ANALISIS SEMIOTIKA KARYA DESAIN IKLAN LAYANAN MASYARAKAT OLEH KEMENDIKBUD TENTANG BULLYING: “INI GAK LUCU”

Every year in Indonesia was always shaken by many cases of bullying, the increase in bullying cases from year to year took many victims, particularly victimizing elementary school students. The horror of this case has reached the stage of the point of claiming lives, as was the case with a child identified by the initial “F”, an elementary student in Bekasi who had to undergo amputation and ultimately lost his life due to bullying. This incident did not escape the attention of the Ministry of Education and Culture (KEMENDIKBUD), which voiced an anti-bullying campaign using a public service advertisement (PSA) titled "INI GAK LUCU". However, to understand the language and the messages contained both verbally and visually, semiology is required. By using Roland Barthes' semiotic analysis method, we can understand the signs within the design work and this research aims to investigate how the narrative of bullying is communicated through the PSA "INI GAK LUCU". The results of this analysis are expected to serve as a evaluation or guide for the creation of better ideas/concepts.
Keywords: Analysis, semiotics, public service advertisement, students, Bullying.