Wacana Kritis pada Press Release Balenciaga Kontroversi Kampanye 'The Gift Shop'. (Critical Discourse on the Balenciaga Press Release 'The Gift Shop' Campaign Controversy).

Hariandja, Amadea Gabriele Rosdalia (2024) Wacana Kritis pada Press Release Balenciaga Kontroversi Kampanye 'The Gift Shop'. (Critical Discourse on the Balenciaga Press Release 'The Gift Shop' Campaign Controversy). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study is motivated by the controversy arising from Balenciaga's "Gift Collection" Holiday Campaign 2022. The advertisement sparked debate as it featured child models holding teddy bears adorned with adult accessories deemed inappropriate, leading to allegations of child exploitation and a subsequent boycott against Balenciaga. The purpose of this research is to uncover the critical discourse in the press release issued by Balenciaga in response to the controversy. The research focuses on understanding how Balenciaga used the press release to address the emerging issues in society related to their campaign. This study employs a critical discourse analysis method to examine the content of Balenciaga's press release issued on November 28, 2022. This method is chosen to explore the implicit meanings in Balenciaga's statements and how they attempted to manage the crisis and mitigate negative public opinion. This research is a qualitative study focused on textual analysis of the press release. The analysis is conducted by identifying and interpreting the meanings contained in Balenciaga's statements to address public concerns and clarify the issue of child exploitation alleged against them. The results of this study are expected to contribute theoretically and practically to the fields of mass communication, public relations, and crisis management. This research also aims to serve as a reference for public relations practitioners and students interested in exploring similar topics in the future.

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