behavior. The micin generation is assumed to be a generation that has consumed too much micin
or MSG, as if their level of intelligence is decreased.
The results of the myth analysis relating to the positive values in the Generation Z characteristics
are: (a) confidence in expressing opinions; (b) mastering technology and having the potential to
lead in the future; and (c) like social activities and enjoy life. Sasa’s MSG products delivered an
ideology of pseudo-awareness through a metaphorical narrative that represents the positive values
of micin swag generation through the products offered.
4 CONCLUSION
Based on the results, it can be concluded that there is a mythical dialectic of positive values in the
cultural system and values represented in the advertisment of Sasa’s MSG products. Through the
narrative of personification and metaphor, the commercial of the very product offers an ideology of
pseudo-awareness to the consumers, wherein the product is a representation and is only identified
by positive values of the micin swag generation. These commercials formalize a pseudo-awareness
that by consuming the product, people can obtain (only) the positive values of the micin swag
generation, and put aside the negative stigma of society toward the micin generation.
REFERENCES
Danesi, M. 2010. Pesan, Tanda, dan Makna. Yogyakarta: Jalasutra.
Fiske, J. 2007. Cultural and Communication Studies. Yogyakarta: Jalasutra.
Lee, M. and Johnson, C. 2018. Prinsip-Prinsip Pokok Periklanan Dalam Perspektif Global. Jakarta: Kencana
Prenada Media Group.
Melezatkan, S. 2020. Welcome Back Micin Swag Generation, Youtube.
Piliang, Y.A. 2010. Hipersemiotika: Tafsir Cultural Studies Atas Matinya Makna. Yogyakarta: Jalasutra.
Pratista, H. 2008. Memahami Film. Yogyakarta: Homerian Pustaka.
Thwaites, T. and Lloyd Davis, W.M. 2009. Introducing Cultural And Media Studies. Yogyakarta: Jalasutra.
258
or MSG, as if their level of intelligence is decreased.
The results of the myth analysis relating to the positive values in the Generation Z characteristics
are: (a) confidence in expressing opinions; (b) mastering technology and having the potential to
lead in the future; and (c) like social activities and enjoy life. Sasa’s MSG products delivered an
ideology of pseudo-awareness through a metaphorical narrative that represents the positive values
of micin swag generation through the products offered.
4 CONCLUSION
Based on the results, it can be concluded that there is a mythical dialectic of positive values in the
cultural system and values represented in the advertisment of Sasa’s MSG products. Through the
narrative of personification and metaphor, the commercial of the very product offers an ideology of
pseudo-awareness to the consumers, wherein the product is a representation and is only identified
by positive values of the micin swag generation. These commercials formalize a pseudo-awareness
that by consuming the product, people can obtain (only) the positive values of the micin swag
generation, and put aside the negative stigma of society toward the micin generation.
REFERENCES
Danesi, M. 2010. Pesan, Tanda, dan Makna. Yogyakarta: Jalasutra.
Fiske, J. 2007. Cultural and Communication Studies. Yogyakarta: Jalasutra.
Lee, M. and Johnson, C. 2018. Prinsip-Prinsip Pokok Periklanan Dalam Perspektif Global. Jakarta: Kencana
Prenada Media Group.
Melezatkan, S. 2020. Welcome Back Micin Swag Generation, Youtube.
Piliang, Y.A. 2010. Hipersemiotika: Tafsir Cultural Studies Atas Matinya Makna. Yogyakarta: Jalasutra.
Pratista, H. 2008. Memahami Film. Yogyakarta: Homerian Pustaka.
Thwaites, T. and Lloyd Davis, W.M. 2009. Introducing Cultural And Media Studies. Yogyakarta: Jalasutra.
258