Chinese Ethnic Branding Strategies and the Roles of Language in the Movie Crazy Rich Asians

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

CHINESE ETHNIC BRANDING STRATEGIES AND THE ROLES OF LANGUAGE IN THE MOVIE CRAZY RICH ASIANS

A Thesis Presented to

The Graduate Program in English Language Studies

in Partial Fulfillment of the Requirements

for the Degree of Magister Humaniora (M.Hum)

English Language Studies

Fennie Karline Rosario Tenau

Student Number: 186332004

THE GRADUATE PROGRAM OF ENGLISH LANGUAGE STUDIES

SANATA DHARMA UNIVERSITY

YOGYAKARTA

2020

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

“ He has made everything beautiful in its time. He has also set eternity in the human heart, yet no one can find out what God has done from beginning to end.” - Ecclesiastes 3:11-

I dedicated this Thesis to

My angel mother, Margaretha Warayaan.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

ABSTRACT

Tenau, Fennie Karline Rosario. 2020. Chinese Ethnic Branding Strategies and The Roles of Language in The Movie Crazy Rich Asians. Yogyakarta: English Language Studies. Graduate Program. Sanata Dharma University. Chinese attempt to show their existence in the world‘s eyes can be seen in their branding. Branding is important in the aspect of ethnicity because it creates certain assumptions about an ethnic group. They try to show their identity by using several strategies both in explicit and implicit ways. However, Chinese themselves barely participate in Hollywood movies as the main characters. Crazy Rich Asians then appears as a movie that highlights the real-life portrayal of Chinese and diaspora in real life. Much of the plot conflict focuses on the Eastern- educated family welcoming Rachel, a Chinese-American as a part of them. Most of the main characters classify themselves as culturally Chinese, so they are playing Chinese ethnicity characters. This study explores what branding strategies are portrayed by the major characters in showing their identity in the movie Crazy Rich Asian. It focuses on the distribution of material and non-material culture in the movie. There were value, belief, language, etiquette, furniture, architecture, traditional food, clothing, traditional musical instrument, traditional medicine, and traditional game. This study also examines the roles of language in showing their Chinese identity as a part of non-material culture. This is a discourse analysis studied by using the sociolinguistics viewpoint. Sociolinguistics is applied as the main approach to identify the roles of language in the transmission of Chinese culture. Ethnicity is applied as the subsidiary theory to observe the forms of cultures that are used by Chinese in demonstrating their identity. The data documentation was taken from the movie Crazy Rich Asians which consists of 68 cultural phenomena. The results reveal that Chinese utilize two kinds of branding strategies that are reflected in material and non-material culture. The lowest percentage of the strategy was 42.6 percent in material culture whereas the highest percentage of the strategy was 57.4 percent in non-material culture. It indicates Chinese interest in showing the public about their characteristics through their traditional lifestyles which affect their use of language. It reveals that language is one of the significant cultural identities of the diaspora. The roles of language are a symbol of ethnic identity and as an instrument of intra-ethnic communication. Future research is expected to focus on more types of cultural phenomena in both forms of material and non-material cultures. The related research might also be done to investigate other significant issues in different scopes of life as interesting topics to be discussed.

Keywords: Ethnic branding strategies, Material culture, Non-material culture, Crazy Rich Asians, Sociolinguistics study

vii

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

ABSTRAK

Tenau, Fennie Karline Rosario. 2020. Chinese Ethnic Branding Strategies and The Roles of Language in The Movie Crazy Rich Asians. Yogyakarta: English Language Studies. Graduate Program. Sanata Dharma University. Upaya orang Tionghoa untuk menunjukkan keberadaan mereka di mata dunia bisa dilihat dari branding mereka. Branding penting dalam aspek etnisitas karena menciptakan asumsi tertentu tentang sebuah kelompok etnis. Orang Tionghoa mencoba menunjukkan identitas mereka dengan menggunakan beberapa strategi baik secara eksplisit maupun implisit. Namun, orang Tionghoa sendiri jarang berpartisipasi dalam film-film Hollywood sebagai karakter utama. Crazy Rich Asians kemudian muncul sebagai film yang menyoroti penggambaran kehidupan nyata orang Tionghoa dan diaspora dalam kehidupan nyata. Sebagian besar plot permasalahannya berfokus pada keluarga berpendidikan Timur yang menyambut Rachel, seorang Cina-Amerika sebagai bagian dari mereka. Sebagian besar karakter utama mengklasifikasikan diri mereka sebagai orang dengan budaya Tionghoa sehingga mereka memainkan karakter beretnis Tionghoa. Penelitian ini mengeksplorasi apa strategi branding yang digambarkan oleh karakter utama dalam menunjukkan identitas mereka di film. Ini berfokus pada distribusi budaya material dan non-material dalam film. Ada nilai, kepercayaan, bahasa, etiket, furnitur, arsitektur, makanan tradisional, pakaian dan tata rias, alat musik tradisional, obat tradisional, dan permainan tradisional. Penelitian ini juga meneliti peran bahasa dalam menunjukkan identitas Tionghoa mereka, yang merupakan bagian dari budaya non-material. Ini adalah analisis wacana yang dipelajari dengan menggunakan sudut pandang sosiolinguistik. Sosiolinguistik diterapkan sebagai pendekatan utama untuk mengidentifikasi peran bahasa dalam transmisi budaya Cina. Etnisitas diterapkan sebagai teori tambahan untuk mengamati bentuk-bentuk budaya yang digunakan oleh orang Tionghoa dalam menunjukkan identitas mereka. Dokumentasi data diambil dari film Crazy Rich Asians yang terdiri dari 68 fenomena budaya. Hasil penelitian menunjukkan bahwa orang Tionghoa menggunakan dua strategi branding yang tercermin dalam budaya material dan non-material. Persentase terendah dari strategi branding adalah 42,6 persen dalam budaya material sedangkan persentase tertinggi dari strategi branding adalah 57,4 persen dalam budaya non-material. Ini menunjukkan minat orang Tionghoa untuk menunjukkan karakteristik mereka kepada publik melalui gaya hidup tradisional yang memengaruhi penggunaan bahasa mereka. Ini menunjukkan bahwa bahasa adalah salah satu identitas budaya diaspora yang signifikan. Peran bahasa adalah sebagai simbol identitas etnis dan sebagai instrumen komunikasi dalam etnis yang sama.

viii

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Penelitian selanjutnya diharapkan untuk fokus pada lebih banyak jenis fenomena budaya baik dalam bentuk budaya material maupun non-material. Penelitian terkait mungkin juga dapat dilakukan untuk meneliti tentang isu-isu penting lainnya dalam berbagai bidang kehidupan sebagai topik yang menarik untuk dibahas. Kata Kunci: Strategi branding etnis, Budaya material, Budaya non-material, Crazy Rich Asians, Penelitian Sosiolinguistik.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

ACKNOWLEDGEMENTS

First of all, I would like to give my biggest gratitude to Jesus Christ and

Mother Mary for their blessings along this journey. The situation might be challenging, but I believe They want to increase my capacity through this process so that I could accept bigger things in life.

Secondly, I want to express my big appreciation to Dr. B.B. Dwijatmoko,

M.A., my thesis advisor, who is willing to give his time and feedback during my while I am working on this thesis. I would like to thank him for being a kind advisor and a good listener. His understanding and patience guide me in the completion of my thesis.

My biggest gratitude goes to Dr. E. Sunarto, M.Hum., Prof. Novita

Dewi, Ph.D., and Dr. Fr. Borgias Alip, M.Pd., M.A., as my thesis reviewers and examiners. I am gratefully indebted to their guidance, comments, and suggestions on my thesis.

I would like to express my gratitude to Prof. Dr. Soepomo

Poedjosoedarmo, Paulus Sarwoto, M.A., Ph.D., Dr. J. Bismoko, F.X.

Mukarto, Ph.D., for the valuable knowledge, experiences, and help that I received throughout my master‘s degree program. I also want to thank Mbak

Marnie for the help in the process of submitting this thesis.

I would like to express my profound gratitude to Drs. Athanasius Y.S

Tenau and Margaretha Warayaan for their never-ending prayers to me. My profound gratitude also goes to Drs. Paskalis Kocu, M.Si., and Paulina Maria x

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Wafom for their never-ending faith in me. All that I am and I hope to be, I owe it to my angel parents. I thank my brothers, Ronaldo, Robertho, Reynaldo, and

Reinhard for being the supportive bodyguards for me. I also want to thank Faith and Citra, for brighten up my days.

I want to thank my best friends, Astri, Yeccika, Shinta, Renata, Liza,

Juan, Ndolu, Neles, Yopi, Gitta, and Tity, for their hands to hug me, for their ears to listen to me, and for showing the real definition of ―being there‖ for me. I also want to thank Slavian for his extra patience and caring for accompanying me since I started my undergraduate degree until I finished my master‘s degree. I thank him for believing in me even when I do not believe in myself. I could not ask for a better company.

I would like to thank all my fellow in ELS, especially Vania, Indah,

Raras, Desy, Taqwa, Joice, Indri, Claudia, Yunda, Nanda, and Aurelia for the long talks, the midnight chats, and the gojekan every time we met. Graduate school was not so bad because of you. Last, I thank everyone whom I cannot mention one by one who supported me in the completion of my thesis. May all the good things always find you.

Sincerely,

Fennie Karline Rosario Tenau

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

TABLE OF CONTENTS

Page

TITLE PAGE ...... i

APPROVAL PAGE ...... ii

DEDICATION PAGE ...... iv

STATEMENT OF WORK’S ORIGINALITY ...... v

PERNYATAAN PERSETUJUAN PUBLIKASI .. Error! Bookmark not defined.

ABSTRACT ...... Error! Bookmark not defined.

ABSTRAK ...... viii

ACKNOWLEDGEMENTS ...... x

TABLE OF CONTENTS ...... xii

LIST OF FIGURES ...... xv

LIST OF TABLES ...... xvi

LIST OF APPENDIX ...... xvii

CHAPTER I INTRODUCTION ...... 1

1.1 Research Background ...... 1

1.2 Research Questions ...... 5

1.3 Research Goals ...... 5

1.4 Research Benefits ...... 6

CHAPTER II REVIEW OF RELATED LITERATURE ...... 8

2.1 Theoretical Descriptions ...... 8

2.1.1 The Scope of Sociolinguistics ...... 9 xii

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

2.1.2 The Nature of Ethnicity ...... 13

2.1.3 Ethnic Branding Strategies ...... 16

2.1.4 Chinese Characteristics ...... 19

2.1.3 Review of Crazy Rich Asians ...... 43

2.2 Review of Related Study ...... 48

2.3 Theoretical Framework ...... 52

CHAPTER III RESEARCH METHODOLOGY ...... 54

3.1 Type of Study ...... 54

3.2 Subject of Study ...... 55

3.3 Data Collection Technique ...... 57

3.4 Data Analysis ...... 61

3.5 Data Presentation ...... 62

CHAPTER IV RESEARCH RESULTS AND DISCUSSION ...... 64

4.1 Branding Strategies of Portraying Chinese Identity ...... 64

4.1.1 Branding Strategies Reflected in Non-Material Culture ...... 67

4.1.1.1 Value ...... 68

4.1.1.2 Language ...... 72

4.1.1.3 Belief ...... 76

4.1.1.4 Etiquette ...... 48

4.1.2 Branding Strategies Reflected in Material Culture ...... 82

4.1.2.1 Furniture ...... 82

4.1.2.2 Architecture ...... 85

4.1.2.3 Traditional Food ...... 88 xiii

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

4.1.2.4 Clothing ...... 92

4.1.2.5 Traditional Musical Instrument ...... 95

4.1.2.6 Traditional Medicine ...... 98

4.1.2.7 Traditional Game ...... 100

4.2 Roles of Language in Showing Their Chinese Identity ...... 106

4.2.1 Language as a Symbol of Ethnic Identity ...... 107

4.2.2 Language as an Instrument of Intra-Ethnic Communication ...... 112

CHAPTER V CONCLUSION AND RECOMMENDATIONS ...... 120

5.1 Conclusions ...... 120

5.2 Suggestions ...... 124

REFERENCES ...... 126

SYNOPSIS ...... 130

APPENDIX ...... 132

xiv

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

LIST OF FIGURES

Figure Page

Figure 2.1 The Hierarchical System of Identity ...... 12 Figure 2.2 The Map of Ethnic Group Distribution in China ...... 19 Figure 2.3 The Fashion of Chinese Clothing from 221 BCE-1940s AD ...... 23 Figure 2.4 The Fashion of Chinese Clothing from 1930s AD- 21st Century ..... 24 Figure 2.5 The Portrait of Chinatown Situation in 2002 ...... 26 Figure 2.6 Classical Chinese Furniture ...... 27 Figure 2.7 The Traditional Instruments in China ...... 30 Figure 2.8 Theoretical Framework ...... 52

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

LIST OF TABLES

Table Page

Table 3.1 The Blueprint of Data Collection Table ...... 58 Table 3.2 The Example of Cultural Phenomena Accouring in CRA ...... 59 Table 3.3 The Example of Strategies Applied in Crazy Rich Asians ...... 60 Table 3.4 The Example of Coding Strategies in Crazy Rich Asians ...... 62 Table 4.1 The Cultural Phenomena Occurring in Crazy Rich Asians ...... 65 Table 4.2 The Strategies of Ethnic Branding in Crazy Rich Asians ...... 67

xvi

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

LIST OF APPENDIX

Appendix Page

APPENDIX Types and Forms of Cultural Phenomena in Crazy Rich Asians. . 112

xvii

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

CHAPTER I

INTRODUCTION

This chapter presents background information about the reasons why the researcher conducts this research. Five aspects are discussed in this part, namely, research background, problem limitation, research questions, research goals, and research benefits. All of them are relevant to the topic of this research.

1.1 Research Background

In correspondence to the current massive development, the cultures of some ethnic groups have disappeared while others remain firm in their customs.

Defining ethnicity is essentially a complex matter. The importance of the idea of ethnicity relies upon the significance of a few different ideas, especially ethnic groups and ethnic identity. According to Isajiw (1993), an ethnic group is a group of people who share a similar culture. Meanwhile, ethnic identity alludes to ethnicity as an independent experience. Ethnicity itself is a theoretical idea that includes membership to a social community with the same cultural background.

The existence of ethnic groups and ethnic identities bring a significant influence on society. Both of them give certain issues about their culture to show themselves and to give a distinction between them and the world.

Chinese is one of the biggest ethnic groups in the world. They can be found everywhere around the world. There is a saying from Napoleon Bonaparte that

―Let China sleeps, for when she wakes, she will shake the world”. The proof can

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

be seen in the real-life where we can easily find some things which relate to the culture of China, for example, the existence of Chinatown in various parts of the world, the Chinese New Year that must be celebrated every year in various countries in the world and the use of Chinese characters in most of the places around the world, particularly in public places. These kinds of phenomena lead us to the realization that Chinese plays a crucial role in society. Because of this,

Chinese is assumed as one of the most influential ethnic groups in society.

However, this fact is not always applicable to the film industry. They barely appear as the lead actors in Hollywood movies (―The Guardian‖, 2018). Hence, movie makers are motivated to make some movies that capture the phenomena of how some ethnic groups portray their ethnic identity so that they are widely known as unique groups. One of the movies that portray the cultural phenomena of Chinese is Crazy Rich Asians. Therefore, the researcher is thrilled to analyze this movie.

The movie Crazy Rich Asians is an American romantic comedy-drama movie directed by Jon M. Chu in 2018. It is based on the novel by Kevin Kwang as a part of a trilogy, China Rich Girlfriend, and Rich People Problems. The movie is about a couple of lovers, namely Nick and Rachel who have been dating for two years. They want to be together, but the family makes it complicated. It is because Rachel is a Chinese-American raised by an immigrant single mother in

America so the way she thinks, speaks, and acts are very different from traditional

Asian. Conversely, Nick comes from a conservative and crazy rich family in

Singapore. He has such a big family who is strongly holding on to Chinese culture

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

and beliefs. Nick‘s family wants him to take care of the family‘s business instead of pursuing his dream.

This movie is also packed by showing the opulence of the family through settings like very big houses, skyscrapers, flashy outfits, and jewelry. These represent their abilities as a generation who can maintain their wealth and so on.

In the movie industry, Crazy Rich Asians is nominated as the first big-screen movie, which includes an all-Asian cast. This movie aims to portray the real condition of Hollywood movies which has been eradicated minorities from lead jobs for quite a long time. It is commonly assumed that most movies in the

Hollywood industry display the ethnic identity of their kind. Thus, this movie appears as a breakthrough which put a differing cast at the cutting edge of a story they can identify with (―Forbes‖, 2018). All of the casts are Chinese who have different ways of thinking and lifestyles.

It is seen that Crazy Rich Asians points out their branding as one of the most influential ethnic groups in Hollywood. Gotham (2007, p. 827) explains that

―branding is a procedure of homogenization and institutionalization. He additionally included that it might cause social uncertainty and avoidance and may threaten the nearby culture‖. In other words, branding is a procedure of separation process that distinguishes them from a specific locale. Branding is crucial in the aspect of ethnicity. It creates a certain assumption for other ethnic groups about the identity of a certain ethnic group. Chinese utilization of some branding strategies in the movie is seen as the distinction between them and people from other cultural backgrounds. The branding strategies are reflected in the material and non-material culture. Material culture is the tools that are used by people,

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

such as furniture, building, clothes, and so on. Meanwhile, non-material culture is the perception of certain groups, such as values, beliefs, and different assumptions about the world (Henslin, 2013, p. 36). These two are linked to one another to represent the value behind an object that is seen in a movie.

This research takes a specific focus on the cultural phenomena which are reflected in the forms of material and non-material, specifically, the cultural phenomena which are faced by the main characters such as Rachel Chu, Nick

Young, Eleanor Young, Shang Shu Yi, and Kerry Chu. The main problems appear when Rachel and Nick meet their family, especially Eleanor, Nick‘s mother. Their relationship is dominated by Eleanor Young, who is very obsessed with prestige and pride. This is due to Eleanor's marriage to Nick's father, which was opposed by Shang Su Yi, Nick's grandmother because of their differences. Both of them opposed Rachel and Nick's marriage because they considered Rachel is not good enough for their family. The reason is because of Rachel's mother, Kerry Chu's past, which was considered bad. The researcher considers these five characters as the main ones because each of them plays a significant role that influences the plot of the movie.

The setting of the script is also being limited in New York and Singapore.

These are the main place where Rachel and Nick are facing the main problem of not getting accepted in the family. Singapore is considered as one of the big cities in Asia, which has been touched by another culture, yet it still highlights its root from China. Meanwhile, New York is one of the big cities in the United States where the citizen comes from different places including China. Therefore, the casts‘ experiences that they go through in New York and Singapore are 4

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

meaningful in portraying the idea of Chinese ethnic branding in the movie. Crazy

Rich Asians shows the portrayal of Chinese life in general by showing The Young family and other families‘ views and traditions. The Youngs are specifically identified as having emigrated to Singapore from China. Shang Su Yi speaks

Mandarin as her default language, particularly in private settings with relatives. It points to the belief that she already retains her conservative Taiwanese values and practices. She has the power in the family so their beliefs and culture adapt more or less to her traditional views.

1.2 Research Questions

To meet the objectives of this research, the researcher chooses to define the issue into two explicit inquiries:

1. What branding strategies are portrayed by the major characters in

showing their identity in Crazy Rich Asians?

2. What are the roles of language in showing their Chinese identity?

1.3 Research Goals

Concerning the research questions, this research is aimed to answer two points. The first goal of this study is to discover the cultural forms which are portrayed by Chinese in showing their identity. Therefore, the researcher will focus on the main characters‘ appearances in the movie. The researcher will investigate the forms of cultural phenomena to see the material and non-material culture in the movie. Then, the researcher will be able to study the distribution of such forms that exist in the movie.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

The second goal of this study is to examine the roles of language in showing their Chinese identity. The researcher will provide a detailed explanation about the language use and the circumstances to see the meaning behind particular branding strategies that depict how different social groups communicate and characterize themselves. Then, the researcher will be able to see the influence of

Chinese branding strategies on their language use by using the theory of sociolinguistics.

1.4 Research Benefits

This research is relied upon to bring some benefits. These benefits are directed to some parties who are keen on this field of education. They are linguists, English educators, and future researchers.

This research may contribute to the development of discourse analysis, particularly in analyzing a movie from a sociolinguistic viewpoint. This research is hoped to add clear information about the portrayal of a society in defining themselves to the world and their branding strategies in distinguishing themselves in a community with a diverse background. This research is also hoped to show the roles of language in portraying Chinese identity and the influencing factors behind the use of certain patterns and codes in communication. The phenomenon of language change for Chinese in this research also occurs in other languages such as English, Indonesian, and Javanese. Each of them has certain terms and conditions for their use in the community.

This research is conducted to help English educators in gaining a new perspective and deep understanding of the ethnic branding strategies which are 6

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

used by a certain ethnic group in the world. Hence, educators will become motivated to use media like movies, songs, pictures, and so on as their teaching media to attract students‘ attention. This research is also expected to help the researcher in delivering meaningful information to the students about the importance of diversity in this era of globalization. Because of this, the students will acquire new abilities not only from their hard skills, but also their soft skills to raise their awareness about the issues in society. Because of this, they will appreciate others‘ cultures and consider it as a strength rather than a threat to the existence of their own culture.

This research is expected to help the readers in understanding the branding strategies that are used by certain groups in revealing their true characteristics in a multicultural society. It is hoped to familiarize the readers with the language use of certain ethnic groups in revealing their identities. This research is expected to be useful for future researchers to develop their further studies. The focus of this research is on the socio-cultural issues, so they can use it as a reference to study deeper about the other issues, such as economic, political, environmental, and other crucial fields of life.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter explains the theories related to this research. Three major parts are provided in this chapter. The first part is theoretical description. The second part is review of related studies. The third part is theoretical framework. In the theoretical description, the researcher explains some theories related to sociolinguistics, ethnicity, ethnic branding, Chinese characteristics, and review of

Crazy Rich Asians. In the review of related studies, the researcher provides the theories of related research to give a brief representation of the research in the same field. Meanwhile, in the theoretical framework, the researcher summarizes and relates the theories to answer the research questions.

2.1 Theoretical Description

This sub-chapter focuses on the theories that are related to the field of this research. Five major areas are discussed in this part. The first is the scope of sociolinguistics. The second is the nature of ethnicity. The third is theories of ethnic branding strategies. The fourth is Chinese characteristics. The last is the review of Crazy Rich Asians. Each of them will be discussed in clear and detailed ways.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

2.1.1 The Scope of Sociolinguistics

Language is an effective medium to support the interaction between people from different parts of the world. In the process of communication, some people use their unique ways of expressing things through language. According to

Wardhaugh (1992, p. 10), the language that is used by some ethnic groups might indicate such matters as regional, social, or ethnic origin and possibly even their gender. It means that language reflects the situation of someone who comes from a certain background. Some regions in the world even have several language classifications intended for interlocutors or certain circumstances in their communication. Besides the use of language as a tool of communication, each region has a specific use of language to distinguish them from one another.

Language is also used as a product of society to show their uniqueness. People who come from the same regional background tend to gather themselves in the same circle so that they can preserve their customs in a diverse world.

The relation between variations of language and society can be studied using sociolinguistics. Sociolinguistics first appeared at the end of the 1960s at the limits of linguistics and sociologies. From the start, it learned about a variety of language structure, particularly pronunciation, because of factors as class, age or gender. It concentrated on normally happening talk, for example, kid talk, narrating about ordinary encounters, or the verbal play by African–American youths (Gumperz and Hymes, 1972). It was intended to bridge the relation between language use and the influencing factors behind it. As time goes by, sociolinguistics is used as a study of some aspects of the society which affect the relationship between people from any different kind of background. The aspects

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

are seen in language use, the customs, the traditions, and the values that are used in certain groups of people.

In broad, the definition of sociolinguistics itself is a branch of linguistics which talks about language and society. It deals with the use of language which is influenced by some factors such as class, gender, race, and so on. It sees the society and the dynamics in it to find out about language use. Through sociolinguistics, we learn to identify the social functions of language that is used in a different social context and how it is used to convey social meaning (Holmes

& Wilson, 2017, p. 1). Nowadays, sociolinguistics is popular in the circle of researchers around the world. It is used as an approach to analyzing the socio- cultural issues, particularly within the scope of language. Sociolinguistics enables the researcher to go deeper into some phenomena which happen in society.

Sociolinguistics covers various fields that exist in human life. It is keen on how people talk contrastingly in different social settings, and how people utilize explicit elements of language to pass on social importance or parts of their identity. Sociolinguistics shows genuine frames of mind and social circumstances.

The portrayal of sociolinguistic variation is very clear, but sometimes it cannot be realized directly. Most are shown using media that are very popular with the public, such as movies, news, songs, and so on. The movie is one of the media that can transmit values as well as messages that capture the real situation in the world. According to Murphy (1978, p. 226), a movie and the circumstances surrounding its production give certain informational analogs to the material that is seen sociolinguistically. It captures the theory of semiotics like meaning, symbol, and action. It sees the natural language utterances or acts. Moreover, it

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

sees signals, pictures, and languages. Because of this, portraying the branding in movies is favored by numerous individuals.

Analyzing the phenomena of social and cultural that happen in the surrounding of a movie is studied by using sociolinguistics. One of the core concepts of sociolinguistics is identity. Identity is considered as the inner part of humans that deals with the way of thinking. It is seen as the interface between the personal world and the social world, where the language is placed as a link between them (Holmes & Wilson, 2017, p. 246). This means that identity is reflected through people‘s interactions with one another from their language choices and also their social patterns. Language and other social patterns are used as media to represent their colors. People in some groups have their ways that are deliberately maintained for many years. It is hoped that the tradition will not be extinct even if they are in an environment outside their original place. Their preferences in choosing codes for some situations show their identity as members of a group. According to van Herk (2012, p. 76) people from a particular place have the competence to draw a large repertoire of linguistic resources to perform their ethnic identity. In other words, each individual has their way of showing characteristics that define their existence as part of a particular ethnic group. The characteristics are clearly shown from their linguistic competences and their linguistic performances that are used in many contexts and situations.

Their linguistics competences affect their performances in learning another language. Brown (2001) says that there is a higher chance of first language interference in foreign language pronunciation. An unusual way of pronouncing words will cause interlocutors to misunderstand one another. Someone‘s

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

linguistics output is accumulated from their input that is influenced by their education and environment. It becomes behaviors that they bring from their childhood that will affect their way of living and thinking until they grow old. It is then turned into an identity that unifies them with certain people who share the same characteristics.

Identity has a variety of meanings based on the context that is being talked about. Riley (2007, p. 88) proposes identity as the explanation of shared qualities or memberships of groups and the way they address or construct themselves. In other words, people who believe that they share the same identity will try to mark themselves as a different entity. There is a strong sense of belonging in their group which makes them believe that they are special. Because of this reason, they are aware of their diverse surroundings. Therefore, they use several other ways to show their character that they highlight in the lives of diverse communities. By using their special ways of distinguishing themselves, people around them will be aware that they are classified as a group. They mostly use special social patterns in their interaction and communication to clarify their existence. In his book,

Riley proposes identity in a hierarchical system. Figure 2.1 shows the position of each item.

IDENTITY

Individual Awareness Social Identity

SELF PERSON

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Fig 2.1 The Hierarchical System of Identity (Source by Philip Riley, 2007,

p. 77, Language, Culture, and identity: An Ethnolinguistic Perspective).

It is seen in Figure 2.1 that identity is placed on the top position which is followed by self and person. This means that identity consists of individual awareness and social identity. The differences between person and self are seen at some points. Self is private and subjective, whereas person is public and social.

Self thinks that he has the right to control his surroundings as an individual whereas person acts based on certain roles as a part of groups. In conclusion, it is seen that identity combines the individual interest with the public interest to claim their membership as a similar group.

2.1.2 The Nature of Ethnicity

Ethnicity is one of the crucial aspects of identity. Identity is usually synonymous with the understanding or belief of various phenomena that exist in society. It deals with various backgrounds that are incorporated into their respective ethnicities. Defining ethnicity is a complex matter. The term 'ethnicity' derives from the Greek word, ethnos or ethnikos. According to Ansell (2013), ethnicity is a self-identification of some people as an association with a group. In other words, ethnicity consists of people who share the same characteristics. It is also marked as a symbol that makes a group of people believe that they are bound to one another.

Furthermore, people who feel that they are from the same root will also share the same things. They tend to see themselves differently. Ethnicity is a social connection where social actors are seen by others as being socially

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

particular collectivities (Malesevic, 2014). It can be seen in the form of a specific code that uses the symbol of nationalism on different occasions and for different purposes. The utilization of some codes is to claim the identity of a group of people (Stockwell, 2003, p. 8). Most individuals can choose suitable code in a specific context. One of the examples is in the changing style of speaking from formal to informal depending on the situation and condition.

Humans are born with different characters, but with an understanding of the same ethnicity, this becomes a bond between one person and another to create harmony and cooperation in a society. In a broad sense, the idea of ethnicity is considered largely preserved by certain people. Crossley, Siu, and Sutton (2006) conclude ethnicity as something that deals with social and cultural aspects of human life.

Ethnicity is relative in the deepest sense. It deals with lineage,

community, and nation. This is not always obvious when ethnicity is

considered as the phenomenon of a group of people perceiving

themselves as sharing the same culture or the same genealogy.

Historically, it is more important than the culture they believe they

share is different from the cultures of others around them. Ethnic

categories are constructed, as are lineages, communities, nations.

Imposed by state machinery or asserted by local populations, these

social and cultural categories have been used to mark boundaries and

to highlight differences on the ground. When ethnic categories are

intertwined with the other identities, one finds powerful languages of

exclusion (p. 5).

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

In other words, ethnicity is socially constructed. It is believed by individuals within society as something significant. They have the awareness of being part of an interrelated community of others. They are clutching similar cultures and customs. It is seen that ethnicity is believed not only as a tool to unite people with the same background, but also as a tool to distinguish their group with another in a multicultural world. The intention is to prove that they have unique characteristics that are different from other groups. They took the initiative to prove their existence as an ethnic group. Thus, they make a clear distinction between them in a world with a variety of diverse community backgrounds.

The phenomena which occur within this particular group tend to be different or even completely different from others. Some things are intentionally made conspicuously to separate them from those around them. One of the examples is a phenomenon of Chinese culture that is easily found in various places, Chinatown.

Choy (1995) argues that ―the translation of the Chinese term of Vancouver's

Chinatown is ―China People Street‖ and named by the neighborhood as

Chinatown to show the people who are left out from the surroundings in a multicultural place‖. Chinatown itself can be found in every part of the word. It is considered as an ethnic enclave of Chinese outside the land of China. The purpose behind the existence of Chinatown is to show their unique color as a unique entity in the world. They attempt to preserve their customs so that they can distinguish themselves from the other ethnic group.

The preference of Chinese cultural phenomenon is influenced by their backgrounds. According to Mierzejewski and Kowalski (2019, p. 1), China shows its goals alongside its developing economy and enormously improved material

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

status. It is intended to improve its national interests and its identity in the world's eyes. The country's identity is seen as socially built and molded by China's chronicled experiences which turn them into the world's second-biggest economy nowadays. The Chinese today, which known for their spiritual and material values are influenced by their historical backgrounds from a country that had experienced economic difficulties to become a developed country.

Showing one ethnicity gives a clear impact when it is directed to people from other cultures. The same thing also happens to Chinese. Chinese deliver their interest and identity through interaction with people from outside. They want to have a delicate impact and be unique to other worldwide actors (Mierzejewski &

Kowalski, 2019). They promote their status through building and practicing various kinds of identities to distinguish themselves from other groups.

2.1.3 Ethnic Branding Strategies

A variety of ethnic groups try to show their culture so that it can be recognized by society. This kind of action is known as branding. Gotham (2007, p. 827) explains that branding is a procedure of homogenization and institutionalization. He additionally included that it might cause social uncertainty and avoidance and may threaten the nearby culture. In other words, branding is a procedure of separation process that distinguishes them from a specific locale.

Branding is crucial in the aspect of ethnicity. It creates a certain assumption for other ethnic groups about the identity of a certain ethnic group. Furthermore, according to Holmes and Wilson (2017), some minorities distinguish themselves from others by using distinctive linguistic features as remaining symbols of

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

ethnicity when they are in a multicultural place. It can be seen in the form of different social patterns or speech styles. These features are shown by using different media that are delivered to the public through some branding strategies.

The branding strategies are reflected in the material and non-material culture. According to Li (2016), material culture alludes to the typification of human culture which comprehensive activities of material character and their items. They are seen in the form of people‘s wishes, convictions, aptitudes, and style by changing over the characteristic type of assets into items. In other words, it is where an object is adapted and turns into a piece of cultural phenomena. It includes clothing, architecture, furniture, instrument, clothes, decoration, statue, music, ceremony, food, makeup, plant, medicine, and game. Meanwhile, non- material culture is different than material culture. According to Henslin (2013), non-material culture includes a group's perspective, such as values, beliefs, and different suppositions about the world. It includes patterns of behavior, such as language, gestures, and different types of social communication. Material culture shows the linguistic features that have become wider when it comes to identifying a specific group. It is used in public by society to investigate knowledge opportunities and to gather useful details about cultural traditions and historical events from time to time (Aronin and Laoire, 2012). It can be said that material culture alludes to the objects or possessions of a bunch of individuals. Non- material culture comprises of the thoughts, frames of mind, and beliefs of a society. It consists of belief, value, etiquette, rule, and language.

Material and non-material culture are connected. Material culture is an immediate and tangible portrayal of identity through some objects. The form of

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

non-material culture is used as a tool for representation of a group to validate their existence in a pluralistic society. However, people will not focus on subtleties so they will miss the entire picture (Li, 2016, p. 31). They will see the reasons behind the use of an object in non-material culture. As for the example, physical items regularly symbolize social thoughts. A school building is the form of material culture, while the training branding strategies and educational standards are the forms of non-material culture (Kaur and Kaur, 2016). These two are linked to one another to represent the value behind an object.

One of the ethnic groups that are growing rapidly and attracting the attention of people is Chinese. Chinese nowadays show their existence, both inside and outside their country. They insist to show their cultural identity to other ethnic groups in the world. Cultural identity implies something like the proceeded with the presence of tradition and custom. Some communities in society create their identities as brands of their ethnic groups. Besides Chinese, Latino American is also considered as an ethnic group that is widely known in the world. Fought

(2006) examines how Latino American Community members construct their identity, such as their heritage language which is Spanish, code-switching, pronunciation, grammar, stress patterns, and so on. It means that Latin American community uses Spanish in their daily conversation as branding of their culture.

Several other regions also use language as their identification. Trudgill

(2000) states that language is one of the social phenomena which represent structure and value in the society. The other forms of social phenomena which are utilized in the society are seen as the identifier of certain cultural groups. This identifier is made by a community as something authentic and different from other

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

regions. It is intended so that all people who come from this area have full awareness to preserve their culture as something that is sacred and must be maintained. These are some ways to represent the identity of a cultural group that remains firmly in its customs. All of these phenomena are studied using sociolinguistics because they are linked by language, identity, and society. These phenomena occur to show the interconnected relationships between all of these elements to show the branding of ethnic identity held by a group of people.

2.1.4 Chinese Characteristics

People classified as Asians are physically unique than any other descent.

One of a country that is classified as a part of Asian is China. China has a land territory of 3,691,502 square miles. The massive number of residents in China are of Han origin then followed by other people with different nationalities. Fig 2.2 shows the map of ethnic distribution in China.

Fig 2.2 The Map of Ethnic Group Distribution in China (Source by

China Discovery, 2018, from https://www.chinadiscovery.com/china-maps/china-

provincial-map)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

From figure 2.2 it is seen that there are various ethnic groups scattered in various regions in China. They have different characteristics but are based on the same root, namely oriental culture. They associate with the dominant national culture and have a sense of background and heritage that stretches back more than years. The preference of Chinese cultural phenomenon is influenced by their backgrounds. According to Mierzejewski and Kowalski (2019, p. 1), China shows its goals alongside its developing economy and enormously improved material status. It is intended to improve its national interests and its identity in the world's eyes. The country's identity is seen as socially built and molded by China's chronicled experiences from the past. Nowadays, the country is then widely known as the world's second-biggest economy and the world‘s third-largest country.

Even though China is known as the highest populated nation, it does not exclude all of its citizens who go outside the country. Taking into account diverse paths and connecting their identity, The Chinese Diaspora is known as Huaqiao.

The term Hua is a common term for "Chinese‖. The word Qiao is the common term of "a bridge". This expression refers to people of Chinese descent living outside China (Swan, 2013, p. 1). Overseas Chinese are ethnically Chinese citizens by birth or descent who live outside China's territory. According to

Poston and Wong (2016), overseas Chinese are regarded as major diasporas in the world with a total population of around 65 million people. It shows that Chinese diaspora is spread all around the world.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Although they are living outside China, Chinese diaspora essentially takes the initiative to highlight their identity as someone who came from the bamboo curtain country. They attempt to present their homeland culture, China, in the various places they live in, including building Chinatown, celebrating Chinese

New Year, using Chinese characters in most of the places around the world, particularly in public places and using their family name. However, this is not seen enough by those who lived and settled in China. They consider diasporas as strangers even in their environment. Chinese conservative to feel more exclusive than the diaspora. Within their community, there is a deep sense of connection which leads them to believe that they are different. Although the diaspora looks like Asians, their mentality and behaviors are far from oriental styles.

Those who are living outside of China in other parts of Asia are known as

The Peranakans. According to Wolff (2014), The Peranakan is the Chinese individuals who have long resided outside of China. The word Peranakan refers generally to mixed Chinese citizens. It other words it refers to all local-born

Chinese in Southeast Asia from migratory mothers or sojourners from China or children from Chinese sojourners who marry Southeast Asian local women

(Malay, Siamese, Indonesia, etc). The Chinese Peranakan has many terms like

‗Baba‘ for male, ‗Nyonya‘ for women, ‗Straits Chinese‘ and ‗Straits-born

Chinese, and ‗Peranakan Chinese‘.

A significant number of Peranakan practices are drawn from ancient values inherited by their ancestors in China. Henderson (2010) states that the Peranakans are tied closely to immigrants from China who settled in Southeast Asia since at

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

least the 17th century. Peranakans maintained a Chinese culture that was distinct from that of subsequent. They show their identity through language, popular performance, faith, and associated tradition, regression, signs of material culture such as clothes and food, and also physical characteristics.

To show their cultural identity to other ethnic groups in the world, Chinese use some branding strategies to show their branding in the diverse community.

They are using in various ways like showing their characteristics in the form of material and non-material culture. The types of material culture are clothing, architecture, furniture, traditional musical instrument, traditional food, traditional medicine, traditional dance, and traditional games.

The first type of material culture is clothing. Clothing carries with it a tight lifestyle and social links within an ethnic community. In earlier times, Chinese made several attempts to preserve their culture by creating things to make them stand out in a society that supports their appearance like manufacturing fabrics or textiles. They have the belief that the better the material they use on their clothes reflects their social ranks and positions in the society.

In Chinese philosophy, clothing brings a strong representation of the lifestyle and social ties within an ethnic group. It reflects the cultural characters of people. China was the principal nation to raise silkworms and weave silk texture

(sericulture); it is strengthened by the fact that there was a silk generation in the

Yellow and Yangtze River valleys 4000 to 5000 years prior. It began from the

Shang Dynasty in the mid-to the late Ming Dynasty, seeds of industrialist generation arose in the silk weaving industry (Xu et al., 2018, p. 86).

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Furthermore, in the era of Emperor Huang, who instructed individuals tailoring, and Lei Zu, who encouraged silkworm reproducing and silk production (Li, 2016, p. 32). It turned Suzhou and Hangzhou turned into the most eminent silk focuses.

Chinese were the first to make silk and kept how to make it a mystery for a long time. They wanted to keep this as their traditions that can be passed through generations. The individuals of higher status wore garments made of silk. The silkworms must be delicate, light, and delightful. Due to current changes, Chinese wear modern clothes in their daily lives. They only wear traditional clothes during parties, ceremonies, and religious occasions like weddings, birthday parties, and family gatherings. Figure 2.3 and Figure 2.4 are the portrayals of Chinese fashion trends from the past until now.

Fig 2.3 The Fashion Timeline of Chinese Clothing from 221 BCE - 1940s

AD (Picture by The Blob, 2019, from

http://mrbelloblog.com/2019/08/30/ap/fashion-timeline-of-chinese-hairstyle-and-

clothing/)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Fig 2.4 The Fashion Timeline of Chinese Clothing from 1930s AD- 21st

Century (Picture by The Blob, 2019, from

http://mrbelloblog.com/2019/08/30/ap/fashion-timeline-of-chinese-hairstyle-and-

clothing/)

Their fashion styles are seen in the Emperor of China, where the royal family always wears glamorous clothes to show that they are powerful and enthroned. Meanwhile, maids tend to wear casual and simple clothes. It is used to make a distinction about their position which can also give a big impact on their social and political relations too. The clothes used by the dancers are also material made of silk and are usually brightly colored or red. There are some regulations in clothing for Chinese. They have their values that deal with clothing including its form of material, color, and shape. They have their standards for their appearance in front of the public. They consider that bright colors are used for celebrations whereas the soft colors mainly used for ceremonies. The bright color symbolizes happiness that they have and shares with others who come to the event or celebration (Wilcox, 2019). For them, red symbolizes luck and fortune. Because of this reason, most of them are wearing bright colors in ceremonies and parties.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

They value one‘s social status and position by their appearance and their taste of their style in society.

The second type of material culture is seen in the architecture. It is considered as food and clothes. It is one of the human basic needs. The design is influenced by the history of one nation which reflects society‘s characters. This ensures that the patterns that appear in a position while constructing architecture are typically adapted to the principles that they possess. Those principles are often something they want the larger society to prioritize.

Chinese buildings have unique architectural features and forms that look the most striking among ordinary buildings in general. The building is striking because the Chinese people since ancient times built certain places that reflect their values. It is supported by Zhang (2018, p. 83), who states that traditional

Chinese architecture combines traditional architecture and culture. It is strongly influenced by Chinese culture, which is closely related to Chinese literature and paintings. It draws people‘s attention because it is made by those who capture their imagination in each calligraphy, drawing, and poetry. Mostly they told the history of the kingdom and dynasty at that time with all the problems behind it such as war, famine, colonialism, and so on. These are the reasons why Chinese buildings tend to be shaped and patterned as such.

Furthermore, their buildings are designed to follow the development of the current era but do not let go of its uniqueness. Li (2016, p. 32) says that architecture is influenced by the history of Chinese innovations in various regions.

Chinese building architecture primarily built in brick-and-stud that relies on

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

solidarity, nature, and soulfulness. It demonstrates the social status and political symbols accordingly expressed in society. The objects are tinted with cultural uniqueness like bronze products, composing paper, silk, and lacquerware. Each item consists of the energy of harmony, beauty, and social feel remarkable to

Chinese culture. Thus, anyone who sees it will be fascinated by the attractiveness of the building, not the rules relating to all the interests of the Imperial Palace.

Other than the building in China‘s surroundings, Chinatown is also one of the tangible evidence of the existence of China as a group that has strong values handed down by their ancestors a long time ago. According to Swan (2013),

Chinatown in New York is considered as "Chinese" neighborhood within

"American" space. It is seen as the reflected projection of Asia and America to become noticeable in the world‘s eye. Chinatown itself is a place where people carry out various activities in various fields, but related, including salons, restaurants, banks, shops, gatherings to cultural heritage sites. Figure 2.5 is the picture of Chinatown.

Fig 2.5 The Portrait of Chinatown Situation (Source by Time Out, San

Fransisco, from https://womantalk.com/lifehack/articles/deretan-kampung-cina-

yang-ada-di-dunia-salah-satunya-di-jakarta-ygJr0)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

The third type of material culture is furniture. In the furniture, every place that is owned by Chinese usually used special classical ornaments inside their buildings. The dominant furniture in China is wood, porcelain, statue, stones, and rocks. According to Xiong, et al. (2017) the wood sector, including solid wood, veneer, metal, and soft furnishings is actively promoted by Chinese furniture industry (p. 5). Ever since a long time ago, wood has been the standard production of furniture in China until now. It is seen that wood furniture dominates both interior and exterior of Chinese buildings. With a strong accent and unique shape, wood gives a glamorous and vintage look that is very charming when viewed.

This is a different marker from other buildings around it because of the dominance of this wood as a legacy and customs of Chinese ancestors from the past. Figure

2.6 is the furniture inside Chinese house.

Fig 2.6 Classical Chinese Furniture (Source by Victoria Maw, London,

2012, from https://www.ft.com/content/92f0777a-cc12-11e1-839a-00144feabdc0)

Porcelain is another famous piece of furniture in China. It has been known as one of the attainments from Chinese. du Sartel (2010) examines that porcelain was produced in China. The Chinese term is tz'u which was taken from Han

Dynasty literature. The appearance of porcelain is strong, lightweight, fine-

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

grained (t'ao) pottery. It is characterized by the strong, musical note which gives out during percussion and by measuring that a knife cannot scratch it. It is mostly white, transparent, hard, steel-scratching, homogeneous, resonant, and solid.

Porcelain has plain white color, but over time porcelain also has a variety of patterns with creative and varied structures. It starts from different carvings to use a variety of colors even until now porcelain is not only used as a tool for food or pottery but also as decoration.

The other ones are stones, rocks, and statues. Most people use the large ones in their garden while the small ones inside the house. Nordby (2017, p. 2) states that emperors and nobles built lavish palace gardens with streams and scaled- down mountains more than 2,000 years ago. Then, in their mountain retreats and city courtyards, Buddhist monks and affluent intellectuals started planting bonsai

(miniature trees) and gongshi ('spirit rocks'), which they considered to be a symbol of their relationship with nature. Their belief in the importance of the relationship between them and nature is marked by the presence of large and small stones that adorn the surroundings of their homes. In addition to the reasons for decoration and beauty, these spiritual values they have believed for a long time now. This belief also influences the trust of other regions towards the existence of stones and rocks.

The existence of a statue in a building as decorative art is considered important for Chinese. A statue symbolizes various beliefs and values held by their ethnic group. Chinese is one of the cultures that believe in the images of tigers. Tiger itself is the largest feline that makes him look strong and charismatic.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Numerous societies believe the tiger to be an image of prosperity, courage, and protection. Based on the Chinese zodiac animals, the tiger is a creature that holds a crucial characteristic. Those who are born in that year are believed to be brave, focused, and self-assured (Bradford, 2019). This is the reason behind the existence of statues in the buildings which are owned by Chinese. Another statue that is frequently used is a dragon. Dragon is the fundamental image of the nation. It is believed as a fantastical animal made up of seven creatures. It can change size freely and to bring the downpour that farmers need (Ember & Ember, 2001). This is the reason for the dragons‘ presence at the celebrations regularly to bring luck to their nation.

The fourth type of material culture is a musical instrument. A musical instrument is a tool that is used and adjusted to make melodic sounds. In other words, Chinese instruments are the physical epitome of Chinese customary music culture. In Ming dynasty, an instrument named lute has been used for a long time as a traditional instrument. It is called pipa. Pipa (Chinese: 琵琶; pinyin: pípá), a four-stringed Chinese instrument. This thing is also used until now. It is seen mostly in ceremony and party. According to Wong (2015, p. 17), the music of

Pipa is used to express the most profound distress and the quietness uncovered more feeling than the actual sound Chinese believe that the sound of this instrument vibrates magical vibes that touch their hearts. Pipa itself has been utilized principally for entertainment to be used as a performance instrument or in a troupe setting. Other instruments are Erhu (Chinese: 二胡; pinyin: èrhú) or

"Chinese violin" which is used in small ensembles and large orchestras. The next

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

one is Suona (Chinese double-reed trumpet, which is used in local theaters, weddings, funerals, or other ceremonies and celebrations. The last one is Roan. It is a moon-shaped short-necked lute instrument. Figure 2.7 is the picture of

Chinese orchestra in Sounds of China.

Fig 2.7 Chinese orchestra in Sounds of China (Pictured by TODD

ROSENBERG PHOTOGRAPHY, PennState, 2015, from

https://news.psu.edu/story/553636/2019/01/14/arts-and-entertainment/sounds-

china-feb-5-concert-feature-new-arrangements)

In addition to complete their performances, Chinese pour their feelings and thoughts into words that are formed in a song or poem. By using song or poem, it draws more attention and improves linguistic skills throughout the learning phase for the listener (Ludke, 2009). In other words, a song or poem has tremendous magical value in its delivery to others. Through the selection of diction, words, and metaphors contained in the thoughts of one person can be conveyed to others easily. As time goes by, Chinese songs are often translated into another language or vice versa. The aim is diverse in various media. One of the popular media is a song.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

The song takes a huge part in the production of a movie. It is one of the crucial components which makes work perfectly seen by people because of the touch it gives. Emmanuele (2018, ―Bustle‖) argues that the translated songs in

Crazy Rich Asians which mix American and Asian cultures are intended to illustrate the arrival of Rachel (Constance Wu) in Singapore. Because of this people would be familiar with Chinese culture which has been wrapped in a different language. They will be more interested to understand the content of the song, the meaning of the song, and even associate the song with their personal experiences so they feel a special bond with the song they listen to.

The fifth type of material culture is food. Food is the most distinct characteristic of an ethnic group. The food is created by certain ethnic groups that cannot be easily found in daily food. Mostly the food is served as a cultural tradition for those who celebrate their special event or occasion which deals with their backgrounds. The Chinese themselves are famous for a variety of special dishes. Chinese typically appeared to consume big portions as their regular meals.

Their main food is rice in most parts of the country. They typically choose to have fish, potatoes, and onion rings eaten with noodles, grain bread, rice porridge, and congee. Fried rice is eaten with meat, potatoes, roast pork and chicken, and steamed shrimp. Dim sum is a popular food in China. They have a different way of preparing their meals. They marinate it in a wok or steam it in cabbage- decorated bamboo baskets. The food is specially cooked to commemorate certain celebrations for their relatives. However, they do not serve rice to people in big ceremonies (Ember & Ember, 2001). The way they serve food comes from their experiences in the past when the Imperial Dynasties existed. They tried various 31

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

variations in the past as an effort to survive in times of war and famine. In big ceremonies, they prefer to give jiaozi or dumplings and moon cakes. According to

Jose (2013, 116) dumpling signifies unity and kinship. It links acquaintances and partnerships in a community where people sit and eat together, with all the shared responsibility that should be carried. Dumpling is seen as a food that looks like ancient gold or silver emerald. People then considered it as a symbol of prosperity. This is the reason why they serve dumplings instead of rice in big ceremonies to entertain people.

Their efforts are fruitful sweet until today. The popularity of Chinese food is increasing day by day. China has become a country that is famous for a variety of delicious foods as well as a variety that is no less tasty than other foods. Because of its popularity, they open restaurants that sell Chinese food around the world.

The tantalizing taste and attractive appearance make many people from various parts of the world become lovers of Chinese cuisine. Besides food, Chinese favorite drinks are tea, ginger, and beer. These beverages are consumed with different styles based on their area. Chinese even use tea in particular to have a ceremony that symbolizes respect in Chinese tradition. Chinese believe that tea gives a big impact on their body. It happens because of the experience in the past that passed through the years. Wang (2011, p. 15) says that ―the ancient Holy

Farmer tried herbs that turned out to be a tea. He then squeezed the leaves in a ceramic tripod and drank it. Thus, his body's poisons disappeared‖. It also spread throughout the country so that all people use this recipe as a drink for health and also for daily consumption. Beer is also commonly consumed in China is a celebration and ceremony whereas ginger is commonly consumed as medicine. 32

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

The sixth type of material culture is herbal medicine. Traditional medicine is a treatment that is done from the theory, beliefs, and experience of a particular culture to prevent disease in humans. This is developed from generation to generation in various societies. Chinese pay great attention to traditional medicine. It can be found in various forms, from the use of herbal medicines to alternative treatments. Many traditional treatments that are trusted by the Chinese, such as herbal medicine, acupuncture, cupping therapy, gua sha, massage (tui na), bonesetter (die-da), exercise (qigong), and dietary therapy. This tradition has been preserved by generations since the time of the Shang dynasty (14th-11th centuries

BCE) until now.

Herbal medicine is one of the most popular traditional treatments in China.

Prescribing herbs for people is believed to restore the energy balance of Yin and

Yang in the human body. According to Yang (2010, p. 3), some special qualities of herbs are divided into several types based on the use. Gan Jiang (Zingiberis rhizoma) to cure diarrhea. Dang Gui (Angelicae Sinensis radix) calms discomfort.

Shi Gao (gypsum) for nausea, coughing, and fatigue control. Sheng Di Huang

(Rehmanniae radix) to combat restlessness and depression. Fu Ling (Poria) of edema-reduction. Fu Ling (Poria) and Fu Zi for edema removal, and also Xiao Ji

(Cirsii herbal) for intense urination treatment. These are several herbs that are used to cure diseases for years in China.

One of the widely known herbs from China is Dong Quai. The name Dong

Quai is known as ginseng. Al-Bhareeq, et al. (2010, p. 49) reveal that ―Dong Quai is known as female ginseng. It is consumed by the mixing of it with certain herbs

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

usually‖. It has been used for years by Chinese to cure a range of illnesses including dehydration, lumbago, hypertension, nervous disorders, menopausal symptoms, neuralgia, angina, insomnia, and arthritis. It is called female ginseng because it helps women a lot to cure their menstrual pain or pain before menopause. With so many uses, Dong Quai is also used as food by most people both inside and outside China. This phenomenon is very clear until now because most people in China prefer to consume traditional medicine compared to modern medicine.

The seventh type of material culture is a traditional dance. Dancing is a kind of activity that is done by one or more to express their feelings. In the case of culture, traditional dance is used as a tool to express the customs in the country at certain ceremonies and cultural activities. Alexandrakis (2006) finds that Chinese traditions deal with emotional behavior in which feelings are centered and sometimes aligned to aspects of conflict and battle. In other terms, it reflects on individual desires, like the meaning and idea, not the structure and logical framework. Chinese has their traditional dance which is known as Zhongguo wudao (Chinese move), Minzu wudao (national move) or Huazu wudao (move of the Hua individuals). The essence of these dances is to worship the Gods, but is sometimes shown to the kings, owing to the elevated social hierarchical position that people often deify. Until now, these traditional dances are seen as a red inheritance that has evolved from time to time. It has been recognized also by society as a significant and charming tool for showing the aesthetic sides of their culture. This traditional dance can be found in ceremonies and celebrations held by Chinese. 34

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

The last type of material culture is traditional games. The traditional game is a variety of objects or rules that are used in playing games that have been done for years. It usually will be taught to the younger generation from the start. Various kinds of games can be seen in Chinese culture. Most are played using their special cutlery, such as chopsticks and ropes. These games are played by people of every generation. They like to play these games in their spare time while enjoying themselves even in competition. The games that attract kids the most are like a shuttlecock, yo-yo, jumping rope because these games are easy to play. However, some games require special abilities and strategies which only can be understood by certain people, such as mahjong and poker.

Mahjong is a game that is in great demand by Chinese people in this modern era. This game has also been played by people from different countries. Mahjong

(majiang) is a game for four players, played with a lot of 144 tiles assembled into two significant sets: the "number" tiles and the "respect" tiles. Mahjong gives a chance to clarify connections of recreation and the state, patriotism, and innovation, and reveals insight into the social disturbance recently nineteenth-and twentieth-century of China (Greene, 2012, p. 2). In other words, mahjong is utilized as a gauge to follow social and social changes in China. Mahjong requires special techniques. The players must be full of accuracy, concentration, and diligence. It is played by people from various backgrounds so that mahjong itself is considered as one of the unifying tools of society. It is widely favored by

Chinese around the world.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Other than mahjong, poker is also loved by Chinese. It can be played by many people from various backgrounds. Javarone (2016, p. 1) says that poker is one of the most well-known games and comprises likewise an open test for man- made reasoning and game hypothesis. It is then considered as a "skill game" because it implements rational thinking to improve the probabilities of success.

Poker since the beginning of the 20th century has grown its popularity. It is played in small groups by different people, both online and offline states. People love this game because it requires extra concentration and patience.

Besides material culture, some types of cultural phenomena are seen in non- material culture. They are value, belief, language, and etiquette. The first type of non-material culture is value. Each ethnic group has a specific value that is somehow strict and absolute. It is usually inherited from the belief that a group holds. When the values are violated, a person can be directly or indirectly sanctioned by others in his circle. Value plays a big role in representing the trust that Chinese carry. It is held to be important because it has been carried from ancient times. They put their trust in it since many years ago, so that it can be preserved and passed through their children and grandchildren.

Chinese have their way of thinking about several other fields in life. They highlight the oriental cultural style that is different than any other ethnic group.

They have critical, systematic, and rigid thinking. This is due to the education and habits they have received from ancient times in China. For a long time now,

Chinese have had a conventional way of thinking that is centralized, implicit, intuitive, and comprehensive. It is different from the Western way of thinking that

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

believes in a clear idea of topic specialization. On the other hand, Chinese did not do the same, they chose to split thinkers into separate classes, such as hundred schools of thought in the Spring and Autumn periods (Zhongwen & Ziaosheng,

2011, p. 18). In other words, the learning they received when they studied in the

Spring and Autumn periods has had a big impact on their thinking patterns and habit patterns to date. Those who fully study in these Chinese schools grow into people who are rigid and uphold their customary traditions. As a result, these people become closed-minded people who are difficult to blend with society.

On the contrary, Chinese immigrants have different ways of thinking. Most of them are more flexible and open-minded. They uphold the values of togetherness in a multicultural world. Still, they carried out their customs because of their awareness as people who came from China. Besides the obvious physical differences, the way they communicate and interact also shows their characteristics as Chinese in the eyes of the world. The situation is found in the use of language and dialect variations for immigrant Chinese in different countries. Because of globalization, learning other languages is easy, but how to use it will be different from one person to another because of the influence of their educational background or their environment in which they grow up. This is seen in Chinese parents because young people tend to more easily adjust to their new environment.

Further, Chinese in common are structured and competitive. Being competitive is one of the biggest values for Chinese because they have their perspectives of us versus them. These traits are widely expressed by numerous

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Asians and are bored in from childhood onward. They have a good sense of growth and being competitive. This may be the explanation of why the Chinese have grown to become successful men in numerous parts of the world (Ch'eng-

K'un, 1946). Their spirit of the businessman inherited from their parents makes the Chinese people widely known as traders and entrepreneurs in various parts of the world. It is common for many Chinese parents to oppose their children‘s dreams to try new things. They do not let their children leave their lineage with different occupational identities.

Chinese care about maintaining kinships based on similar surnames and lineage. It is really necessary for them as members of the lineage community to honor patrilineal. They believe that surname is very important as it forms the foundation of partnerships which include their lifestyle, profession, and business

(Ember, 2002). It is seen that Chinese relatives prefer to provide a field of work in business endeavors. Conversely, the younger generation has also equipped with better education and more noteworthy access to other opportunities. It makes them less interested in running their family inheritance business. They tend to look for in other work territories that do not any connection with their families. This is a reality that exists in modern society today. Many Chinese people send their children and grandchildren to go to school outside their country. It changes their thinking patterns to follow the pattern of society in a multicultural area.

The second type of non-material culture is a belief. Belief is seen as something different than value. It is a crucial thing that is held tightly by a group and is considered the most correct thing. Because of this, belief is often be

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

equated with religion and faith. The ideology in China is communist so the country does not hold on to the specific religious connection. At first, all religions had to face the challenges before establishing and settling themselves in this country. According to Zhongwen and Ziaosheng (2011, p. 66) traditional Chinese culture is a structure that seeks peace and harmony, including the harmony between secular culture and religious culture. For political and social reasons, there has been widespread religious oppression and intolerance of Buddhism and

Taoism, because they have strongly opposed Confucianism and Taoism since they disagree with each other. However, traditional Chinese culture has gradually achieved peace and harmony with all other religions. Nowadays, around 20% of the individuals' practice conventional religions (Taoism and Confucianism), 12 percent consider themselves agnostics, 6 percent are Buddhist, 2 percent are

Muslim, and 1 percent are Christian (Ember & Ember, 2001, p. 467). They can uninhibitedly pick and express their strict convictions, and clarify their strict affiliations.

Chinese understanding is centralized, intuitive, and detailed. While individuals are free to choose their religion, others are very strict when it comes to maintaining their beliefs. Chinese individuals believe in a form of philosophy that everything has its reasons and its logical consequences. They believe that everything is related to the universe. They have faith in their descendants, and they have more than anything put their faith in nature. According to Zhongwen and Ziaosheng (2011) pantheism has heavily influenced the conventional Chinese understanding. China was not a state of monotheism. It has countless ghosts and phantoms. Chinese believe in deities in many forms, such as mountain 39

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

deities, water deities, and ground deities. Deities take a part in all things on earth and human life. Most of them are doing a ritual or ceremony to honor deities. As time goes by, people are starting to open up to new knowledge on various beliefs making them carry out this as part of customs not just as validated truth, especially those who follow other religions besides Buddhism and Taoism.

The third type of non-material culture is language. Language is a fundamental characteristic of a cultural group. It is used as a communication tool as well as the identity of a nation. According to Rambaud (2012, p. 18) language contains a message that the speaker wants to convey. The message cannot be transmitted straightforwardly but through a signal. In spoken language, the message is translated into linguistic encoding which turns to linguistic form. This process is known as the practical use of language. Practicality requires the skill and imagination of the speaker so that the message can be transmitted well to the listener. It means that the language which is used by people is conventional. It raises the universal agreement by the community speech to use the same sign or symbol so that the contents of the conversation can be discussed properly from one to another.

The official language in China is Mandarin. Mandarin is used by some ethnic groups to impart in their daily working lives, with two special cases being the Hui and the Man people group. Hanzi is the official writing medium of the

Chinese language, it has more than 60,000 characters, among which 6000 or so are used frequently (Xu et al., 2018, p. 86). The writing system is the same for every dialect. Sixty thousand characters are written in pictographs and ideographs,

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

images that speak to ideas as opposed to sounds. Pinyin is one of the writing systems which compose Chinese words in Roman characters. Other dialects are

Yue (spoken in Canton), Wu (Shangai), Minbei (Fuzhou), Minnan (Hokkien-

Taiwanese), Xiang, Gan, and Hakka (Ember & Ember, 2001, p. 467). Each of them is crucial to put everyone in the same kind of understanding.

Although China is the 3rd most populous country in the world, many

Chinese choose to immigrate to other countries. In the nineteenth century, they were looking for work as miners, general laborers, and agricultural workers where they settled in big cities. In America for example, the Chinese diaspora who live in big cities are divided into two groups, Chinese Americans and Canadian

Canadians. The main dialect used by Chinese-Americans is Cantonese. Those who are considered as Chinese Americans live in the San Francisco Bay area,

New York City, and Los Angeles. The younger generations of Chinese-Americans tend to be fluent in Chinese and English (Ember, 2002, p. 67). Meanwhile,

Chinese Canada is settled in metropolitan regions, like Toronto and Vancouver, in which 60 percent of the Chinese populace is concentrated. Other urban areas are

Calgary, Edmonton, and Montreal. The primary language spoken by Chinese

Canadians is Cantonese. Some older people also use the Toisanese dialect of southern China (Ember, 2002, p. 71). Some of these Chinese immigrants lived in other countries for a long time, so they were considered foreigners to their people.

Besides, Hokkien is mostly used by those who are living in subgroups in

Southeast Asia like Malaysia, Singapore, Indonesia, and surrounding countries.

Hokkien is used by diaspora living in the Fujian area and its migratory communities outside of China. Many languages which are spoken here are unclear 41

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

to one another (Chia, 2019). All that use Hokkien instead of mandarin is considered to be lacking in their language comprehension and having a crisis in their identity.

The fourth type of non-material culture is etiquette. Etiquette is a bunch of rules that contain codes of etiquette which are accepted and owned by the community in the hope that they will be obeyed. The two important types of

Chinese ethical thoughts are filial piety and patriarchal ideology. As one of the countries that hold the eastern culture firmly, China is highly upholding the norms of decency. Politeness is believed as the most important thing in Chinese families.

Among them are devoted to parents and devotion to families, especially wives to husbands.

In Chinese culture, some ethic codes are believed to control their manners.

One of them is a hierarchy that places older people above younger people.

Chinese hold the filial piety or xiao. Chan and Tan (2004, p. 1) claim that Xiao is known as obedient devotion or filial. Xiao in the Chinese ethos is accepted as a significant part of human life. It is referred to as Children to their parents to assist them with making sure about the spot of the family at the focal point of the

Chinese moral perspective. This concept influences all parts of Chinese culture, including their marriage, job, and business. Respecting and obeying the elders are considered to be extremely important. Therefore, the younger must obey the decisions of older people. They are also required to maintain the dignity and good name of the family. They prefer to look okay in front of others despite the many

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

problems behind them. Losing their faces or tarnishing their reputation is a fatal thing that can affect not only themselves but their families.

Chinese also has a patriarchal system. It is where man is placed at the highest place in the family. He is the one who is responsible for the family‘s income and stability. Kwok-Bun (2013, p. 234) explains that the Chinese have a perspective that ladies ought to stay at home to offer the passionate help of the relatives and make a home in the private circle. These must be done to show their affection and dedication to the family. They believe that if they needed to at the same time the two jobs, they were not sure that they could take care of each other, particularly when they are too focused on their works. These two points are the most important. They influence Chinese thinking and lifestyles.

All of the above characteristics are symbols used by Chinese as the markers for their identity in a multicultural world. They also used by Chinese as tools to distinguish them from other cultures in the world. The Chinese maintain their traditions which are passed down to their children and grandchildren so that they realize how important these things are to always be maintained.

2.1.5 Review of Crazy Rich Asians

The movie Crazy Rich Asians is a comedy-drama movie, which first aired in

2018. The director of this movie is Jon M. Chu. The scriptwriters are Peter

Chiarelli and Adele Lim. The movie is based on the novel by Kevin Kwan as a part of a trilogy, China Rich Girlfriend, and Rich People Problems. This movie is distributed by Warner Bros, Pictures. This movie took place in three places,

Malaysia, New York City, and Singapore. The original music was composed by 43

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Brian Tyler and edited by Myron Kerstein. The main language that is used in the movie is English whereas the second language that is used in the movie is

Chinese.

The characters are Constance Wu (Rachel Chu), Hendry Golding (Nick

Young), Michelle Yeoh (Eleanor Young), Gemma Chan (Astrid Leong), Eddie

Cheng, Lisa Lu Yan (Shang Su Yi), Kerry Chu (Kheng Hua Tan), Awkwafina

(Peik Lin), Colin Khoo (Christopher Pang), Araminta Lee (Sonoya Mizuno) and so on. From the characters above, five main characters are playing crucial roles in the movie. They are Rachel Chu, Nick Young, Eleanor Young, Shang Su Yi, and

Kerry Chu. Each of them is genuinely coming from different backgrounds over ethnically Chinese one for specific characters. Gallagher (―Asian Dialogue‖,

2019) argues that Crazy Rich Asians is struggling to sustain respect for a diversity of groups. The movie mainly features Chinese-ethnicity, even though the film casts are Chinese Singaporeans, a British-Malaysian, a British-Japanese, a

Korean-American, and a Filipino-American. It is seen that this movie supports

Asian-Americans' representational rights as well as those of Singaporean Chinese in some ways. However, it does not represent the real portrait of Asian in general as it is reflected in the title itself because it focuses on Malay and Indian actors in playing the characters.

The characters in the movie are mostly Peranakans who are adopting

Chinese Singaporean views and customs. Singapore is one of the places where

Peranakans live. Some similarities of objects also exist in China, but the language for Peranakan is somehow different from Chinese. Singaporeans speak fluently both English and their mother tongue. It aims to overcome the growing

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

westernization of Singapore by embedding Singaporeans into 'Asian society' and

'traditions' that promote 'paternalism and communitarianism.' Most of them also use Singlish. It is the colloquial variant of English in Singapore that blends

English with Chinese dialects and Malay. The capacity to use Singlish was deemed a symbol of identity in Singapore (Plüss, 2018). Their language is known as Baba Malay, a combination of Chinese Malay and Hokkien. Their language is the combination of Chinese Malay and Hokkien. Because of this, Chinese and

Malay communities were fused with signs of European and Indonesian influences, while ethnic identity stayed firmly Chinese. Based on Poston and Wong (2016) although Singaporeans seldom see themselves as Chinese, Chinese ancestry is claimed by more than three-quarters of Singaporeans. Slightly less than half are descended from Hokkien-speaking immigrants; a lesser proportion of Cantonese speakers. Following the migration of native Mandarin speakers to the island, the

Government then made a campaign to speak Mandarin. Thus, Mandarin is used by

Chinese Singaporean besides English, Hokkien, and Cantonese.

Chinese immigrants embrace and adjust their culture into features like clothing, food, and leisure practices. In food, for example, their traditional food is named bakkwa. The name bakkwa is considered as a Chinese salty-sweet dried meat food similar to jerky, which is also known as rougan. Bakkwa is created from China-born meat processing and preparation technique. The time when

Chinese emigrants introduced this cuisine to Singapore and Malaysia, local characteristics began to take over. It is seen that bakkwa comes from the name

Melayu because of the influence of language use in Singapore.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

The movie first displays a scene of the year 1995 when the Young family first came to London they were ignored by the hotel's staff because of their race.

However, they did not know that the Young family was the one who bought the hotel. The scene then turns to the year 2018, when Rachel Chu appears to hang out with his boyfriend Nick Young after she finishes teaching a lecture. Both of them accept the invitation to go to Singapore to attend Nick's best friends' wedding, Collin and Araminta. Arriving in Singapore, Rachel Chu meets her college friend, Peik Lin. Her friend clarifies the historical backdrop of Nick's family fortune and the flourish encompassing Colin's wedding. She keeps warning

Rachel that Nick comes from a high-society family so his surroundings will belittle. Rachel finally finds out about Nick's family's wealth and power at an evening gathering in their house. She does not have the idea that she is surrounded by many important people with their complicated problems which rooted in wealth and power which are inherited within the family. She also meets Nick‘s grandmother, Shang Su Yi, for the first time and she also tries to impress her by talking in Hokkien. She cares about traditions, customs, and guaranteeing that her fortune does not fall under the control of anybody undeserving in her eyes. To guarantee that Nick acquires anything, he should marry well.

Rachel Chu feels intimidated by Eleanor Young, Nick's mother, who does not seem to welcome Rachel. She thinks that Rachel is out of Nick's league because she is a Chinese-American who is raised by a single immigrant mother in the US. Moreover, Rachel becomes the object of bullying by some girls who are into Nick. She is treated as a threat because she does not fit into the socialite women. Luckily, she meets Nick's sister, Astrid, who is very kind and elegant

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

even though, she also has problems in her marriage life where her husband cheats on her because he thinks that he does not come from the same financial background as her. At the time, they gathered with the family, Rachel learns about

Chinese culture like making dumplings, wearing traditional clothes, and seeing the furniture in the house. All of them are new to her, but she learns excitedly.

Even though it does not guarantee that the family will be fully welcomed to her.

The complex problems which are shown by the family show that the family still strongly highlights their culture and it is not easy for them to open up to others.

Rachel Chu also faces the problem of feeling unwelcome with Nick‘s family, especially Nick‘s mom. The other girls she meets at the wedding bully her and makes her want to run away from Nick. She feels terrible and runs away until

Nick begs her to stay and plans to propose her. However, things go wrong when his mother and grandmother show them the real reason why Rachel is not good enough by giving the fact that her father is still alive in prison. The fact shocked everyone, especially Rachel. She runs away from Nick because of her mental breakdown. She then decides to meet Eleanor (Nick‘s mom) just to make sure that she will go away from his life. Before she goes, she convinces Eleanor that one day if Nick is happy with his life she will thank Rachel for making that happen. It shakes Eleanor‘s heart so she asks Nick to go for her in the end. Eleanor also gives her wedding ring to Rachel as a symbol of her acceptance and blessing that she gave to both of them to go to more serious steps.

Crazy Rich Asians is viewed by critics as a product that is unique in conveying the messages and values held by Asians. According to Gallagher

(―Asian Dialogue‖, 2019), Crazy Rich Asians demonstrated an unassuming

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

cultural phenomenon in the United States with an all-Asian cast. Crazy Rich

Asians quickly turned into a stage for discourse on America's and worldwide film's portrayal of individuals of Asian ethnicities and their interests. However, he argues that this movie does not speak about Asian ethnic groups. The cast from different ethnicities in this movie is considered as Chinese Singaporeans so they are playing Chinese-ethnicity characters. It receives criticism for improperly depicting characters with Chinese ethnicity in Singapore, from the behavior of characters to the accents, to cast their race and nationality. Because of this, the movie portrays the lifestyle of people under the influence of China. Even though the title of the movie is directed to Asians in general, the subjects are Chinese as the main focus of this movie.

2.2 Review of Related Studies

This sub-chapter aims to see what viewpoints had been expounded by different scientists and parts that should be examined. Considering the issues that are appointed in this study, the researcher provides some related studies which discussed the issues in the same field. Special emphasis is given on the topics which deal with ethnic branding and sociolinguistics study in a movie.

The first study is Staging A ‘Chinatown’ in Berlin: The Role of City

Branding in The Urban Governance of Ethnic Diversity by Antonie Schmitz in

2016. She analyzes the issue of city branding of ―Chinatown‘ in Berlin through his qualitative, multi-method triangulation. It portrays the condition of building

Chinatown in Europe, where they consider Chinatown in other cities outside Asia as a common thing. Another case is in Washington, D.C. It is never again where a

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

dominant part of ethnic Chinese in the District lives; yet, the city utilizes the promotion of Chinese cafés and ethnic-social assorted variety for the travel industry dollars (Pang and Rath, 2007). The result shows that the Centre‘s vision of a position of social life and trade contradicts German arranging laws, a contention that has prompted progressing arrangements between the Centre‘s administration and the district government, accordingly preventing its branding.

The result shows that Berlin's civil government officials failed in organizing

'Chinatowns' and 'Asiatowns' as ethnically marked business locale also, contends that the Vietnamese vagrants who are essentially tended to by these activities are not promptly attractive by a city-branding approach.

The second study is Branding, Commercialization, and Community

Satisfaction in Ethnic Enclaves by Kathryn Rose Terzano in 2011. She studies ethnic enclaves in encountering statistics and business changes, some of which are intended to pull tourism. This paper reports four investigations in the U.S and

Italy. This research looks beyond the city-level benefits of branding an ethnic enclave and instead uses surveys and interviews to think about how individual inhabitants of these enclaves feel about the progressions or potential changes in their neighborhood. It is shown that most, the residents of The U.S are open to tourism as a concept, although they are resistant to specific tourism strategies, such as the development of Italian-themed condominiums or non-Italian ethnic restaurants. Then again, the Italian-ethnic respondents in Cleveland‟s Little Italy appears to be careful about both statistic and business changes to their neighborhood. They demonstrated that they are impervious to the branding of

Little Italy as an ethnic neighborhood and they do not feel that it appears to be a 49

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

true Italian-American neighborhood. This reveals that the branding of Little Italy in Schenectady may have been fruitless. Through inspecting residents‟ worries about statistic and business changes, arranging experts can become familiar with the significance of having network support for branding endeavors.

The third study is Implementation of the City Branding Strategy Ponorogo

Regency "Javanese Ethnic Arts" by Krisna Megantari in 2018. She states that this research is relied upon to be one of the mapping models of communication strategy problems, specifically the study of city branding strategies. This study uses a descriptive analysis approach, with data collection techniques such as observation, documentation, and interviews. The result is hoped to measure how a city can investigate the tourism potential and afterward become a famous city.

All of the studies above emphasize more on the study of society concerning tourism strategies. The researchers try to find out about the phenomenon in society by looking at the level of success in portraying the branding of some ethnic groups in several places. However, in this study, the researcher focuses more on society concerning the social-cultural phenomena.

The researcher in this study aims to analyze Chinese ethnic branding strategies by seeing the phenomena from the sociolinguistics viewpoint. The way certain groups behave will be analyzed from sociolinguistics framing to see the reason behind the use of specific strategies that are reflected in the material and non-material culture.

The researcher then provided studies of sociolinguistics in movies.

The fourth study is Sociolinguistics in A Movie by R. Paul Murphy in 1978.

He argues that a wider view of speech ethnography is required. The genuine stage

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

'situation' may be considered ethnographically distinct from the 'situation' of the movie-house. It adopts Hymes theory about acknowledging the effects of time, location, and actors in the sequence of speech acts and the use of codes in the study of movie production. He thinks that all of these issues are crucial in analyzing a movie fro a sociolinguistics viewpoint.

The fifth study is On The Sociolinguistics of Popular Films: Funny

Characters, Funny Voices by Alexandra Gorgakoupulou in 2000. She explains about the use of language-focused ways to deal with Greek film examines. Her research aims to see the semantic codes and the socio-cultural procedure that occur in the Greek Comedies in the 1960s. The result shows that language that points to the social values that certain group holds. The language here is seen as a verbal arrangement of meaning. It means that the language that is used in the movie is the representation of the hierarchical relationship in society at those times.

The sixth study is Sociolinguistic Representations of The Military in Greek

Comedy: Laughing at The Army Films by Anastasia G. Stamou and Stavros

Christou in 2017. They study the cinematic representations of the military in peacetime a socio-cultural setting in which mandatory military service is highly devalued. The objects of this were three Greek popular comedy films to examine the humorous depictions of the military. This research adopted ‗identities in the interaction‘ from Bucholtz and Hall to dive the visual construction in the storyline. The results reveal that each character was depicted, building particular

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

identities. The colonel was identified as hierarchical and democratic and the army was portrayed in the conversation of the soldiers as unstructured and dishonest.

2.3 Theoretical Framework

This sub-chapter consists of an overview of implementing all the theories that are written in the theoretical description to answer the proposed research questions. This research aims to discover the branding strategies which are portrayed by the major characters in showing their identity in Crazy Rich Asians.

Then, examine the roles of language in showing their Chinese identity. The explanations of the theoretical framework used in the research as follows:

First, the researcher employs the theories of sociolinguistics as the main theory to examine the data in this study. Sociolinguistics is applied as the approach to see how discourse is seen sociolinguistically. It aims to identify the roles of language in the transmission of Chinese culture.

Second, the researcher uses the theory of ethnicity as the subsidiary theory.

Ethnicity also has some related elements like ethnic branding strategies and

Chinese characteristics. Chinese cultural phenomenon preference is influenced by their background so they gather up common objects or patterns to label themselves. Thus, ethnicity is used to observe the forms of branding strategies that are used by Chinese to show their existence in the movie. It is also used to see the reasons for employing those branding strategies in the movie.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Fig 2.8 Theoretical Framework

` Ethnic Branding Strategies RQ1 Ethnicity

Chinese Characteristics

Language

RQ2 Sociolinguistics

Identity

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

CHAPTER III

RESEARCH METHODOLOGY

This chapter provides the methodology of this research. It presents the type of study, the object of study, the data collection technique, data analysis, and data presentation. All of them support the process of conducting this research.

3.1 Type of Study

This is discourse analysis. Discourse analysis does not only portray a specific sort of analysis, it has boundless utilized over a few disciplines with diverse objectives (Bavelas, Kenwood & Philips, 2002, p. 102). In other words, it is a study of language use that can be seen in many different disciplines.

Haryatmoko (2017, p. 11) states that ―discourse is not only about talks and thoughts, but also actions or signals and representations of an object. Discourse analysis investigates a text and its relation to the social and cultural levels‖. The text can be in the form of a movie, a book, a short story, a magazine, and so on.

Text is not only as a tool to represent verbal communication but also contains certain issues in everyday life. It means that discourse is used to see the meaning behind a text which represents certain issues in every aspect of human life. (Wretz, et.al, 2011, p. 205) argue that ―discourse analysis uncovers how sets of statements come to establish objects and subjects and how discourse can be comprehended in connection to social issues, structural variables like race, gender, and class‖. It is seen that discourse analysis offers a detailed explanation like what 54

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

the text is about and the elements behind it. It does not only looking at the symbols or signals used in a text, but also the roles and influencing factors behind the actions that lead to a certain cultural-social phenomenon.

Therefore, in this research, discourse analysis helps the researcher to get a deeper understanding of what the movie talks about, the main characters that appear in the movie, the significant phenomenon that occurs, and the purpose of the movie. It also enables the researcher to analyze the socio-cultural reasoning behind the use of some branding strategies in showing Chinese identity in Crazy

Rich Asians. All of them are used to support the findings along with suitable theories.

3.2 Object of Study

The object of this study is Crazy Rich Asians. It is an American romantic comedy-drama movie, which is directed by Jon M. Chu in 2018. It is based on the novel by Kevin Kwang as a part of a trilogy, China Rich Girlfriend, and Rich

People Problems. The researcher utilized primary and secondary data sources.

Primary data was taken from the movie Crazy Rich Asians. Meanwhile, secondary data was taken from any source of information that helps in this research. The primary data itself consisted of two parts. The first one was the branding strategies which are reflected in the material culture. The second one was branding strategies which are reflected in the non-material culture. Both the data selected in this study directed to the scenes where the main characters, Rachel Chu, Nick

Young, and Eleanor Young, Shang Su Yi, and Kerry Chu appeared. The setting of

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

the script is also limited in New York and Singapore. These are the main place where they encountered the main problem of not getting accepted in the family.

The first main character is Rachel Chu. She is one of the main protagonists of the book series by Kevin Kwan. She is a Chinese-American woman raised by an immigrant single mother in The U.S. She works as an economics professor at

New York University. The second main character is Nick Young. He is one of the main protagonists of the book series by Kevin Kwan. He comes from a conservative and crazy rich family in Singapore. He works as a Singaporean history professor at New York University. The third main character is Eleanor

Young (Née Sung). She is one of the main antagonists in the movie because she appeared as the one who has strongly rejected Rachel as her son‘s fiancé. After all, Rachel does not have a good background just like them. She is the spouse of

Phillip Young and the mother of Nick Young, a part of the well-known Young family from Singapore. She wants to make sure that Nick marries the right one.

That is why much of the novel's plot is centered on her worries about who Nick is going to marry. Elenor comes from a rich family in Singapore. She is full of confidence and dignity. She lives in an environment where people care too much about the hierarchical system and social status. The fourth main character is Shang

Su Yi. Shang Su Yi is Nick‘s grandmother; she is often called Ah Ma. She rarely appears in the movie yet she holds a crucial role in the movie because she is considered as someone who upholds the traditions and customs that exist from time to time. She always makes sure everything goes well because he holds the highest authority in the family. The last main character is Kerry Chu. Kerry Chu is

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Rachel‘s mother. She migrated to America in ancient times. She often talks about the traditional habits of Chinese based on her experiences in China.

Crazy Rich Asians is chosen because it promotes Asian portrayal in real life.

The purpose is to carry diversity to big screens. This movie itself aims to portray the real condition of Hollywood movies which has been eradicated minorities from lead jobs for quite a long time. The motion picture situated itself as a source of inspiration to reshape how Hollywood functions (―Forbes‖, 2018). Crazy Rich

Asians itself is nominated as the first big-screen movie, which includes an all-

Asian cast. Moreover, this movie is considered as the branding of Chinese ethnicity in the world. Even though it is a Hollywood movie, some other languages are used in the movie, such as Mandarin, Hokkien, and Cantonese. The language used depends on the interlocutors and the circumstances where interaction and communication occur. Because of these reasons, Crazy Rich

Asians is a unique movie, which contains some socio-cultural features in it. Each of them has different goals in showing the branding strategies of branding their ethnic group. Therefore, the researcher is motivated to analyze the roles of language in Chinese ethnic branding strategies from this movie.

3.3 Data Collection Technique

This research aims to find the branding strategies of Chinese which are reflected in the material and non-material cultures and the roles of language in showing their Chinese identity. To collect the data, the researcher took the phenomena specifically for the movie because it is believed that a movie places a greater emphasis on pictures. Thus, the process of collecting the data of seeing the

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

cultural phenomenon which occurred in the movie was clear and valid. Besides, the researcher also used some journals and books as references to support the findings of this research. All of the data were taken carefully and thoroughly by the researcher to gather the most accurate information obtained from important scenes where the characters appear. This scene gave rise to some important phenomena that represented cultural values and customs that they upheld to be shown to the outside world.

The researcher conducts the documentation from the movie of Crazy Rich

Asians through some steps. The first step is watching the movie. Second is finding the script from the internet to understand the events that occur in the movie. The second step is reading and understanding the movie script of Crazy Rich Asians.

The researcher tried to highlight each important scene by bringing up images as a representation of cultural phenomena in the movie. The same thing was done on the movie script to better see every detail that may be invisible and not quickly realized as seen directly in the movie. The third step is taking notes about the cultural phenomena which occur in the movie. The researcher marked each event that is considered as part of a cultural phenomenon that reflects the colors and the values that are unique and different from the others.

Table 3.1 The Blueprint of Data Collection Table

No Phenomenon Type Cultural Form

1. 1

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

10.

The fourth step is classifying the phenomena in the movie into two forms of culture. The researcher began to include each event in the film based on the types of cultural phenomena into its appropriate parts, namely material culture and non- material culture. The data then were analyzed into table 3.2 below

Table 3.2 The Example of Cultural Phenomena Occurring

in Crazy Rich Asians movie.

No Type Item Frequency Percentage

(%)

1. 1 Value

2. Language

3. Belief

4. Etiquette

5. Furniture

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

6. Architecture

7. Traditional

Food

8. Clothing

9. Traditional

Musical

Instrument

10. Traditional

Medicine

11. Traditional

Game

In this case, the form of material culture is seen in furniture, building, clothes, food, makeup, and so on. On the other hand, the form of non-material culture is seen in value, language, belief, and etiquette. All of the selected data were distributed into table 3.3 below.

Table 3.3 The Example of Branding Strategies Applied in Crazy Rich

Asians movie.

No Cultural Forms Frequency Percentage (%)

1. 1 Material

2. Non-material

Total

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

3.4 Data Analysis

After the data collected, the researcher used accurate information from the movie Crazy Rich Asians for the data analysis. Data analysis is a process of clarifying information through specific procedures and methods (Migrant &

Seasonal Head Start, 2006, p. 130). In answering the research questions about what branding strategies are portrayed by the major characters in showing their identity in Crazy Rich Asians and why these branding strategies are employed in showing their identity, the researcher followed some steps in analyzing the movie.

First, the researcher conducted a text analysis (description). Second, the researcher conducted processing analysis (interpretation). Third, the researcher conducted a social-cultural analysis (explanation).

In the text analysis, the researcher figured out the cultural phenomenon from the scenes in the movie when the main characters appeared. Then, the researcher categorized the phenomenon based on the types of culture. The data contained the branding strategies which are reflected in material and non-material culture. Next, the researcher counted the raw data into percentages and put the data on the table

(see table 3.3). After analyzing the text, the researcher interpreted the cultural phenomenon which appeared in the movie. The data classified into twelve types, namely value, belief, language, etiquette, decoration and furniture, architecture, traditional food, clothing, traditional musical instrument, traditional medicine, and traditional game. The data then classified into suitable forms of culture. The researcher then examined the language role in showing their Chinese identity by using sociolinguistics theory. The researcher explained the relation between the findings and influencing factors behind them to conclude the roles of language in 61

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

showing their Chinese identity. These steps explained before are expected to help the researcher in answering the research questions.

3.5 Data Presentation

This section defines how the data and the result of the data are presented in this study. The data were categorized into several types. This method is known as data coding. According to O'Connor and Gibson (2003, p. 65) coding system is utilized for finding and denoting the basic ideas in the data. In this discourse analysis, the data were coded and tabulated, into some branding strategies which are reflected in the material and non-material culture. The example of the data analysis is illustrated in table 3.4 below.

Table 3.4 The Example of Coding in The Movie

No Code Cultural Form Frequency (%)

1 MC Material

2 NMC Non-material

Total

The first column indicates the data number. The second column shows the code of data (MC) or (NMC) where MC represents a material culture or NMC represents non-material culture. The third column refers to the data containing the branding strategies which are reflected in material and non-material culture. The fourth column presents the frequency of the occurring phenomenon in the movie.

The last column shows the percentage of the occurring phenomenon in the movie. 62

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

The table presents the classification and numerical results. The above table 3.2 and 3.3 illustrate how the data will be presented. Such tables will, henceforth, enable the researcher to scrutinize the data efficiently.

The excerpt to support data is taken from each scene in the movie where the main characters appeared. The indicator of presenting the data in this study is the time displayed from each scene in the movie. Every second, minute, and hour throughout the film is noticed by researchers to look at the cultural phenomena displayed on the screen thoroughly so the researcher could record every cultural event or phenomenon contained in the film. Every cultural phenomenon contained in the movie can be indicated to have two types of culture, namely material culture and non-material culture. Therefore, the researcher highlighted some phrases or words in bold to make it easy for readers to see the words or sentences included in each type of culture, both non-material and material.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

CHAPTER IV

FINDINGS AND DISCUSSION

This chapter reports findings and discussion. The data are taken from chronicle which was intended to answer the research questions. The first research question aims to investigate the forms of cultural phenomena in the movie. The second research question aims to examine the roles of language in showing their

Chinese identity. The relations between findings and theories are additionally given in this part.

4.1 Branding Strategies of Portraying Chinese Identity in Crazy Rich

Asians.

To answer the first research question about the branding strategies which are portrayed by the major characters in showing their identity in Crazy Rich Asians, the researcher found some cultural phenomena in the movie. The cultural phenomena reflect the intentions of the movie‘s production. The result shows that

Chinese show their identity in using some branding strategies which are reflected in non-material and material culture. The data are classified into twelve types, namely value, belief, language, etiquette, decoration and furniture, architecture, traditional food, clothing, traditional musical instrument, traditional medicine, and traditional game. The researcher takes 68 cultural phenomena that portray Chinese ethnic branding. The types and forms of cultural phenomena in Crazy Rich Asians can be seen in Appendix 1. The data is listed in the table below: 64

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Table 4.1 The Cultural Phenomena Occurring

in Crazy Rich Asians Movie.

No Type Item Frequency Percentage

1. 1Value Preserving oriental 16 23.5

cultural style,

maintaining a good

reputation of the

family, strict and

absolute values, etc.

2. Language English, Mandarin, 10 14.7

Cantonese, Hokkien

3. Belief Religion, Gods and 10 14.7

Deities

4. Etiquette filial piety, patriarchal 3 4.4

ideology, becoming

housewives, devoted to

family, etc

5. Furniture Lion, Tuan Harima, 12 17.7

Gong, Dragon,

Porcelain, Red paper

lanterns, etc

6. Architecture Chinatown, Painted 5 7.4

wall of China dinasties.

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

7. Traditional Dim sum, dumpling, 3 4.4

Food tang guan, nian gao,

kuih bangkit, bak pao,

bak kwa

8. Clothing Silk clothes, Brigh- 3 4.4

colored dress

9. Traditional Mandarin songs, Erhu 2 2.9

Musical

Instrument

10. Traditional Herbal soup, Dong 2 2.9

Medicine Quai

11. Traditional Poker, Mahjong 2 2.9

Game

TOTAL 68 100

From table 4.1, it can be seen that value has 16 occurrences. It is followed by language, belief, and etiquette with 10, 10, and 3 occurrences respectively. Not being too contrast to the frequently used by value; furniture appears with 12 occurrences. It is followed by architecture with 5 occurrences, traditional food with 3 occurrences then traditional clothing with 3 occurrences. Further, the result shows that traditional musical instruments, traditional medicine, and traditional game appear with 2 respectively for each phenomenon. The summary of the

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

phenomena occurring in the movie can be seen in Appendix 1. The data is listed in the table below:

Table 4.2 The Strategies of Ethnic Branding applied

in Crazy Rich Asians Movie

No Code Cultural Form Frequency Percentage

1 NMC Non-Material Culture 39 57.4

2 MC Material Culture 29 42.6

Total 68 100

After analyzing the data, the researcher found some cultural phenomena which occur in the movie. It indicated that Chinese employed some branding strategies in showing their identity. There were at least two reasons why the researcher concluded that Chinese show their identity in the movie. First, the researcher found that Chinese show their identity in the form of non-material culture. Second, the researcher found that Chinese show their identity in the form of material culture. Each type of them will be ordered from the most to the least.

Last, the researcher found the roles of language in showing their Chinese identity and all the intentions behind the movie.

4.1.1 Branding Strategies Reflected in Non-Material Culture

Chinese as one of the biggest ethnic groups in the world are holding on to their culture. This situation is being represented in the movie entitled Crazy Rich

Asians. Table 4.2 shows that the most dominant strategy is reflected in non- material culture with a percentage is about 57.4%. It indicated that Chinese 67

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

portrayed their culture by employing patterns of behavior, such as language, gestures, and different types of social communication. The results of non-material culture in the movie can be seen from the observation in each scene. They are value, belief, language, and etiquette.

4.1.1.1Value

The dominant type of non-material culture is value. The percentage is about

23.5%. The values are strict, possessive, and rigid in carrying out their views.

Chinese demonstrate oriental cultural style quite distinct from other groups in the movie. They highlight oriental cultural style in their values of life that are absolute and strict. The proof can be seen in the scenes below:

(1) Eleanor says to Rachel that her parents must be very open-minded, not

like Asian parents who are obsessed with shaping their children’s life.

(40:27)

(2) Shang Su Yi and Eleanor Young are angry and disappointed with Rachel

because she thought Rachel was lying to them about her background.

(01:32:27)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

It can be seen that cut cut-scene (1) is a non-material culture in the form of value. It is seen that Eleanor uses sarcasm when she speaks to Rachel about her parents who must be very open-minded so that she can choose whatever she wants to be. She wants to emphasize that Rachel should realize that Nick must follow the rules that are owned by his family. If he violates the rules, he can be directly or indirectly sanctioned by others in his family. The rule is that Nick must come back to Singapore to run their family business instead of living in New York to work. Nick‘s family sends him to America to pursue his dream. This is done to follow the footsteps of his family members who initially started their education and career in England before becoming super-rich entrepreneurs in Asia. Eleanor believes that it must not easy for Rachel to leave her job because most of them

(New Yorkers) are very concerned about their freedom rather than following their husbands‘ wishes. Rachel‘s position as a young professor makes her having the image of an independent and ambitious woman in Eleanor‘s eyes.

Chinese have their tradition of sweeping the future of their family, their relatives provide the field of work in business endeavors. This situation represents a different way of thinking among Chinese and Americans. She implies that Asian

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

parents are very strict and possessive. It is caused by their past education

(Zhongwen & Ziaosheng, 2011, p. 18) find that Chinese have had a conventional way of thinking that is centralized, implicit, intuitive, and comprehensive. Those who fully study in these Chinese schools grow into people who are rigid and uphold their customary traditions. As a result, these people become closed and difficult to open themselves to the outside world. Chinese diasporas have different views. They uphold the values of togetherness in a multicultural world. The situation is seen in the use of language and dialect variations for immigrant

Chinese in different countries. This is seen in Chinese parents because young people tend to more easily adjust to their new environment. It is common for many Chinese parents to oppose their children‘s dreams to try new things. They do not let their children leave their lineage with different occupational identities.

Chinese concerned about maintaining kinships based on similar surnames and lineage, particularly the patrilineality. They assume that surname is significant as it lays the basis of partnerships that include their way of living, career, and business (Ember, 2002, p. 69). Most Chinese parents possess an area of business work. However, the younger generation has also equipped with better education and more noteworthy access to other opportunities. It makes them less interested in running their family inheritance business. They tend to look for in other work territories that do not any connection with their families. This is a reality that exists in modern society today. Many Chinese people send their children and grandchildren to go to school outside their country. It changes their thinking patterns to follow the pattern of society in a multicultural area. Because of this, it makes them less interested in running their family inheritance business. These are 70

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

the reasons why Nick refuses to work in Singapore and choose to become a professor of history at New York University rather than going back and take care of the family‘s business.

It can be seen that cut cut-scene (2) is a non-material culture in the form of value. It is seen that Rachel is confronted by Eleanor and Ah Ma because they searched Rachel's family's past. After the investigation, it turns out that Rachel's mother, Kerry, ever got married to a man who often abused her. Then, she met a good man who is Rachel's father. However, her former spouse kept haunted her so she decided to move to America when Rachel was only six months old. This was the reason Rachel thinks that his father died in an accident when she was so little.

In the movie, Rachel says that her father is dead and she is raised by her mother.

When in fact, his father is still alive and is in prison. This is the reason why Nick's family strongly rejects Nick's intention to step into a serious relationship with

Rachel. They think that Rachel has an ugly and inappropriate background to join their family. Although it is said by Nick's family, Rachel herself has no idea about this. This also really hurts her so she walks away from the party sadly.

Chinese care a lot about their lineage and surname. They are interested to preserve lineage focused on identical surnames and lineage. They ought to respect the patrilineal as their traditional value. Ember (2002, p. 69) states that the surname is very necessary because it forms the foundation of relationships that involve their lifestyle, career, and industry. This shows that Chinese pay more attention to the background of other people‘s families. They care about someone‘s

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

family trace, particularly the kinship which is traced from the men. It is important to keep their family‘s reputation clean and well-known.

4.1.1.2 Language

The second type of non-material culture is language. The percentage is about 14.7%. The languages are English, Mandarin, Cantonese, and Hokkien. The languages that the characters use are considered as instruments of communication as well as ethnic heritage. The proof can be seen in the scenes below:

(3) When Nick is talking to his grandmother, he is using Mandarin or

Cantonese. Meanwhile, when Nick is talking to younger characters

(same age), he is using Cantonese and Hokkien in Singapore slang.

(50:17)

(4) Eleanor speaks in perfect English with British pronunciation. She

also has a unique tone of Chinese. On the contrary, Kerry Chu speaks

English with Chinese immigrant accent. (01:28)

It can be seen that cut-scene (3) is a non-material culture in the form of language. Nick‘s grandmother, Ah Ma, is a Taiwanese. She speaks in Mandarin as her default language, especially in family gatherings for everyone including Nick.

A different situation is spotted in the interaction between his cousins and their aunties. They speak in Cantonese and Hokkien in Singapore slang. Each of them has their accent, which is influenced by their educational background. It is seen that Nick tries to declare himself as someone who respects the older people so he

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

uses Mandarin. It is used to show honorific in speech for Chinese. In different cases, when talking to the aunties including Eleanor, they are using Cantonese. It is intended to build communication more casually. It is spotted in the movie that they are making dumplings together as a part of their tradition. They joke around with each other in a warm atmosphere until Ah Ma comes and the situation suddenly becomes tense and serious. They immediately change the language into

Mandarin.

The official language in China is Mandarin Chinese. According to Xu, et al. (2018, P. 86) Mandarin is used by some ethnic groups to impart in their daily working lives, with two special cases being the Hui and the Man people group.

Mandarin is known as the regular Chinese colloquial expressions of the Ming and

Qing periods, was not, as is still often claimed the dialect of Peking. But, in reality, Mandarin is a language with a hybrid phonological structure. The pronunciation changed significantly to Pekingese-like phonology in the mid- nineteenth century. Mandarin is not the actual dialect of the city of Peking but an expression instead of a regional dialect. In ancient periods, it might not have have been the first language of many people, but just a second language. Most educated persons acquire Mandarin either by hearing from people who speak-or have learned to speak-Mandarin, or merely by adopting the vocabulary of Mandarin books without attempting any modification (Coblin, 2000, p. 549). It is seen that

Mandarin is used among Mandarin in formal settings at first by those who can afford well education. The official writing medium is Hanzi. It has more than

60,000 characters which are used frequently (Xu et al., 2018. p. 86). The Chinese writing system is the same for every dialect. Sixty thousand characters which are 73

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

written in pictographs and ideographs, images that speak to ideas as opposed to sounds. Pinyin is one of the writing systems which compose Chinese words in

Roman characters. Other dialects are Yue (spoken in Canton), Wu (Shangai),

Minbei (Fuzhou), Minnan (Hokkien-Taiwanese), Xiang, Gan, and Hakka (Ember

& Ember, 2001, p. 467). These dialects have been used until now in many different places in Asia. Because of this reason, Nick prefers to use Mandarin with his grandmother. It is intended to show respect and honorific in speaking to older people. He also uses Cantonese with his aunties. Nick uses Hokkien words and phrases in Singapore slang when he speaks with his cousins who are of the same age as him. Hokkien is used by foreigners living outside of mainland China in the

Fujian region and its migratory populations. Many languages which are spoken here are mutually incomprehensible. It applies to Hokkien-speaking migratory populations, like the Kinmen, Singapore, and Taiwan (Chia, 2019, p. 12). People who use this dialect are mostly lacking in understanding Mandarin so they use this as the communication media with their peers.

It can be seen that cut-scene (5) is a non-material culture in the form of language. It is seen that each player is highlighted with specific accents that reflect their details, background, education, and financial status. A significant difference can be seen in Eleanor and Kerry, Eleanor speaks using a British accent with a special Chinese tone from the British colony. This reflects that Eleanor comes from a wealthy Chinese family and attended a prestigious school. She was also able to weave a higher education in Singapore. Because of this, she can speak elegantly to others in English. However, due to this reason, Eleanor has a different prejudice against people who are not from Singapore. She feels that they are from 74

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

a different class so she also tries to apply that view to her son. This makes Nick angry and disappointed with his mother.

In contrast, Kerry speaks English with a unique tone of Chinese immigrants.

This reflects that Kerry came from a public school in China. She came from a poor family so she did not receive a tertiary education like Eleanor. She was forced to move to America when she was very young because of her problematic marriage life. Thus, her pronunciation is very different from Eleanor. However, she develops broad insights and good social skills. She is very open-minded. She tries her best to teach about Chinese traditional culture to her daughter, Rachel, who is born and raised in America.

Chinese have their claim of considering a few other areas in life. They highlight oriental cultural style which is different than any other with other ethnic groups. They have critical, orderly, and inflexible thinking. According to

Zhongwen and Ziaosheng (2011, p. 18) due to the habits, they have gotten since old times in China. Chinese have had a conventional way of thinking that's centralized, implicit, instinctive, and comprehensive. In ancient times, Chinese chose to split thinkers into separate classes, such as a hundred schools of thought in the Spring and Autumn periods. The learning they encountered when in the

Spring and Autumn periods made a big impact on their habit and way of thinking.

They become individuals who are rigid and uphold their customary traditions until now. This is why most of them are closed and difficult to open up to the outside world. It is different from the Western way of thinking that accepts the clear idea

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

of specialization. It is because they learn about many fields of life in their educational system.

4.1.1.3 Belief

The third type of non-material culture is belief. The percentage is about

14.7%. They believe about God, deities, and ghosts in the movie and it is passed through generations. The proof can be seen in the scenes below:

(5) Eleanor reads a bible in a group together with her friends and states that

she hopes the girl Nick meets is a good Christian girl. (08:36)

(6) When they are making dumplings, Nick’s grandmother holds Rachel’s

face to read her fortune. (01:10:48)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

It can be seen that cut-scene (5) is a non-material culture in the form of belief. It is seen that Eleanor gathers with her group to study the bible together.

They make time to read the bible together in the middle of their busy schedules to take care of the family. In the middle of reading, she says that she hopes the girl

Nick meets is a good Christian girl. Eleanor and her friends are showing that they care a lot about other people‘s beliefs because they thought that it is very essential. It influences the nature and characteristics of a person in carrying out every aspect of life.

Belief is a vital thing that's held firmly by a group. It is considered the foremost correct thing. It is frequently being compared with religion and faith.

Traditional Chinese culture is a framework pursuing peace and harmony, including the balance of secular culture and religious culture (Zhongwen &

Ziaosheng, 2011, p. 66). At first, because of the strong disagreement, it is difficult for religions to enter the nation. Nevertheless, most religions are starting to seek peace and harmony with each other, leading to the growth of different fields in

China. People are beginning to classify themselves as part of agnostics, Buddhist,

Muslim, Christian, Taoism, and Confucianism. They can select and express their strict beliefs or associations undisturbed. Although numerous individuals can choose their religious beliefs, some are rigid in protecting their concepts.

It can be seen that cut-scene (6) is a non-material culture in the form of belief. It is seen that Ah Ma or Nick‘s grandmother as the most powerful person in the family cares about the shape of Rachel‘s face. Shang Su Yi (Ah MA) thinks that the traditions and customs of the family are very important. She needs to

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

make sure that her wealth and fortune will not fall into the wrong hands.

Therefore, she tries to read Rachel‘s fortune and pushes Eleanor to dig about

Rachel‘s past so that it can mess Rachel and Nick‘s relationship.

Chinese individuals believe in a form of philosophy that everything has its reasons and its logical consequences. They believe that everything is related to the universe. They have faith in their descendants, and they have more than anything put their faith in nature. Pantheism has heavily influenced the conventional

Chinese understanding. China is not a state of monotheism that has countless ghosts and phantoms. Chinese believe in deities in many forms, such as mountain deities, water deities, and ground deities (Zhongwen & Ziaosheng, 2011, p. 64).

Deities take a part in all things on earth and in various parts of human life. Most of them are doing some rituals and ceremonies to honor deities. Old Chinese believe in face reading or physiognomy which reveals one‘s luck and fate in the future. Khudelda (2013, p. 1) implies that face reading is an effective technique that gives an immediate understanding of one's true color. It depicts one's strengths and weaknesses, characteristics, and behavior. Therefore, it is can be used for various reasons, including relations, recruitment or candidate selection, and individual therapy.

4.1.1.4 Etiquette

The last type of non-material culture is etiquette. The percentage is about

4.4%. Chinese have their ethos and norms that are preserved from time to time in the movie such as filial piety and becoming housewives. The proof can be seen in the scenes below:

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

(7) Eleanor says to Rachel that she lets go of her dreams to be a lawyer

because she chose to help her husband’s work and take care of the

family. She thinks that it is a special chance for a woman. (01:10:12)

(8) Shang Su Yi is the center of power in the family, she controls

every decision and plan of the family. She is well-respected (01:24:39)

It can be seen that cut-scene (7) is a non-material culture in the form of etiquette. Etiquette is a bunch of rules that contain codes of etiquette which are accepted and owned by the community in the hope that they will be obeyed. It is seen that Eleanor is trying to tease Rachel with her words Eleanor that her choice

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

to leave her dream and become a housewife is a noble choice. She chose to help her husband in doing the family business and becoming a full-time mother. Even though the mindset of an American like Rachel might think that it is nonsense.

This is why Eleanor chooses this path and tries her best to confront Rachel.

China is highly upholding the norms of decency. This is believed to be crucial for Chinese families. Among them are devoted to parents and devotion to families, especially wives to husbands. In Chinese the patriarchal system is implemented. This is where man's in the highest position. It is he who is responsible for both household earnings and household stability. Kwok-Bun

(2013, p. 234) argues that Chinese have the opinion that women should stay at home with a desire to provide family support and build a home in the private circle. These must be done to show their affection and dedication to the family.

They believe that if they needed to at the same time the two jobs, they were not sure that they could take care of each other, particularly when they are too focused on their works. These two points are important ethos for Chinese.

It can be seen that cut-scene (8) is a non-material culture in the form of etiquette. Filial piety is one of the Chinese ethical thoughts. It is seen that Shang

Su Yi, Nick‘s grandmother, is considered as someone who has the most powerful role in the family. She does not appear much in every scene, but her existence indirectly becomes a benchmark of the plot of this film story. She can be called a strong and influential character in this movie. All decisions taken by the Young family, including the relationship between Nick and Rachel, are also based on her wishes. According to eastern culture, respecting parents throughout their lives is

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

an absolute duty of a child. This is why Shang Su Yi is highly respected by many people, both family, and community.

Some ethical codes exist in their culture which governs their ways of interaction like positioning older people above the younger. They call it xiao or filial piety. Xiao is defined as "obedient loyalty" or "branch". Xiao is recognized as an essential aspect of human life in Chinese culture (Chan & Tan, 2004, p. 1).

Xiao or Filial Piety is the central concept in Chinese family about respecting parents and grandparents. This phenomenon represents the etiquette that Chinese cherish about the relation between people in the family. Children are referred by their family to help them ensure the family's position in society. This affects all aspects of Chinese life, including marriage, work, and business. It is deemed highly necessary to honor and obey the elders. Hence the younger would follow the older people's decisions. They are always expected to uphold the family's reputation and good image. Despite the many problems behind them, they prefer to look fine in front of others. Ruining their public images are devastating and harming the whole family's reputation.

From the findings above, the researcher concluded that non-material culture plays a crucial role in representing the ideas that are delivered by the main characters in the movie, particularly in showing the colors and customs as Chinese in particular. Non-material culture includes a group‘s perspective, such as values, beliefs, and different suppositions about the world. It includes patterns of behavior, such as language, gestures, and different types of social communication.

Henslin (2013, p. 36). The way Chinese social patterns in the movie shows the thoughts, frames of mind, and beliefs of a society. Non-material has no tangible

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

form and contributes little to the subject. It is essential to convey the meanings which some communities firmly believe. The main characters in the movie applied certain methods to demonstrate their true presence in a pluralistic society by utilizing some media as proof of their daily life situation.

4.1.2 Branding Strategies Reflected in Material Culture

In addition to the findings in table 4.1, it is seen that the lowest percentage of branding strategies that Chinese use in showing their culture is reflected in material culture. By developing the natural form of resources into products people shape their understanding, ideas, and craftsmanship. Table 4.2 shows that the lowest strategy is reflected in non-material culture with a percentage about 42.6%.

It indicated that Chinese attempt to show their true colors by using some tools.

The tools are in the forms of unique physical things and visible, such as furniture, architecture, traditional food, clothing, traditional musical instrument, traditional medicine, and traditional game.

4.1.2.1 Furniture

The most dominant type of material culture is furniture. The percentage is about 17.6%. Chinese shows their colors, mostly in the furniture that they use in their buildings such as gong, statues, stones, and rocks. They believe the existence of several objects radiates various energies to the people in their buildings. The proof can be seen in the scenes below:

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

(9) At the party, the people hit a big rare Cambodian gong in the

house. It happens at the same time as Rachel walks into the house to

meet the family. (46:00)

(10) (The existence of a huanghuali (a rare species of rosewood) in the

house. It is preserved by the whole family through generations. (43:35)

It can be seen that cut-scene (9) is a material culture in the form of furniture.

It is seen that in the middle of the party, people hit the rare Cambodian gong at

Shang Su Yi‘s party. Gong is a popular tradition in East Asian countries like

China, Vietnam, Cambodia, Indonesia, Japan, and Korea. The Young family who

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

stays in Singapore also believes that gong has its magical value that presents a variety of good things in their lives. In the movie, when the gong sounds, the scene shows the time Rachel walks into the house. This reflects Rachel‘s state of mind when she arrives in front of the whole Young family. At first, she is full of confidence that she will be accepted in their circle. However, it symbolizes

Rachel's journey that will not be easy. She will experience ups and downs in fighting for a relationship with Nick. There will be a time when she wants to give up, but she will not do it to maintain the relationship. Thus, Rachel and Nick can live happily and peacefully because their relationship has been blessed by the

Young family.

Going in its origin is used as a platform for people to meet and express their similarities. It happens in some sort of ceremonial mythology through sound and music. Simpsons (2009, p. 6) claims the use of gong represents peace, unity, friendship, and growth. Since a long time ago, Chinese had a special interest in the gong. Gong is used to relieving mental fears in individuals. This is also used to mark the time of happy peace after a war has ended and the arrival of divine monarchy. Chinese think it is necessary to have a gong inside their house that can be used on various occasions to maintain their values.

It can be seen that cut-scene (2) is a material culture in the form of furniture.

It is seen that huanghuali is considered as favorite antique furniture in China. A house owned by Chinese typically uses unique classical ornaments inside. One of them is a rare species of rosewood. This item includes classic furniture named huanghuali. It is usually is sold at relatively expensive prices. Those who have it

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

are usually people from the upper classes. In this movie, The Young family owns huanghuali. Their family considers the existence of huanghuali as their property.

They can have it and they want to show it to the public so that people understand their power and position in society.

China has some of the dominant furniture like wood, porcelain, statue, stones, and rocks. Wood is now the main furniture manufacture in China. It is because their furniture industry highly supports the wood business, including solid wood, veneer, metal, and soft furnishings (Xiong, at al., 2017, p. 5). Each of them dominates all over the construction, especially wood. Wood gives a glamorous and vintage look, with a firm accent and peculiar shape, which is very charming when displayed. It is a distinct marker than other buildings near it, because of the dominance of this wood as a Chinese tradition for years. The better the wood, the more the price is usually offered. This is the reason huanghuali ownership is seen as a symbol of opulence. Those who can own it will be respected by others in their social class.

4.1.2.2 Architecture

The second type of material culture is architecture. The percentage is about

7.4%. Architecture is a critical component of human creation which is influenced by the history in the movie. Chinese architectures are Chinatown and other ancient buildings. The proof can be seen in the scenes below:

(11) The architecture inside the house is carved with the paintings of

Chinese Kingdom. (43:39)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

(12) Rachel goes to a Chinatown located in the middle of Singapore with

Peik Lin. (01:14:40)

It can be seen that cut-scene (11) is a material culture in the form of architecture. It is seen that when Astrid is talking to her husband in their grandmother‘s house, the wall was carved with the paintings of Chinese kingdom in the past with its soldiers and horses. This is the illustration of the situation in

China which tells about the events during the war where the soldiers and fighters were busy defending their domain. In the movie, the scene shows the time when

Astrid finally figures out that her husband is having an affair. She‘s trying so hard to hold back her tears and controls herself witnessing that kind of thing because

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

she is still in her family‘s house. The setting of the place shows the uniqueness of

Chinese houses which blend beauty and harmony with tradition and culture. It tries to highlight the modern style with traditional style so that people could feel the love and longing for their homeland even though they are in a diverse country with many foreign cultural touches.

The buildings are designed to follow the development of the current era but do not let go of its uniqueness. Li (2016, p. 32) notes that architecture is affected in various regions by the ancient history of Chinese invention. Chinese architecture designed primarily in brick-and-stud which focuses on unity, nature, and soulfulness. Each item consists of the energy of harmony, beauty, wonderful, and social feel remarkable to Chinese culture. Their buildings have distinct architectural details which generally look the most stunning among average buildings. The architecture is interesting because since earlier times the Chinese people have designed certain places that represent their values. The purpose is to blend their tradition in the past with their lifestyles in this current era. These are the motives of how there appear to be images and shapes of buildings in any

Chinese building that are patterned like in the movie.

It can be seen that cut-scene (12) is a material culture in the form of architecture. It is seen that Rachel makes a promise with Peik Lin to meet at a coffee shop in Chinatown. They discuss how Nick's family treated her when she was at his house yesterday. At the beginning of the scene, some buildings stand with the same design and written Hanzi calligraphy. The buildings have different shapes from the other building in general. They sit next to the unique buildings so

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

that the background clearly shows the setting of the place. In the movie, it can be seen that the camera angle is deliberately placed behind Rachel and Peik Lin's body so that it clearly shows the place where they talk about Rachel's problem.

This is intended so that when other people watch this scene their attention can be drawn into those unique buildings that stand around the characters. This scene wants to imply that even though the setting of this film is said to be in Singapore, but Chinese culture remains strong everywhere.

Chinatown is one of the tangible proofs of China's existence as a group with strong values long handed down by their ancestors. Swan (2013, p. 103) reveals that Chinatown in New York is considered as the "Chinese" neighborhood in

"American" space. It is seen as the visualization of Asia and America to be noticeable in the eye of the world. Chinatown is now commonly found everywhere. This is no longer seen as a strange phenomenon in their home country and others as well. Chinatown is a tangible form of China's presence in a broader and more diverse environment. Various activities are carried out in the

Chinatown environment ranging from the banking industry to the entertainment industry. People are free to do anything in Chinatown, but in essence, Asians have major roles in doing business in this place. This is the reason why Chinatown is seen as a strong portrait of Chinese existence in another country.

4.1.2.3 Traditional Food

The third type of material culture is a traditional food. The percentage is about 4.4%. Food is also a tangible tribute to a Chinese cultural tradition in the

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

movie such as dim sum, dumping, and so on. The proof can be seen in the scenes below:

(13) When Rachel meets Eleanor Young (Nick‘s mother) in the kitchen. She

is busy preparing food for the guests. The traditional food is tang guan,

nian gao, kuih bangkit, bak pao, bak kwa, and others. (38:21 - 38:41)

(14) Rachel is invited to Nick’s house to make dumplings, the traditional

food from China. (01:07:42)

It can be seen that cut-scene (13) is a material culture in the form of traditional food. It is seen that Eleanor is Eleanor was busy preparing various dishes to be provided for guests at her mother-in-law's party, Shang Su Yi. 89

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Eleanor herself goes down to the kitchen to make sure that all the dishes that will be provided are based on what her family wanted. A variety of delicious food from Asia, particularly Chinese is provided by several chefs with a luxurious and modern presentation. It is the first time Rachel meets Eleanor and introduces herself, but Rachel felt Nick's mother does not accept it well because her mother is busy with kitchen affairs without paying close attention to Rachel. This situation represents about how traditional Chinese accept their guests in ceremonies and parties at their place. They will provide a variety of traditional

Chinese food so people can enjoy it well.

Food is the most distinct characteristic of an ethnic group. It is created by a certain ethnic group that cannot be easily found in daily food. Mostly the food is served as a cultural tradition for those who celebrate their special event or occasion which deals with their backgrounds. The Chinese themselves are famous for a variety of special dishes. Ember and Ember (2001, p. 472) find that Chinese typically appeared to consume big portions as their regular meals. Their main food is rice in most parts of the country. Other dishes are fish, potatoes, and onion rings, noodles, grain bread, rice porridge, and congee. They also like meat, potatoes, roast pork and chicken and steamed shrimp. Dim sum is a popular food in China. The Cantonese prefers to have this cuisine most of the time. They typically have their way of preparing their meals. Either marinate it in a wok or steam it in cabbage-decorated bamboo baskets.

It can be seen that cut-scene (14) is a material culture in the form of traditional food. It is seen that all the members of the Young family are sitting

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

together in their dining room while making dumplings together. Nick‘s aunt explains to Rachel that it is intended to pass the tradition that has been carried from years from their ancestors. In hope that the younger generation will not forget about it. This situation shows how persistent the Young family is trying to perpetuate that culture because for them dumpling is a form of love and respect for their motherland. Shang Su Yi also criticizes Eleanor's dumplings. Some changes appear in the expressions of all family members. All of them become tense and stiff. No one dares to refute the words of Shang Su Yi because according to her, it should not happen. Expertise in cooking traditional Chinese food is something that should not be lost even if swallowed by time, especially for those who come from the upper class.

The food is specially cooked to commemorate certain celebrations for their relatives. Even though their main food is rice, Chinese do not serve rice to people in big ceremonies. They think that it is inappropriate to serve this type of food for big events because the guests are usually from high class in society. Instead of this, they will serve their traditional dishes, such as dumplings (jiaozi) and moon cakes. Jose (2013, 116) asserts that dumpling means solidarity and closeness. It links acquaintances and partnerships with all the shared responsibility that should be carried out in a community where people sit and eat together. Dumpling is seen as a food that looks like an ancient emerald gold or silver. Then, people viewed it as a sign of wealth. Traditionally a family member gets together during big days to make dumplings together. The way they served food comes from their experiences in the past when the Imperial Dynasties existed. Those who come from the higher social class choose to be served with fancy food and drink. They 91

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

tried various variations in the past as an effort to survive in times of war and famine.

4.1.2.4 Clothing

The fourth type of -material culture is clothing. The percentage is about

4.4%. Clothing carries with it a tight lifestyle and social links within an ethnic community in the movie. Chinese clothing like silk dresses represents their position in society. The proof can be seen in the scenes below:

(15) Kerry Chu considers colors in Rachel’s clothes. She chooses a

conservative red dress. (10:08)

(16) Mostly at the party, the women are clothed in silk clothes and

glamorous dresses. (49:57)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

It can be seen that cut-scene (15) is a material culture in the form of clothing. It is seen that Kerry Chu has the understanding that the same with

Chinese conservative. She claims that they will get such a positive feeling by wearing a proper outfit. When Rachel picks dresses that are blue and white Kerry responds that they are for Chinese funerals. Instead, she chooses to wear red that symbolizes fortune and productivity. Kerry‘s way of thinking represents the conservative China who believes in the value behind the use of certain colors and shapes. She hopes that Rachel will be welcomed warmly by Nick‘s family if she adjusts well to the family‘s traditions. Rachel teases her mom because of saying that. For Rachel, she is Chinese just like them. However, she does not realize that she is different inside because she was born and raised in America. She does not understand their lifestyles.

It can be said that Chinese are striving at developing something that makes them stand out in society. They have their standards for their appearance in front of the public. The fact is visible in their clothes and makeup. Clothing gives within an ethnic group a clear portrayal of the culture and social relations based

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

on Chinese ideology. These depict people's cultural characters. Wilcox (2019, p.

2) believes that red signifies the joy they have and exchange with those who come to the party or gathering. It also signifies wealth and luck in Chinese philosophy.

That is why most of them are in ceremonies and celebrations sporting bright- colored outfits. People always respect one's social status and position in society through their image and choice in their fashion.

It can be seen that cut-scene (16) is a material culture in the form of clothing. It is seen that women are often dressed in silk clothes and elegant dresses at the party. The older women are dressed in gold or bright colored clothes, wear red lipsticks, and have hair buns. While young women are dressed in much modern dress and untangle their hair. Nick's relatives and family dressed in fancy clothes. Unlike Rachel, who wanted to come with a simple dress, she did not realize what environment she would face later. This made her friend, Peik Lin, helps her to choose appropriate clothes so that she would not feel ostracized by guests invited at the Young family‘s party. Chinese are wearing modern clothing in their everyday lives because of recent developments. It is seen that Young family members are wearing dresses in silk and designer clothes at the party.

Along with the development of the era of their clothing style also changed but still must look glamorous and luxurious.

Chinese have a way of thinking that the better their clothing materials reflect their social ranks and positions in society. Their clothing trends can be seen in the

Chinese Emperor, where the Royal Family frequently wears elegant clothing to display that they are strong and enthroned. Meanwhile, the maids appear to wear

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

plain and casual clothes. This aims to differentiate their status, which can also have a major impact on its social and political ties. Higher-status individuals wear silk garments. China became the first nation to produce silkworms and knit the texture of silk. It started in the mid-to-late Ming dynasty from the Shang Dynasty and continued the silkworm reproduction and silk development in Emperor Huang

(Li, 2016, p. 32). The silkworms have to be delicate, light, and nice. Their styles are viewed as a sign of their status and place in society. Typically the higher their position, the more they use items made from various luxury materials. It is intended to give glamorous and elegant vibes when they are entering the room.

During events, celebrations, and religious holidays such as weddings, birthday parties, and social meetings, they still carry traditional clothes.

4.1.2.5 Traditional Musical Instrument

The fifth type of material culture is traditional musical instruments. The percentage is about 2.9%. Chinese instruments are pipa, erhu, ruan, and others.

They constitute the physical epitome of customary Chinese music culture in the movie. The proof can be seen in the scenes below:

(17) The opening song that is used in the movie is a Mandarin song titled

Waiting For Your Return – Jasmine Chen. (03:30)

(18) A Chinese big band plays Wo Yao Ni De Ai at the wedding ceremony for

the audience to dance. The band plays some traditional instruments

from China. (01:29:47)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

It can be seen that cut-scene (17) is a material culture in the form of music.

It is seen that the soundtracks in the movie are mostly Mandarin songs. The primary language used in the movie is English while the second language used in the movie is Mandarin. The intention of the movie shows that the production team wants to emphasize the blending between two different cultures in the same thing which is a song. Mandarin songs with a slight touch of English are considered as the most familiar approach for everyone so that the audience can take values that are intentionally conveyed through the movie. One of the songs is Waiting For

Your Return by Jasmine Chen. The song has two languages, English and

Mandarin. It is also played several times in some scenes.

Music in its delivery to the listener has an immense magical appeal. It is an important element in movie making. Through the use of language, terms, and metaphors expressed in one person's thoughts, it may be easily conveyed to another. Ludke (2009, p. 9) explores that music attracts more emphasis and enhances linguistic abilities for audiences in the learning process. This is one of the key elements that allow us to see a product that is packed beautifully due to the touch that it offers. The movie itself has an original song which was written by

Brian Tyler and was recorded by Myron Kerstein. Each song tries to give certain values by the choices of its instruments. Emmanuele (2018, ―Bustle‖) finds that

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Crazy Rich Asians movie mix American and Asian culture is intended to illustrate the arrival of Rachel in Singapore. It aims to familiarize people with the Chinese society that has been rolled up in a different language. It is hoped that audience to be involved in learning the song's content and associating it with their personal experience.

It can be seen that cut-scene (18) is a material culture in the form of traditional instruments. It is seen that at the wedding ceremony, a Chinese big band performs Wo Yao Ni De Ai for the crowd to start dancing. They play a

Mandarin song that is packaged in a traditional vibe of the band. The movie uses various kinds of instruments, both modern and traditional. The modern instruments are electric guitar, metallic percussion, piano, saxophones, trumpets, bass, flute, and drum. Meanwhile, the traditional instrument is erhu with a slight

Asian tinge to the orchestrations.

Chinese instruments reflect the actual embodiment of customary Chinese music culture. Wong (2015, p. 17) explains that one of the typical traditional music is Erhu (Chinese: èrhú; pinyin: èrhú) or "Chinese violin". It used in small groups and large orchestras. Erhu is one of the popular Chinese instruments besides pipa, souna, and so on. It is a two-stringed Chinese instrument crafted from sandalwood or ebony. It is played by one person. The hole at the front is sealed with a snake's skin and the back is left exposed. The body's functions are to transmit and intensify the chord vibrations. Chinese choose to play this instrument in various events to provide a sacred and intimate atmosphere for listeners. Even though Erhu is traditional instruments, but until now Erhu is also used in playing

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

contemporary and classical music on various occasions. This is why Erhu is also used by the music producer in Crazy Rich Asians to give a deep impression about

China to the audience.

4.1.2.6 Traditional Medicine

The sixth type of material culture is medicine. The percentage is about

2.9%. Traditional medicine is the most prominent feature of an ethnic group, particularly for Chinese in the movie. They are herbal soup, ginseng, and others.

The proof can be seen in the scenes below:

(19) When Nick looks tired, his mother gives him herbal soup to cure his

hangover instead of giving him modern medicine. (39:00)

(20) When Rachel is sick her mother gives her dong quaei to cure her stress.

(01:37:01)

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

It can be seen that cut-scene (19) is a material culture in the form of traditional medicine. It is seen that herbal medicine is favored by Chinese. Nick looks tired from flying back to Singapore so his mom offers him herbal soup to cure his hangover. She insists to give herbal soup for Nick instead of medicine or instant food. This clearly shows that even though they are living outside China, they keep their tradition of consuming herbs other than any other food. Traditional medicine is preferred by the Chinese as the brand's top choice. For them, all organic material has greater benefits for the body compared to medical drugs which are a mixture of various kinds of chemicals. Herbs are also friendlier to the body because they have low side effects.

Traditional medicine draws Chinese attention for a long time. It can be found in different forms like in the herbal medicinal products to alternative treatments. Herbal medicine is one of China's most valued traditional treatments.

Prescribing herbs for humans is claimed to maintain Yin and Yang's energy equilibrium in the human body. The herbal medicine is classified into several types based on its use. First is Gan Jiang (Rhizoma zingiberis) to treat diarrhea.

Second is Dang Gui (Angelicae sinensis) to the anxiety. The third is Shi Gao

(gypsum) for controlling nausea, coughing, and fatigue to overcome restlessness and fatigue. Fourth is Sheng Di Huang (Rehmanniae radix) to overcome restlessness and depression. The fifth is Fu Ling (Poria) of edema-reduction. Sixth is Fu Zi for edema removal and the last is Xiao Ji (Cirsii herbal) for diagnosis of severe urination (Yang, 2010 p. 3). Here are some types of Chinese herbal medicines which help human life in many ways. In the movie, all of these herbs

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

can be found easily anywhere in the whole of China and even favored by foreigners for daily consumption including The Young family.

It can be seen that cut-scene (20) is a material culture in the form of traditional medicine. It is seen that Kerry Chu has a traditional way of thinking.

She believes that dong quaei or ginseng is very helpful to support someone‘s condition. Dong quaei is a plant that grows in places with cold temperatures. It has been used to maintain one‘s health and condition for years. It is believed to cure a variety of diseases. When Kerry arrives in Singapore, she immediately makes ginseng drink for Rachel because she is not in good condition.

Nowadays, dong quaei has been used by people from various parts of the world to maintain their health and mind. Dong Quai is known as ginseng. Dong

Quai is classified as female ginseng. Dong qui is commonly eaten by combining it with certain herbs. Chinese also use it for years to treat several diseases like obesity, lumbago, asthma, nervous disorders, menopausal symptoms, neuralgia, angina, insomnia, and arthritis (Al-Bhareeq et al., 2010, p. 49). In this movie,

Kerry Chu immediately rushes to offer this to her child when she sees her child helpless in her sleep. She believes that the powerful features that Dong Quai has can treat the pain felt by her daughter. She also believes that dong quai can strengthen her stamina and raise Rachel's mood so that she is not too stressed and sad because of the bad things that happen to her.

4.1.2.7 Traditional Game

The last type of material culture is a traditional game. The percentage is about 2.9%. Game is an interactive media that are favored by people of all ages of 100

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Chinese all over the world. The games are using objects like cards, tiles, rubber, and so on. The proof can be seen in the scenes below:

(21) Rachel is playing a poker game with one of her students as a part of

their teaching-learning in class. (03:48)

(22) When playing mahjong, Rachel and Eleanor uses their strategies and

discuss her relationship with Nick. (01:43:17)

It can be seen that cut-scene (21) is a material culture in the form of traditional games. It is seen that Rachel is finishing her lecture in the class by playing a poker game with a boy. She focuses on the game while her mind is thinking about the strategy that she wants to take. It ends with her winning against the boy who turns out to be one of her students. She then explains the poker game

101

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

itself requires a higher level of strategy because people tend to avoid rational thought and hold onto their ego. She adds that her student, Curtis, played not to lose instead to win. She claims that people are so afraid to lose something so they do anything to make it happen. They forget about all the rational possibilities.

The poker game is one of the traditional games in China. It is favored by many people from various backgrounds in China. Many traditional games from

Chinese are interesting and fun. Other than its benefit in entertaining people, a traditional game is also used to unite people. Poker is one of the most popular games, which also provides an interactive method for man-made thinking and game theory. It is therefore called a "skill game" as it promotes logical reasoning to increase performance probabilities (Javarone, 2016, p. 1). It is then played by people of different ages, both for entertainment and professional competition. In the movie, Rachel explains to her students that the game of poker itself requires a higher level of strategy because people tend to avoid rational thinking and keep their ego. Rachel uses her analogy to teach strategies that some people use in defending what they think is important in life. Rachel uses the analogy of her student's ego in playing so that he will not lose. This reflects the problems that Rachel will face going forward in the fight for her relationship with

Nick. With strong opposition from Nick‘s family, Rachel continues to struggle to prove that she is worthy even when Eleanor tries to do a variety of ways to separate them.

It can be seen that cut-scene (22) is a material culture in the form of traditional games. It is seen that Rachel asks Eleanor to meet her and to talk about

102

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

her relationship with Nick. She wants Eleanor to know that she turns down Nick‘s proposal because she does not want him to lose his family. She wants to make sure that Eleanor knows the reason behind her leaving. Mahjong is chosen because Rachel thinks that it is the best medium to show her feelings to Eleanor. It makes her aware of the fact that she is doing her best in the relationship. Even when it does not work, she makes sure that Eleanor gets to realize her actions too.

Mahjong is a game in which Chinese in this modern era is highly popular. It is played by people of different ages on many occasions. Individuals from foreign nations have also played this game. Mahjong (majiang) is a four-player game, played with 144 tiles grouped into two major sets: the "number" tiles and the

"respect" tiles. Greene (2012, p. 2) states that mahjong offers an opportunity to illustrate the relations between recreation and the nation, democracy, and creativity into the recent nineteenth-to mid-twentieth-century social disruption. It is used as an indicator to follow social changes. The players have to be full of precision, concentration, and diligence. It is played by people from different backgrounds. Thus, mahjong itself is viewed as one of the society's unifying tools.

People gather and share the same interest when it comes to playing mahjong. It is then become popular around the countries outside China due to the high demand and interest of the people. In the movie, it is clear how Rachel uses mahjong to convey her feelings of disappointment and gratitude of knowing Nick. She also delivers how difficult it is to fight for Nick in front of Eleanor. She outlines her various strategies and efforts in fighting for their relationship which incidentally is not accepted by Nick's parents. Initially, Eleanor is convinced that she can win the game, which also convinces her that he wins the battle in finding the best match 103

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

for her son. However, at the end of the game, Rachel manages to show her calmly that she is wrong. Rachel is the one who deserves to win because she has tried her best. She walks away because she is afraid, but because she knows her worth.

It can be concluded that material culture is required to demonstrate the ethnicity of a cultural group. By utilizing material culture, a bunch of individuals' artifacts or belongings are perceived as an actual and measurable representation of the identity. Material culture consists of the instruments that are used by individuals to be used. It involves what people in society build and use, namely furniture, building, clothing, and others (Li, 2016, p. 31). Material culture is important to give others the impression that China is a country with a fascinating culture and tradition.

Both non-material culture and material culture are playing a crucial role in showing the branding of an ethnic group. Based on Gotham (2007, p. 827) branding is a mechanism of homogenization and institutionalization that differentiates a community from a single place. Branding is important to establish assumptions about one group‘s identity to other ethnic groups. Chinese try to represent themselves through several objects and views that symbolize their traditions and culture. In addition to its growing economy, China is displaying its priorities and tremendously increasing material quality. It aims to improve its national interests and identity in the world‘s eyes (Mierzejewski & Kowalski,

2019, p. 1). They want people to realize that China is a country with a rich and diverse culture. Applying these strategies are important to show the branding of their group. Moreover, the current situation is more advanced because it is

104

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

influenced by globalization so that people become easily influenced by foreign cultures. This can even diminish people's sense of ownership of their identity.

Their ignorance in preserving their culture makes them forget about their customs, especially those who are living abroad.

From the findings above, the researcher concluded that this study reveals the connection behind the material and non-material culture. Material culture describes their real-life in the past and today. These are the objects that are made with specific details which can be identified as one group‘s characteristics, in this case, is Chinese possessions. Meanwhile, non-material culture expresses the meanings contained behind Chinese possessions that can be seen and touched such as languages as well as linguistic practices and their values. Aronin and

Laoire (2012, p. 2) reveal that material culture displays the linguistic landscape which has become wider when it comes to the identification of a particular group.

It is applied by the society in public to investigate the opportunities of knowledge and collect useful details on the cultural traditions and historical events now and then. All objects that have characteristics of Chinese culture certainly have important meanings of the Chinese in the past even until now. Although the objects will change according to the development of the era, the values behind them will not change easily from time to time.

4.2 Roles of Language in Showing their Chinese Identity

To answer the second research question about the roles of language in showing their Chinese identity, the researcher found some strategies of ethnic branding applied in the movie (see table 4.2). The highest percentage reveals that

105

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Chinese construct their identity to create their public images by using certain codes, such as language and its variations.

Language is considered as one of the most effective media to express the uniqueness of some groups. It is a part of the non-material culture that holds a crucial role in linking society. Language is utilized as a communication medium as well as the personality of a country. The message that the speaker delivers from one another cannot be transmitted clearly, so they use language (Rambaud, 2012, p. 18). There is an inclusive understanding of the community to utilize the same sign or image so that the substance of the discussion can be talked about legitimately from one to another. The language which is used by certain ethnic groups shows the condition of those who come from a certain background (Wardhaugh, 1992, p. 10).

In Crazy Rich Asians, language plays an important role to show how

Chinese characterize and communicate themselves in a pluralistic society.

Language is something that is considered crucial because it brings people together to have an awareness of the same sense of ownership and intimacy in their circle.

The researcher explained the language roles in showing their Chinese identity.

Further explanation is also provided to reveal the reasons Chinese employed the branding strategies in showing their identity in the movie.

4.2.1 Language as a Symbol of Ethnic Identity

Chinese took the opportunity to assert their presence in society by utilizing some branding strategies. Even though many of them explore the outside world besides their home country, they will continue to practice their beliefs, traditions, 106

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

and customs regularly. This is because of their initiative to promote existence as a group with the same ethnicity. Ethnicity is constructed in the social sense

(Crossley, Siu & Sutton, 2006, p. 5). They have the understanding that they are part of an interrelated culture. They clutch common cultural identities to set their group apart from others. By differentiating themselves with others, they will be seen as a different group whose existence matters in society.

Chinese characterize themselves in a multicultural environment by employing various forms of codes or patterns. Their interests in selecting any code in a circumstance expose their identification as members of a certain group. Van

Herk (2012, p. 76) adds that people from a particular region have the potential to use a wide repertoire of linguistic means to practice their ethnic identity. It is in line with Riley (2007, p. 88), who mentions that identity as an interpretation of shared ideals or community memberships and how they define or construct themselves. In other words, identity is the inner component of individuals dealing with the way of thinking. To assert their affiliation with a similar group, it blends the personal interest with the public interest.

Each region has a specific use of language to distinguish them from one another. Language is used as a product of society to show their uniqueness.

People who come from the same regional background tend to gather themselves in the same circle so that they can preserve their customs in a diverse world.

The NMC1 shows the conversation between Eleanor and Rachel :

ELEANOR

Hokkien phrase. Ka gi 107

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

lan. It means ‗our kind of

people.‘ And you‘re not our

kind.

RACHEL

‗Cause I‘m not rich? ‗Cause I

didn‘t go to a British boarding

school or I wasn't born into a

wealthy family?

ELEANOR

You‘re a foreigner. American.

And all Americans think about is

their happiness.

(01:43:36)

From what Eleanor said, it can be seen that Rachel is considered as an outsider because she is a Chinese-American professor who was born and raised in

The United States. Eleanor thinks that Rachel will never be enough for their family no matter how hard she tries. Even though China is one of the highest- populated nations, it does not exclude all of its citizens who go outside the country. It causes the Chinese conservative to feel more exclusive than the diaspora. Within their community, there is a deep sense of connection which leads them to believe that they are different. Although the diaspora looks like Asians,

108

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

their mentality and behaviors are far from oriental styles. They develop the thinking that they are different than Americans who are an open-minded and free spirit.

The NMC2 shows the conversation between Rachel and Kerry:

RACHEL

How are they different? They‘re

Chinese, I‘m Chinese. I‘m so

Chinese, I‘m an economics

professor with lactose

intolerance.

KERRY

Yeah, but you grew up here.

(in Mandarin;

subtitled)

Ni kan qilai shi huaren, ni jiang

de shi zhongwen. Keshi zheli he

zheli... [Your face is Chinese.

You speak Chinese. But here...

(points to Rachel‘s

head and mouth)

... and here...

(in English)

You‘re different. But wearing a

109

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

the lucky color will make a good first

impression.

(11:10)

From what Kerry said, it can be seen that Kerry concerns about the situation that will be faced by Rachel. She puts the perspective of Chinese Singaporean to show the policy in China and how the people characterize themselves. By the fact that they are living outside China, she passes the tradition of speaking in China‘s official language, Mandarin, to Rachel so that she still remembers her root as a

Taiwanese. Yet, Kerry was born and raised in China so she understands the

Chinese way of thinking which is rigid and strict. She is aware that Rachel will be seen differently by Asian parents in particular because of her background.

In Crazy Rich Asians, Chinese promote their identity by creating and practicing different codes to make a cultural barrier in society. They strengthen their sense of intimacy through special traditions based on their oriental cultural styles. The desire of showing their public images, then trigger their use of certain codes in communication. Based on Stockwell (2003, p. 8) the use of such codes is to assert a group of people's identity. Those who believe that they have the same identity will seek to make themselves differently in the diverse community by using special codes or signals. The purpose is to bound people in a similar circle, intending to protect their traditions in a different world.

4.2.2 Language as an Instrument of Intra-Ethnic Communication

Besides the use of language as a symbol of ethnic identity, language is also used as an instrument of intra-ethnic communication. Some regions in the world 110

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

even have several language classifications intended for interlocutors or certain circumstances in their communication. The features are explicitly shown by their skills and outcomes, which are applied in multiple ways and circumstances.

Chinese also have several language classifications targeted for interlocutors or certain situations in their communication.

In Crazy Rich Asians, most of the main characters classify themselves as culturally Chinese. The movie depicts Nick's families spreading around

Singapore, Hong Kong, Taiwan, and Shanghai as China's big cities. Living in those places affects their language and dialect. Their pronunciation in speaking is different than others because they have the Chinese accents with them. This situation shows that learning other languages is easy, but how to use it will be different due to their educational background and environment. It is in line with

Brown (2001), who says that there is a greater probability of first language interference in pronouncing a foreign language. An unusual manner of pronouncing words will cause a misunderstanding between interlocutors. Because of this manner of speaking, English native speakers can recognize the different styles in their language directly and label them with a particular ethnic group.

The NMC3 shows when Rachel is listening to Ah Ma, who speak in

Mandarin:

RACHEL

(in Mandarin;

subtitled)

Ah Ma, xiexie nin yaoqing wo lai

111

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

nin de jia. Nick jingchang tiqi

nin. Ta shuo nin bao de shuijiao

shi quan shijie zui hao chi de.

[Grandma, thank you for inviting

me to your home. Nick always

talks about you. He says no one

in the world makes better

dumplings.

The old lady looks pleased.

AH MA

(in Mandarin;

subtitled)

Na mei shenme de. Ni yuanyi wo

keyi jiao ni. [It‘s nothing. I

can show you how to make them,

too.]

RACHEL

(in Mandarin;

subtitled)

Na shizai tai haole. [I would be

honored.]

112

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

AH MA

(in Mandarin;

subtitled)

Buguo ni yao zao dian huilai. Bie

zai zheme duo ren de difang. [You

must come back soon, then, when

there are not so many craning

necks around...]

(50:24)

From the scene, it can be seen that Rachel has learned about Mandarin for a long time ago. She understands that the use of Mandarin is important in speaking to Chinese older people. The same thing applied to the rest of the family members, they are using Mandarin when they talk to Shang Su Yi, their grandmother, who is a conservative Chinese. Rachel uses this because Mandarin is the official language of China. She was taught by her mother who is an immigrant in The United States even before Rachel was born. It implies that

Rachel learns to open herself to learn about other customs so that she can blend in with the new environment.

The NMC4 shows when Rachel is listening to the aunties who speak in

Cantonese:

FELICITY

(mock-scolds; in

Cantonese; 113

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

subtitled)

Ni le wu qie, ruguo a ye zhong xi

du, shi qing ni shi teng tiao wen

zhurou. [Smart ass. If your

grandfather was alive, he‘d kick

you into next week.]

Everyone LAUGHS. Alix sees Rachel smiling. Felicity

throws dough at Oliver.

OLIVER

(brushing shirt)

Aunty, this is Dolce.

ALIX

(to Rachel)

You speak Cantonese?

RACHEL

No, I don‘t. It‘s just great

seeing you guys all like this.

(01:09:17)

From the scene, it can be seen that Cantonese is used by Eleanor‘s family.

The aunties are Eleanor‘s sister, they use Cantonese in their daily life. When

114

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Rachel is laughing because of Oliver‘s joke, Nick‘s aunt, Alix, asks her whether she understands Cantonese because she is Chinese-American. Eleanor was born in a family that was considered different for Shang Su Yi or Ah Ma. She even openly admits she was not Ah Ma's first choice because she belongs to a different group.

Chinese parents like Shang Su Yi, Eleanor, and Kerry have different parenting styles because of their educational background and experiences in life. They develop their hard and soft skills which influence their decisions and ideas for themselves and others around them.

The NMC5 shows when Rachel is listening to The Gohs who speak in

Hokkien:

RACHEL

Wow! Oh, my gosh! Your house is

amazing, Mrs. Goh.

NEENAH

(in Hokkien;

subtitled)

Li gaou kong wei ah. [You‘re such

a sweet talker.]

(in English)

Call me Auntie. Auntie Neenah.

(27:47)

From the scene, it can be seen that Peik Lin‘s mother speaks in Hokkien to

Rachel when she welcomes her in their house. Rachel compliments her house in 115

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

awe. However, Neenah replies by saying that she is a sweet talker. She says that in Hokkien. She even asks Rachel to call her by using her name. It implies that

Neenah wants to build a friendly atmosphere so Rachel will feel more comfortable in their house. The Gohs family is Chinese diaspora who studied abroad so they hold moderate views. They are different from than Young family who is conservative Chinese.

The NMC6 shows when Neenah speaks to Rachel, she is using English in her unique accent:

NEENAH

Don‘t stand on ceremony, Rachel.

This is simple food, lah.

(29:05)

From the scene, it can be seen that English is used as a daily language for

The Gohs family. However, they use it with a Singaporean accent. It is seen from the use of the word ―lah”. This expression is known as Singlish or Singapore

Colloquial English. It is a simplified type of English that is widely spoken in

Singapore. When Neenah speaks, she is using this accent unconsciously. She tends to mix her language in speaking to other people, including Rachel. The

Gohs family might look like a rich family, but they are not in the same social class as the Young family. They even admit that the Young family is placed in the higher social strata. They are famous not only in Singapore but also throughout

Asia and other continents.

116

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Language variation symbolizes different views about status in society and how people characterize themselves. Based on Barron and Schneider (2009, p.

427) the variability in the language is affected by social factors. The social factors are region, social class, ethnicity, gender, age, and education. Each of these factors affects language, leading to a wide range of specific preferences and characteristics that can be used to identify speakers‘ identities. The speakers model their linguistic productions and build an identity. They express group connection by pronouncing a mechanism in a certain way.

In the movie, the characters are using a variety of languages like English,

Mandarin, Cantonese, and Hokkien, depending on the interlocutors and the situations in which the communication and interaction take place. It is seen that the main characters' primary language is English. English is utilized mainly because the intention is to depict the real condition of Hollywood movies which have long been eliminated minorities from lead jobs. It is then appointed as the first big-screen movie to involve an all-Asian cast that shows the identification of

Chinese ethnicity who are living abroad (―Forbes‖, 2018). The characters utilize

English also as their communication tool in Singapore. Some of them are using it with a Singaporean accent to show their identity as Chinese Singaporean.

The main characters‘ subsidiary language is Mandarin. Speaking Mandarin is somehow challenging for Chinese Peranakan. A different situation is shown by

Rachel, who is fluent in Mandarin to Shang Su Yi. This makes Rachel initially able to attract her heart because she had made a good and pleasant impression to

Shang Su Yi. Rachel already knew that Nick‘s grandmother can speak English,

117

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Mandarin, Cantonese, Hokkien, and Teochew. However, she chooses to greet her in Mandarin. Rachel uses this to show her respect to Shang Su Yi. It is supported by Chou (2018), who explains that Mandarin is the symbol of position and complexity, while Cantonese and Hokkien are the symbols of relatively lower position. It is seen that Mandarin is used to use when talking to Shang Su Yi uses

Mandarin as her default language to show her identity as Taiwanese. She is also the most powerful person in the family so anyone who speaks with her uses

Mandarin as a symbol of respect and obedience.

The other supporting characters speak in Cantonese and Hokkien.

Cantonese is used by Chinese who are living in Hong Kong, Macau, and its neighboring islands in Asia. Cantonese is used by the aunties to build a friendly communicative atmosphere. Meanwhile, Hokkien is mostly used by those who are living in subgroups in Southeast Asia like Malaysia, Singapore, Indonesia, and surrounding countries. Hokkien is used by diaspora living in the Fujian area and its migratory communities outside of China. Many languages which are spoken here are unclear to one another (Chia, 2019). All that use Hokkien instead of

Mandarin is considered to be lacking in their Mandarin comprehension and having a crisis in their identities as Chinese diaspora. In the movie, The aunties and The

Gohs have been living in Singapore for a long time so they speak Cantonese and

Hokkien to show their identity as Chinese Singaporean. Nick's siblings went to study abroad, so they do not even speak routinely using Cantonese and Hokkien, but English with a Chinese Singaporean accent. Those who have been living in other countries for a long time, so they were considered outsiders to their people

118

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

(Ember. 2002, p. 67). This is why Rachel is labeled as outsiders inside The

Young‘s family.

From all of the findings above, the researcher concluded that language is one of the significant cultural identities of the diaspora. It is used primarily by those who are living abroad as their tool of communication. The main characters in the movie speak in English with their special accents due to their backgrounds and environments. The language variations in the movie are influenced by certain social variables like ethnicity, status, level of education, and age. This movie also tries to highlight how they show their Chinese identity by using Mandarin,

Cantonese, and Hokkien in their daily conversation. These languages are used primarily by those who are regarded as "their kind of people" in the inner circle.

The social and cultural backgrounds are closely related to people's language system. Therefore, individuals who communicate in the same language might also have some variations.

119

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

CHAPTER V

CONCLUSIONS AND SUGGESTIONS

This chapter presents conclusions and suggestions for the research. This chapter is divided into two parts. The first one is a summary of the research findings. The second one is the suggestions for future researchers and English learners.

5.1 Conclusions

This study discusses Chinese ethnic branding strategies in Crazy Rich

Asians. It seeks to find the Chinese branding strategies that are mirrored in both material and non-material culture, especially in the scenes where the major characters appeared. This study directly takes the phenomenon of the movie because a movie is assumed to focus particularly on pictures. The study also aims to examine the roles of language in showing their Chinese identity. The conclusion is based on the findings and discussion of the study.

The results reveal that the branding strategies from the movie in this analysis are reflected in the non-material and material culture. They are value, belief, language, etiquette, decoration and furniture, architecture, traditional food, clothing, traditional musical instrument, traditional medicine, and traditional game. As it is mentioned before, the definition of branding itself is the process of homogenization and institutionalization. It is a procedure of separation process

120

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

that distinguishes them from a specific locale. Branding is crucial in the aspect of ethnicity. It creates a certain assumption for other ethnic groups about the identity of a certain ethnic group. Chinese creates their branding to identify themselves as the same identity so that people can distinguish them from others.

By showing their branding, Chinese continuously reveal their life in the eyes of the world. It is known that Chinese is one of the most prominent ethnic groups with their characteristics. Chinese themselves, though, are rarely taking part as the lead characters of Hollywood film. Crazy Rich Asians then emerge as a movie that explores real-life portrayals of Asians. Most of the storyline tension is based on the Eastern-educated family accepting Rachel, as one of them, she is a

Chinese-American. The movie often portrays the views and characteristics of conventional Chinese and the diaspora in their everyday lives. Crazy Rich Asians show Chinese depiction by showing views and practices in the Young Family and other families. The Youngs were identified as having emigrated from China to

Singapore. As her primary language, Shang Su Yi speaks Mandarin particularly in private settings with relatives. This refers to the assumption that she still maintains the conservative values and customs from China to Singapore.

In the movie, Chinese demonstrate their characteristics by using the cultural forms of non-material and material cultures. Material and non-material culture is interrelated. Material culture is a visible and actual representation of the identity in an object. Material culture alludes to a collection of different items or belongings. The material culture consists of furniture, architecture, traditional food, clothing, traditional musical instruments, traditional medicine, and

121

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

traditional game. Meanwhile, non-material culture includes belief, value, etiquette, rule, and language. The form of non-material culture is used as a tool for representation of a group to validate their existence in a pluralistic society. These two are interconnected to each other to reflect the meaning behind an item. By concentrating on material culture objects, people can get the reasoning for having a non-material culture item. This study gives the idea of Chinese ethnic branding strategies that symbolize physical objects regularly.

These types are the cultural items that label Chinese culture with specific items that are different from other cultures. It is seen that the lowest percentage of the strategy was 42.6 percent in material culture. Meanwhile, the highest percentage of the strategy was 57.4 percent in non-material culture. It indicated

Chinese interest in showing the public about their characteristics in traditional lifestyles. People will realize the oriental culture emitted from each of them when they see it directly or realize it indirectly. By using these branding strategies to show their characteristics, people will realize their Chinese identity with their oriental culture that each object or understanding has its magical value that is believed by people in their circle and is passed on from generation to generation.

It is also revealed that language is an essential cultural diaspora's identity. It is used primarily by those who are living abroad as their tool of communication.

The characters speak in English with their special accents due to their backgrounds and environments. Language is one of the significant cultural identities of the diaspora. The roles of language are a symbol of ethnic identity and as an instrument of communication. Language is used as a symbol of ethnic

122

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

identity. They create certain codes to make a real cultural barrier between them and others. Language is used as a tool for communication. The characters are using a variety of languages like English, Mandarin, Cantonese, and Hokkien, depending on the interlocutors and the situations in which the communication and interaction take place. English is used to emphasize that it is a Hollywood movie that encourages real-life Asian representation to bring diversity to broad screens.

It is then appointed as the first big-screen movie to involve an all-Asian cast that shows the identification of Chinese ethnicity who are living abroad. Moreover,

English as used regularly as a foreign language in Singapore and New York.

Mandarin is the symbol of position and complexity, while Cantonese and Hokkien are the symbols of relatively lower position. It is seen that Mandarin is used to use when talking to Shang Su Yi. Other than the reason that she is Taiwanese, she is also the most powerful person in the family. Thus, anyone who speaks with her must use Mandarin as a symbol of respect and obedience. Cantonese and Hokkien are used in the movie because they are living in Southeast Asia and are considered to be lacking in understanding Mandarin which shows their crisis of identity.

Considering the current research findings of Chinese ethnic branding strategies and the roles of language in the movie Crazy Rich Asians, the researcher found reasons used behind the production of the movie. The first reason is constructing their images. The second reason is differentiating themselves in the global environment so that people can be aware of their existence. Other than providing entertainment for the audience, Crazy Rich Asians is expected to be a popular medium for Chinese to show their existence. Besides, it is expected that

Non-Chinese will become aware that every sign they encounter every day is a 123

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

special sign that China also has great power in the world. Their existence should be taken into account whether it is culturally, economically, or socially. It is also important to realize that this movie was produced by companies in Malaysia and

Singapore. This means that this movie has the aim of promoting tourism in these countries. It aims to promote tourism in those countries. Crazy Rich Asians is also considered as a good medium for cultivating cross-cultural understanding to boost other cultures' information, awareness, and acceptance. In the belief that many communities understand and recognize the knowledge even discrimination.

5.2 Suggestions

The current study identified Chinese ethnic branding strategies in showing their identity. This study also analyzed the roles of language in showing their

Chinese identity. The researcher proposes some suggestions for English learners and future researchers due to the weakness of this study. Hence, the deeper investigation about the material culture might be interesting as it lifts the awareness of some groups‘ roles in society. It may raise the consciousness of each ethnic group to preserve their culture and traditions. Moreover, the deeper investigation of other significant issues, like social and economic for Chinese can also be considered as interesting topics to be discussed. It can discuss the branding strategies that are used by certain groups in revealing their true colors in a multicultural society from other scopes like economy, politics, arts, or environment.

This study concerns about Chinese ethnic branding strategies by seeing the phenomena from the sociolinguistics viewpoint. It may be interesting to familiarize

124

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

students to analyze a movie from sociolinguistics framing. They will acquire meaningful information about the importance of language use in their daily conversation and lift the issue of ethnicity in the pluralistic society. It might be interesting to deliver the meaningful information about the importance of diversity in this era of globalization to appreciate others‘ cultures and consider it as a strength rather than a threat to the existence of their own culture. Other than that, it might help the students to learn about diversity in a pluralistic society. Thus, they might also develop their critical thinking and problem-solving skills that are faced by bilingual learners in their learning process of another language or culture by using the media like movies, songs, pictures, and so on as their teaching and learning media.

125

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

REFERENCES

Al-Bareeq, R.J., Ray, A.A., Nott, L., Pautler, S.E. & Razvi, H. (2010). Dong Quai (angelica Sinensis) in The Treatment of Hot Flashes for Men on Androgen Deprivation Therapy: Results of A Randomized Double-Blind Placebo- Controlled Trial. Canadian Urological Association Journal, 4(1), 49-53. Ansel, A. E. (2013). Race and Ethnicity. New York: Routledge Aronina, L. & O´ Laoireb, M. (2012). The Material Culture of Multilingualism: Moving Beyond The Linguistic Landscape. International Journal of Multilingualism, 1-12. Bradford, A. (2019). Tigers: The Largest Cats in the World. Live Science. Retrieved on November 4, 2019, from https://www.livescience.com/27441- tigers.html Brown, H. D. (2001). Teaching by principles: An interactive approach to Language pedagogy (2nd ed.). New York: Longman. Chan K. (Ed.). (2013). International Handbook of Chinese Families. New York: Springer Science+Business Media. Ch‘eng-K‘un, C. (1946). Characteristic Traits of the Chinese People. Social Forces, 25(2), 146-155. Chia, C. (2019). Hokkien Theatre Across The Seas A Socio-Cultural Study. Singapore: Springer Nature Singapore Pte Ltd. Chiarelli, P. & Lim, A. (2018). Crazy Rich Asians Script. Burbank: Warner Bros. Ent. Chou, C. (2018). The Worrying Cross-Strait and Linguistic Messages of 'Crazy Rich Asians'. The News Lens. Retrieved on May 15, 2020, from https://international.thenewslens.com/article/102551 Coblin, W. S (2000). A Brief History of Mandarin. Journal of the American Oriental Society. 120(4), 537-552. du Sartel, O. (2010). Chinese Porcelain. New York: Parkstone Press International. Emmanuelle, J. (2018). All The Songs In 'Crazy Rich Asians' That You'll Want To Listen To Over & Over Again. Bustle. Retrieved on March 2020 from https://www.bustle.com/p/all-the-songs-in-crazy-rich-asians-that-youll-want- to-listen-to-over-over-again-10239631 Ember, M & Ember, C.R. (2001). Countries and their Cultures. New York: Macmillan Reference USA. Gallagher, M. (2019). Crazy Rich Asians and Competing Asian Subjectivities. Retrieved on December 8, 2019, from https://theasiadialogue.com/2019/08/09/crazy-rich-asians-and-competing- asian-subjectivities/ Greene, M. (2015). The Game People Played: Mahjong in Modern Chinese Society and Culture. Cross-Currents: East Asian History and Culture Review. 17. 1-25. Hart, H. (2019). Oscar Watch: How Composer Brian Tyler Spiced Up Crazy Rich Asians Score. The Credit. Retrieved on March 2020 from

126

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

https://www.motionpictures.org/2019/01/oscar-watch-how-composer-brian- tyler-spiced-up-crazy-rich-asians-score/ Haryatmoko. (2017). Critical Discourse Analysis (Analisa Wacana Kritis): Landasan Teori, Metodologi dan Pencapaian. Jakarta: Rajawali Pers. Henderson, J. (2010). (2003) Ethnic Heritage as a Tourist Attraction: the Peranakans of Singapore, International Journal of Heritage Studies, 9(1), 27- 44. Hewitt, Z. (2019). Editor and Composer Delivered Pacing, Mood for ‗Crazy Rich Asians‘. Variety. Retrieved on March 2020 from https://variety.com/2018/artisans/production/crazy-rich-asians-editor- composer-1202905079/ Holmes, J. (2013). Introduction to Sociolinguistics. Wellington: Pearson Education ESL Holmes, J. & Wilson, N. (2017). An Introduction to Sociolinguistics (5th edition). New York: Routledge. Isajiw, W. W. (1993). Definition and Dimensions of Ethnicity: A Theoretical Framework. Proceedings of The Joint Canada-United States Conference on The Measurement of Ethnicity, 407-27. Javarone, M. A. (2016). Modeling Poker Challenges by Evolutionary Game Theory. Multidisciplinary Digital Publishing Institute, 7(39), 1-1. Jose, N. (2013). Deconstructing the dumpling: Australia, China, Lived Connections. Journal of Australian Studies, 37(1), 116-129. Khudeida, J. (2013). The Art of Mian Xiang and Al Ferasah for Human Resources in Defensive Times. Journal of Defense Management, 3(4), 1-10. Kwan, S. (2013). Kinesthetic City Dance and Movement Kinesthetic City: Dance and Movement in Chinese Urban Spaces. New York: Oxford University Press. Leonard, K. (2019). Breaking Down the Wedding Scene from Crazy Rich Asians. Studiobinder. Retrieved on October 2019 from https://www.studiobinder.com/blog/crazy-rich-asians-wedding-scene- breakdown/ Ludke, K. (2009). Teaching Foreign Languages through Songs. Edinburgh: IMHSD University of Edinburgh. Maw, V. (2012). Chinese Fortune. Financial Times. Retrieved on January 2020 from https://www.ft.com/content/92f0777a-cc12-11e1-839a-00144feabdc0 Menge, K. (2019). Deretan Kampung Cina yang Ada di Dunia, Salah Satunya di Jakarta. Womantalk. Retrieved on February 6, 2020 from https://womantalk.com/lifehack/articles/deretan-kampung-cina-yang-ada-di- dunia-salah-satunya-di-jakarta-ygJr0 Migrant & Seasonal Head Start Technical Assistance Center. (2006). Introduction to Data Analysis Handbook. Washington: Academy for Educational Development Mullings-Johnson, S. (2018). The Story Behind ‗Crazy Rich Asians‘ [Review of the movie Crazy Rich Asian. Ramona. Retrieved on April 9th, 2019 from https://ramonamag.com/2018/08/the-story-behind-crazy-rich-asians/ Newby, J. (2018). ―Crazy Rich Asians‖ Singer Jasmine Chen on WeChat Jazz and Shanghai Standards. Radii. Retrieved on December 2018 from

127

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

https://radiichina.com/crazy-rich-asians-singer-jasmine-chen-on-wechat-jazz- and-shanghai-standards/ Nordby, G. (2017). How to Create A Suiseki. English 314. Retrieved on January, 2020 from https://msatterw.public.iastate.edu/ENG314instructionsamples/rock%20garden %20Instructions.pdf O‘Connor, H. & Gibson, N. (2003). A Step-by-Step Guite to Qualitative Data Analysis. A Journal of Aboriginal and Indigenous Community Health, 1(1), 64- 90. Plüss, C. (2018). Transnational Lives in Global Cities A Multi-Sited Study of Chinese Singaporean Migrants. Switzerland: Palgrave Macmillan. Poston, D. L. & Wong, J. H. (2016). The Chinese diaspora: The current distribution of the overseas Chinese population. Chinese Journal of Sociology. 2(3), 348–373. Rambaud, M. G. (2012). Basic Semantics. Madrid: Universidad Nacional de Educación a Distancia. Riley, P. (2002). Language, Culture, and identity: An Ethnolinguistic Perspective. London: British Library Cataloguing-in-Publication Data. Rozzaq, A.C. & Ratnadewi, D. (2016). Critical Discourse Analysis Related to Power Relation in Film ―The Judge‖. Tell Journal, 4(1), 10-21. Schultz, M. (2012). Metaphor and metonymy: A study of figurative language in newspapers. Sweden: Linnaeus University. Simons, D. J. (2009). Gong Culture: A Survey of East Asian Gong Traditions. 1- 14 retrieved on April 2020 from https://www.researchgate.net/publication/335608782_Gong_Culture_A_Survey _of_East_Asian_Gong_Traditions Stockwell, P. (2002). Sociolinguistics: A resource book for students. London: Routledge. Sullivan, L. (2019). Sounds of China Feb. 5 Concert to Feature New Arrangements of Traditional Tunes. PennState. Retrieved on June 2020 from https://news.psu.edu/story/553636/2019/01/14/arts-and-entertainment/sounds- china-feb-5-concert-feature-new-arrangements Tobing, R. O. (2013). A Critical Discourse Analysis of 8 Mile Movie. Salatiga: Satya Wacana Christian University. Trudgill, P. (2000). Sociolinguistics: An Introduction to Language and Society. London: Penguin Group. Van Hinsbergh, G. (2019). The Han — China's Majority Ethnic Group. China Highlights. Retrieved on February, 2020 from https://www.chinahighlights.com/travelguide/nationality/han.htm Wang, N. (2011). A Comparison of Chinese and British Tea Culture. Asian Culture and History, 3(2), 13-18. Wardhaugh, R. (2016). An Introduction to Sociolinguistics. Hoboken: Blackwell Publishing Ltd. Wertz, F. J., Charmaz, K., McMullen, L., Josselson, R., Anderson, R., McSpadden, E. (2011). Five ways of doing qualitative analysis: Phenomenological psychology, grounded theory, discourse analysis, narrative research, and intuitive inquiry. New York: Guilford Press.

128

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Wilcox, E. (2018). Revolutionary Bodies Chinese Dance. Berkeley, CA: University of California Press. Wolff, J. U. (2014). Peranakan Chinese Speech and Identity. Southeast Asia Program Publications at Cornell University. 64, 29-44. Xiong, X., Guol, W., Fang, L., Zhang, M., Wu, Z., Lu, R. & Miyakoshi, T. (2017). Current State and Development Trend of Chinese Furniture Industry. The Japan Wood Research Society. 1-12. Xu, et al. (2018). Understanding Chinese Culture. London: Palgrave Macmillan. Yang, Y. (2010). Chinese Herbal Medicines (2nd Edition). London: Churchill Livingstone. Yin, D. (2018). How ‗Crazy Rich Asians‘ Nailed Brand Strategy And Became A Box Office Hit. Retrieved on December 8, 2019 from https://www.forbes.com/sites/davidyin/2018/08/27/how-crazy-rich-asians- nailed-brand-strategy-and-became-a-box-office-hit/#2164fd8e4438

129

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

SYNOPSIS

The movie first displays a scene of the year 1995 when the Young family first came to London they were ignored by the hotel's staff because of their race. However, they did not know that the Young family was the one who bought the hotel. The scene then turns to the year 2018, when Rachel Chu appears to hang out with his boyfriend Nick Young after she finishes teaching a lecture. Both of them accept the invitation to go to Singapore to attend Nick's best friends' wedding, Collin and Araminta. Arriving in Singapore, Rachel Chu meets her college friend, Peik Lin. Her friend clarifies the historical backdrop of Nick's family fortune and the flourish encompassing Colin's wedding. She keeps warning Rachel that Nick comes from a high-society family so his surroundings will be belittled. Rachel finally finds out about Nick's family's wealth and power at an evening gathering in their house. She does not have the idea that she is surrounded by many important people with their complicated problems which rooted in wealth and power which are inherited within the family. She also meets Nick‘s grandmother, Shang Su Yi, for the first time and she also tries to impress her by talking in Hokkien. She cares about traditions, customs, and guaranteeing that her fortune does not fall under the control of anybody undeserving in her eyes. To guarantee that Nick acquires anything, he should marry well-being. Rachel Chu feels intimidated by Eleanor Young, Nick's mother, who does not seem to welcome Rachel. She thinks that Rachel is out of Nick's league because she is a Chinese-American who is raised by a single immigrant mother in the US. Moreover, Rachel becomes the object of bullying by some girls who are into Nick. She is treated as a threat because she does not fit into the socialite women. Luckily, she meets Nick's sister, Astrid, who is very kind and elegant even though, she also has problems in her marriage life where her husband cheats on her because he thinks that he does not come from the same financial background as her. At the time, they gathered with the family, Rachel learns about Chinese culture like making dumplings, wearing traditional clothes, and seeing the furniture in the house. All of them are new to her, but she learns excitedly. 130

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

Even though it does not guarantee that the family will be fully welcomed to her. The complex problems which are shown by the family show that the family still strongly highlights their culture and it is not easy for them to open up to others. Rachel Chu also faces the problem of feeling unwelcome with Nick‘s family, especially Nick‘s mom. The other girls she meets at the wedding bully her and makes her want to run away from Nick. She feels terrible and runs away until Nick begs her to stay and plans to propose her. However, things go wrong when his mother and grandmother show them the real reason why Rachel is not good enough by giving the fact that her father is still alive in prison. The fact shocked everyone, especially Rachel. She runs away from Nick because of her mental breakdown. She then decides to meet Eleanor (Nick‘s mom) just to make sure that she will go away from his life. Before she goes, she convinces Eleanor that one day if Nick is happy with his life she will thank Rachel for making that happen. It shakes Eleanor‘s heart so she asks Nick to go for her in the end. Eleanor also gives her wedding ring to Rachel as a symbol of her acceptance and blessing that she gave to both of them to go to more serious steps.

131

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

APPENDIX

Appendix 1. Types and Forms of Cultural Phenomena in Crazy Rich Asians Movie

No Code Phenomenon Type Cultural Form 1. MC5 The opening song that is used in the Music Material movie is a Mandarin song titled Culture Waiting For Your Return - Jasmine Chen

2. NMC ―Waiting For Your Return‖ is a Language Non- 2 translated song from “When Will Material You Return?” or 何日君再來 Culture (Chinese); Hé Rì Jūn Zài Lái (Pinyin) which was sung by Zhou Xuan in 1937.

3. NMC Eleanor speaks in perfect English Language Non- 2 with British pronunciation. She also material has a unique tone of Chinese Culture

4. MC7 Rachel is playing a poker game with Games Material one of her students as a part of their Culture teaching-learning in class

5. NMC The poker game itself requires a Value Non- 1 higher level of strategy because material people tend to avoid rational thought Culture and hold onto their ego.

6. NMC Eleanor reads a bible in a group Belief Non- 3 together with her friends and states material that she hopes the girl Nick meets is Culture a good Christian girl 7. NMC Kerry Chu speaks English with Language Non- 2 Chinese immigrant accent material Culture

8. MC4 Kerry Chu considers colors in Clothes Material Rachel‘s clothes. She chooses a Culture

132

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

conservative red dress. 9. NMC For her, Rachel should not wear blue Belief Non- 3 and white because those symbolize material death and funeral. She should wear Culture which symbolizes fortune and fertility.

10. NMC Kerry Chu thinks that good and Etiquette Non- 4 obedient Chinese child must help material his family’s finances Culture 11. NMC Kerry says that Rachel’s Value Non- 1 appearance is Chinese, but inside material her heart and head, she is different Culture

12. MC3 The food that people sell in the night Food Material market are stir-fried clams, Malay Culture satay, banana leaf rice, laksa soup noodle, shaved ice, prawn noodle, iced-kachang bowl, and other Asian food 13. NMC Rachel, Nick, Araminta, and Colin Language Non- 2 eat Asian street food in the market, material mostly they order it by talking in Culture Mandarin

14. MC8 The statue of a lion in the heart of Statue Material the city as the symbol of prosperity Culture and protection

15. MC1 The pool in front of the house with Furniture Material a lion in the middle of it Culture

16. NMC The statue of a lion in the heart of the Belief Non- 3 city as the symbol of prosperity material and protection Culture 17. NMC The pool found in the movie Belief Non- 3 symbolizes a source of life, a material duplicate of an ocean tide pool that Culture supports a variety of plants and creatures

18. MC8 The statue of Tiger or Tuan Statue Material Harima inside the house as the Culture symbol of prosperity and dignity

19. NMC The statue of Tiger or Tuan Harima Belief Non-

133

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

3 inside the house as the symbol of material prosperity, protection, and Dignity Culture in China 20. NMC Nick‘s big family who they meet at Language Non- 2 the party mostly uses “..la”, “..eh” “, material and “…ah” at the end of their words Culture

21. MC5 A Chinese big band plays Wo Yao Ni Music Material De Ai at the wedding ceremony for Culture the audience to dance. The band plays some traditional instruments from China. 22. NMC The song uses Mandarin as the Language Non- 2 language material Culture

23. MC2 The architecture of the house; the Architectu Material doors and windows which are re Culture decorated with gold and silver

24. MC1 The furniture inside the house; some Furniture Material carved porcelains, plates, glasses Culture written in Hanzi 25. NMC The furniture inside the house; some Language Non- 2 carved porcelains, plates, glasses material written in Hanzi Culture

26. MC1 The furniture inside the house; The Furniture Material tables, chairs, and cupboards are Culture made of wood and carved with Hanzi. The same thing also applied to the doors and windows.

27. NMC The architecture of the house; the Language Non- 2 doors are made of wood and carved material with Hanzi. The windows are made culture by woods with round shapes.

28. MC1 Red Chinese paper lanterns in front Furniture Material of the building. Culture

29. NMC Paper lanterns are utilized to respect Non- 1 the first full moon of the year. It Value material symbolizes the sun, light, and Culture warmth, and prayer to the Sun to return after the winter.

30. MC3 Rachel meets Eleanor Young (Nick‘s Food Material

134

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

mother) in the kitchen. She is busy Culture preparing food for the guests. The food is tang guan, nian gao, kuih bangkit, bak pao, bak kwa and so on. 31. NMC Nick‘s relationship with his mother Value Non- 1 and his grandmother is strict and material they treat each other with respect. Culture Meanwhile, Rachel and her mom speak casually and treat each other like friends. 32. NMC The wall is decorated with the Architectu Material 2 paintings of people in The Kingdom re Culture of China with its soldiers and horses 33. NMC Eleanor talks to Rachel that her Value Non- 1 parents must be very open-minded material not like Asian parents who are Culture obsessed with shaping the lives of their Children

34. MC1 The ornament in the house is made Furniture Material of wood and mostly carved in Hanzi Culture

35. NMC The ornament in the house is mostly Language Non- 2 carved in Hanzi material Culture 36. MC4 The women in the party mostly dress Clothing Material in gold, wear red lipsticks and they and Culture also have hair buns. makeup

37. MC4 Mostly at the party, the women are Clothing Material clothed in silk clothing and Culture glamorous dresses. 38. NMC Their styles are seen as the symbol Value Non- 1 of their social class and position in material the society Culture 39. MC4 The women in the party mostly dress Makeup Non- in gold, wear red lipsticks and they material also have hair buns. Culture

40. MC1 At the party, the people hit a big Furniture Material rare Cambodian gong in the house. Culture It symbolizes peace. It is at the same 135

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

time as the time Rachel walks into the house.

41. NMC At the party, the people hit a big rare Value Non- 1 Cambodian gong in the house. It material symbolizes peace. It is at the same Culture time as the time Rachel walks into the house.

42. MC1 A big koi fish. It has a variety of Decoratio Material colors and very powerful in n Culture swimming. It is also capable of swimming against ebbs and flows and even travels upstream.

43. NMC According to Feng Shui, it teaches a Belief Non- 3 few lessons and trials people material regularly experience throughout Culture everyday life.

44. MC6 Chinese believe in herbal medicine. Medicine Material When Nick is tired his mother gives Culture him ginseng to cure his hangover

45. MC6 When Rachel is sick her mother give Medicine Material her dong quaei and ginseng to cure Culture her tired

46. MC1 Bamboo decoration in the house. Decoratio Material n Culture 47. NMC For ancient psychotherapists, Belief Non- 3 bamboo is used to heal existential material fears of individuals. It is useful to Culture be kept inside the house. Chinese believe that bamboo is important for the mental health of family members. It protects the building from evil spirits, which the Chinese believe are incapable of traveling in anything but straight lines.

48. MC1 Huang Huali (a rare species of Decoratio Material rosewood) as the symbol of n Culture opulence. It is Chinese favorite antique furniture.

49. NMC Huang Hauli (a rare species of Belief Non- 3 rosewood)is seen as the symbol of material opulence. It is Chinese favorite Culture

136

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

antique furniture.

50. MC1 Inside the house, many jars are used Accessory Material for various needs /Decoratio Culture n 51. NMC American parents let their children Value Non- 1 choose what they want to do and material give them freedom. Meanwhile, Culture Chinese parents prepare everything for their children

52. MC1 Tan Hua (the flowers on the cactus Plant/Dec Material plant) which only blooms at night oration Culture and dies at sunrise once a year. It is believed that those who witness the process will be full of luck.

53. NMC Tan Hua (the flowers on the cactus Belief Non- 3 plant) which only blooms at night material and dies at sunrise once a year. It is Culture believed that those who witness the process will be full of luck. 54. NMC When Nick is talking to his Language Non- 2 grandmother, he is using material Mandarin (Cantonese). Meanwhile, Culture when talking to younger characters (same age), he is using Hokkien in Singapore slang.

55. NMC Eleanor says to Rachel that she let go Etiquette Non- 4 of her dream because she chose to material help her husband‘s work and to take Culture care of the family. She thinks that it is a special chance for a woman.

56. MC3 Rachel is invited to Nick‘s house to Food Material make dumplings, the traditional Culture food from China.

57. NMC They believe that it is a part of a Value Non- 1 tradition in the family that should material be preserved so that it can pass over Culture the generation

58. NMC Ah ma, Nick’s grandmother is the Etiquette Non- 4 center of power in the family, she material controls everything Culture

137

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

It represents the ethos that they hold about the relation between the families. Chinese hold on to filial piety. Thus, they put an of respect for the older people 59. NMC Ah ma, Nick‘s grandmother holds Belief Non- 3 Rachel‘s face to read her fortune. material Culture Chinese older people see the face to read other people’s fortune and luck. (Face physiognomy)

60. MC1 The Chinese wedding ceremony is Ceremony Material dominated by red and white and /Decoratio Culture carved with Chinese characters n and symbols 61. NMC The Chinese wedding ceremony is Value Non- 1 dominated by red and white and material carved with Chinese characters Culture and symbols 62. NMC Ah Ma and Eleanor Young angry and Value Non- 1 disappointed with Rachel because material she thought Rachel was lying to Culture them about her background. Chinese pay more attention to the background of other people’s families. It is important to keep their family‘s reputation clean and well- known.

63. NMC Rachel finds gutted fish inside her Value Non- 1 bedroom when she arrives with material Astrid Culture

64. NMC Eleanor assumes that a good wife Value Non- 1 must follow her husband rather than material pursue her career. (Patriarchal Culture Ideology)

65. MC2 A Chinatown located in the middle Architectu Material of a big City outside China re Culture

66. NMC The existence of Chinatown Value Non- 1 symbolizes the true nature of every material city. It represents the values of Culture Chinese culture that still exist even 138

PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI

outside of China

67. MC7 Rachel and Eleanor play mahjong Game Material while discussing her relationship Culture with Nick.

68. NMC Mahjong is seen as a game that Value Non- 1 symbolizes negotiation, strategy, material cooperation, important life skills Culture

139