ANALISIS PENERAPAN KAWAII-BUNKA SEBAGAI PRODUK JAPANESE POPULAR CULTURE PADA DESAIN KEMASAN PRODUK MAKANAN RINGAN DI JEPANG
DOI:
https://doi.org/10.26594/diglossia.v7i1.398Abstract
Abstrak Jepang memiliki banyak ragam budaya. Mulai dari budaya tradisional yang dijaga keasliannya sejak turun temurun maupun budaya-budaya modern yang lahir akibat pengaruh budaya dari negara lain. Budaya modern ini dinamakan budaya populer atau yang umum dinamakan Japanese Pop Culture. Japanese Pop Culture melahirkan beberapa budaya massal lainnya termasuk budaya Kawaii. Unsur kawaii tidak hanya memberikan kesan kekanak-kanakan tapi juga memberikan kesan feminin yang manis dan cantik. Penelitian ini bersifat deskriptif kualitatif dengan teori kawaii oleh Inuhiko Yomota dan teori Japanese Pop Culture oleh Timothy J. Craig untuk menganalisis penerapan kawaii bunka terhadap desain kemasan pada produk makanan ringan yang ada di Jepang. Data yang dikumpulkan sebanyak 38 data. Hasil analisis yang telah dilakukan menunjukkan dari 38 data berupa kemasan produk makanan ringan dengan berbagai merek yang berhasil dikumpulkan semua kemasan makanan ringan tersebut menggunakan unsur kawaii pada desain kemasannya. Hal ini menunjukkan kecintaan masyarakat Jepang terhadap budaya kawaii ini sangat besar. Kata Kunci: Japanese popular culture, kawaii-bunka, desain kemasan. Abstract Japan has many cultural diversities. They are starting from a traditional culture that is hereditary preserved its authenticity to the modern cultures that are resulted from the cultural influence from other countries. This kind of modern culture is called popular culture or commonly called Japanese Pop Culture. Japanese Pop Culture produces other mass culture including Kawaii culture. Kawaii elements gives not only the impression of childish but also gives the impression of feminine and beautiful. This research is a descriptive qualitative research. It used the theory of kawaii by Inuhiko Yomota and the theory of Japanese Pop Culture by Timothy J. Craig to analyze the application of kawaii Bunka in packaging design of snack food products in Japan. The data collected were as many as 38 data. The results of the analysis showed that the 38 data which were in the form of packaging snack food products with different brands used kawaii elements for the design of the packaging. It shows that the affection of Japanene people of kawaii culture is very big. Key words: Japanese Popular Culture, Kawaii-bunka, Packaging Design.Downloads
Published
2015-09-01
How to Cite
Azizah, S. (2015). ANALISIS PENERAPAN KAWAII-BUNKA SEBAGAI PRODUK JAPANESE POPULAR CULTURE PADA DESAIN KEMASAN PRODUK MAKANAN RINGAN DI JEPANG. Diglossia: Jurnal Kajian Ilmiah Kebahasaan Dan Kesusastraan, 7(1). https://doi.org/10.26594/diglossia.v7i1.398
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