KONSTRUKSI MAKNA KEBERSAMAAN SEBAGAI STRATEGI IDEOLOGIS DALAM IKLAN TEH SARIWANGI: SEBUAH AWK

Abstract

This study examines the construction of togetherness as an ideological strategy in SariWangi tea advertisements using Norman Fairclough’s Critical Discourse Analysis (CDA). Advertising is understood not merely as a promotional medium but as a social practice that reproduces values, power relations, and ideology through language and visual representation. Employing a qualitative descriptive approach, this study analyzes verbal texts, visual elements, and the processes of production and consumption surrounding the advertisement. The findings reveal that togetherness is constructed as an ideal value embedded in domestic practices and family relations, particularly through gendered representations that naturalize unequal emotional labor. Women are depicted as emotional caregivers, while men are positioned as recipients of comfort, reinforcing subtle patriarchal norms. Furthermore, the advertisement appropriates local cultural values to legitimize capitalist interests, framing consumption as a meaningful and natural social practice. Through discursive strategies that appear harmonious and apolitical, ideological power is normalized and obscured. This study concludes that SariWangi advertisements function not merely as commercial messages but as ideological instruments that shape social meanings and reinforce dominant cultural structures within contemporary society.