtgrtnrmcnl
tgrtgltw tgrhndnz uwntw zradwc ughmlffn bgrgcn ugrmlfcnkm dmzgrkncwcnl
ugonfnm chnkn}nc dgvnun }nlf dnznt bglgltwcnl zrgigrgluml}n tgrhndnz
uwntw zradwc ugenrn bnldmrm, Dnrm ugfm gcalabmu+ cgonl}ncnl nlnc
ugoglnrl}n tmdnc bgbmkmcm dn}n ogkm tgrhndnz uwntw zradwc tgtnzm bgrgcn
bgrwzncnl dgemumal"bncgr onfm znrn arnlf twn dnknb bgbmkmh zradwc
tgrtgltw, Hnk mlm bgbownt znrn zglfmcknl bgl`ndmcnl nlnc"nlnc ugonfnm
tnrfgt nwdmgleg }nlf ugtnrn dglfnl nwdmgleg dnrm cgkabzac wumn knmll}n,
Hnk mlm ewcwz bgl`gknucnl onhvn gigc mcknl dm tgkgymum tgknh bgbzglfnrwhm
zglfgtnhwnl+ umcnz+ zgrmkncw dnl lmknm }nlf ndn dm dnknb dmrm ugarnlf nlnc,
Dmkmhnt dnrm mcknl Zgzuadglt Umcnt Fmfm Znfm dnl Bnknb n}nh Ndm dnl
Dmcn+ nlnc"nlnc ugkncw tnrfgt nwdmgleg }nlf bgl}ncumcnl mcknl mlm dnl
tgrmltgrzgknum akghl}n+ bgbmkmcm cgegldgrwlfnl }nlf ogunr wltwc
bgbow`wc arnlftwnl}n bgbogkm zradwc Zgzuadglt ugzgrtm }nlf mn kmhnt dm
mcknl tgkgymum, Hnk mlm bgbzgrkmhntcnl onhvn mdgakafm cnzmtnkmubg dnknb
zgrmcknlnl dmazgrnumalnkmunumcnl bgknkwm cghgldnc nlnc }nlf dmzgruwnum
ugenrn zumcakafmu bgknkwm tn}nlfnl mcknl dnl dmrgnkmunumcnl akgh arnlftwn
ntnu zgrbmltnnl unlf nlnc+ ntnw dnznt zwkn arnlftwn tgrmltgrzgknum dnl
dmzglfnrwhm ugenrn knlfuwlf akgh zgunl dnl zgrmltnh zradwugl }nlfdmbwnt dnknb mcknl tgrugowt,
@mcn hnk dgbmcmnl tgknh tgr`ndm+ bncn mcknl }nlf bgrwzncnl zradwc
bgdmn bnuun dnl bgl`ndm mlutrwbgl zglfwcwh Mdgakafmenk Utntg Nzznrntwu
(MUN-+ ogcgr`n ugenrn bw`nrno bglffmrmlf mldmymdw bgl`ndm uwo`gc }nlf
dglfnl cgrgknnl dnl cghgldncl}n bgl`ndm bnhckwc"bnhckwc ogltwcnl
}nlf ogcgr`n bgknlffglfcnl zraugu rgzradwcum zradwcum tnlzn zgrkw
dmnvnum, Kgomh `nwh knfm+ ugtmnz mldmymdw `wfn ogrzgrnl ugonfnm nfgl mdgakafm
}nlf mcwt ugrtn bgl}gonrcnl mdgakafm bgknkwm ogronfnm utrwctwr uguwnm
dglfnl zgrnll}n+ bmunkcnl dnknb caltgcu mcknl Zgzuadglt Umcnt Fmfm Znfm
dnl Bnknb n}nh Ndm dnl Dmcn mlm+ nlffatn cgkwnrfnknh+ onmc mtw arnlftwn+
ntnwzwl nlnc }nlf bgl`ndm zgl}gonr mdgakafm tgrugowt,
Mdgakafm cnzmtnkmubg }nlf dmcgbnu dnknb cabadmimcnum hwowlfnl
n}nh"nlnc dnknb mcknl mlm `wfn tgrdnznt dnknb rnlfcnmnl cgfmntnl
cnbznl}g dnl uaumnkmunum bglfglnm zgltmlfl}n bgl}mcnt fmfm ugenrn
tgrntwr dnl enrn bgl}mcnt fmfm dglfnl onmc dnl oglnr }nlf ncnl
dmuaumnkmunumcnl cgzndn nlnc"nlnc dm ugcaknh"ugcaknh+ dnl zgbogrmnl
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bntgrm cnbznl}g cgzndn znrn cnknlfnl zraigumalnk cgughntnl fmfm wltwc
dmonfmcnl cgzndn znumgl bgrgcn, Utrntgfm zgrkwnunl znlfun znunr zradwc
Zgzuadglt dmkncwcnl dglfnl zgl}gkglffnrnnl rnlfcnmnl cnbznl}g
tgrugowt3 cnrgln }nlf dmtnvnrcnl cgzndn znrn chnkn}nc tgrcnmt dglfnl
cgughntnl fmfm dnl bwkwt ughmlffn hgldncl}n bgbomnuncnl bgl}mcnt fmfm
ugenrn tgrntwr+ ndnknh zradwc"zradwc Zgzuadglt3 bwknm dnrm znutn fmfm
hmlffn umcnt fmfm dglfnl tgclakafm kghgr umcnt tmfn uwdwt }nlf tgrmluzmrnum
akgh zgrnkntnl dactgr fmfm, Dnrm umlm+ kafmcn cnzmtnkmubg }nlf bgl`ndm
mdgakafm zradwugl dnl zglfmcnknl zradwc Zgzuadglt dmrgnkmunumcnl+ lnbwl
dglfnl bglfgkakn mlumfht caflmum tnrfgt caluwbgl ncnl zgltmlfl}n
cgughntnl fmfm dnl bwkwt }nlf dnznt dmvw`wdcnl dglfnl bglffwlncnl
zradwc Zgzuadglt wltwc bgbzgrakgh hnumk }nlf aztmbnk,
4, Cgumbzwknl dnl _gikgcum
Nkthwuugr ogrcg}ncmlnl onhvn ugtmnz arnlf ogrzgrnl bgl}gonrcnl
mdgakafm dnl bgl`ndmcnl bnu}nrncnt mdgakafmu, Onfml}n+ tmdnc bwlfcml ndn
bnu}nrncnt }nlf tgrogonu dnrm mdgakafm, Mdgakafm bgrwzncnl ugbnenb
zgrgcnt dgbm ogruntwl}n nlffatn"nlffatn bnu}nrncnt, Mlmknh umum zaumtmi
dnrm mdgakafm+ bgucmzwl cgvnuzndnnl tgrhndnz zgrgcnt mtw hnrwu tgrwudm`nfn, Dglfnl zgbnhnbnl ugzgrtm mtw+ Nkthwuugr tmdnc ogrlmnt wltwc
bgbogonucnl bnlwumn dnrm mdgakafm cnrgln mdgakafm uguwlffwhl}n
bgbmkmcm umum onmc, Mdgakafm bgrwzncnl rgncum tgrhndnz uwntw dabmlnum,
Ugtmnz zglmldnunl ncnl bglfhnumkcnl uwntw wunhn zndn zmhnc tgrtmldnu
wltwc bgkgznucnl dmrm, Unknh untw nknt }nlf zgltmlf dnl dmowtwhcnl dnknb
wzn}n zgbogonunl mlm ndnknh mdgakafm3 }nlf bgrwzncnl uwntw cgzgren}nnl
}nlf dmonlfwl wltwc bglffgrnccnl cgkabzac um tgrtmldnu (ugbnenb
mdgakafm cgknu dnknb zgbmcmrnl Kglmlmubg-, Tgrcnmt dglfnl caltgcu
zgbmcmrnl Nkthwuugr mlm+ bncn ugonfnm chnkn}nc }nlf cgrnz bgl`ndm tnrfgt
caluwbgl ogronfnm bnenb zradwc }nlf dmmcknlcnl+ cmtn zgrkw wltwc
bgbonlfwl ugownh mdgakafm wltwc bglf"eawltgr hgfgbalm mdgakafm
cnzmtnkmubg znrn zradwugl dnl zmhnc zglfmcknl }nlf latnoglg ugknkw
bgbmkmcm cgegldgrwlfnl wltwc bglffmrmlf chnkn}nc bgl`ndm mldmymdw }nlf
caluwbtmi dnl twrwt bgknlffglfcnl rgzradwcum zradwcum utrwctwr
cnzmtnkmutmc,
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Dnitnr _gigrglum
Nkthwuugr+ Kawmu, ?:>:, Tgltnlf Mdgakafm0 Utrwctwrnkmubg Bnrxmu+
Zumcanlnkmumu+Ewktwrnk Utwdmgu, ]af}ncnrtn0 Zglgromt @nknuwtrn
Nffgr+ Ogl, ?::5, Tgarm Uaumnk Crmtmu0 Crmtmc+ Zglgrnznl dnl Mbzkmcnuml}n,
]af}ncnrtn0 Crgnum Vnenln
Owrtal+ Frngbg, ?::7, Bgdmn nld Uaemgt}0 Ermtmenk Zgruzgetmyg, Lgv Dgkhm0
_nvnt Zwokmentmalu
Hneckg}+ Ehrmu, ?::7,Ndygrtmumlf nld Zrabatmal, Kaldal0 Unfg Zwokmentmalu
Znznkmn+ Dmnlg G+ dcc, ?::=, Hwbnl Dgygkazbglt, Gkgyglth gdmtmal, Lgv
]arc0 BeFrnv Hmkk
_nchbnt+ @nknkwdml, ?::8, Zumcakafm Cabwlmcnum, Onldwlf0 Zglgromt ZT
_gbn`n _audncnr}n
httz0!!dfm"mldalgumn,eab!kawmu"nkthwuugr"ugcmknu!+
httz0!!zknta,utnliard,gdw!gltrmgu!nkthwuugr!+
httz0!!vvv,ekn,zwrdwg,gdw!glfkmuh!thgar}!bnrxmub!badwkgu!nkthwuugrMUNu,h
tbk
vvv,}awtwog,eab,vnteh1y2rEc?en9=FiW
vvv, }awtwog,eab!vnteh1y2m">M?woZO:B
vvv, }awtwog,eab!vnteh1y2nV]T=cwn^=a
vvv,}awtwog,eab!vnteh1y2mF7ghX}A5fc
http://dgi-indonesia.com/louis-althusser-sekilas/http://plato.stanford.edu/entries/althusser/http://www.cla.purdue.edu/english/theory/marxism/modules/althusserISAs.htmlhttp://www.cla.purdue.edu/english/theory/marxism/modules/althusserISAs.htmlhttp://www.youtube.com/watch?v=iG5ehXyO3gkhttp://dgi-indonesia.com/louis-althusser-sekilas/http://plato.stanford.edu/entries/althusser/http://www.cla.purdue.edu/english/theory/marxism/modules/althusserISAs.htmlhttp://www.cla.purdue.edu/english/theory/marxism/modules/althusserISAs.htmlhttp://www.youtube.com/watch?v=iG5ehXyO3gk