Representasi Identitas Lokal-Modern melalui Bahasa pada Desain Produk Apparel Kapuyuak
DOI:
https://doi.org/10.31503/madah.v17i1.1294Keywords:
representasi;, identitas, lokal, bahasa, kapuyuakAbstract
Penelitian ini dilatarbelakangi oleh fenomena penggunaan bahasa sebagai elemen utama dalam desain produk apparel Kapuyuak, brand lokal dari Sumatera Barat. Fokus penelitian adalah teks yang tercetak pada produk, yang memadukan bahasa Minangkabau, bahasa Indonesia, dan bahasa Inggris sebagai strategi untuk menyampaikan makna, citra, dan identitas merek. Tujuan penelitian adalah mendeskripsikan bentuk-bentuk campur kode, alasan penggunaannya, dan fungsinya dalam desain produk Kapuyuak. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik observasi dan dokumentasi untuk mengumpulkan data teks pada kaus, tas, dan merchandise lainnya, serta dianalisis menggunakan teori campur kode Muysken (2005) dan Hoffman (1991). Hasil penelitian menunjukkan bahwa bentuk yang dominan adalah penyisipan kata atau frasa, digunakan untuk menyampaikan pesan secara nyaman, menegaskan solidaritas, dan menampilkan identitas kelompok. Fungsi utama campur kode adalah ekspresif dan sosial identitas, sehingga apparel Kapuyuak berperan sebagai media mengekspresikan budaya Minangkabau sekaligus citra modern dan global.References
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