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AN ECOLINGUISTIC ANALYSIS OF THE USE OF METAPHOR TO ENHANCE THE VALUE OF PRODUCTS IN ADVERTISEMENTS
Corresponding Author(s) : Fasih Ahmed
Humanities & Social Sciences Reviews,
Vol. 9 No. 3 (2021): May
Abstract
Purpose of the study: The study investigates metaphors in advertisements from the perspective of ecolinguistics. It focuses on the reasons for which the manufacturers use metaphors for the advertising of their products. It also aims to find the role of metaphor in arising feelings of the consumers towards the products.
Methodology: The data have been collected from the official website of four multinational companies named A, B, C, and D. Only thirteen advertisements are analyzed in this research. The selection is made based on the use of metaphor in the advertisements—theory of Conceptual metaphor by Lakoff and Johnson (2008) and Stibbe (2015)’s Model of encolinguistic analysis guided the mode of the present research.
Main Findings: It is found that the manufacturers make use of metaphors to grab the attention of the audience towards the product through its sensual appeal. Moreover, the advertising agencies assign some other entity qualities through meta help in the positive evaluation of their products’ value.
Application of the study: Since the research analyzes metaphors in advertisements, it helps educate the common masses about metaphors and their impact on the customers’ feelings. The affiliation of the advertised products with positive qualities or entities makes the product the right choice for the audience and enhances its value.
Novelty/ Originality of the study: The study is novel because it investigates the reasons for using metaphors in advertisements and how it helps the manufacturers persuade consumers to buy their products. The use of metaphor enhances the value of the products. In contrast, the consumers overlook the product’s importance and get the product’s illusion as something bringing feelings of joy and pleasure to the consumers.
Keywords
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- Ain, Q., Ahmed, F., & Nawaz, M. (2021). An Ecolinguistic Analysis of Linguistic Discourses in Advertisements Frame Stories to Enhance their Importance to Replace Natural Products. Humanities & Social Sciences Reviews, 9(2), 150-159. https://doi.org/10.18510/hssr.2021.9215 DOI: https://doi.org/10.18510/hssr.2021.9215
- Alexander, R., & Stibbe, A. (2014). From the analysis of ecological discourse to the ecological analysis of discourse. Language Sciences, 41, 104-110. https://doi.org/10.1016/j.langsci.2013.08.011 DOI: https://doi.org/10.1016/j.langsci.2013.08.011
- Bang, J. C., & Trampe, W. (2014). Aspects of an ecological theory of language. Language Sciences, 41, 83-92. https://doi.org/10.1016/j.langsci.2013.08.009 DOI: https://doi.org/10.1016/j.langsci.2013.08.009
- Burgers, C., Konijn, E. A., Steen, G. J., & Iepsma, M. A. (2015). Making ads less complex, yet more creative and persuasive: The effects of conventional metaphors and irony in print advertising. International Journal of Advertising, 34(3), 515-532. https://doi.org/10.1080/02650487.2014.996200 DOI: https://doi.org/10.1080/02650487.2014.996200
- Caballero, R. (2003). Metaphor and genre: The presence and role of metaphor in the building review. Applied Linguistics, 24(2), 145-167. https://doi.org/10.1093/applin/24.2.145 DOI: https://doi.org/10.1093/applin/24.2.145
- Charteris-Black, J. (2009). Metaphor and political communication Metaphor and discourse (pp. 97-115): Palgrave Macmillan, London. https://doi.org/10.1057/9780230594647_7 DOI: https://doi.org/10.1057/9780230594647_7
- Chen, S. (2016). Language and ecology: A content analysis of ecolinguistics as an emerging research field. Ampersand, 3(1), 108-116. https://doi.org/10.1016/j.amper.2016.06.002 DOI: https://doi.org/10.1016/j.amper.2016.06.002
- Coulter, R. A., Zaltman, G., & Coulter, K. S. (2001). Interpreting consumer perceptions of advertising: An application of the Zaltman Metaphor Elicitation Technique. Journal of Advertising, 30(4), 1-21. https://doi.org/10 .1080/00913367.2001.10673648 DOI: https://doi.org/10.1080/00913367.2001.10673648
- Damico, J. S., Baildon, M., & Panos, A. (2020). Climate Justice Literacy: Storiesâ€Weâ€Liveâ€By, Ecolinguistics, and Classroom Practice. Journal of Adolescent & Adult Literacy, 63(6), 683-691. https://doi.org/10.1002/jaal.1051 DOI: https://doi.org/10.1002/jaal.1051
- Delbaere, M., McQuarrie, E. F., & Phillips, B. J. (2011). personification in advertising. Journal of Advertising, 40(1), 121-130. https://doi.org/10.2753/JOA0091-3367400108 DOI: https://doi.org/10.2753/JOA0091-3367400108
- DeRosia, E. D. (2008). The effectiveness of nonverbal symbolic signs and metaphors in advertisements: An experimental inquiry. Psychology & Marketing, 25(3), 298-316. https://doi.org/10.1002/mar.20210 DOI: https://doi.org/10.1002/mar.20210
- Ding, W. (2020). Natural Metaphor and Cognition in Virginia Woolf’s Ecological Novels. Advances in Literary Study, 8(2), 46-57. https://doi.org/10.4236/als.2020.82005 DOI: https://doi.org/10.4236/als.2020.82005
- Döring, M., Penz, H., & Trampe, W. (2008). Language, Signs and Nature: Ecolinguistic Dimensions of Environmental Discourse: L: Stauffenburg Verlag.
- Fill, A., & Muhlhausler, P. (2006). Ecolinguistics reader: Language, ecology and environment: A&C Black.
- Forceville, C. (2000). Compasses, beauty queens and other PCs: Pictorial metaphors in computer advertisements. HERMES-Journal of Language and Communication in Business(24), 31-55. https://doi.org/10.7146/hjlcb.v13i 24.25568 DOI: https://doi.org/10.7146/hjlcb.v13i24.25568
- Freeman, M. (2000). Poetry and the scope of metaphor: Toward a cognitive theory of literature. Metaphor and Metonymy at the Crossroads: A cognitive perspective, 30, 253. https://doi.org/10.1515/9783110894677.253 DOI: https://doi.org/10.1515/9783110894677.253
- Grant, C. (2012). Analogies and links between cultural and biological diversity. Journal of Cultural Heritage Management and Sustainable Development, 2(2), 153-163. https://doi.org/10.1108/20441261211273644 DOI: https://doi.org/10.1108/20441261211273644
- Hampe, B. (2017). Metaphor: Embodied cognition and discourse: Cambridge University Press. https://doi.org/10.1017/9781108182324 DOI: https://doi.org/10.1017/9781108182324
- Harnendaz, F. J. R. M. I. L. P. (2011). The Contemporary Theory of Metaphor: Myths, Developments and Challenges. Metaphor and Symbol, 26(3), 161-185. https://doi.org/10.1080/10926488.2011.583189 DOI: https://doi.org/10.1080/10926488.2011.583189
- Hasyim, M. (2017). The metaphor of consumerism. Journal of Language Teaching and Research, 8(3), 523-530. https://doi.org/10.17507/jltr.0803.10 DOI: https://doi.org/10.17507/jltr.0803.10
- Jensen, D. (2006). Metaphors as a bridge to understanding educational and social contexts. International Journal of Qualitative Methods, 5(1), 36-54. https://doi.org/10.1177/160940690600500104 DOI: https://doi.org/10.1177/160940690600500104
- Kao, T.-F., & Du, Y.-Z. (2020). A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of cleaner production, 242, 118294. https://doi.org/10.1016/j.jclepro.2019.118294 DOI: https://doi.org/10.1016/j.jclepro.2019.118294
- Kovecses, Z. (2017). Conceptual Metaphor Theory. In Z. D. Elena Semino (Ed.), The Routledge Handbook of Metaphor and Language (pp. 16). UK.
- Kraljevic-Mujic, L. H.-D. a. B. (2017). Metaphor and persuasion in commercial advertising. In E. S. a. Z. Demjin (Ed.), The Routledge Handbook of Metaphor and Language. UK: Routledge.
- Kravchenko, A. V. (2016). Two views on language ecology and ecolinguistics. Language Sciences, 54, 102-113. https://doi.org/10.1016/j.langsci.2015.12.002 DOI: https://doi.org/10.1016/j.langsci.2015.12.002
- Lakoff, G., & Johnson, M. (2008). Metaphors we live by: University of Chicago press.
- Liu, Y., Li, K., Li, L., Zhang, J., Lin, Y., DiFabrizio, B., & Wang, H. (2020). Morphological Metaphor Mapping of Moral Concepts in Chinese Culture. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.554061 DOI: https://doi.org/10.3389/fpsyg.2020.554061
- Martin, B., & Simintiras, A. C. (1995). The impact of green product lines on the environment: does what they know affect how they feel? Marketing Intelligence & Planning. https://doi.org/10.1108/02634509510088991 DOI: https://doi.org/10.1108/02634509510088991
- McQuarrie, E. F., & Phillips, B. J. (2005). Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words. Journal of Advertising, 34(2), 7-20. https://doi.org/10.1080/0091336 7.2005.10639188 DOI: https://doi.org/10.1080/00913367.2005.10639188
- Mohammed, S. F. (2020). Symbolic metaphor in commercial advertisements designs. journal of the college of basic education, 26(109/علمي).
- Morgan, S. E., & Reichert, T. (1999). The message is in the metaphor: Assessing the comprehension of metaphors in advertisements. Journal of Advertising, 28(4), 1-12. https://doi.org/10.1080/00913367.1999.10673592 DOI: https://doi.org/10.1080/00913367.1999.10673592
- Musolff, A. (2012). The study of metaphor as part of critical discourse analysis. Critical discourse studies, 9(3), 301-310. https://doi.org/10.1080/17405904.2012.688300 DOI: https://doi.org/10.1080/17405904.2012.688300
- Nahak, M. M. N., Simpen, I. W., Yadnya, I. B. P., & Satyawati, N. M. S. (2019). Lexicon in Batar Text: Ecolinguistics View. International Journal of Linguistics, Literature and Culture, 5(6), 48-59. https://doi.org/10.21744/ijllc.v5n6.763 DOI: https://doi.org/10.21744/ijllc.v5n6.763
- Norton, C., & Hulme, M. (2019). Telling one story, or many? An ecolinguistic analysis of climate change stories in UK national newspaper editorials. Geoforum, 104, 114-136. https://doi.org/10.1016/j.geoforum.2019.01.017 DOI: https://doi.org/10.1016/j.geoforum.2019.01.017
- Nuzwaty, A. M. M., Setia, E., & Zein, T. T. (2014). Metaphorical Expression of Bahasa Aceh in Trumon of South Aceh: Ecolinguistics Study. IOSR Journal Of Humanities And Social Science (IOSR-JHSS) Volume, 19, 32-37. https://doi.org/10.9790/0837-191133237 DOI: https://doi.org/10.9790/0837-191133237
- Qiushi, L. (2020). A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements. International Journal of Language and Linguistics, 8(2), 60. https://doi.org/10.11648/j.ijll.2 0200802.11 DOI: https://doi.org/10.11648/j.ijll.20200802.11
- Rai, N. (2013). Impact of Advertising on Consumer behaviour and attitude with reference to consumer durables. International Journal of Management Research, 2(2), 74-79.
- Semino, E., & Demjén, Z. (2016). The Routledge handbook of metaphor and language: Taylor & Francis. https://doi.org/10.4324/9781315672953 DOI: https://doi.org/10.4324/9781315672953
- Sopory, P., & Dillard, J. P. (2002). The persuasive effects of metaphor: A metaâ€analysis. Human communication research, 28(3), 382-419. https://doi.org/10.1111/j.1468-2958.2002.tb00813.x DOI: https://doi.org/10.1111/j.1468-2958.2002.tb00813.x
- Stibbe, A. (2014). An ecolinguistic approach to critical discourse studies. Critical discourse studies, 11(1), 117-128. DOI: https://doi.org/10.1080/17405904.2013.845789
- Stibbe, A. (2015). Ecolinguistics: Language, ecology and the stories we live by: Routledge. https://doi.org/10.1080/17405904.2013.845789 DOI: https://doi.org/10.1080/17405904.2013.845789
- Stoyanova, E. V. (2021). Metaphor as a means of creating a humorous effect in Bulgarian media texts. The European Journal of Humour Research, 9(1). https://doi.org/10.7592/EJHR2021.9.1.Stoyanova DOI: https://doi.org/10.7592/EJHR2021.9.1.Stoyanova
- Thibodeau, P. H., Matlock, T., & Flusberg, S. (2019). The role of metaphor in communication and thought. 13(5), e12327. https://doi.org/10.1111/lnc3.12327 DOI: https://doi.org/10.1111/lnc3.12327
- Yanow, D. (2008). Cognition meets action: Metaphors as models of and models for. Political language and metaphor, 225-238.
- Yuniawan, T. (2018). Ecolinguistic study of conservation news texts in Indonesian mass media. International Journal of Humanity Studies (IJHS), 1(2), 163-183. https://doi.org/10.24071/ijhs.2018.010203 DOI: https://doi.org/10.24071/ijhs.2018.010203
References
Ain, Q., Ahmed, F., & Nawaz, M. (2021). An Ecolinguistic Analysis of Linguistic Discourses in Advertisements Frame Stories to Enhance their Importance to Replace Natural Products. Humanities & Social Sciences Reviews, 9(2), 150-159. https://doi.org/10.18510/hssr.2021.9215 DOI: https://doi.org/10.18510/hssr.2021.9215
Alexander, R., & Stibbe, A. (2014). From the analysis of ecological discourse to the ecological analysis of discourse. Language Sciences, 41, 104-110. https://doi.org/10.1016/j.langsci.2013.08.011 DOI: https://doi.org/10.1016/j.langsci.2013.08.011
Bang, J. C., & Trampe, W. (2014). Aspects of an ecological theory of language. Language Sciences, 41, 83-92. https://doi.org/10.1016/j.langsci.2013.08.009 DOI: https://doi.org/10.1016/j.langsci.2013.08.009
Burgers, C., Konijn, E. A., Steen, G. J., & Iepsma, M. A. (2015). Making ads less complex, yet more creative and persuasive: The effects of conventional metaphors and irony in print advertising. International Journal of Advertising, 34(3), 515-532. https://doi.org/10.1080/02650487.2014.996200 DOI: https://doi.org/10.1080/02650487.2014.996200
Caballero, R. (2003). Metaphor and genre: The presence and role of metaphor in the building review. Applied Linguistics, 24(2), 145-167. https://doi.org/10.1093/applin/24.2.145 DOI: https://doi.org/10.1093/applin/24.2.145
Charteris-Black, J. (2009). Metaphor and political communication Metaphor and discourse (pp. 97-115): Palgrave Macmillan, London. https://doi.org/10.1057/9780230594647_7 DOI: https://doi.org/10.1057/9780230594647_7
Chen, S. (2016). Language and ecology: A content analysis of ecolinguistics as an emerging research field. Ampersand, 3(1), 108-116. https://doi.org/10.1016/j.amper.2016.06.002 DOI: https://doi.org/10.1016/j.amper.2016.06.002
Coulter, R. A., Zaltman, G., & Coulter, K. S. (2001). Interpreting consumer perceptions of advertising: An application of the Zaltman Metaphor Elicitation Technique. Journal of Advertising, 30(4), 1-21. https://doi.org/10 .1080/00913367.2001.10673648 DOI: https://doi.org/10.1080/00913367.2001.10673648
Damico, J. S., Baildon, M., & Panos, A. (2020). Climate Justice Literacy: Storiesâ€Weâ€Liveâ€By, Ecolinguistics, and Classroom Practice. Journal of Adolescent & Adult Literacy, 63(6), 683-691. https://doi.org/10.1002/jaal.1051 DOI: https://doi.org/10.1002/jaal.1051
Delbaere, M., McQuarrie, E. F., & Phillips, B. J. (2011). personification in advertising. Journal of Advertising, 40(1), 121-130. https://doi.org/10.2753/JOA0091-3367400108 DOI: https://doi.org/10.2753/JOA0091-3367400108
DeRosia, E. D. (2008). The effectiveness of nonverbal symbolic signs and metaphors in advertisements: An experimental inquiry. Psychology & Marketing, 25(3), 298-316. https://doi.org/10.1002/mar.20210 DOI: https://doi.org/10.1002/mar.20210
Ding, W. (2020). Natural Metaphor and Cognition in Virginia Woolf’s Ecological Novels. Advances in Literary Study, 8(2), 46-57. https://doi.org/10.4236/als.2020.82005 DOI: https://doi.org/10.4236/als.2020.82005
Döring, M., Penz, H., & Trampe, W. (2008). Language, Signs and Nature: Ecolinguistic Dimensions of Environmental Discourse: L: Stauffenburg Verlag.
Fill, A., & Muhlhausler, P. (2006). Ecolinguistics reader: Language, ecology and environment: A&C Black.
Forceville, C. (2000). Compasses, beauty queens and other PCs: Pictorial metaphors in computer advertisements. HERMES-Journal of Language and Communication in Business(24), 31-55. https://doi.org/10.7146/hjlcb.v13i 24.25568 DOI: https://doi.org/10.7146/hjlcb.v13i24.25568
Freeman, M. (2000). Poetry and the scope of metaphor: Toward a cognitive theory of literature. Metaphor and Metonymy at the Crossroads: A cognitive perspective, 30, 253. https://doi.org/10.1515/9783110894677.253 DOI: https://doi.org/10.1515/9783110894677.253
Grant, C. (2012). Analogies and links between cultural and biological diversity. Journal of Cultural Heritage Management and Sustainable Development, 2(2), 153-163. https://doi.org/10.1108/20441261211273644 DOI: https://doi.org/10.1108/20441261211273644
Hampe, B. (2017). Metaphor: Embodied cognition and discourse: Cambridge University Press. https://doi.org/10.1017/9781108182324 DOI: https://doi.org/10.1017/9781108182324
Harnendaz, F. J. R. M. I. L. P. (2011). The Contemporary Theory of Metaphor: Myths, Developments and Challenges. Metaphor and Symbol, 26(3), 161-185. https://doi.org/10.1080/10926488.2011.583189 DOI: https://doi.org/10.1080/10926488.2011.583189
Hasyim, M. (2017). The metaphor of consumerism. Journal of Language Teaching and Research, 8(3), 523-530. https://doi.org/10.17507/jltr.0803.10 DOI: https://doi.org/10.17507/jltr.0803.10
Jensen, D. (2006). Metaphors as a bridge to understanding educational and social contexts. International Journal of Qualitative Methods, 5(1), 36-54. https://doi.org/10.1177/160940690600500104 DOI: https://doi.org/10.1177/160940690600500104
Kao, T.-F., & Du, Y.-Z. (2020). A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of cleaner production, 242, 118294. https://doi.org/10.1016/j.jclepro.2019.118294 DOI: https://doi.org/10.1016/j.jclepro.2019.118294
Kovecses, Z. (2017). Conceptual Metaphor Theory. In Z. D. Elena Semino (Ed.), The Routledge Handbook of Metaphor and Language (pp. 16). UK.
Kraljevic-Mujic, L. H.-D. a. B. (2017). Metaphor and persuasion in commercial advertising. In E. S. a. Z. Demjin (Ed.), The Routledge Handbook of Metaphor and Language. UK: Routledge.
Kravchenko, A. V. (2016). Two views on language ecology and ecolinguistics. Language Sciences, 54, 102-113. https://doi.org/10.1016/j.langsci.2015.12.002 DOI: https://doi.org/10.1016/j.langsci.2015.12.002
Lakoff, G., & Johnson, M. (2008). Metaphors we live by: University of Chicago press.
Liu, Y., Li, K., Li, L., Zhang, J., Lin, Y., DiFabrizio, B., & Wang, H. (2020). Morphological Metaphor Mapping of Moral Concepts in Chinese Culture. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.554061 DOI: https://doi.org/10.3389/fpsyg.2020.554061
Martin, B., & Simintiras, A. C. (1995). The impact of green product lines on the environment: does what they know affect how they feel? Marketing Intelligence & Planning. https://doi.org/10.1108/02634509510088991 DOI: https://doi.org/10.1108/02634509510088991
McQuarrie, E. F., & Phillips, B. J. (2005). Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words. Journal of Advertising, 34(2), 7-20. https://doi.org/10.1080/0091336 7.2005.10639188 DOI: https://doi.org/10.1080/00913367.2005.10639188
Mohammed, S. F. (2020). Symbolic metaphor in commercial advertisements designs. journal of the college of basic education, 26(109/علمي).
Morgan, S. E., & Reichert, T. (1999). The message is in the metaphor: Assessing the comprehension of metaphors in advertisements. Journal of Advertising, 28(4), 1-12. https://doi.org/10.1080/00913367.1999.10673592 DOI: https://doi.org/10.1080/00913367.1999.10673592
Musolff, A. (2012). The study of metaphor as part of critical discourse analysis. Critical discourse studies, 9(3), 301-310. https://doi.org/10.1080/17405904.2012.688300 DOI: https://doi.org/10.1080/17405904.2012.688300
Nahak, M. M. N., Simpen, I. W., Yadnya, I. B. P., & Satyawati, N. M. S. (2019). Lexicon in Batar Text: Ecolinguistics View. International Journal of Linguistics, Literature and Culture, 5(6), 48-59. https://doi.org/10.21744/ijllc.v5n6.763 DOI: https://doi.org/10.21744/ijllc.v5n6.763
Norton, C., & Hulme, M. (2019). Telling one story, or many? An ecolinguistic analysis of climate change stories in UK national newspaper editorials. Geoforum, 104, 114-136. https://doi.org/10.1016/j.geoforum.2019.01.017 DOI: https://doi.org/10.1016/j.geoforum.2019.01.017
Nuzwaty, A. M. M., Setia, E., & Zein, T. T. (2014). Metaphorical Expression of Bahasa Aceh in Trumon of South Aceh: Ecolinguistics Study. IOSR Journal Of Humanities And Social Science (IOSR-JHSS) Volume, 19, 32-37. https://doi.org/10.9790/0837-191133237 DOI: https://doi.org/10.9790/0837-191133237
Qiushi, L. (2020). A Corpus-based Analysis of Multimodal Metaphor in Chinese Ecological Educational Advertisements. International Journal of Language and Linguistics, 8(2), 60. https://doi.org/10.11648/j.ijll.2 0200802.11 DOI: https://doi.org/10.11648/j.ijll.20200802.11
Rai, N. (2013). Impact of Advertising on Consumer behaviour and attitude with reference to consumer durables. International Journal of Management Research, 2(2), 74-79.
Semino, E., & Demjén, Z. (2016). The Routledge handbook of metaphor and language: Taylor & Francis. https://doi.org/10.4324/9781315672953 DOI: https://doi.org/10.4324/9781315672953
Sopory, P., & Dillard, J. P. (2002). The persuasive effects of metaphor: A metaâ€analysis. Human communication research, 28(3), 382-419. https://doi.org/10.1111/j.1468-2958.2002.tb00813.x DOI: https://doi.org/10.1111/j.1468-2958.2002.tb00813.x
Stibbe, A. (2014). An ecolinguistic approach to critical discourse studies. Critical discourse studies, 11(1), 117-128. DOI: https://doi.org/10.1080/17405904.2013.845789
Stibbe, A. (2015). Ecolinguistics: Language, ecology and the stories we live by: Routledge. https://doi.org/10.1080/17405904.2013.845789 DOI: https://doi.org/10.1080/17405904.2013.845789
Stoyanova, E. V. (2021). Metaphor as a means of creating a humorous effect in Bulgarian media texts. The European Journal of Humour Research, 9(1). https://doi.org/10.7592/EJHR2021.9.1.Stoyanova DOI: https://doi.org/10.7592/EJHR2021.9.1.Stoyanova
Thibodeau, P. H., Matlock, T., & Flusberg, S. (2019). The role of metaphor in communication and thought. 13(5), e12327. https://doi.org/10.1111/lnc3.12327 DOI: https://doi.org/10.1111/lnc3.12327
Yanow, D. (2008). Cognition meets action: Metaphors as models of and models for. Political language and metaphor, 225-238.
Yuniawan, T. (2018). Ecolinguistic study of conservation news texts in Indonesian mass media. International Journal of Humanity Studies (IJHS), 1(2), 163-183. https://doi.org/10.24071/ijhs.2018.010203 DOI: https://doi.org/10.24071/ijhs.2018.010203