REPRESENTASI PLURALISME BUDAYA DALAM KONTEN YOUTUBE AHHA MUSIC PADA VIDEO KLIP LAGU “THIS IS INDONESIA”

Abstract

Cultural pluralism is a concept that refers to an
acknowledgment, acceptance, and attitude towards the plurality or
diversity of a nation, ethnicity, or cultural background that
characterizes a plural society. While the representation is the ability
to describe an object. Representation itself plays a very important
role in a culture because, culture is formed through meaning and
language. In this study, the author wants to know how the meaning of
the representation of cultural pluralism in AHHA Music's youtube
content in the video clip "This Is Indonesia" with AHHA MUSIC
content. Which aims to find out the meaning of the symbol of cultural
pluralism in the video clip "This Is Indonesia". In representing
pluralism, researchers use elements of semiotics. Semiotics is an
analytical methodology to examine signs that have meaning or
meaning. The sign referred to in semiotics is a message in the
communication process. Communication semiotics examines signs in
a wider communication context, in which there are various elements
of communication such as media, messages, or codes. The researcher
conducted a study with the title "Representation of Cultural Pluralism
in the YouTube Content of AHHA Music Video Clip Song "This Is
Indonesia" using descriptive qualitative semiotics. The use of the
semiotic method is used to see the representation of cultural pluralism
contained in the object of research. Overall, it can be said that the
meaning of the representation of cultural pluralism in the video clip
of the song This Is Indonesia is the attitude of community tolerance in
terms of culture and religion without distinguishing ethnicity, race
and religion. In the video there is also the meaning of cultural
pluralization which can be seen from the symbols that show that the
community is tolerant of each other's way of thinking, behaving, and
being religious