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A Semiotic Analysis on Basketball Team Logos Of A SEMIOTIC ANALYSIS ON BASKETBALL TEAM LOGOS OF NATIONAL BASKETBALL ASSOCIATION 2016-2017 A THESIS BY REINARDO HUTABARAT REG. NO 140705036 DEPARTMENT OF ENGLISH LITERATURE FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA MEDAN 2018 UNIVERSITAS SUMATERA UTARA A SEMIOTIC ANALYSIS ON BASKETBALL TEAM LOGOS OF NATIONAL BASKETBALL ASSOCIATION 2016-2017 A THESIS BY REINARDO HUTABARAT REG. NO. 140705036 SUPERVISOR CO-SUPERVISOR Dr. T. Thyrhaya Zein, M.A Liza Amalia, S.S., M.A NIP. 19630109 198803 2 001 NIP. 19840626 201704 2 001 Submitted to Faculty of Cultural Studies University of Sumatera Utara Medan Department of English. DEPARTMENT OF ENGLISH FACULTY OF CULTURAL STUDIES UNIVERSITY OF SUMATERA UTARA MEDAN 2018 UNIVERSITAS SUMATERA UTARA Approved by the Department of English, Faculty of Cultural Studies, University of Sumatera Utara (USU) Medan as thesis for The Sarjana Sastra Examination. Head, Secretary, Prof. T. Silvana Sinar, M.A., Ph.D. Rahmadsyah Rangkuti, M.A., Ph.D. NIP. 195409161980032003 NIP. 19750209 2008121002 UNIVERSITAS SUMATERA UTARA Accepted by the Board of Examiners in partial fulfillment of requirements for the degree of Sarjana Sastra from the Department of English, Faculty of Cultural Studies University of Sumatera Utara, Medan. The examination is held in Department of English Faculty of Cultural Studies University of Sumatera Utara on October 8th, 2018. Dean of Faculty of Cultural Studies University of Sumatera Utara Dr. Budi Agustono, M.S. NIP. 19600805 198703 1 001 Board of Examiners Prof. T. Silvana Sinar, M.A., Ph.D. Dr. T. Thyrhaya Zein, M.A. Dr. H. Muhizar Muchtar, M.S UNIVERSITAS SUMATERA UTARA AUTHOR’S DECLARATION I, REINARDO HUTABARAT DECLARE THAT I AM THE SOLE AUTHOR OF THIS THESIS EXCEPT WHERE REFERENCE IS MADE IN THE TEXT OF THIS THESIS. THIS THESIS CONTAINS NO MATERIAL PUBLISHED ELSEWHERE OR EXTRACTED IN WHOLE OR IN PART FROM A THESIS BY WHICH I HAVE QUALIFIED FOR OR AWARDED ANOTHER DEGREE. NO OTHER PERSON’S WORK HAS BEEN USED WITHOUT DUE ACKNOWLEDMENTS IN THE MAIN TEXT OF THIS THESIS. THIS THESIS HAS NOT BEEN SUBMITTED FOR THE AWARD OF ANOTHER DEGREE IN ANY TERTIARY EDUCATION. Signed: Date : September 28th, 2018 i UNIVERSITAS SUMATERA UTARA COPYRIGHT DECLARATION NAME : REINARDO HUTABARAT TITLE OF THESIS : A SEMIOTIC ANALYSIS ON BASKETBALL TEAM LOGOS OF NATIONAL BASKETBALL ASSOCIATION 2016-2017 QUALIFICATION : S-1/SARJANA SASTRA DEPARTMENT : ENGLISH I AM WILLING THAT MY THESIS SHOULD BE AVAILABLE FOR REPRODUCTION AT THE DISCRETION OF THE LIBRARIAN OF DEPARTMENT OF ENGLISH, FACULTY OF CULTURAL STUDIES, UNIVERSITY OF SUMATERA UTARA ON THE UNDERSTANDING THAT USERS ARE MADE AWARE OF THEIR OBLIGATION UNDER LAW OF THE REPUBLIC OF INDONESIA. Signed : Date : September 28th, 2018 ii UNIVERSITAS SUMATERA UTARA ACKNOWLEDGMENTS First of all, I would like thanks to the Almighty God, Jesus Christ for the guidance and blessing to accomplish this thesis as one of the requirements for graduating from the Department of English, Faculty of Cultural Studies, University of Sumatera Utara Medan can be finished timely. Here I would also like to express my gratitude, love, appreciation, honors and thanks to: 1. My parents Renghat Hutabarat and Neli Sihotang, my brothers Dio Very Hutabarat, Rafael Hutabarat, Andreas Pasagi Hutabarat and to big family of Hutabarat‟s family and Sihotang‟s family who always pray, encourage, and support me during the academic years. 2. My supervisor, Dr. T. Thyrhaya Zein, M.A and my co-supervisor, Liza Amalia Putri, S.S., M.A for their willingness to spend their valuable time in supervising me during the improvement of my thesis, as well as to Dr. Budi Agustono, M.S, the Dean of Faculty of Cultural Studies University of Sumatera Utara, and Prof. T. Silvana Sinar, M.A., Ph., the Head of Department of English and Rahmadsyah Rangkuti, M.A., Ph.D, the Secretary of Department of English, for their advice and encouragement during my study in this faculty and also to Mr. Sukirno for his help in the administration procedure and requirements. 3. My best friend Anes Ringo and Hendi apri with all big family of Sofian 8 lodging house for all their support and their kindness with all the greatest time that already spent. My special friends Amelia L Damanik S.IKom for her adviced, support, pray and kindness. iii UNIVERSITAS SUMATERA UTARA 4. Yayasan Karya Salemba Empat Nusantara and BPJS Ketenagakerjaan for the Scholarship and all the experience that‟s very valuable. My family Paguyuban KSE USU, HRD Division for trust me and give the real meanings of family in paguyuban which is unforgetable. Also for all my friends from Ambassador BPJS TK batch 4 and Paguyuban KSE Nusantara. 5. My best friends the IMAGE Squad (Nini, Ayna, Agnes, Cristine, Wigun) and RB Squad ( my dearest “Itok” Gaby, Enda, Nurul A, Sri R, Debby, Yanti, Syahra) also my basketball teams (FIB team and ACM Family) 6. AIESEC, Mahidana Waste Alert 1.0 team ( kak Elisa, Julyana, Anggie, Liona, Fariz, Okta) for the voluntering experience and the kindness that teach me many things. 7. Last but not the least is to all of my friends in Department of English who always stand by me and to my class English Literature A 2014. May God always bless you all. The Researcher Reinardo Hutabarat iv UNIVERSITAS SUMATERA UTARA ABSTRACT The thesis entitled “A Semiotic Analysis on Basketball Team Logos of National Basketball Association 2016-2017” is a study about the meaning of signs in Basketball team logos. This research supported by semiotic theory proposed by Roland Barthes collaborated with semiotic triadic theory proposed by Charles Sanders Pierce. The objectives of this research are to identify semiotics meaning that used in national basketball association (NBA) team logos and to describe how the meaning of the logos represent the identity of each team in the national basketball association (NBA) league 2016-2017. The method of this research is descriptive qualitative method. The data of this research are verbal and visual signs of team logos. The sources of data are 16 NBA teams‟ logos that join Playoffs games 2016- 2017 and supported by the article from their official website. Those 16 teams are Cleveland Cavaliers, Washington Wizards, Boston Celtics, Chicago Bulls, OKC Thunder, Portland Trail Blazzers, Atlanta Hawk, GSW, Houston Rockets, LA Clippers, Memphis Grizzlies, Indiana Pacers, San Antonio Spurs, Toronto Raptors, Utah Jazz and Milwaukee Bucks. In analysing the verbal and visual sign the researcher used Barthes Theory and in analysing the relationship of triadic aspect to find the identity of the team the researcher used Pierce Theory. The researcher found there are 31 verbal signs and 44 visual signs used by the 16 team logos in this research. The meaning found in team logos were represented by denotative and connotative. The denotative meanings represented the real meanings that as they are seen directly in the team logos. The connotative meaning represented the hidden meanings such as identity of the city, spirit of the team, strength, form of defense and attack, hope, energetic, mature, teamwork, respect and appreciates. The Myth sign also presented in some of the logos such as Indian myth, Irish folklore or myth, old England myth, Egyptian myth and also old American beliefs. The researcher also found the relationship of triadic aspects of sign that are representament, object and intepretant in connected the meaning of logo and the identity of the team. The researcher found that mostly the identity of the team was also the identity of their city. The team used the identity of their city as their motivation and their proud to play for their city. The findings of this research can be seen as most of the team logos actually used their city identities as their identity. It almost 70% signs in the logos use to represent their city. The other finding is represented by the myth sign that used 9.3% in the logo. It means that some logo of the team use the myth as the sign for their logo even basketball is the nowdays sport. Keywords : NBA Teams’ Logo, Verbal Sign, Visual Sign, Denotative Meaning, Connotative Meaning, Myth Meaning, Representament, Object, Intepretant, Identity. v UNIVERSITAS SUMATERA UTARA ABSTRAK Skripsi ini berjudul “A Semiotic Analysis on Basketball Team Logos of National Basketball Association 2016-2017” merupakan penelitian tentang makna dari tanda- tanda dalam logo tim basket. Penelitian ini didukung oleh teori semiotik yang dikemukakan oleh Roland Barthes berkolaborasi dengan teori semiotik triadic yang dikemukakan oleh Charles Sanders Pierce. Tujuan penelitian ini adalah untuk mengidentifikasi makna semiotik yang digunakan di logo tim basket national basketball association (NBA) dan untuk mendeskripsikan bagaimana makna dari logo tersebut menggambarkan identitas setiap tim di national basketball association (NBA) league 2016-2017. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif. Data penelitian adalah tanda–tanda dalam logo tim. Sumber data adalah 16 logo tim NBA yang mengikuti babak Playoffs 2016-2017 dan didukung oleh artikel dari website resmi mereka. 16 tim tersebut adalah Cleveland Cavaliers, Washington Wizards, Boston Celtics, Chicago Bulls, OKC Thunder, Portland Trail Blazzers, Atlanta Hawk, GSW, Houston Rockets, LA Clippers, Memphis Grizzlies, Indiana Pacers, San Antonio Spurs, Toronto Raptors, Utah Jazz and Milwaukee Bucks. Didalam menganalisis tanda verbal dan tanda visual peneliti menggunakan teori yand dikemukakan oleh Barthes dan didalam menganalisis triadic aspek dari makna untuk menemukan identitas tim peneliti menggunakan Pierce teori. Peneliti menemukan 31 tanda-tanda verbal and 44 tanda-tanda visual yang digunakan oleh 16 logo tersebut. Makna yang ditemukan pada logo ditunjukkan oleh makna denotatif dan konotatif. Makna denotatif menunjukkan makna sebenarnya yang sebagaimana mereka dapat dilihat secara langsung didalam logo tim. Makna konotatif menunjukkan makna tersembunyi seperti ciri khas kota, spirit tim, kekuatan, bentuk pertahanan dan penyerangan, harapan, energik, kedewasaan, kerjasama , tanda penghormatan dan apresiasi.
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