Semiotic Analysis of Greenpeace Campaign Posters in Climate Change Series.

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A Thesis

Submitted to Adab and Humanities Faculty in Partial Fulfilment of the Requirement for the Degree of Strata One (S1)

SEPTIAN EKO SUCIYANTO 1111026000035

ENGLISH LETTERS DEPARTMENT LETTERS AND HUMANITIES FACULTY

STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH JAKARTA

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Islamic University (UIN) Syarif Hidayatullah Jakarta, 2016.

This thesis is aimed to find out the clear meaning of linguistic signs of Greenpeace campaign posters in climate change series and to explain its semiosis process. The methodology used in this research is qualitative method. Through this method the researcher tries to explain and analyze the meaning of the linguistic signs and investigate its semiosis process using the triangle semiosis process of C.S. Peirce’s theory. The unit analysis of this research was the campaign poster of Greenpeace in climate change series from its official website, www.greenpeace.org. Within the website, there are 42 campaign posters of climate change series that published during January to December 2014. Because of the large number of the posters, the researcher does sampling by using simple random sampling. Finally, the data to be analyzed are 12 campaign posters in which each poster represents each month.

The campaign posters consist of two signs, they are icon and symbol in relationship between the representamen and its object. Then, the relation of the representament and the object produces the interpretant. In brief, the interpretant perfects the semiosis process and gives the clear meaning of linguistic signs on the campaign posters.

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iv

I hereby declare that this submission is my own work and that, to the best

of my knowledge and belief. It contains no material previously published or

written by another person nor material which to a substantial extent has been

accepted for the award of any other degree or diploma of the University or other

Institute of higher learning, except where due acknowledgement has been made in

the next.

Jakarta, April 29th 2016

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All praise and gratitude be to Allah Subhaanallaahu Wata’aalaa for giving

me ability and health to finish this thesis. Blessing be upon our prophet

Muhammad Solallaau Alaihi Wasallam, his family, companions and adherents.

Firstly, the writer would like to express sincere grattitude and thankfulness

to my dearest parents, Parjio and Paini Setyawati who always giving true love, everlasting care and full-financial in their every single step in their life during the

writer study. The writer also would not forget to lovingly thanks to my beloved

brother and sister, Agung Dwi Fitrianto and Desiana Tri Suciyanti for their motivations and endless love.

Secondly, the writer would love to address my greatest honor and thankful

to my awesome advisor, Hilmi Akmal, M.Hum who always support and encourage the writer during making this thesis. The writer will never forget about

all of his kindness.

Thirdly, the writer also wants to express my deepest grattitude and sincere

appreciation to the persons for their contribution in the process of writing until it

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3. Elve Oktafiyani, M.Hum., the Secretary of English Letters Department.

4. Dr. H. Muhammad Farkhan, M.Pd., and Rima Muryantina, S.Hum.,

M.Ling., as my examiners and for helps and critiques so that my thesis is

more much better.

5. All lecturers in English Letters Department who have taught me a lot of

things and inspired this thesis.

Fourthly, the big thanks to Sahla, Riska, Lestari, Fafaw, Aini, Hanif and for

all my best friends in UIN Jakarta especially KPA. Arkadia, LDK. Syahid,

D’Cuks Community, Boim Wong, Gypsy Volunteer and English Letters

Department 2011 who give me the colorful moment and rich experience from the

laughs to quarrels, happiness to sadness and the funniest one to the ridiculous one.

Finally, the writer also thank to Greenpeace Indonesia, Youth For Climate

Change Indonesia and all my beloved friends that the writer cannot mention them

one by one who have helped the writer during the process of conducting this

research. May Allah Subhaanallahu Wata’aalaa always bless them all the time,

aamiin.

Jakarta, April 29th 2016

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Table 1: Peirce's Trichotomies of Signs... 20

Table 2: Corpus Data... 25

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Figure 1: Saussure‘s Model of the Sign... 15

Figure 2: Triadic Semiosis Concept of Peirce... 16

Figure 3: Datum 1... 31

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Diagram 1: Iconic semiosis process of datum 1... 32

Diagram 2. Symbolic semiosis process of datum 1... 33

Diagram 3. Iconic semiosis process of datum 2... 36

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xi

APPROVEMENT ... ii

DECLARATION ... iv

ACKNOWLEDGMENT ... v

THE LIST OF TABLES ... vii

THE LIST OF FIGURES ... viii

THE LIST OF DIAGRAMS ... ix

TABLE OF CONTENTS ... xi

CHAPTER I INTRODUCTION A. Background of Study ... 1

B. Focus of Study ... 4

C. Research Question ... 4

D. Significant of The Study ... 4

E. Research Methodology ... 5

1. The Objectives of Research ... 5

2. The Method of Research... 5

3. The Instrument of The Research... 6

4. The Unit of Analysis... 6

5. The Technique Data Collecting and Data Analysis….. 6

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3. Semiotics Theory of Charles Sanders Peirce... 15

4. Peirce's Classification of Signs... 17

4.1First Trichotomy... 17

4.2Second Trichotomy: Icon, Index, Symbol... 18

4.3The Third Trichotomy... 19

4.4Ten Principal Classes of Signs... 20

5. Typology Signs Charles Sanders Peirce... 21

CHAPTER III RESEARCH FINDING A. The Data Description ... 23

B. Data Analysis ... 31

CHAPTER IV CONCLUSION AND SUGGESTION A. Conclusion ... 73

B. Suggestion ... 74

BIBLIOGRAPHY ... 76

APPENDIX ... 80

A. The total data corpus during January – December 2014... 80

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1 A. Background of the Study

As the social being, humans use the language in order to

communicate each other. According to Kridalaksana, language is the sign

of sound system agreed to utilize by the member of group of certain

publics in communicating and identifies itself.1 From that definition we

can know that language is a sign. We live surrounded by sign. Peirce said,

sign is something which stands to somebody for something in some

respect or capacity.2 Sign is learned in semiotics. Semiotics is the study of

sign or the science that study about sign in human beings. Sign makes

human identifies themselves or the others to understand every aspect in

life easily.3 Language as the sign can be found in the poster. Furthermore,

signs in the poster are the things that will be analyzed in this research.

Basically, there are two types of communication; verbal and

nonverbal communication. Verbal communication can be text and also the

1

Harimukti Kridalaksana, “Bahasa dan Linguistik” in Kushartanti, Untung

Yuwono and Multamia RMT Lauder (Ed.), Pesona Bahasa: Langkah Awal Memahami Linguistik (Jakarta: Gramedia Pustaka Utama, 2005), p.3.

2

Winfried Noth, Handbook of Semiotics, (United States of America: Indiana University Press, 1995), p.42.

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language used by humans. Meanwhile, non-verbal communication can be

a body language, facial expressions and eye contact, symbols and how to

speak like intonation, emphasis, sound quality, style emotion, and

speaking style.4 Verbal and Non-Verbal communication are used depend

on the situation. For example, verbal communication can be applied in

teaching method. Because in teaching requires a direct linguistic

communication. On the other hand, non-verbal communication is very

suitable to use in printing media, such as poster.

Posters are the printing media which do not only display the

attractive pictures but also as a media which provide information to the

public. If seen for a moment, posters are just the ordinary pictures made

with a blend of attractive text, but when we deeply analyze it, a poster has

the strong character in conveying information through the attractive

pictures and text.

Nowadays, poster is widely used by various companies or

non-profit organizations to advertise their product or campaign their activity.

For example, Greenpeace is one of the International non-profit

organization who extremely concerns about climate change. Through the

campaign media with using non-verbal language such as posters and

photographs, Greenpeace is trying to make people care about climate

change which is happening today.

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Posters which are made by the Greenpeace look very attractive and

most of the posters use a simple design. It makes the posters have the full

of meaning. The difference of commercial posters which aim to promote a

product, Greenpeace‟s posters use short text and images which are

combined into a provocative posters in the campaign of awareness of

climate change, because the whole world will feel the impact of climate

change.

To get the clear meaning in the Greenpeace‟s posters about the

climate change series, they need an analysis of text and images which

contained in the poster as a sign (representamen) and the object. The

uniqueness of the Greenpeace‟s poster in using the simple texts with

combining the pictures make the researcher interests and encourages to

conduct the research through the semiotics analysis using Triadic concept

of Charles Sanders Peirce.

Through the interpretation of Triadic concept which consists of

representamen, object, and interpretant, this research will uncover the real

message in the poster. The analysis of the combining text and pictures in

Greenpeace‟s posters will produce the broad interpretation of the meaning

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B. Focus of the Study

Based on the background that has been described, this research

focuses on the analysis of symbols and icons that appear at twelve

campaign posters of Greenpeace in climate change series. In addition, the

triadic semiotics process of Charles Sanders Peirce theory is used in this

research. Then, it describes the relationship between the representamen,

objects and interpretant to find the real message of the posters.

C. Research Question

Based on the research focus above, the research questions are:

1. How does the semiosis process occur on the twelve posters of

Greenpeace in Climate Change series using Charles Sanders

Peirce‟s theory?

2. What are the messages of the twelve posters of Greenpeace in

Climate Change series?

D. Significance of The Study

This research is expected to give benefits for the students of

English Letters Department and other students who are interested in the

study of semiotics. This research is also expected to have contribution to

the development of linguistics especially in the study of semiotics. In

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reader in understanding the semiotic analysis, especially Triadic concept

of Charles Sanders Peirce theory.

E. Research Methodology

1. The Objectives of Research

The objectives of the research are:

a. To know how the semiosis process occur at the twelve posters

of Greenpeace in Climate Change series using Charles Sanders

Peirce‟s theory

b. To find out the messages of the twelve campaign posters of

Greenpeace in Climate Change series.

2. The Method of Research

This research applies descriptive qualitative method.

According to Farkhan, in qualitative research, the methods that

usually use are descriptive, historic, explorative, content analysis,

action research and naturalistic.5 Furthermore, this research will

analyze, identify and describe the elements of sign on the posters to

get the meaning.

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3. The Instrument of The Research

The instrument of the research is the researcher himself as

the subject of the research. According to Farkhan, instrument of the

research can be defined as a tool or way, that is used to obtain the

data or information in a research.6 As the instrument of the

research, the researcher conducts several things to accomplish the

objective of the research, such as reading the theory of semiotics.

Then, classify the icon and symbol elements on the twelve

campaign posters of Greenpeace in climate change series. After

that, analyse the data using the triadic concept of Charles Sanders

Peirce‟s theory.

4. The Unit of Analysis

The unit of analysis, which is used in this research is the

twelve selected Greenpeace campaign posters in climate change

series which published ranging from January to December in 2014.

5. The Technique Data Collecting and Data Analysis

The technique data collecting that used in this research is

bibliography technique using semiotics approach of Charles

Sanders Peirce‟s theory. According to Subroto, bibliography

technique is the technique that use the written sources to obtain

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data. The steps in collecting the data are start from downloading all

the posters of Climate Change series from January till December

2014 in the official website of Greenpeace www.greenpeace.org.

Then, every datum or poster is arranged into the list and given

number in the folder. They are 42 campaign posters in climate

change series that published from January till December 2014.

Moreover, there are twelve folders created and each folder contains

three and more posters. Then, it is taken one poster for every

month by using simple random sampling, so there are 12 campaign

posters. After the data are collected, the data are analyzed. The

texts and picture elements on the posters will be analyzed using the

Triadic concept of Charles Sanders Peirce theory to explain the

semiosis process and find out the clear meaning of the signs. The

last, the researcher makes conclusion from the data which had

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8 A. Previous Research

The research about semiotics has been done before, such as:

Cindyramitha, 2012, in her thesis by the title “Semiotics Analysis of

Product Packaging Design of Gulaku Sugar Sticks”, used theory of

Ferdinand De Saussure to analyze the signs. She explained all the data

descriptively. She aimed to gain knowledge about the process of meaning

productions behind each visual elements on product packaging design

using semiotics analysis with Saussure‟s dyadic model7 .

Anwar Yasin, 2011, in his thesis under title “A Semiotic Analysis of

Education Advertisements on Campus Magazine”, tried to find out the

sign meaning of the education advertisements by using triangle semiotics

concept. However, in his analysis chapter, he did not draw the triangle

semiotics of Peirce to show the relation between the object,

representamen, and interpretant where the combination of the three signs

will deliver a clear meaning of a selected object (advertisement). He used

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the table to describe them. He did not show how many icon and symbol

that found in every advertisement8.

Björn Kralemann - Claas Lattmann, in the journal “Models as icons:

modeling models in the semiotic framework of Peirce‟s theory of signs”.

They tried to shed the light on the ontological puzzle pertaining to models

and to contribute to a better understanding of what models are. They said

that models should be regarded as a specific kind of signs according to the

sign theory put forward by Charles S. Peirce, and, more precisely, as

icons, i.e. as signs which are characterized by a similarity relation between

sign (model) and object (original). This yields the following result: models

are determined by a semiotic structure in which a subject intentionally

uses an object, i.e. the model, as a sign for another object, i.e. the original,

in the context of a chosen theory or language in order to attain a specific

end by instituting a representational relation in which the syntactic

structure of the model, i.e. its attributes and relations, represents by way of

a mapping the properties of the original, which hence are regarded as

similar in a relevant manner9.

Risto Hilpinen, in his Journal by the title “On the Objects and

Interpretants of Signs: Comments on T. L. Short‟s Peirce‟s Theory of

Signs”. This journal is a commentary on some topics discussed by Thomas

8

Anwar Yasin, “A Semiotic Analysis of Education Advertisements on Campus Magazine”, Unpublished undergraduate thesis on UIN Syarif Hidayatullah Jakarta,

(Jakarta: 2011). 9

Björn Kralemann and Claas Lattmann, “Models as icon” on Modeling models in

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Short in his recent book Peirce‟s Theory of Signs: Peirce‟s distinction

between iconic and indexical signs, the objects of propositions, and

different ways of interpreting the distinction between the immediate and

dynamic objects of signs. Through his journal, he suggested that the

models of a theory can be regarded as its immediate objects, and the real

systems represented by the models are the dynamic objects of the theory10.

G.D. Dharma Keerthi Sri Ranjan, in her journal under title “Science of

Semiotic Usage in Advertisements and Consumer‟s Perception” tried to

preserve the culture and help to read the cultural perception becoming

natural. She explained that advertisement is capable of manipulating the

perception and the behavior of the consumers. Each advertisement is a

cultural document and has a cultural shadow which carries to readers to

share and negotiate the cultural themes. These symbolic and the iconic

conversation are ritualized enactments through the dimensions of cultural

esteem. However, in her journal, she did not draw the triadic semiosis

concept of Peirce related to the advertisement, she described it

descriptively11.

So, in the researcher‟s thesis untitled “Semiotic Analysis of

Greenpeace Campaign Posters in Climate Change Series” which makes it

different from the previous researches is the corpus used and the objective.

10

Risto Hilpinen, “Comments on T. L. Short’s Peirce’s Theory of Signs” on The Objects and Interpretants of Signs, (Coral Gables: 2007).

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G.D. Dharma Keerthi Sri Ranjan, “Advertisements and Consumer’s

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The thesis also tries to describe the semiosis process occur at the

Greenpeace campaign poster in Climate Change, then find out the

linguistic signs meaning (icons and symbols) that contained on the poster

based on the triangle concept of Charles Sanders Peirce theory. The icons

and the symbols in each datum will be analyzed separately using the

triangle semiosis of Peirce. Finally, the researcher gives the meaning of

the poster.

B. Theoretical Description 1. Definition of Semiotics

Semiotics is derived from Greece: semeion, which means sign.

According Piliang, as quoted by Tinarbuko, exploration of semiotics as a

method to study the various branches of science is possible because there is a

tendency to look at a variety of social discourse as a phenomenon of

language. In other words, language used as the model of social discourse.12

Based on the view of semiotics, if the entire social practices can be regarded

as the phenomenon of language, so everything can also be seen as a sign. It is

possible because of the breadth of understanding of the sign itself.

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Semiotics as a model of social science, to understand the world as a

system of relations which has a base unit with a 'sign'. Therefore, semiotics

examines the essence of the existence of signs.13

Tinarbuko states that semiotics has two famous figures, namely

Ferdinand de Saussure (1857-1913) and Charles Sanders Peirce (1839-1914).

Both of them were developing science of semiotics separately and did not

know each other. Saussure in Europe and Peirce in United States of America.

Saussure has a linguistics scientific background, while Peirce is philosophy.

Saussure called the science which he developed as semiology14.

Semiology according to Saussure, based on the assumption that as long

as the actions and behavior of humans bring the meaning or for functioning as

a sign, there should be a distinction and conventions behind a system that

allows the meaning of it. There is a sign there is a system.15

Semiotics is defined by Ferdinand de Saussure in the Course in General Linguistics, as "Science that learns about sign as a part of social life.16 Semiotics as a model of social science to understand the world as a

system of relations that has a basic unit called "sign". Saussure proposed two

concepts in semiotics, signifier and signified. Thus, in every "sign" there are

two elements of " signifier” and “signified”. Signifier is the concept of

acoustic/sound/sentence. While the signified is the mental concept. The

13

Indiawan Seto Wahyu Wibowo, Semiotika Komunikasi, Aplikasi Praktis Bagi Penelitian dan Skripsi Komunikasi, (Jakarta: Penerbit Mitra Wacana Media, 2013), p.9.

14

Sumbo Tinarbuko, Loc.cit.

15

Indiawan Seto Wahyu Wibowo, Op.Cit., p. 12. 16

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Saussure‟s opinion affects some thoughts such as Derrida, Barthes and

Baudrillard.

According to Peirce as the master of the philosophy, human reasoning

is always done through sign. It means human beings only can think through

the sign. In his thought, logic is same with semiotics and semiotics can be

applied to all types of sign. In a further development, the word Semiotics is

more popular than Semiology. Semiotics according to Pierce the another

name of logic refers to formal doctrine of signs.17

Pierce saw there are three important things in semiotics which can be

explained through sign, object, and interpretant. He wrote that sign is

something that stands for someone or something which reflects a certain

capacity or interest.18

Aart Van Zoest as quoted by Sudjiman said, "Semiotics is the study of

sign and everything connected with it; how the functioning, its relationship

with other signs, and the recipient, and the recipient by those who use it.

Semiotics can be applied in any field where the sign is used and includes both

a representation and interpretation, a denotantum and interpretant.19

Semiotics is the study of sign. The signs convey information

communicatively. It can replace something else which you can think or

imagine. This branch of science originally developed in the field of language,

17

Kris Budiman, Semiotika Visual, (Yogyakarta: Penerbit Buku Baik, 2004), p. 3. 18

Arthur Asa Berger, Media Analysis Technique: Second Edition, (Yogyakarta: Penerbitan Universitas Atma Jaya, 2000), p. 4.

19_{Umberto Eco, “}_{Sebuah Pengantar Menuju Logika Kebudayaan”}

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then developed in the field of art and visual communication design.

Meanwhile, Charles Sanders Pierce, insists that we can only think with the

medium sign. Human can only communicate through the sign.

Sign of human life could be a sign of movement or gesture. A wave

hand that could mean calling or nod of the head can be translated to agree

something. Sign of sounds, such as whistles, trumpets, drums, human voices,

ringing phones. Sign of text, including letters and number. It could also a sign

in the traffic lamp, and many more.

From some opinions above, semiotics is the science of detecting the

truth of sign and the essence of social conventions which previously formed

from its sign that makes it has a certain meaning for the certain capacity or

interest.

2. Semiotic Theory of Ferdinand De Saussure

Ferdinand de Saussure (1857–1913) is called as the "father" of

modern linguistics. Saussure was born in Geneva in 1857. He attended

science classes at the University of Geneva before turning to language studies

at the University of Leipzig in 1876. Saussure‟s model of sign is in the dyadic

tradition in which the two parts of sign consist of a sign vehicle and its

meaning. Focusing on linguistic signs, such as words, Saussure defined a sign

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(signified/concept). It is important to remember that, according to

Saussure, the sign is completely arbitrary.20

Figure 1. Saussure‘s Model of the Sign

De Saussure saw a sign as the relationship between form (which

described in human cognition) and meaning (or content, to be understood by

human as sign users). He used the term of signifier for sign„s form and

signified for its meaning. So he saw signs as a structure (the meaning process

is the relationship between signifier and signified) and structured (the result

of the process) in human cognition. In his theory, signifier is not the real

language sound, but it„s an image acoustic. Everything in human life is

seemed as a form which has a certain meaning and the relationship between

the two is based on social conventional.21

3. Semiotic Theory of Charles Sanders Peirce

Charles Sanders Peirce was an American philosopher who lived from

1839 to 1914. Peirce also known as the most original and multidimensional

argumentative thinker and philosopher of America. As a philosopher, Pierce

20

http://www.parrottime.com/index.php?i=1&a=3&p=all accessed on Thursday, 3 September 2015 at 09.16 p.m.

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wanted to examine what and how the human think logically. Peirce was born

in an intellectual family in 1839. His father, Benjamin is a professor of

mathematics in Harvard University. Peirce developed rapidly in education in

Harvard. In 1859 he received the BA degree, then in 1862 and 1863

respectively he received the MA and B.Sc degree from Harvard University.22

Theory of Peirce is often called as the 'grand theory' in semiotics. It is

caused the idea of Peirce is comprehensive, structural description of all

tagging system. Peirce wanted to identify the fundamental particles of the

signs and merge back all the components in a single structure.23

Unlike the dyadic models offered by Ferdinand de Saussure which

consists of signifier and signified, Charles Sanders Peirce offered the triadic

models, consists of representamen, objects and interpretant.

Representamen [R]

Object [O] Interpretant [I]

Figure 2. Triadic Semiosis Concept of Peirce

22

http://www.britannica.com/biography/Charles-Sanders-Peirce accessed on Thursday, 3 September 2015 at 09.30 p.m.

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A sign or representamen according to Charles Shanders Peirce is

something that represents something else in some respect or capacity.

Something else refers to the interpretant. Named interpretant of the first sign,

in turn, will refer to a particular object. Thus, according to Peirce, sign or

representamen has a 'triadic' relation directly to the interpretant and its object.

Semiosis process has the meaning as the process which combines the entity

(such representamen) with another entity that is referred to as Object. This

process by Peirce called signification.

4. Peirce's Classification of Signs

Peirce developed an elaborate typology of signs, beginning with a

triadic classification of the sign correlates representamen, object, and

interpretant into three trichotomies. Considering the possibilities of

combining firstness, secondness, and thirdness, he arrived at ten major classes

of signs.24

4.1First Trichotomy

From the point of view of the representamen, Peirce subdivided signs

into qualisigns (firstness), sinsigns (secondness), and legisigns

(thirdness).25

24

Winfried Nöth, Op.Cit., p. 44. 25

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The first, a Qualisign is a quality which is a sign. It cannot actually

act as a sign until it is embodied. Such as the concept of color.26 The

second is Sinsign (singular sign). In this concept, sinsign is an actual existent thing (object) which is formed by the real physical reality or

the shape of a thing, it is actual thing or event.27 The third is a

Legisign. Every conventional sign is a legisign. Legisign is the law or

rule of how the thing should be. Such as, the sound of whistle in the

soccer match. Mostly the legisign is made by human being to organize

the social life, and because of that almost all the convention is the

legisign.28

4.2Second Trichotomy: Icon, Index, Symbol

This trichotomy classifies signs with respect to the relation

between the representamen and object. Peirce referred to this

trichotomy as "the most fundamental division of signs". The three

members of this trichotomy are icon (firstness), index (secondness), and symbol (thirdness).29

Peirce's definition of the icon is the sign which has the resemblance

with the fact of what it refers, or a sign which denotes and have the

character of the Object, whether the Object exists or not. Such as

picture or drawing. For example, the map of DKI Jakarta is an icon of

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which relates to casuality effect. For instance, the smoke for fire. The

backgrounds, such as Eskimos, Bhineka Tunggal Ika refers simply as

the ordinary phrase.30

4.3 The Third Trichotomy

According to the nature of the interpretant, a sign is either a rheme,

a dicent, or an argument. This trichotomy corresponds to the old

division of logic. The rheme is the probability for interpretant such as a

concept. The dicent is the fact of interpretant or the real description of

a thing. For example is a descriptive statement. Then, argument is a

logical reasoning of interpretant or a sign of law. The law that the

passage from all such premises to such conclusions tends to the truth.

For example is a proposition. While a dicent only affirms the existence

of an object, the argument proves its truth according to the agreement

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Table 1: Peirce's Trichotomies of Signs

4.4 Ten Principal Classes of Signs

Since every sign is determined by its three correlates, and there are

three ways in which every correlate may be characterized, as

summarized in table 1. However, some of the possible combinations

are semiotically impossible. For example, a qualisign can be only

iconic and rhematic and an index cannot be an argument.32 The

semiotically superfluous characterizations are placed in parentheses:

1. (Rhematic Iconic) Qualisign, for example: "a feeling of red.'"

2. (Rhematic) Iconic Sinsign: "an individual diagram."

3. Rhematic Indexical Sinsign: "a spontaneous cry."

4. Dicent (Indexical) Sinsign: "a weathercock."

5. (Rhematic) Iconic Legisign: "a diagram, apart from its factual

individuality."

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6. Rhematic Indexical Legisign: "a demonstrative pronoun."

7. Dicent Indexical Legisign: "traffic signs, commands.”

8. Rhematic Symbol(ic Legisign): "a common noun."

9. Dicent Symbol(ic Legisign): "an ordinary proposition."

10. Argument (Symbolic Legisign): "a syllogism."33

5. Typology Signs Charles Sanders Peirce

whether the Object actually exists or not. In the icon, the relationship between

representamen and object is materialized as similarities in some quality.35 For

example, the map of Yogyakarta is an icon of the Yogyakarta area which

Indiawan Seto Wahyu Wibowo, Op.Cit., p.18. 35

Charles Sanders Peirce, The Collected Paper of Charles Sanders Peirce,

(Cambridge, MA: Harvard University Press, 1931 – 1935), p. 367. 36

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That is an index of a person or animal that has been passed there. Or a knock

on the door is an index of the presence of a 'guest'.

3. Symbol

Symbol is a general law or ideas which operates only in a particular

situation, areas, or society. Symbol is also called as the type of sign which is

arbitrary and conventional according to the agreement or convention of

society.37 For examples, Garuda Pancasila for Indonesia is a bird that has a

rich symbolic meaning with the addition of the word Bhineka Tunggal Ika.

But for people who have different cultural backgrounds, such as Eskimos,

Garuda Pancasila is only regarded as the ordinary eagle.

From the Peirce‟s point of view, the process of signification could

generate a never-ending series of relationships, so a interpretant will be a

representamen, be a interpretant again, then representamen again and so on.

Charles Sanders Peirce divided the sign and how it works into three

categories as explained above.

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23 A. The Data Description

Based on the unit analysis of this thesis, the object that will be

analyzed in this thesis is twelve selected Greenpeace campaign posters of

Climate Change series during 2014. The steps to collect the data are:

Download all the posters of Climate Change series from January till

December 2014 in the official website of Greenpeace www.greenpeace.org.

Then, save the posters on the folder in my computer as a file. In the folder is

also written each months of publication of poster. Total of all data poster are

42 posters. The data are arranged into folder before processing. According to

Wasito, there are three techniques of random sampling determination which

tend to be used in research. They are simple random sampling, systematic

random sampling, and stratified random sampling.38 The researcher decides to

use the simple random sampling to determine one poster for every month

because it is a fair way of selecting data from a given population since every

datum is given equal opportunities of being selected.

Looking at total data corpus, the raffle of simple random sampling is

used in this research. The steps in this technique are:

38

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1) Every population member (42 Greenpeace campaign posters of

climate change series) is arranged into the list and given number in

the folder;

2) Every number of population member in the list is sorted;

3) The file is sorted and put in the numbered folder;

4) There are twelve folders used in this data processing and each

folder contains three and more files;

5) The serial number is rewritten on the piece of paper;

6) The paper is rolled and put them in the box;

7) The box, which is contained the data from each folder, is raffled to

get data to be analyzed.

It is clear that total corpus data are 42. The details of the corpus data

can be shown in the following table:

Table 2. Corpus Data

No Mon th

Corpus Data To

tal 1 Janu

ary

(38)

2 Febr

uary

4

3 Mar

ch

3

4 Apri

l

3

5 May 4

(39)

7 July 3

8 Aug

ust

4

9 Sept

emb

er

3

10 Octo

ber

3

11 Nov

emb

er

(40)

12 Dec

emb

er

4

Total 42

So, from the data corpus above, the researcher take some sample

randomly with selected using the way explained before. Here are the data that

will be analyzed in this research.

Table 3. The Result of Simple Random Sampling

Datum Number

Month Result

1 January

(41)

3 March

4 April

5 May

(42)

7 July

8 August

9 September

(43)

11 November

12 December

In order to get the meaning of each datum clearly, the data will be

analyzed one by one to reveal the meaning by using qualitative method with

explaining the semiosis process that occurs in each datum through the

Peirce‟s theory. The semiosis is based on Pierce‟s theory of semiotics which

emphasizing the second trichotomy of sign which insist the relationship

between the representamen and its object. The second trichotomy based on

Pierce is icon, symbol and index. In this research, it is only icon and symbol

which will be analyzed. Because, on the posters, only icon and symbol appear

on it. The icon itself is the photo, picture or drawing which occurs on the

poster. Meanwhile, the symbol is the sentence, written text or language on the

poster. Index will not be analyzed because there is no index which occurs on

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another or different research. The explaining of casuality is when the people

awakened to do something to save the environment because they have seen

the poster of Greenpeace. It will become the index of the poster. It requires

personal analyze to know the index. Furthermore, the researcher only

analyzes the icon and symbol which can be described through researcher‟s

interpretation. The icon and symbol on the poster will uncover the hidden

meaning behind the poster.

B. Data Analysis

B.1. Datum 1

Figure 3. Datum 1

The poster was published in January 2014. It lades two kinds of sign,

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pyramid with the snow atmosphere surroundings the pyramid. The written

language above the pyramid “If We Don‟t Act Now...” is the symbol of this

poster.

So, there are two semiosis processes. In the first semiosis process, the

picture of pyramid with the snow atmosphere surroundings the pyramid is the representamen [R] that stands for its object [O] Egyptian Pyramid as the site

wonder of the world. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; The world heritage that should be

preserved from the impacts of climate change.

Diagram 1. Iconic semiosis process of datum 1 Egyptian

Pyramid with the snow atmosphere surroundings the Pyramids

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The second semiosis process is the symbol. The language used on

the poster is “If we don’t act now..” above the picture takes place as

representamen [R] that represents its object [O] The bad things are going to

happen soon. When the Egyptian pyramids are surrounded by snow, the

Egyptian people have to move and leave their house. 39 They must evacuate to

avoid the extreme cold temperature. It will also impact on the food crisis in

Egypt.40 In addition, the relationship between the representamen [R] and the

object [O] produces the interpretant [I]; Ask people to do something before

the climate changes the weather of Egypt to be winter and Egyptian Pyramids

to be the Pyramids of Ice.

Diagram 2. Symbolic semiosis process of datum 1

39

http://www.grida.no/publications/other/ipcc_tar/?src=/climate/ipcc_tar/wg2/39 0.htm accessed on Thursday, 21 January 2016 at 10.30 a.m.

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The last is the conclusion for these two semiosis processes to get the

hidden meaning of this poster. From what have been seen, this poster sends

the message or meaning that the Egyptian Pyramids is the place that did not

escape from the impact of climate change. Egyptian Pyramids is one of the

world heritage which is located in the desert of Egypt. As the world heritage,

Pyramids of Egypt is the site that protected by the United Nations. Although

as the site wonder of the world, it is not the guarantee that it will be spared

from the impact of climate change, because every 1 increase in world

temperatures will pose a great danger, such as the release of CO2 from the

soil surface and the release of methane from the permafrost in the Arctic as

well as from the seabed.41 The increase in global air temperature will be on

par with global warming that has occurred in the last Ice Age and when the

temperature of the Earth heats up 6ºC, the impact is beyond of human

estimation.42 This posters shows that the climate gives the impact on the

desert area of Egypt. Through the sentence; „If we don‟t act now..” in the

poster, Greenpeace wants to inform that climate change is the serious issue

and it is threatening Egypt. Greenpeace also want to invite people to do

something to save the climate. This may happen; the desert will turn into ice

and the Pyramids will be surrounded by snow if we do not act to save the

climate.

41

https://unfccc.int/files/adaptation/application/pdf/nwa_1.2_development_planni ng_and_climate_change_in_egypt.pdf accessed on Thursday, 21 January 2016 at 08.27 a.m.

42

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B.2. Datum 2

The poster was issued in February 2014. The poster is equipped by

two signs; one icon and one symbol. The picture of a man with formal attire

is walking on the ice floe is the icon. The written language of “What would

you do?” above the picture is the symbol.

Therefore, they are two semiosis process. The first process here is the

icon. The picture of someone with formal attire is walking on the floating ice

is as the representamen [R] that represents its object [O] A person as the

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object [O] produces the interpretant [I]; Climate change is threatening human

survival.

Diagram 3. Iconic semiosis process of datum 2

In the second is the symbolic semiosis process. The written language

of “What would you do?” is the representamen [R] which stands for its object

[O] The interrogative sentence for human. Furthermore, urge the

decision-maker to create the pro-environment policy to save the Arctic is the

interpretant [I] which is produced from the relationship between the

representamen [R] and the object [O].

Cimate change

is threatening

human survival

[I] Someone with formal attire is

walking on the floating ice

[R]

A person as the

decision-maker

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meaning of this poster. Through this poster, Greenpeace tries to convey

something useful for the future and reduce the impact of climate change. The

poster wants to deliver a message about the big issues in the Arctic that

threatens human survival. Formal attire means the formal or smart casual

dress codes. Moreover, a picture of someone who wears formal attire

represents the decision maker of policy.43 Furthermore, the man who walks

using the formal attire over the ice floe shows that the condition of the ice in

the Arctic is melting faster and endanger human life. Most scientists agree

that Arctic weather and climate are changing because of human-caused

43

http://www.blacktieguide.com/Etiquette/Etiquette_BlackTie_Codes.htm accessed on Saturday, 23 January 2016 at 01.05 p.m.

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decision-climate change.44 Climate change is faster and more severe in the Arctic than

in most of the rest of the world. Arctic warming is causing changes to sea ice,

snow cover, and the extent of permafrost in the Arctic. In the first half of

2010, air temperatures in the Arctic were 4°C warmer than the 1968 to 1996

reference period, according to National Oceanic and Atmospheric

Administration (NOAA).45 Furthermore, the sentence “What would you do?”

personates the symbol which is organized as the interrogative sentence. It

urges the decision maker to create the pro-environment policy to save the

Arctic. Because, changes in the Arctic will not only affect local people and

ecosystems but also the rest of the world and the Arctic plays a special role in

global climate. So, human as the decision-maker should create the movement

as soon as possible. Human needs to provide up-to-date and reliable

information on the effects of climate change in the Arctic, in order to

stimulate policies and actions that combat climate change and assisting in the

development and implementation of adaptation strategies for species,

ecosystems, and cultures in coping with a changing climate in the Arctic.

44

https://nsidc.org/cryosphere/arctic-meteorology/climate_change.html, accessed on Friday, 29 January 2016 at 10.00 p.m

45

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B.3. Datum 3

The poster was released in March 2014. As the third datum, it consists

of two signs. They are icon and symbol. The icon of this poster is the picture

of three polar bears who stand on melting iceberg amid the ocean, and the

symbolic mode here is the written language of “Enjoy Climate Change.

Coca-Cola‟s use of HFCs to cool its drinks contributes to climate change.

Ban HFCs.” on the left side of the picture. So, there are two semiosis process.

In the first semiosis process, the picture of three polar bears who

stand on melting iceberg amid the ocean personates the representamen [R] of iconic mode which stands for its object [O] the polar bear in the Arctic. The

relationship between the representamen [R] and the object [O] produces the

interpretant [I]; the polar bears population is in danger and climate change is

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The second semiosis process is formed in symbolic mode. The written

language of “Enjoy Climate Change. Coca-Cola’s use of HFCs to cool its

drinks contributes to climate change. Ban HFCs.” on the left side of the

picture is the representamen [R] which represents for its object [O]

Coca-Cola’s contribution of climate change. The relationship between the

representamen [R] and the object [O] produces the interpretant [I]; the usage

of HFCs in Coca-Cola substances causing the depletion of ozone layer that

threatens polar bear habitat in the Arctic. The polar

bear in the

Arctic [O]

The polar bears

population is in

danger and climate

change is threatening

its existence. [I] Three polar bears who stand on

melting iceberg amid the ocean

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The poster tells the people that the using of Hydrofluorocarbons

(HFCs) by Coca-Cola Company is not good for the survival of the polar bear.

The written language of “Enjoy Climate Change" using the style of the Coke

company logo. The campaign called for Coke to not use HFCs refrigeration,

because HFCs is one of the fastest growing contributors to climate change. It

is mostly used in refrigerators or air conditioner. According to Montreal and

Kyoto Protocols, fluorinated gas emissions in the United States have Enjoy Climate Change. Coca-Cola‟s use of

HFCs to cool its drinks contributes to climate

change. Ban HFCs. [R]

The usage of HFCs in

Coca-Cola substances

causing the depletion

of ozone layer that

threatens polar bear

habitat in the Arctic.

[R] Coca-Cola‟s

contribution

of climate

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increased about 73% between 1990 and 2013.46 This increase has been driven

by a 250% increase in emissions of HFCs since 1990.47 These HFCs

molecules heat the planet even more than the average carbon dioxide

molecule. Eliminating HFCs would mean a huge step towards slowing global

climate change and save the polar bear habitat in the Arctic. This poster not

only tells the people about the dangerous of HFCs for climate and the

survival of polar bear, but also pushes the Coke company to get all HFCs out

of its distrubutions. As the solution, Greenpeace developed an alternative

refrigerator called Greenfreeze that did not use the extremely potent

greenhouse gases HFCs. Greenfreeze technology shows the greener way that

investing in efficient and sustainable tech is worthwhile.

B.4. Datum 4

46

http://nvdatabase.swarthmore.edu/content/greenpeace-pressures-coca-cola-phase-out-hfc-refrigeration-olympic-games-australia accessed on Friday, 29 January 2016 at 08.00 p.m

47

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The poster was issued in April 2014. It is equipped by two signs in

iconic type and symbolic type. The picture of someone who was riding a

bicycle with two wheels that resembles the Earth is an iconic type. Then, the

symbolic type is the sentence of “You are not just burning off calories...”

above the picture.

Therefore, they are two semiosis processes. The first process is the

iconic type. The picture of someone who was riding a bicycle with two wheels

that resembles the Earth becomes the representamen [R] which stands for its

object [O] Riding a bike. The relationship between the representamen [R] and

the object [O] produces the interpretant [I]; Besides good for health, cycling

can also save the Earth.

Diagram 7. Iconic semiosis process of datum 4 Riding a bike.

[O]

Besides good for

health, cycling

can also save the

Earth. [I] Someone who was riding a bicycle

with two wheels that resembles the

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The second process is the symbolic type. The language used on the

poster stated “You are not just burning off calories..” represents the

representamen [R] which represents for its object [O] The benefit of cycling. The relationship between the representamen [R] and the object [O] produces

the interpretant [I]; Cycling can keep the body healthy and make a difference

in the health of Earth.

exact meaning of the poster. From this poster, Greenpeace sends the message

or meaning that people should reduce the carbon footprint. Reduce the carbon

footprint means reducing the carbon dioxide (CO2) contribution of each and Cycling can keeps

the body healthy

and make a good

difference in the

health of Earth.

[I] The benefit

of cycling.

[O]

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every one of the six a half billion people on the Earth.48 Because, CO2 is an

important heat-trapping (greenhouse) gas, which is released through human

activities such as the burning fossil fuels for energy and transportation that

affects the climate change.49 As the solution, the most effective way to reduce

the CO2 emissions is to reduce fossil fuel consumption and through this poster

Greenpeace give the solution that cycling is one of the easiest way to save the

Earth. Cycling is not only good for health by burning off calories but also

people will save one pound of CO2 for every mile. And by cycling people can

help make a difference in the health of Earth, because everyone is responsible

to save the Earth.

B.5. Datum 5

48

https://www3.epa.gov/climatechange/ghgemissions/gases/co2.html#content accessed on Sunday, 7 February 2016 at 07.04 p.m

49

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The poster was published in May 2014. It is formed by signs to

convey the message. The signs take in two ways, they are icon and symbol.

The picture of some fish are hiding behind a banner in the sea is the icon on

the poster. Meanwhile, the sentence of “Our oceans need more protection” is

the symbol of this poster.

So, the two signs on the poster build up two semiosis processes. The

first semiosis process is the iconic semiosis process. In this case, the picture

of some fish are hiding behind a banner in the sea becomes the

representamen [R] that represents its object [O] the fishes in the ocean. The

relationship between the representamen [R] and the object [O] produces the

interpretant [I]; Ocean damage impacts on fish habitat and destruction of

coral reefs.

Diagram 9. Iconic semiosis process of datum 5 The fishes in

the ocean.

[O]

Some fish are hiding behind a banner

in the ocean. [R]

Ocean damage

impacts on fish

habitat and

destruction of

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The second is the symbolic semiosis process. The sentence of “Our

oceans need more protection.” on the poster is the symbol that becomes the

representamen [R]. It stands for its object [O] The condition of the ocean nowadays. The relationship between the representamen [R] and the object [O]

produces the interpretant [I]; Urge people to protect the ocean by creating a

network of marine reserves.

The last is the conclusion for the two semiosis processes above to get

the meaning of this poster. Through this campaign poster, Greenpeace would

like to inform people about the current condition of the ocean that the oceans

need the protection and people should to protect it by creating a network of

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also the human activity. All those things are extremely negative impact on

life in our oceans and we simply have to do much more to protect our oceans.

Carbon dioxide (CO2) makes the ocean more acidic when it dissolves in the

water.50 This has consequences for fishes, plankton, krill, crabs, coral reefs,

and all sea creatures with external shells or skeletons. Many of the affected

creatures are vital parts to the food chain.51 Whole ecosystems will suffer if

this chain collapses. In this case, Greenpeace offers the solution which is

called networks of marine reserves. A marine reserve is a type of marine

protected area that has legal protection against fishing or development. The

poster shows there is no fish can escape. Fleets of industrial fishing vessels

drive all ocean life into their massive nets. There will be no place to run and

no place to hide for the marine ecosystems. Furthermore, by creating

networks of marine reserves and implementing sustainable management in

the surrounding waters, not only can we conserve marine species and habitats

but also ensure fish for the future from the climate change and illegal human

activity.

50

http://www.wwf.org.au/our_work/saving_the_natural_world/oceans_and_mari ne/marine_threats/climate_change_impacts/accessed on Sunday, 7 February 2016 at 07.34 p.m

51

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B.6. Datum 6

The poster was released in June 2014. The researcher finds two signs

on the poster. It consists of one icon and one symbol. The icon in this poster

is the picture of Barack Obama and the symbol is the language used on the

poster stated “Save climate for peace”. From those signs, they will build two

semiosis process.

The first is iconic semiosis process. The picture of Barack Obama

becomes the representamen [R] because it resembles with its object [O] The president of United States of America. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; President

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The second is symbolic semiosis process. The language used on the

poster stated “Save the climate for peace” personates the representamen [R]

which stands for its object [O] climate for the world peace. The relationship

between the representamen [R] and the object [O] produces the interpretant

[I]; By saving the climate, people also contribute in creating the world peace

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clear meaning of the poster. The poster tries to tell the people that Barack

Obama supports to save the climate. Barrack Obama is the most powerful

person in United States of America.52 That is why Greenpeace used his

picture on the poster to influence people around the world. Nowadays,

climate change is already affecting the planet and society. The frequency of

extreme weather events is increasing through the warming and moistening of

the atmosphere.53 As we felt, hot days are becoming even hotter and more

frequent, and both drought and heavy rain and snow will continue to occur

more often. So, if we want to establish sustainable peace in this region, this is

the year to act strongly to protect the climate. Furthermore, The sentence of

“Save the climate for peace” on the poster means that by saving the climate,

people also contribute in creating the world peace for all living being and

president Barack Obama should take the lead in saving the climate.

52

http://yubanet.com/enviro/Greenpeace-Urges-Obama-Save-our-climate-for-peace-in-the-Middle-East.php accessed on Tuesday, 9 February 2016 at 07.47 p.m

53

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B.7. Datum 7

The poster was issued in July 2014. It is structured by two signs to

deliver its message. They are icon and symbol. The picture of the Earth with

human face is an icon. Otherwise, the language used on the poster stated Our

Mother Earth is crying out loud! is the symbol on the poster. So, the poster

has two semiosis processes.

The first is the iconic semiosis process. The picture of the Earth with

human face personates the representamen [R] which stands for its object [O]

the planet of Earth. The relationship between the representamen [R] and the

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The next is symbolic semiosis process. The symbol in this poster is

“Our mother earth is crying out loud!”. This written language, Our mother

Earth is crying out loud!, is the representamen [R] which personates that the

Earth is in ruin [O]. Furthermore, the relationship between the representamen

[R] and object [O] produces the interpretant [I]; The Mother Earth is asking

for our help from the destruction.

The Earth with human face.

[R]

The planet

of Earth.

[O]

Save the mother

Earth from

destruction by

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meaning of this poster. From what we have been seen, the poster send the

hidden meaning that the Mother Earth is asking for our help from the

destruction that was made by human. As we know, Earth is already showing

many signs of worldwide climate change and through this poster, Greenpeace

tries to convey the information to the public that human need to take care of

their Mother Earth. Human are contributing the damage for the Earth.54 We

played a part in the destruction. Human started building and coal mining,

shipping, depleting, dumping, and over hunting and fishing, poaching and

shark-finning. Human consumption is also out of control.55With the number

54

http://hubpages.com/education/climatology/3642 accessed on Tuesday, 9 February 2016 at 08.13 p.m Our mother Earth is crying out loud!.

[R]

The Earth

is in ruin.

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of natural disasters is growing high everyday, it is almost as if the earth is

crying out loud for our help. The Earth does not belong to us, but we belong

to the Earth. Taking care of our Planet is in reverse taking care of ourselves.

B.8. Datum 8

Figure10. Datum 8

The poster was published in August 2014. This poster is structured by

signs to convey its message. It lades picture as the icon and written language

as the symbol. The picture of the face of a child with evidence of water

damage is the icon in this poster. And the sentence of “Your child is growing.

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semiosis processes that will be analyzed. Iconic and symbolic semiosis

processes.

In the first semiosis, the picture the face of a child with evidence of

water damage becomes the representamen [R] because it resembles with its

object [O] the next generation. The relationship between the representamen [R] and the object [O] produces the interpretant [I]; The rising oceans will kill

the children as the future generation.

In the second semiosis process, the language used on the poster is the

tagline of the campaign stated Your child is growing. Not as fast as the

oceans are rising personates the representamen [R] which stands for its

The face of a child with

evidence of water damage.

[R]

The rising oceans

will kill the

children as the

future generation.

[R] The next