Analisis Semiotika Pesan Ajakan Bersedekah Sebagai Perwujudan Komunikasi Persuasi Dalam Media Film

Abstract

This research focuses on how the signs of persuasive communication about the invitation charity are found in the Film Atap Padang Mahsyar.  This research uses the semiotic analysis of Roland Barthes. The background of this research is that films can finction as a medium of persuasion communication which indirectly conveys important values, namely invitation to charity. This film is a serial film launched by ACT (Aksi Cepat Tanggap). The literature review used in this research is the concept of persuasion communication, the concept of solicitation of almsgiving, the theory of semiotics, and the theory of Cognitive Dissonance.  The research method is qualitative by taking data by analyzing documents and observations on texts.  Data analysis techniques carried out by looking for signs of denotation, connotations and myths. The results showed that the picture of persuasion communication represented through signs of denotation, connotations and myths, namely in the invitation to alms using persuasion communication and using persuasion communication techniques, namely integration techniques and reward techniques with elements of persuasion communication consists of persuader, persuader, media used, to the effect achieved. when the use of cognitive dissonance theory depicted in the film is a state of mental and psychological discomfort experienced by residents around the prayer room whose roof almost collapsed while the financial capabilities of local residents were minimal. Which in the end reached a consonant situation when one of the residents gave alms so that finally the prayer room could be repaired as a form of alms provision for life in Padang Mahsyar later.