Demystifying the Hegemony of the English Language: Scrutiny of ‘Gak Bisa Bahasa Inggris!’ Advertisement within a Semiotics Lens

Keywords: Advertisement, Hegemony, English as a Lingua Franca, English as an International Language, Semiotic Film Analysis, World Englishes

Abstract

Due to its overarching status and power, the English language has dominated and influenced nearly in various means of communication, and one of which is instantiated in advertisements. However, studies concerning the hegemony of the English language represented in an advertisement were found to be under-explored. Thereby, the present study aimed to scrutinise the domination and power of the English language, particularly in Indonesia, represented in one of the advertisements, which is a remake video of a viral video from 2017 to date, entitled ‘Gak Bisa Bahasa Inggris!’ from a Youtube Channel named Pahamy. Semiotic analysis was employed to analyse the advertisement. The findings revealed only five out of eight types of syntagma found comprising descriptive syntagma, bracket syntagma, episodic syntagma, autonomous shot, and scene. The present study concluded that it seemed not possible to have the eight syntagmatic types in a very short advertisement video, and some signs found in the advertisement could be used to shed light on the hegemony of the English language in Indonesia, which might result in either positive or negative effect; hence, any thoughtful consideration and action through multilingual education was advocated to solve or at least mitigate this issue.

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Author Biographies

Ahmad Sugianto, Universitas Pendidikan Indonesia, Bandung, Indonesia

Ahmad Sugianto is a postgraduate student taking an English Education Study Program at Universitas Pendidikan Indonesia, Bandung city, West Java, Indonesia. His research interests encompass Systemic Functional Linguistics, Multimodality, English Language Teaching, Intercultural Competence, and Language Assessment. He also has several teaching experiences, mainly teaching English for young learners. Currently, he teaches science and mathematics courses using English as the medium of instruction in one public primary school in Bandung city.

Ilham Agung Prasetyo, Universitas Pendidikan Indonesia, Bandung, Indonesia

Ilham Agung Prasetyo is a master's student at the Department of English Education, Universitas Pendidikan Indonesia, Bandung city, West Java, Indonesia. He started his master's degree in 2019. Currently, he is in the process of finishing his thesis research. He completed his undergraduate degree from Universitas Negeri Semarang, majoring in English education. He graduated from Universitas Negeri Semarang in 2018. He has several experiences as an English teacher in an English course and a Junior High School. Currently, he works as an English private teacher in Purbalingga. Ilham's research interests are educational assessment, character education, intercultural competence, and English language teaching.

Dewi Aria, SMK Negeri 1 Tebing Tinggi, Tebing Tinggi, Indonesia

Dewi Aria is an English teacher at SMK Negeri 1 Tebing Tinggi, Kepulauan Meranti, Riau, Indonesia. She has been teaching since 2011, a year after completing her undergraduate education. She completed her undergraduate degree in the English Education Department of Riau University, Pekanbaru, Riau, Indonesia. Currently, she has been taking a master's degree at the Department of English Education, Universitas Pendidikan Indonesia, Bandung city, West Java, Indonesia. She received a scholarship for Riau Province Teachers.

Indiwan Seto Wahjuwibowo, Universitas Multimedia Nusantara, Tangerang, Indonesia

Indiwan Seto Wahjuwibowo is a lecturer of Faculty of Communication Sciences, Universitas Multimedia Nusantara, Tangerang regency, Indonesia. He teaches a number of courses in this university, such as Research Methodology in Communication, Communication Theory, Cyber Public Relations, and Intercultural Communication. He used to be a journalist in Kantor Berita Nasional Antara Jakarta (1993-2012). Besides, he had ever been the manager in Lembaga Pendidikan Jurnalistik Antara (LPJA). He acquired his bachelor's degree in journalistic education in Universitas Gadjah Mada (1992), master's degree in Communication in Universitas Indonesia (2003), and doctoral degree in Communication in Universitas Indonesia (2014).

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Published
2021-12-10
How to Cite
Sugianto, A., Prasetyo, I. A., Aria, D., & Wahjuwibowo, I. S. (2021). Demystifying the Hegemony of the English Language: Scrutiny of ‘Gak Bisa Bahasa Inggris!’ Advertisement within a Semiotics Lens. Elsya : Journal of English Language Studies, 4(2). https://doi.org/10.31849/elsya.v4i2.7582
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