Cultural Representation on Instant Noodle Packaging in Indonesia

Shela Arindia Pratiwi; Suhandano

doi:10.24256/ideas.v14i2.6773

Authors

Shela Arindia Pratiwi Magister Linguistik, Universitas Gadjah Mada, Sleman, Yogyakarta, Angola
Suhandano Magister Linguistik, Universitas Gadjah Mada, Sleman, Yogyakarta, Indonesia

DOI:

https://doi.org/10.24256/ideas.v14i2.6773

Keywords:

cultural, representation, verbal, visual

Abstract

The packaging of instant noodles serves as a medium of communication that can reflect the cultural identity of a society. This study aims to examine the representation of culture on Indomie instant noodle packaging using the visual grammar framework by Kress and van Leeuwen. The data in this study consists of verbal and visual elements found on six Indomie product packages. Data collection was conducted through documentation in the form of images from www.indomie.co.id. The results show that culture is represented through verbal elements such as phrases and visual elements such as symbols, images, and colors. Indomie packaging that represents local culture uses noun phrases and adjective phrases, while foreign culture is represented using noun phrases. Visual elements that convey Indonesian local cultural identity are demonstrated with traditional house symbols and traditional fabric motifs. In the Indomie product packaging, two representations of foreign cultures were identified: South Korean and Japanese cultures. South Korean culture is represented through images of eating utensils (ramyun pot), heart symbols, and pink. Japanese culture is represented through the tetagi writing style.

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