ABSTRACT
Sumber data yang saya pilih sebagai bahan dalam tugas akhir saya adalah
sebuah sampul majalah Time. Majalah ini adalah majalah berita mingguan dari
Amerika Serikat yang dipublikasikan pada 20 Mei 2013. Tema dari edisi ini
adalah Generasi Millennial.
Generasi Millennial adalah generasi yang dilahirkan antara tahun
1980-2000. Disebut Generasi Millennial karena generasi ini menandai datangnya
millenium baru. Generasi Millennial memiliki ciri khas menjadikan teknologi dan
internet sebagai pusat gaya hidup mereka.
Menurut saya, membahas perkembangan dunia teknologi pada generasi
muda yang berkaitan dengan tema dari sampul majalah Time adalah hal yang
menarik. Terlebih lagi menganalisis dengan menggunakan ilmu semiotika.
Teori yang dipergunakan dalam menganalisis sampul majalah adalah teori
semiotika dari Saussure. Teori dari bidang lain juga saya pergunakan sebagai
penunjang dari analisis saya. Salah satu teori analisis yang berkaitan dengan
generasi Milenial adalah teori narsisme.
Setelah menganalisis, saya mendapatkan bahwa semua tanda visual dan
tekstual pada sampul majalah telah sesuai dengan ciri khas dan juga karakterisitik
dalamnya, tugas akhir ini membuat saya menyadari besarnya pengaruh teknologi
dan juga internet dalam bersosialisasi. Bersamaan dengan manfaat yang didapat
dari internet dan sosial media, kerugian dan juga bahaya dapat mengintai kita jika
TABLE OF CONTENTS
TABLE OF CONTENTS……… i
ABSTRACT………. ii
ACKNOWLEDGEMENTS……… iii
CHAPTER ONE: INTRODUCTION Background of the Study………. 1
The statement of the problem……….. 4
Purpose of the Study……….... 4
Method of Research……… 5
Organization of the Thesis……….. 5
CHAPTER TWO: THEORITICAL FRAMEWORK………... 6
CHAPTER THREE: SEMIOTIC ANALYSIS OF TIME MAGAZINE COVER 2013 MILLENNIAL GENERATION………..… 14
CHAPTER FOUR: CONCLUSION………..………. 28
BIBLIOGRAPHY…... 33
CHAPTER ONE
INTRODUCTION
1.1BACKGROUND OF THE STUDY
Mass media is a communication tool which can be used by people to
communicate and interact, to share information and to enjoy entertainment. Mass
media and entertainment always run side by side. However, in addition to their
use for entertainment, mass media also remain to be an effective way to
communicate such as to advertise and market things and to express, feelings,
share views, opinions and ideas.
We all agree that mass media is an inseparable part of our lives and have
become a daily need and reference in our lives these days. Nonetheless, there are
positive and negative impacts of mass media. We have to be more aware of all
sorts of mass media, especially the Internet and social media, because the social
media seem to have become a trigger for the current generation to be more
narcissistic and focus on themselves and become individualistic people that lack
Magazines are another type of popular print mass media that are usually
intended for certain people who are looking for information based on a particular
subject.
A magazine cover contains information about what is inside a particular
issue, plenty of topics like current affairs, business, finance, lifestyle, fashion,
entertainment or travel.“The cover of a magazine provides significant cultural
cues about social or political issues” (Incrediblearts.org) The cover of a magazine
is made to get the attention from the viewers through its colors, text and images,
so people will have the desire to buy the magazine. Through a magazine cover we
can also see the message from the text and the images that appear. We can
interpret and recognize what the magazine is trying to inform.
When we look at the images, realizing or not, we identify the signs of the
cover magazine. In trying to make sense of what is there in the magazine cover,
actually we are using the tools of semiotics to understand its signification.
Semiotics, developed by Ferdinand de Saussure, is the study of signs
which is used to analyze a variety of media including images and text. Using this
theory of semiotics, I will analyze the cover of Time magazine Millennial
Generation 2013 to answer the question, what images really say and
representation refers to the use of language and images to create meaning about
“Time magazine is the largest publisher in the United States. Time
magazine was created in 1923 by Briton Hadden and Henry Luce” (Timeinc.com).
The millennial generation issue appeared in Time cover magazine published in
May 2013. The cover of the Time magazine millennial generation 2013 edition
contains images and text that can be analyzed using the Saussurean semiotic
theory.
The reason why I take the data from the cover of Time “Millennial
Generation 2013” edition is because millennial generations have become a
controversial issue in some articles and books. Many experts are concerned about
their representation. Dr. Jean Twenge is one of the psychologists who write about
the Millennial Generation on her book entitled Generation Me. According to Dr.
Twenge the Millennial Generation has the traits of confidence but identified a
sense of narcissism. Some people say they are positive and others say they are
self-centered people and only focus on their virtual world. The representation of
the current young generation then becomes associated with the narcissistic
personality. It is said that “The Millennial generation is a generation where
technology and social media become their influences and give them negative
impacts” (Millennial influx).
The use of electronic mass media like the Internet is increasing across all
ages particularly among young people. Research indicates increases in narcissistic
personality and the use of social media by young people, which makes them
self-centered and only focus on their own virtual world” (Time). Thus, it can be said
My discussion will cover the first order of semiotic analysis. In analyzing
the elements of visual designs, I use Gunter Kress and Theo van Leuween’s
theory. To support my analysis, I will use a narcissistic personality theory and
millennial generation proposed by some experts on the theory. It is divided into
two parts. The first part is about the Millennial Generation in relation to the
narcissistic personality which I get from articles and Internet. The second part is
about millennial generation characteristics.
Based on the topic that I choose, I would like to discuss the following problems:
1. What are the signifiers and signifieds occurs in the Time cover magazine
millennial generation 2013?
2. How does the Time magazine cover represent the millennial generation?
1.3PURPOSE OF THE STUDY
In thesis, I would like to show:
1. The signifiers and signifieds occurs in the Time cover magazine millennial
2. The Time magazine cover representing millennial generation.
1.4METHOD OF RESEARCH
The method that I use in writing this thesis is divided into three steps. First
step I begin the research by finding and reading some article that are relevant to
the topic that I am going to discuss, so that I can find the theory which I can use to
support my analysis. Second I chose the Time magazine cover millennial
generation 2013 to analyze the denotative meaning. Finally I write the research
report.
1.5ORGANIZATION OF THE THESIS
I divide this thesis into four chapters. The first chapter is Introduction
which consists of Background of the Study, Statement of the Problem, Purpose of
the Study, Method of the Research, and Organization of the Thesis. Chapter Two
contains Theoretical Framework. Chapter Three is the analysis of the cover
magazine. The last chapter, Chapter Four is Conclusion from all those analyses.
CHAPTER FOUR
CONCLUSION
After analyzing the Time magazine cover about the Millennial Generation, in
this chapter I would like to draw some conclusions. First of all the the theme of the
magazine cover is about the Millennial Generation a group of young people who were
born between years 1980 and 2000 who is categorized as a young generation. The
visual sign of a young generation in the magazine cover is a girl who was taking
picture with a camera of her cellular phone placed in the middle of the magazine
cover, and becoming the center of attention. There are also a textual repetition signs
in a large size and also placed in the middle of the magazine cover referring to the
girl, such as THE ME ME ME GENERATION, and other textual sign shows the
characteristic of the Millennial Generation, such as “lazy”, ”Narcissists” and etc.
Thus, both the visual signs and the textual signs of the young girl are very dominant.
The girl in the magazine cover is shown as a young generation who attach to
The Internet, technology, smartphone, and social media are very common for the
Millennial Generation because all those stuff is always include in their daily activity.
Smartphone as known as a cellular phone that has much specification related to
technology is able connect to the Internet that provides much kind of social media. As
a young generation, it is a necessity for the Millennial Generation to explore and
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