Pesan dakwah tentang toleransi : tasamuh dalam iklan Bukalapak.com

Faiz, Ahmad Ghufron (2019) Pesan dakwah tentang toleransi : tasamuh dalam iklan Bukalapak.com. Undergraduate (S1) thesis, UIN Walisongo.

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Abstract

Pesan Dakwah tentang Toleransi (Tasamuh) dalam Iklan Bukalapak.com Television viewers are presented various kinds of television programs every day, both information shows and entertainment shows. On the sidelines of these shows, television viewers will also get various promotional advertising for products and services. Advertising is a tool for companies to market and promote their products or services that they sell or offer. Creating a creative idea in advertising require Bukalapak.com to be more innovative in making their advertising. This includes conveying a message of tolerance. This study aims to analyze tolerance Dakwah messages (Tasamuh) on Bukalapak.com advertising, some of them are “Bu Linda”, “Buka kesempatan buka Mimpi”, “#Buka Semangat untuk para Juara”, dan “Selalu ada yang bisa dibuka di Bukalapak”. The method that used in this research is descriptive qualitative method. While the data collection technique in this study uses documentation, literature studies and references related to research. The analysis technique that used by researcher is the semiotic analysis technique of Roland Barthes's model which discusses the relationship that denotative signs (3) consist of markers (1) and signs (2). However, at the same time, denotative signs are also connotative markers (4). The results of research from several advertisings at Bukalapak.com convey signifer and signified that contain Dakwah messages about tolerance, among others, respecting the beliefs of others seen in “Bulinda version”, which also contain messages of mutual understanding about agree and disagreement in the advertisement, “Buka Kesempatan Buka Mimpi” and there is also a message of awareness and honesty, in advertisement “Buka semangat para juara” contains the message of tolerance recognizes the rights of others. “Selaluada yang bisadibuka di Bukalapak” contains the message of tolerance about mutual understanding. The author concludes that in the Bukalapak advertising contains a message of tolerance contained in several signs in the advertising.

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Item Type: Thesis (Undergraduate (S1))
Contributors:
ContributionContributors (e.g. Thesis Advisor)Email
Thesis advisorSupena, IlyasUNSPECIFIED
Uncontrolled Keywords: Toleransi agama; Tasamuh; Message of tolerance; Semiotika; Iklan
Subjects: 200 Religion (Class here Comparative religion) > 201 Religious mythology, general classes of religion, interreligious relations and attitudes, social theology
200 Religion (Class here Comparative religion) > 290 Other religions > 297 Islam and religions originating in it > 297.7 Propagation of Islam > 297.74 Dakwah
300 Social sciences > 380 Commerce, communications, transport > 381 Internal commerce (Domestic trade)
Divisions: Fakultas Dakwah dan Komunikasi > Komunikasi dan Penyiaran Islam
Depositing User: Ricky Dwi Kurnianto
Date Deposited: 03 Sep 2019 10:06
Last Modified: 03 Sep 2019 10:06
URI: http://eprints.walisongo.ac.id/id/eprint/10034

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