The Study Of Multicultural Conflicts In Indonesian Advertising

Social conflicts of Tribe,Religion,Race and Interaction(SARA=Suku,Agama,Ras dan Antar Golongan)are common in Indonesia.The causes of social conflicts are very diverse,from the question of social integration between unfinished groups,suspicion,intergroup,unfavorable labeling on other groups,and excessive group fanaticism.Another factor,is the lack of attention given by the media,as do the advertisers in Indonesia who pay less attention to aspects of ethnic diversity,religion,culture that exists.Or in other words,the practice of multicultural advertising has not yet been practiced: which it actually can teach the Indonesian people to respect each other,to give a broad view of the beauty of Indonesia's diversity and not to show the things that can trigger multicultural conflict.The news that colored the media in Indonesia are about the conflicts in various regions in Indonesia.Regional conflicts are common,along with a lack of understanding of diversity or multiculturalism.In a multicultural society,mass media plays an important role in managing conflict and creating peaceful conditions.Advertising activities also have a major impact on information related to multicultural issues.Indonesia's Advertising has a significant development every year,therefore the ads also have an important role in the life of Indonesians.The media in Indonesia especially in advertising not infrequently also provide various views to the public about multiculturalism.Some of which even imply multicultural concepts such as: Prejudice;Stereotype;Ethnocentrism;Acculturation and even Racism.By having these concepts are actually proves that Indonesia is a unique country(Indonesia has many cultures,languages,and religions)however,because of the less knowledge about diversity makes some people intentionally or unintentionally did/made conflicts that make diversity turn into something like an "big enemy" for everyone in Indonesia,whereas Indonesia's diversity is a real example of the uniqueness and the true beauty of Indonesia that should always be a proud of every citizen of Indonesia.As an Indonesian foreign student,the writer would like to give the broaden view about the existences of multicultural conflicts in Indonesian advertising by using the semiotic theory of Roland Barthes.In chapter three and four of this thesis,the writer will give the real effects and examples of how this multicultural conflict appear in the ads and how it will affect the beauty of diversity in Indonesia.In chapter five,the writer will also provide some effective ways according to the real situation of media in Indonesia in order to solve this conflict.