CITRA MEDIA BERDASARKAN PENGGUNAAN GAYA BAHASA PADA RUBRIK ESAI DALAM MOJOK.CO (Sebuah Kajian Semiotika M.A.K Halliday)

Abstract

Indah, Sritika. 2019. Thesis. “Branding of Mass Media by Language Style in Essai of Mojok.co”. Mass media, in this modern world of technology, also being influenced by its rapid changes. Changing stream from physical from into online-based features, mass media is still being one of the most-consumed entertainment. As a result, this communication channel is being overflowed. But then some of the newcomers strike and enter the competition by their thousand of clicks artikel. One of them is Mojok.co. This study aims to determine the language style that is being used in essay columns in Mojok.co along with its related purposes such as the brand image and character they are trying to build. This study uses descriptive qualitative approach as a methodological tool to obtain data using M.A.K. Halliday’s Semantic Theory which being divided upon discourse, respondents and the mean of discourse. The written-type media discourse covers language style and factors that influence it, such as modes, genres, meaning and register. The analyzed data were taken from 3 (three) articles from essay column in Mojok.co April 2019 Edition. This study, using M.A.K. Halliday’s Semiotics Analysis, reveals several findings that shows how Mojok.co make use of some lexical and syntatic features. Mojok.co also utilized the use of humor, irony, satire in their try to build brand image and characters. Keywords: essays,language styles, image, sentence, meaning.