Campaign of Waste Management Program in Bandung City

in a Semiotics Perspective

Heni Haryani

Universitas Kebangsaan

Keywords: Semiotics, Billboard, Bandung City.

Abstract: Every government has its own efforts in campaign its programs, one of them by making billboards. These

efforts are certainly based on various considerations such as the selection of the target, understanding the

targets character, etc. In this study, the writer describes the unique campaign form of Bandung city

Government related to waste management program. The writer focuses on the official billboards laid out in

uniquely packaged. One of them is a text on a billboard that says "Choose, pay a fine for littering or treat

me?” with a photograph of a beautiful female student has been displayed next to the texts. This phenomenon

attracts the writer to do a research based on the Semiotics point of view. The theory that the writer uses is

the theory of semiotics Roland Barthes and visual semiotics Arthur Asa Berger. The approach that writers

use in this study is qualitative descriptive approach. This research purposes to find the signs contained in the

billboards of waste management campaign in Bandung city and its impact on the target of the campaign

related to social cognition of society of Bandung itself.

1 INTRODUCTION

The famous Greek philosopher, Aristotle states that

humans are zoon politicon. Zoon politicon itself can

be defined as a social creature. Being a social

creature, interaction in human life is a necessity.

Language serves as a medium to meet the need for

such interactions. Wardhaugh (in Chaer & Agustina,

2004: 15-17) states that the main function of

language is as a tool of human communication, both

written and spoken [2]. As a means of

communication, language has a role in almost all

spheres of life; one of them is in the political realm.

In the political sphere, language can be used to

shape the positive and negative political image

through propaganda or campaign. Bandung city

government is good enough to utilize language

elements in relation to campaign their work

program, one of them is in campaigning waste

management program. Two programs in the waste

management campaign from Bandung city

government are named Sayang Bandung and

Bandung Resik. Sayang Bandung can be translated

in English “Love Bandung” and Bandung Resik can

be translated in English “Bandung Clean”. The

Campaign is shown in the form of a unique billboard

or banner that is quite interesting. Billboards that

appear are very far from being formal. However, the

informality that is displayed just takes more

attention from the public.

Those phenomena have led the writer in

conducting research from the semiotic perspective. It

is identified the problem that the writers formulated

in the following points:

1. How is the Semiotic view of the campaign of

waste management program in Bandung

based on the theory of Roland Barthes and

the view of visual semiotics perspective?

2. How is the form of social cognition that is

utilized by the Bandung City Government

related to the utilization of billboards and

banners as a waste management campaign?

2 METHODOLOGY

Every research must design the research according

to the character of the research. Creswell (2016: 3-4)

says there are three types of research methods i.e.

Quantitative, Qualitative and mixed methods [4].

The method used in this study is a qualitative

method. Djajasudarma and Citraresmana (2016: 17)

268

Haryani, H.

Campaign of Waste Management Program in Bandung City in a Semiotics Perspective.

DOI: 10.5220/0009019700002297

In Proceedings of the Borneo International Conference on Education and Social Sciences (BICESS 2018), pages 268-274

ISBN: 978-989-758-470-1

 2022 by SCITEPRESS – Science and Technology Publications, Lda. All r ights reserved

say "Qualitative method is a procedure that produces

descriptive data in the form of written data and / or

oral data field (library and / or field)" [5].

The data in this research is in the form of banners

or billboards about the campaign of Bandung city

government in waste handling. Author gets the data

by coming directly to the field observation in the

working area of Bandung city government. As for

social cognition, the writers do an in-depth reading

of the things that are considered necessary to be a

source of information and references in relation to

the use of billboards and banners that have a unique

impression as a form of waste prevention campaign

from the Government of Bandung. After the writer

obtained the data, the writer analyzes all data by

using the Semiotics theory of Roland Barthes and

Visual semiotics theory from Arthur Asa Berger.

The results are displayed in the form of descriptive.

2.1 Semiotics

As we have knew that Semiotics is the science

that studies signs. Signs in this case is very broad

scope. Semiotics has some other terms, Semasiologi,

sememik, and semik. Sobur (2009: 11) says Terms

other than semiotics is semiology. All these terms

refer to the field of study of the meaning or

significance of a sign or symbol [7].

Two of the most famous semiotics experts are

Ferdinand de Saussure (1857-1913) and Charles

Sanders Pierce (1839-1914). Barthes's semiotics

theory is the development of Saussure's theory of the

dichotomy of languages that existed earlier in the

presence of signifiers and Signified. Semiotics

according to Barthes is the science of form. The

form in this case is broad, not only related to the

signifier and signified, but also the overall

relationship of the codification or coding system.

In some literature many opinions say that Roland

Barthes's semiotics model tends to be oriented

towards the Saussure or semi-structuralist flow, i.e.

dyadic tagging system that is a signifier and

signified. In fact Barthes noticed the role of the

reader in decoding process, as Cobley & Jansz

"(1999: 51) state "One other important area where

Barthes opens up for the study of igns is the role of

the reader." Connotation, although it is a feature of

the sign, requires the activity of a reader in order to

take place [3]

As mentioned above, that one of the important

areas Barthes encroached in his study of signs is the

role of the reader. The connotation, although it is the

true nature of the signs, requires the activity of the

reader in order to function.

The map of how the sign works according to

Barthes as shown at picture 1.

Table 1: Barthes signs works. (Cobley & Jansz,1999: 51)

1. Signifier 2. Signified

3. Denotative sign

4. Conotative signifier 5. Conotative signified

6. Conotative Sign

The terminology of denotative and connotative in

Barthes’s semiotics is slightly different from the

denotative and connotative meanings in general. In

general denotation is usually taken literally.

Denotative sign can be interpreted as a sign that

refers directly to the actual meaning. But in Barthes's

semiology, denotation is the first level of temporary

connectivity system while connotation is the second

level (Sobur 2009: 70). According to Barthes the

denotative sign consists of signers and signers.

However, at the same time the denotation sign is

also a connotative signer. In the concept of Barthes,

the connotative sign does not merely have additional

meanings but also contains both denotative

denominations that underlie its existence. In the

framework of Barthes connotation is synonymous

with ideological operations, commonly called myths

and serves to express and justify the value of

dominant values prevailing in a given period

(Budiman, 2001: 28 in Sobur, 2009: 71).

Signs are not only represented from the lingual

aspect but also from visual aspect. It must be

considered especially for the data in the form of

advertisement or persuasive thing which is displayed

in the form of poster or something alike. For visual

studies on the data, the writer uses the visual

semiotics theory of Arthur Asa Berger. There are six

visual aspects of the sign according to Berger (1984:

47-51), namely the use of color, size, scope,

contrast, shape, and detail. [1]

Color, the use of colors tends to cause emotional

differences (at least in the Western world). For

example, red gives the impression of lust, danger,

heat, and emotion. However, there is no natural

connection between the color and the feeling that the

color represents. In Indonesia for example, red color

Campaign of Waste Management Program in Bandung City in a Semiotics Perspective

269

in Indonesian Flag is defined as brave, in some

cultures red color is also defined as anger. In China,

red symbolizes happiness and prosperity.

Size, in analyzing size Berger focuses more on

the linking elements between signs and sign

systems. The signs have a variety of shapes, ranging

from the smallest size to the largest (super graph). In

the super-graphic form, scale differences are

considered very important. In this case, texts can be

shaped to have an artistic value (as well as a means

of communication). The changing of scale size more

emphasizes the value of beauty than its function as a

means of communication.

Contrast, Berger defines contrast as the

difference between the elements contained in a sign,

such as color, size, sharpness, and texture. Contrast

is used for accuracy or carefulness perception and

hence “display”. Clutter or mess becomes the

opposite of contrast.

Form or shape, it plays an important role in

generating meaning in an advertisement. For

example, a heart-shaped outline used on Valentine's

Day should be associated as "love" encountered in

many ads, stickers, and so on. In this case, the

meaning of the heart shape on Valentine's Day is a

"symbol" rather than an "icon". A picture of heart as

one of our body organs will not represent “love” as

on Valentine's Day. In other respects, the central

meaning of "iconicity" is form or shape.

Details, Details are also a sign. The detail of a

construction whether from the lingual or non-lingual

aspects indirectly implies the particular meanings

that the sign maker wants to convey.

2.2 Billboards

Advertising as a means of communication between

the parties concerned or promoting something with

his target. (Jefkins, 1997: 16 in Lukitaningsih,

2013:117) says “Advertising is an advanced

communication process that brings audiences to the

most important information they really need to know

[6]. The form of advertising is vary, one of them is

in the form of Billboard. Suryono and Astuti (2013)

divide the advertising media into two types, namely

above line media and below line media. Above-line

media includes TV, Radio, Newspaper, Poster or

Billboard. While the below line media includes

booklets, leaflets, flyers, brochures and others.

Based on the development of advertising media is

divided into two types old media and new media.

The old media has been abandoned a lot; people are

no longer reading print newspapers people use

internet to access the online newspapers [8].

From the above views it can be understood that

the billboards are included in the type of old-style

media advertising which is classified in the group

above the media line. Old or new media has the

same purpose in marketing, to introduce, campaign

the services or new products.

The type of advertisement which is created by

Bandung city government in the form of billboard is

a type of public service advertisement. According to

Tinarbuko (2016: 182) basically, advertising is

divided into two, ie commercial and non-commercial

advertising or so called public service Ads [9].

Crompton and lamb (1986;428) in Tinarbuko (2016:

182-183) says ‘Public service ads can be understood

as announcement or notice free of charge to support

the government program, both central and local

government, social activity for the service non-profit

organization and other announcements consider

useful for public society.

3 RESULTS AND DISCUSSION

In this article, the data that author obtains is 10 (ten)

data from 2 (two) different theme in same program,

it is a campaign of waste handling program. The

analysis that the writer shows as many as 2 data

samples representing those two different programs

on waste management from Bandung city

government. Here is the data and analysis that the

writer did.

In data 1, there is a quote "Pilih mana, bayar

denda karena nyampah atau traktir aku?”. It can be

translated into English “Choose, pay a fine for

littering or treat me?". The size of the text is quite

dominant in the poster. In addition to the quote,

there is a picture of a young woman with a

description explaining her name and profession, "Iis-

Mahaswi". Indirectly, the picture explains that the

quote is the utterance of a female student named Iis.

Referring to the denotative sign of Barthes,

lexically the quote is an interrogative sentence or a

question sentence offering the option of paying a

fine for trespassing or treats. Furthermore, at the

bottom explained that littering caused a fine of up to

50 million rupiah. The description acts as a reference

or antecedent of the quote displayed predominantly.

This is what the writers consider quite interesting.

The main information relating to the punishment for

littering that the city government actually wants to

present, it is shown only as a description or

antecedent of the more dominantly displayed form

that is a quote from a female student named Iis.

While the connotative signs which is also often

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called myth by Barthes can be seen from the

selection of images. The picture of a beautiful

female student on that billboard has been chosen by

the sign maker. The sign maker wants to show the

myth that citizens of Bandung especially female

students in Bandung are famous for its beauty. Then

the myth is associated with an invitation not to litter

in order to be able to treat beautiful university

students in Bandung. In other words, instead of

paying a fine for littering, it is better to treat

beautiful female students.

Picture 1.

This is something unique that might arise in the

process of interpretation by the reader. There was a

choice between paying fine and treat beautiful

female student. Visually, the use of elements of size,

shape and detail is identified. The picture of Iis, a

beautiful female student and her quote is displayed

with dominant size in the billboard. It can be

considered to attract the recipient of the sign to read

further the entire contents of the billboard. After the

receiver of the sign is interested in reading the poster

further, detail elements are utilized. A description on

fine details due to littering is displayed below the

image with a smaller size. While the form or shape

element is seen from the use of Bandung City

Government logo which indicates that the billboard

is in the responsibility of Bandung city government.

In addition, the name of the program "Sayang

Bandung” (Love Bandung) is also featured with a

unique typography. The letters / S / and / a / in the

word 'sayang' are formed in such a way as to

resemble a heart shape. This is considered as a sign

of representation of love itself. In other words, waste

management program with the theme "Sayang

Bandung” (Love Bandung) contains a message to

love Bandung city with no littering.

Here are the other data in the form of billboards

from the program "Sayang Bandung".

Picture 2.

Picture 3.

Campaign of Waste Management Program in Bandung City in a Semiotics Perspective

271

Picture 2.

Picture 3.

The analysis of all the data is more or less the

same. The differences are only identified in relation

to myths or connotative signs as the impact of

different images and professions are highlighted

accompanied by their quotes.

The second theme in the campaign of waste

management program in Bandung city is “Bandung

Resik” C. The writer has got 5 (five) data for this

theme.

Picture 6.

Data 6 is taken from different theme in the

same program. It is one of five billboards which

appear in waste management campaign program.

The theme named is "Bandung Resik" (Bandung

Clean). The concept used in this theme is not much

different from the previous theme, images ad

quotations are dominantly displayed. Things that are

somewhat different in the theme ‘Bandung Resik’

are the type of sentence in each quotation. They are

directly or indirectly in the form of Imperative;

warning, prohibition, command or request. In the

data 6, the quote says”Hati-hati! Saya akan

menghantui siapapun yang membuat kotor kota

Bandung”. In English, it may say "Be careful! I will

haunt anyone who makes dirty Bandung city". The

quote is equipped with images that contain

mysticism and also contains a high enough

humorous or witty element. The image of monkey

animals wrapped in shroud resembles a Pocong.

Pocong is a kind of ghosts which famous in

Indonesian myth. The image of Monkey Pocong

ghost is dominantly displayed.

Referring to the denotative sign of Barthes,

lexically the quote in the data 6 is in imperative

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sentences. The phrase “Be careful” (Hati-hati) is a

warning. More or less recipients are warned to be

careful because they will be haunted by Monkey

Pocong ghost if they make Bandung city dirty.

Obviously, in this poster is very strong connotative

sign. The Myth in the society still believes and fears

of the things that are mystical. This is intentionally

raised by the sign maker. In addition, the poster is

thick with elements of humor. It represents the myth

that citizens of Bandung are a humorous people.

Billboard with a high level of humor is considered to

be “a magnet” for the community. In that way,

public will be more interested and more aware of the

implied appeal conveyed in the billboard.

Visually, the writer has found that there are at

least two elements that are utilized in the billboard.

They are element of size and contrast. It is clear that

the image of Monkey pocong ghost and the text of

the quote are displayed equally dominant. The size

of image and text are quite balance. While the use of

contrast elements is identified from the use of

different colors, red on the words "haunting" and

"making dirty". The writer identifies the contrasting

of the color as a form of the sign maker effort to

make the receiver of sign more focus on fear of

monkey pocong ghost. Those who make Bandung

dirty will be haunted.

Here the other data in the form of billboard

from the program "Bandung Resik" (Bandung

Clean),

Picture 7.

Picture 8.

Picture 9.

Picture 10.

The study of the data is more or less the same.

The imperative sentence is dominantly highlighted

in the theme of Bandung Resik. In addition, the

elements of humor and mystical are found in the

data.

For the utilization of social cognition, it is clear

that the Government of Bandung city makes good

use the background or tendency interest their

community. Bandung city is known as the city of

"young people", even often came the assumption

that people of Bandung even though in old age, they

still have young soul. Bandung is also known as a

creative city that has been recognized by the UN.

Based on those backgrounds, the use of billboards

on waste management campaigns made with light

messages that are tend to be informal, the appeals

also are shown in casual way. The images which

contain a high level of humor are suitable with the

people of Bandung which is known as humorous and

high youthful soul.

Campaign of Waste Management Program in Bandung City in a Semiotics Perspective

273

4 CONCLUSIONS

From the results of the data analysis, the writer drew

the conclusion that the sign displayed in the poster /

billboard / banner of waste management campaign in

Bandung City is made in such a way for the

effectiveness of conveying the messages to the

citizens of Bandung. It is identified from the analysis

that the writer did by using semiotics theory of

Roland Barthes and Arthur Asa Berger.

These signs are also used with consideration of

the social cognition of Bandung people. From the

result of in-depth reading, the writer concludes that

Bandung city government has quite successfully

utilized the social cognition of the citizens in order

to convey the messages more effectively..

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