Language metafunctions analysis of Unilever's environmental campaign video - Analisis metafungsi bahasa dalam video kampanye lingkungan Unilever

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Karim, Ashabul (2023) Language metafunctions analysis of Unilever's environmental campaign video - Analisis metafungsi bahasa dalam video kampanye lingkungan Unilever. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This study aims to discover the language metafunction and messages in Unilever's video campaign entitled "Unilever 2025 Plastic Packaging Commitments." This study has two research questions: (1) what are the language metafunctions in Unilever's campaign videos? (2) what message is contained in the Unilever’s campaign videos? The researcher used descriptive qualitative approach in doing the analysis. In this study, the researcher used the theory from Halliday and Matthiessen’s 2014, regarding language metafunction and messages through speech function analysis. The data was taken from the official Unilever Youtube channel. The researcher identified three language metafunctions, namely ideational metafunction, interpersonal metafunction, and textual metafunction, and analyzed the messages in the video campaign using the speech function. In this study the researcher found 23 clauses and 58 visuals. In this campaign video, there is an ideational metafunction that consists of a process dominated by material, participant dominated by actors and goals, then circumstance dominated by manner. Furthermore, this video campaign has an interpersonal metafunction that includes mood types dominated by indicative, residue, and speech functions dominated by statements. Finally, textual metafunction consists of theme types dominated by topical type and rheme. The result of the second question is that there are ten messages contained in this video campaign consisting of seven statement messages and three command messages. These statements consists of: (1) the Presence of plastic produced by Unilever in the environment; (2) Plastic still has its place; (3) Circular economy; (4) Making all packaging recyclable, reusable, or compostable; (5) Partnering with stakeholders; (6) Promoting behavior change; and (7) Setting ambitious targets. While the commands are consisted of: (1) Join us on this journey; (2) Help us close the loops on the plastic; and (3) Make our blue planet blue again.