<![CDATA[Pada iklan Go-Jek Indonesia versi Go-Internasional tidak hanya berfokus pada seberapa luasnya ekspansi Go-Jek di Asia Tenggara, melainkan juga fokus pada interaksi dan komunikasi yang terjadi antar manusia memiliki perbedaan latar belakang dan kebudayaan. Pada penelitian ini berisi tentang representasi budaya Indonesia dan Vietnam yang ditampilkan secara baik dan jelas. Unsur-unsur kebudayaan yang menjadi komponen penelitian diteliti melalui tanda-tanda dalam iklan tersebut mencakup unsur audio dan visual. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan representasi John Fiske yang dalam prosesnya representasi ada tiga hal yang harus diamati yaitu realitas, representasi, dan ideologi. Hasil penelitian ini menunjukkan bahwa dalam video iklan Go-Jek Indonesia versi Go-Internasional mengandung unsur budaya yang direpresentasikan melalui budaya Indonesia dan budaya Vietnam. Iklan ini menunjukkan bentuk promosi dari keberhasilan ekspansi yang dilakukan oleh Go-Jek Indonesia ke Vietnam, melalui konteks komunikasi lintas budaya yang terjadi saat ada interaksi dan komunikasi antara driver Indonesia dan Vietnam. Hasil penelitian menunjukkan bahwa unsur-unsur budaya yaitu, sistem bahasa, sistem pengetahuan, sistem kemasyarakatan, sistem peralatan hidup, sistem teknologi, sistem mata pencaharian dan sistem agama menjadi representasi budaya pada iklan Go-Jek Indonesia versi Go-Internasional. Unsur-unsur tersebut disampaikan melalui beberapa adegan antara driver Go-Jek Indonesia dan Vietnam. AbstractThe Go-Jek Indonesian version of Go International's advertising not only focuses on the extent of Go-Jek's expansion in Southeast Asia, but also focuses on the interaction and communication that occurs between people with different backgrounds and cultures. In this study contains the representation of Indonesian and Vietnamese culture that is displayed properly and clearly. The cultural elements that are the components of the study are examined through the signs in the advertisement including the audio and visual elements. The research method used is qualitative research with John Fiske's (2001) representation approach that in the process of representation there are three things that must be done, namely reality, representation, and ideology. The results of this study indicate that in the Go-Jek Indonesian version of the Go International video advertisement it contains cultural elements represented through Indonesian culture and Vietnamese culture. This ad shows the form of promotion of the successful expansion carried out by Go-Jek Indonesia to Vietnam, through the context of cross-cultural communication that occurs when there is interaction and communication between Indonesian and Vietnamese drivers. The results showed that cultural elements namely, language systems, knowledge systems, social systems, living equipment systems, technology systems, livelihood systems and religious systems became cultural representations of Go-Jek Indonesia Go-International version of advertisements. These elements are conveyed through several scenes between Go-Jek Indonesian and Vietnamese drivers]]>
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