REPRESENTASI PERGURUAN TINGGI DALAM ADVERTORIAL PENERIMAAN MAHASISWA BARU

Abstract

This thesis is entitled Representations of Higher Education in the Advertorial of Students Recruitment. This study uses semiotics analysis with analysis tools semiology of Roland Barthes significance of two phases (two orders significations). The focus of this research is to find representations that appear in an advertorial of students recruitment through the search and interpretation signs. The study was conducted in an advertorial of students recruitment at the selected time span between the months of March to July 2010 in which for the month of March to May is selected from the daily Republika, while June-July in the capture of Tempo Weekly Magazine. Advertorial of Students Recruitment in this research consists of three parts. The first parts is in the form of text ads or editorial that looks like news. Second part is pictures or photos that support the content of advertorial messages. The last part is higher education ads. Results of analysis of this third section shows that the content of an advertorial messages use a discourse in society. While in advertorial image support and higher education ads use a mark or symbol that is almost similar at each college. Those symbols are pictures officials, students and buildings. Results showed there were four college representation of the analysis conducted in an advertorial of students recruitment. The four representations are 1) higher education is represented as an institution that produces graduates for work, 2) campus is a magnificent quality, comfortable and fully equipped, 3) higher education teaching science and values in society, 4) the modern university is which has the information and communication technology. Keywords: Representation, Higher Education, Advertorial