DECONSTRUCTION OF IDEOLOGICAL HEGEMONY OF LANGUAGE-CULTURE MAINTENANCE IN SUNDANESE MEDIA

Abstract

The media, a controlling discourse, is presupposed to perform social power of groups that have ability to control the minds of other groups. The practice of this mind control involves more than acquiring beliefs. It encapsulates such specific and/or social dominance and hegemony of scarce social resource like “language” and “culture” (See Van Dijk in Schiffrin, 2001). Since mind control employs the acts, it is argued that Sundaneses’ attitude to their language and culture may be deconstructed by exercising persuasive power of narrator and media based on knowledge, information, and authority. In Rosidi’s article, Urang Sunda di Lingkungan Indonesia, the practice of ideological-hegemony deconstruction itself is conducted concerning to the fact that many Sundaneses become ignorant society. At this point, the paper intends to the research focusing on how such discourse controls mind and action of less powerful groups. Theoretically, recipients tend to accept beliefs, knowledge, and opinion through discourse from what they see as authoritative, trustworthy, and credible sources such as scholars, or reliable media (Nesler et al, 1993). The issue arises out of such particular strategies and function of the structure used in controlling mind. To learn the issue, critical discourse analysis is used. In this study, it is argued that deconstruction of ideological hegemony is executed by providing linguistic structure and communicative events formed by context-social structure and personal and social cognition.