REPRESENTATION

of GEN-Z within
TEXT MEDIA

Reza Praditya Yudha

 CONCEPT MAPPING

TEXT MEDIA

CODE
ENCODING READING
POSITION

CULTURE
DECODING

MEANING
 New gender norm

Socially-minded

Strong B.S Meter

In-store Shopping

Embrace individuality

Frugal & Debt avers

GEN-Z is one third or 7.7 billion people.

Forbes, Oct 2018 : “...modern, anti-millenial, tech-savvy

millenial, self-made youtube stars, on-line enterpreneur, expert
coder, knowing the world through mobile phone.”
How does media encode Gen-Z’s value into text representation?
 SEMIOTICS

LITERATURE SOSIOLOGY
STUDY

MYTH
READING POSITION

ENCODING MEDIA DECODING 1.DOMINANT

2.NEGOTIATED
3.OPPOSITIONAL
 MYTH
cprocom.com

SIGNIFY NATURAL & A SCIENCE OF FORM

MEANING ARBITRARY

CAMERAOBSCURA (Marx) SECOND OPERATION

COLLECTIVE ILLUSION (Strauss) MEANING MARGARINE
 TELEVISION CODE
PRODUCTION,
CIRCULATION,
DISTRIBUTION,
REPRODUCTION

SOCIAL, TECHNICAL,
& IDEOLOGICAL CODE

ADS FUNCTION :
Differentiation
Toteism,
Naturalism

POLYSEMIC, but
not PLURALISTIC

TRANSMITTIONABLE &
APPROPRIATE
THANK YOU