Pelanggengan Jamu di Tengah Wacana Herbalisasi.

Penelitian ini mengkaji jamu dari sudut pandang budaya. Jamu sebagai obat tradisional Indonesia yang dibuat dari bahan alami secara turun-temurun berdasarkan pengalaman mengalami marginalisasi dimana saat ini masyarakat lebih percaya kepada yang ilmiah. Banyak wacana yang beredar yang menyebabkan hilangnya kepercayaan masyarakat terhadap jamu. Penelitian ini mengkaji wacana-wacana yang beredar tentang jamu khususnya yang dapat mengangkat citra jamu dan juga eksistensinya. Wacana-wacana besar terkait jamu antara lain wacana institusi, wacana medis, wacana ekonomi politik dan wacana kultural/ historis yang pada umumnya dikonstruksi oleh negara, medis, pemilik modal, dan media memperlihatkan pertarungan jamu, yang di satu sisi menonjolkan kealamiahannya dan di sisi lain ingin menjadi seperti obat yang dikelola dengan teknologi modern yang terstandard dan melibatkan ilmu pengetahuan (sains). Muncul definisi baru terkait jamu yang ilmiah yaitu herbal. Ketika jamu yang alamiah dijadikan ilmiah maka terdapat pula konsekuensi yang berpotensi merugikan maupun menguntungkan pihak tertentu. Jangan sampai wacana yang ingin melanggengkan jamu justru dalam realitasnya akan memarjinalisasi jamu yang hanya bisa bertahan sebagai yang alamiah

Nilai-Tanda sebagai Jantung Makna Relasi Konsumen dan Merek

Penelitian ini bertujuan untuk membahas konstelasi pembentukan relasi konsumen dan merek dalam dimensi simbolik. Metode yang digunakan adalah reflektivitas dan kajian literatur mendalam untuk mengonstruk teori merek Lury dan nilai-tanda Baudrillard atau konsep berkaitan dengan konteks isu yang dibahas. Hasil penelitian menunjukkan bahwa relasi konsumen dan merek terbentuk melalui proses penandaan (signifikansi). Merek merupakan institusi nilai-tanda yang menstimuli produksi dan konsumsi makna-makna simbolik oleh konsumen yang secara hasrati menciptakan berbagai kesenangan simbolik. Makna merek sering digunakan sebagai simbol gaya hidup tertentu, simbol kesuksesan, simbol kejantanan, simbol kepedulian sosial, simbol kekerenan dalam pergaulan, simbol percaya diri, simbol prestise, dan makna-makna simbolik lain. Merek menjadi obyek kenyamanan dan kesenangan individual yang secara terus-menerus direproduksi oleh konsumen melalui berbagai akrobat makna yang dikonstruknya. Penelitian ini juga menunjukkan relasi konsumen dan merek berkelindan dalam ruang-ruang simbolik perseptual konsumen melalui kekuasaan nilai-tanda yang terartikulasikan dalam berbagai kharisma. Nilai-tanda hadir untuk mengalienasi subyek dari obyek riil dan membiak di tataran pemaknaan konsumen. Kajian ini memberi implikasi bagi pengembangan teori komunikasi merek dari perspektif kajian-kajian budaya

MAKNA PADA TEKS DESAIN KEMASAN JAMU KHUSUS WANITA

The study examined the meanings of the texts on the packaging of jamu for women and revealed its proposed ideology. As a health product, information on the design of the packaging of jamu is not only as a means to inform consumers of the product, but also as a "tool" for manufacturers to construct meaning and convey their message and ideology. By using Roland Barthes' semiotic analysis, the researchers analyzed the texts and uncovered the denotative and connotative meanings.   The findings showed that the texts on the packaging of jamu for women implies ambivalent meanings between ‘jamu’ and ‘medicine’, ‘traditional’ and ‘modern’, ‘local’ and ‘global’,   ‘empirical’   and   ‘science’,   ‘natural’   and   ‘cultural’,   ‘feminine’   and ‘masculine’. The existence of an ideology of femininity and the frequent use of medical discourses that influences the construction of the texts were evident

TRADITIONAL MEDICINE (JAMU) IN MODERN MEDICAL DISCOURSE

Jamu is an Indonesian traditional medicine used for treating sicknesses based on experiences handed down through generations. Jamu becomes marginal and loses its significant role in treatments due to the inclusion of the global medical drugs. Based on Foucault’s theory of discourse and his theory of power/ knowledge, this research would like to explain "how" rule operates where medical discourse began to strengthen and shift the position of the dominant jamu, the formation models and the forms of distribution in the society. Jamu is part of a health regime that is "excluded" because of the presence of new technologies, that is more modern, practical, scientific and tested. Nowadays, herbal appears as a "middle ground" between jamu and medicine, traditional and modern, natural and scientific, manual and technology, experience and knowledge. Through herbal, jamu is struggling to seize its position, become optimistic to be trusted again being a healthy treatment options

The Representation of Healthy Women on the Packaging Design of Traditional Medicine (Jamu)

Jamu is an Indonesian traditional medicine used for maintaining health and treating ailments based on experience and handed down through generations. Jamu in the form of powder is packaged in the packaging design show women in various poses and objects in outdated appearances. We believe that jamu packaging design have meanings and could become the representation of Indonesian healthy women. We choose jamu packaging design from five big producers which have survived for at least three to four generations: Air Mancur, Sido Muncul, Jamu Jago, Nyonya Meneer and Jamu Iboe. This research aims to read the meaning that represented on jamu packaging design for woman’s health and reveal the ideology behind them. We analyses twelve packaging designs consist of seven packaging designs which use woman photographs and five packaging designs which use woman illustrations. The analysis uses Roland Barthes semiotic theory that reveals the linguistic message, the denoted image and rhetoric of the image. Texts and images on jamu packaging design seem to describe jamu as a traditional product and jamu as a modern product. Generally, the representation of healthy women is tend to be modern, eventhough jamu is well known as a natural product and closely associate with traditionality. Active women describe healthy women, they can do activities inside and outside house, dinamic like men. The concept of health is not always related with pretty face but mostly about ideal body outside and inside. Healthy is mostly related with the inside body especially women reproductive organs. As a signification, jamu signifies the ideology of femininity. Jamu tends to represent healthy women as modern and natural. However, there are always negotiation between ‘feminine’ and ‘masculine’, ‘traditional’ and ‘modern’, ‘natural’ and ‘cultural’ in lingustic and image messages

The Ideal Female Body on the Packaging Design of Traditional Medicine (Jamu)

Jamu, an Indonesian traditional medicine used for treating ailments or sicknesses is also well known as a product for slimming especially for women. Through its packaging design, jamu for women depict female body in the form of photographs and illustrations. The female body is constructed to be seen attractive and become the ideal body. The research aims to read the ideal female body on the packaging design of jamu and to reveal the ideology behind them. We analyzed the packaging designs of jamu related to the formation of female body produced by five major manufacturers of traditional medicine that have survived for at least three generations: Air Mancur, Sido Muncul, Jamu Jago, Nyonya Meneer and Jamu Iboe. This analysis uses Roland Barthes semiotic theory that reveals the linguistic message, the denoted image and rhetoric of the image. Ideal body is still struggling around the stereotype that physically described as thin and also plump with the emphasise on slim waist, big hip and breast. In keeping with the Javanese philosophy, female body is identical to the nature. The construction of female body is closely related to social and cultural context. Through the object and the pose, female body is depicted as traditional and modern, natural and cultural

Makna pada Teks Desain Kemasan Jamu Khusus Wanita

Penelitian ini bertujuan mengungkap makna pada teks dan ideologi yang diperjuangkannya lewat desain kemasan jamu khusus wanita. Sebagai suatu produk kesehatan, informasi pada desain kemasan jamu tiak hanya penting untuk memberikan pengetahuan tentang produk kepada konsumen, tetapi juga menjadi alat bagi produsen untuk mengkonstruksi makna dan menyampaikan pesan dan ideologi. Penelitian kualitatif ini menggunakan ancangan semiotika Rolland Barthes yang melandasi pembacaan, pemaknaan, dan kritik ideologi. Pengumpulan data dilakukan lewat internet maupun survei lapangan ke agen-agen jamu. Hasil pembacaan teks-teks dan pengungkapan makna denotatif dan konotatifnya adalah sebegai berikut. Pertama, teks-teks pada desain kemasan jamu khusus wanita mengandung makna yang ambivalen antara jamu dan obat, tradisional dan modern, lokalitas dan globalitas, alami dan ilmiah, natural dan kultural, feminin dan maskulin. Kedua, dalam teks ditemukan adanya ideologi femininitas dan wacana medis yang dominan pada konstruksi teksnya

ETHNICITY AS IDENTITY IN PACKAGING DESIGN OF TRADITIONAL MEDICINE (JAMU) FOR WOMEN

Jamu is an Indonesian traditional medicine used for treating ailments or sicknesses based on experience and handed down through generations. Today jamu becomes marginal and loses its significant role in treatments due to the inclusion of the globalization of medical drugs. This condition encourages us to see how the roles of packaging design construct their identities as a medium to communicate product. This analysis aims to read the meaning conveyed through the image and text of jamu packaging design for women related to ethnicity as identity. We analyze the packaging design of jamu produced by five major manufacturers of herbal medicine that has survived for at least three generations, namely: Air Mancur, Sido Muncul, Jamu Jago, Nyonya Meneer and Jamu Iboe. The analysis uses Roland Barthes semiotic theory that reveals the linguistic message, the denoted image and rhetoric of the image. Ethnicity as identity in jamu packaging design manifests in text and image forms, such as the products name, the companys name, the company’s logo, the keratons logo, womens portrait and ilustration. Ethnicity as identity in jamu packaging design is fluid. Jamu that is well known as Javanese traditional product turns out to have variety of characters of ethnicity in their packaging design

MAKNA PADA TEKS DESAIN KEMASAN JAMU KHUSUS WANITA

The study examined the meanings of the texts on the packaging of jamu for women and revealed its proposed ideology. As a health product, information on the design of the packaging of jamu is not only as a means to inform consumers of the product, but also as a "tool" for manufacturers to construct meaning and convey their message and ideology. By using Roland Barthes' semiotic analysis, the researchers analyzed the texts and uncovered the denotative and connotative meanings.   The findings showed that the texts on the packaging of jamu for women implies ambivalent meanings between ‘jamu’ and ‘medicine’, ‘traditional’ and ‘modern’, ‘local’ and ‘global’,   ‘empirical’   and   ‘science’,   ‘natural’   and   ‘cultural’,   ‘feminine’   and ‘masculine’. The existence of an ideology of femininity and the frequent use of medical discourses that influences the construction of the texts were evident

Nilai-Tanda sebagai Jantung Makna Relasi Konsumen dan Merek

Penelitian ini bertujuan untuk membahas konstelasi pembentukan relasi konsumen dan merek dalam dimensi simbolik. Metode yang digunakan adalah reflektivitas dan kajian literatur mendalam untuk mengonstruk teori merek Lury dan nilai-tanda Baudrillard atau konsep berkaitan dengan konteks isu yang dibahas. Hasil penelitian menunjukkan bahwa relasi konsumen dan merek terbentuk melalui proses penandaan (signifikansi). Merek merupakan institusi nilai-tanda yang menstimuli produksi dan konsumsi makna-makna simbolik oleh konsumen yang secara hasrati menciptakan berbagai kesenangan simbolik. Makna merek sering digunakan sebagai simbol gaya hidup tertentu, simbol kesuksesan, simbol kejantanan, simbol kepedulian sosial, simbol kekerenan dalam pergaulan, simbol percaya diri, simbol prestise, dan makna-makna simbolik lain. Merek menjadi obyek Kenyamanan dan kesenangan individual yang secara terus-menerus direproduksi oleh konsumen melalui berbagai akrobat makna yang dikonstruknya. Penelitian ini juga menunjukkan relasi konsumen dan merek berkelindan dalam ruang-ruang simbolik perseptual konsumen melalui kekuasaan nilai-tanda yang terartikulasikan dalam berbagai kharisma. Nilai-tanda hadir untuk mengalienasi subyek dari obyek riil dan membiak di tataran pemaknaan konsumen. Kajian ini memberi implikasi bagi pengembangan teori komunikasi merek dari perspektif kajian-kajian budaya