A SEMIOTIC ANALYSIS ON THE LOGO OF SEVERAL INDONESIAN TELEVISION CHANNELS

Abstract

Television becomes one of human needs in order to fulfill their needs of information. Every television channel builds its own image by broadcasting a kind of programs. Some television channels specialized their broadcasting in sport, news, entertainment, music and many others programs. Not only by broadcasting such special programs, a television channel also releases a logo as a way to show its identity. The symbolic logo of some television channels that become the data in this thesis have relation with the most programs broadcasted by its television channel. The logo of television channel has a role as a sign that can be interpreted by using semiotic theory. Semiotics is one of linguistic branches, it can be said that sign study is also a language study. A sign does not stand for itself; a sign stands for another thing instead. It means that there is something else that can be revealed by observing a sign. Peirce has proposed the concept of triangle of signification. It is concerned with the triadic relationship between the sign, its object, and the bridge of them called interpretant. Peirce’s semiotic theory is very helpful in order to analyze the data here. However, the interpretation of someone may different from the others; it is because everyone has different concept in his or her mind. That interpretation also depends on the context related to the sign. Here there are two television channels (TransTV and MetroTV) that successfully launch such an appropriate logo with their ideology and programs broadcasted. There is also a lack of one television channel (Indosiar) in launching its logo, because the nature’s of its logo has no synchronization with the characteristic of programs broadcasted. From this study, it can be seen that semiotic theory helps to analyze the data. It is also hoped to help the creative team in making an attractive and effective logo.