IDEAS home Printed from https://ideas.repec.org/a/rfa/smcjnl/v13y2025i2p175-186.html
   My bibliography  Save this article

Critical Discourse Analysis (CDA) of Norman Fairclough's Theory on Gojek YouTube Advertisement GoSend Version: Jadi #BestSellerGoSend Bareng Ariel Noah

Author

Listed:
  • Sutikno Sutikno
  • Loso Judijanto
  • Ridwin Purba
  • Endang Fatmawati
  • Risnawaty Risnawaty
  • Dinda Widya Ningrum
  • Herman Herman
  • Nanda Saputra

Abstract

This study aimed to examine how the language used in GoSend advertisements taken from YouTube could influence consumer perceptions and behaviour. This study provided practical importance on the significance of effective language use, appropriate visual selection, and platform selection that could achieve marketing goals. To analyze the advertisement, the researcher used Fairclough’s three-dimensional framework- text dimension (micro), discourse practice (meso), and socio-cultural practice (macro). This study employed a qualitative method in analyzing the advertising text of Gojek’s YouTube GoSend advertisement #BestSellerGoSend featuring Ariel Noah. The findings of this study indicated that various strategies were used in advertising to attract consumer interest. The selection of interesting and promising language increasingly made customers want to use the GoSend service. This advertisement had an impact on influencing customers that by using this service, goods would arrive quickly with cheap shipping costs and safe and hassle-free delivery. In addition, the selection of models as visual objects in this advertisement was very influential in attracting the attention of the audience and building public trust because the model in this advertisement was a legendary public figure, and the addition of old song clips from the band “Noah†served as a special attraction in this advertisement.

Suggested Citation

  • Sutikno Sutikno & Loso Judijanto & Ridwin Purba & Endang Fatmawati & Risnawaty Risnawaty & Dinda Widya Ningrum & Herman Herman & Nanda Saputra, 2025. "Critical Discourse Analysis (CDA) of Norman Fairclough's Theory on Gojek YouTube Advertisement GoSend Version: Jadi #BestSellerGoSend Bareng Ariel Noah," Studies in Media and Communication, Redfame publishing, vol. 13(2), pages 175-186, June.
    • Handle: RePEc:rfa:smcjnl:v:13:y:2025:i:2:p:175-186
    as

    Download full text from publisher

    File URL: https://redfame.com/journal/index.php/smc/article/download/7561/6855
    Download Restriction: no
    File URL: https://redfame.com/journal/index.php/smc/article/view/7561
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Muhammad Asim Khan & Sajida Zaki, 2022. "Corpus Assisted Critical Discourse Analysis of Pakistan’s Language Education Policy Documents: What are the Existing Language Ideologies?," SAGE Open, , vol. 12(3), pages 21582440221, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.

      More about this item

      JEL classification:

      • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
      • Z0 - Other Special Topics - - General

      Statistics

      Access and download statistics

      Corrections

      All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfa:smcjnl:v:13:y:2025:i:2:p:175-186. See general information about how to correct material in RePEc.

      If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

      If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

      If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

      For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Redfame publishing (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

      Please note that corrections may take a couple of weeks to filter through the various RePEc services.

      IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.