IDENTITAS BUDAYA INDONESIA PADA IKLAN MOUNTEA SELAMA BULAN RAMADHAN

YANTI, SEPTIA DHAMA (2023) IDENTITAS BUDAYA INDONESIA PADA IKLAN MOUNTEA SELAMA BULAN RAMADHAN. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

'Mountea' advertisement shown on television media during the month of Ramadhan is an advertisement for tea drinks in glass packaging that constructs cultural identities and practices in Indonesian society. The purpose of this study is to see and know the cultural identity during Ramadhan in Indonesia depicted through advertisements. The method used in this study is descriptive qualitative with the approach of Representation analysis by Stuart Hall. The data analyzed amounted to 2 'Mountea' ads data during the month of Ramadan in 2021 and 2022 and were re-accessed on YouTube. The results of the analysis in this study indicate that Indonesian cultural identity in Mountea ads during the month of Ramadhan is 1) Ramadhan decorations such as drums, lanterns, and ketupat. (2) Ramadhan clothing, for men wearing Koko clothes and women wearing closed clothes plus a headscarf as a head covering. (3) The culture of drinking tea when breaking the fast, (4) The dance movements shown are more relaxed, simple, and have Islamic nuances. (5) There is a lifestyle of today's youth for gathering together.

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