Mitos Kesetaraan Mitra Gojek dan Tokopedia Dalam Iklan Melangkah Jauh Bersama GOTO (Analisis Semiotika Roland Barthes). (The Myth of Equality between Gojek and Tokopedia Partners in Advertising Goes Far with GOTO (Roland Barthes Semiotic Analysis)).

Fauzan, Ahmad Alif (2022) Mitos Kesetaraan Mitra Gojek dan Tokopedia Dalam Iklan Melangkah Jauh Bersama GOTO (Analisis Semiotika Roland Barthes). (The Myth of Equality between Gojek and Tokopedia Partners in Advertising Goes Far with GOTO (Roland Barthes Semiotic Analysis)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Industri Digital Di Indonesia Tengah Berada Dalam Tahap Fase Berkembang, Banyak Aplikasi Maupun Layanan Digital Yang Muncul Dalam Menghilang Dalam Kurun Waktu Sepuluh Tahun Belakang. Perusahaan Rintisan Itulah Yang Sering Kita Kenal Dengan Julukan “Start-Up” . Perusahaan Rintisan Inilah Yang Awalnya Konvensional, Beralih Pada Digital Baik Secara Pemasarannya Dan Layanan Nya Sehingga Seringkali Start-Up Dikaitkan Dengan Teknologi Terbarukan. Dalam Start-Up Banyak Ditemukan Adanya Fenomena Pekerja Lepas, Yang Sering Disebut Mitra, Definisi Kemitraan Tentunya Agak Berbeda Dengan Yang Terjadi Dilapangan,Bahkan Ditemukan Tidak Ada Nya Kesetaraan Bagi Para Pekerja Tersebut, Dalam Memudahkan Pemasaran, Pengenalan Brand Dan Memperluas Jaringan, Komunikasi Massa Berbentuk Iklan Merupakan Hal Yang Penting. Maka Peneliti Ingin Membongkar Mitos Kesetaraan Mitra Gojek Dan Tokopedia Dalam Iklan Melangkah Jauh Bersama Goto (Analisis Semiotika Roland Barthes). Penelitian Ini Merupakan Penelitian Deskriptif Kualitatif Dengan Metode Semiotika Model Roland Barthes Dengan Teknik Pengumpulan Data Observasi Dan Dokumentasi, Hasil Dari Penelitian Ini Peneliti Menemukan Mitos Mengenai Kesetaraan Yang Ditampilkan Dalam Iklan Merupakan Sebuah Kesadaran Palsu, Yang Menggambarkan Kebahagiaan Dibalik Fakta Yang Kurang Sesuai Terjadi Kepada Mitra Gojek Dan Tokopedia.

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