Sasdaya: Gadjah Mada Journal of Humanities

Kompetisi dan Posisi Tubuh Perempuan dalam Iklan Rokok: Analisis Wacana Kritis Pada Novel “Gadis Kretek” Karya Ratih Kumala

Laillia Dhiah Indriani — Mon, 11 Dec 2023 00:00:00 +0700

Using women's bodies in product marketing advertisements is nothing new. The female body is deliberately presented as a marketing strategy. In practice, it is not uncommon for women to be categorized into three trinities, namely, girl, wife, and entertainer. What's worse, this is justified and reproduced by various media. The Gadis Kretek novel is a literary work that juxtaposes the female body with cigarette advertisements. This research was conducted to uncover how women's bodies are selected, used, and displayed for marketing activities of cigarette products that are attached to men by society and become a symbol of masculinity. The method that will be used as a data analysis tool is Norman Fairclough's critical discourse analysis, which focuses on aspects of linguistic practice, discursive practice, and social practice. The results of this study indicate that in product promotion, the female body is used as a desire production machine that will attract potential buyers. Women in ad frames are also categorized based on the Girl-Wife-Entertainer trinity, where the three of them have their own identities but are still presented as complements to men. From this research, it can be seen that literary works also commodify discourses on beauty and the female body. The female body seems to be an affirmation of the construction of masculinity.

Konsepsi Otonomi Daerah Dalam Pola Relasi Mandala Kedatuan Sriwijaya

Ghea Anissah Trinanda — Mon, 11 Dec 2023 00:00:00 +0700

The Srivijaya Kingdom, in its historical journey, showed a strong commitment to giving more independence to the regions under its control. This meant that these regions could manage their own local matters, taking into account their unique characteristics. This idea played a vital role in boosting the economy and stability of the entire kingdom, making the "kadātuan" system a crucial part of their successful government. The principles of decentralization in Indonesia, based on these historical ideas, have been incorporated into changing laws and regulations, forming a key part of how different areas in Indonesia govern themselves. This paper aims to explore how the concept of local government or decentralization worked in the Srivijaya Kingdom's history. We use a qualitative method that helps us understand complex ideas. By comparing modern decentralization ideas with how the Srivijaya Kingdom managed its decentralization using a "mandala" structure, we see important similarities and connections between the two. The results in this paper show a historical pattern where decentralization were set up and led by a datu. This allowed powers to be shared from the central government to these decentralization regions, which were closely supervised by the central government. This reveals how the idea of decentralization has deep roots in Indonesia's history and is a critical basis for how decentralization works in the country today.

Pola Pemertahanan dan Penyesuaian Metafora pada Penerjemahan Novel Troubled Blood ke dalam Bahasa Indonesia

Anugrah Novendi Perkasa, Tofan Dwi Hardjanto — Mon, 11 Dec 2023 00:00:00 +0700

The concepts of retention and adjustment emerge as strategies to overcome the challenges associated with cultural transfer in metaphor translation. Metaphor retention is necessary because it ensures the retention of the imagery and meaning conveyed in the original text. Metaphor adjustment aims to translate culturally appropriate metaphors to the target text and avoid misunderstandings. This study seeks to explain the patterns of metaphor retention and adjustment in English novels translated into Indonesian, focusing on analyzing the form and meaning of metaphors. This research relies on the theory of translation retention proposed by Venuti (2008) and the theory of translation adjustment proposed by Eco (2013). The methodology used in this study is based on the theoretical framework proposed by Williams and Chesterman (2014), which places significant emphasis on the examination of linguistic elements contained in the source text as the main stage in translation research, followed by a comparative analysis conducted between the source text and the target text. The data used in this study consists of phrases, clauses, and sentences that have metaphorical features. The data were collected using the Metaphor Identification Procedure VU University Amsterdam (MIPVU). The data were categorized based on Halliday's (1985) grammatical metaphor framework, which focuses on noun, verb, and adjective metaphors. The collected metaphor data were then analyzed using the notions of retention and translation adjustment derived from Sajarwa's (2021) research. The study's findings show that noun metaphors dominate metaphor retention and adjustment. Metaphor retention occurs when the form and meaning of the metaphor do not change, while metaphor adjustment occurs when the metaphor's form changes and the metaphor's meaning does not change.

Perempuan dan Semer Mendem: Kajian Sejarah, Strategi pemasaran dan Budaya di Kota Palu

Komang Triawati, Fatma Saudo, Khusnul Khotimah — Mon, 11 Dec 2023 00:00:00 +0700

The historical background of women in Palu City choosing to sell Semar Mendem stems from culinary businesses related to sticky rice in Central Sulawesi since the 1930s. The introduction of Semar Mendem in 2017 experienced swift popularity among the people of Palu, leading to a substantial increase in demand from 7 to 30 outlets by 2021-2023.This qualitative study explores the marketing strategy of traditional culinary delights in Palu City, emphasizing the historical context of Semar Mendem sales, the evolution of marketing strategies, and the cultural influences surrounding this culinary delight. The research employs a historical approach with a qualitative method involving five stages, focusing on emotional and intellectual closeness. Data collection involves primary and secondary sources, on-site interviews, direct observation, and documentation within Palu City, Central Sulawesi.Four major marketing strategies - product, price, promotion, and place - have contributed to the success of Semar Mendem in Palu City. The study highlights the significance of relationships in business, emphasizing power relations through production, family, and knowledge, illustrating how Semar Mendem has become ingrained as a cultural symbol. The findings illustrate the cultural significance and success of Semar Mendem, portraying its relevance in the historical narrative of Palu City's culinary landscape. Understanding the cultural and historical context of this culinary delight serves as a testimony to preserving traditions and fostering successful marketing strategies for similar local products.

Bahasa dan Identitas Kelompok dalam Pernyataan Tokoh Politik: Sebuah Studi Sosiolinguistik

Afi Fadlilah, Rini Utari, Denny Iskandar — Mon, 11 Dec 2023 00:00:00 +0700

This research aims to analyse the lingual forms of political figures' statements and their correlation to the speakers' identity from a sociolinguistic perspective. This research used a qualitative approach with descriptive data type. The object of this research is Megawati's statement in a live broadcast on the BKKBN Official YouTube account on 16 February 2023 in the event "Kick Off Pancasila in Action of the Universal Planning Movement to Prevent Stunting" and several political figures' speeches on social media. Data collection techniques in this study, namely by using documentation methods and literature studies. The results showed that language and political communication used by political figures can show the identity of a group. Communication patterns and speech code choices used by political figures when viewed from a sociolinguistic perspective are influenced by the relationship between participants and the situation that surrounds them. The results of the study can be used as additional insight into group identity identified from language use.

Dolorosa Sinaga: Sang Maestro Pematung Perempuan

Sarkawi B. Husain — Mon, 18 Dec 2023 00:00:00 +0700

Pada kira-kira abad ke enam Sebelum Masehi, hiduplah seorang pelukis terkenal Yunani yang bernama Apelles. Konon, dia suka bersembunyi di balik pameran lukisannya untuk mendengarkan kritik penonton. Suatu ketika seorang tukang sepatu bernama Sirrah mengeritik bahwa lubang kancing sepatu yang dilukis oleh Apelles kurang satu. Maka diperbaikilah lukisan itu dan dipamerkan kembali. Si tukang sepatu melihat kritiknya ditanggapi oleh Apelles, sehingga si tukang sepatu semakin gencar melakukan kritik.