[ABSTRAK
Tesis ini membahas pencitraan pegawai negeri sipil (PNS) era reformasi,sebagaimana tercermin dalam buku Catatan Parno PNS Gila (2011) karya YuliusHaflan. Penelitian ini adalah penelitian kualitatif dengan pendekatan culturalstudies dengan menerapkan strategi trans-coding sebagai salah satu mekanismerepresentasi untuk menganalisis teks. Hasil penelitian menunjukkan bahwa teksmasuk ke dalam sistem representasi citra PNS dominan dan mengalami perubahandan perluasan dimensi sehingga membentuk makna dan citra baru. PencitraanPNS dalam teks masih membawa citra yang sudah populer di masyarakat namunjuga membentuk citra baru. Citra populer yang masih ditampilkan, yaitu: patuh,berdedikasi, gaji kecil, dan budaya kerja yang buruk. Citra yang baru meliputigigih dan gagap teknologi. Pencitraan tersebut disampaikan dalam bahasa yangkomunikatif dan penuh humor, yang merupakan cara efektif untuk memberikanpemahaman sekaligus menghibur pembaca.

---

ABSTRACT
This thesis focused on the image of civil servants in reform era, as reflected in thebook of Catatan Parno PNS Gila (2011) written by Yulius Haflan. This researchis based on a qualitative research, using the cultural studies approach and applyingthe trans-coding strategies, as one of the representation mechanisms, to analyzetexts. The result of the research shows that the text entered the representationsystem of dominant image of the civil servants and makes changes and expansionof dimensions so that it constructs new meanings and images. The images of civilservants in the text still carry the public?s popular images but at the same time italso constructs several new images. The popular images that still exist consist ofobedient, dedicated, civil servant with low income and low performance workculture, while the new images include persistent attitude and technology illiterate.Those images are delivered in a communicative and humorous way, an effectiveway to convey ideas and to entertain the readers, This thesis focused on the image of civil servants in reform era, as reflected in thebook of Catatan Parno PNS Gila (2011) written by Yulius Haflan. This researchis based on a qualitative research, using the cultural studies approach and applyingthe trans-coding strategies, as one of the representation mechanisms, to analyzetexts. The result of the research shows that the text entered the representationsystem of dominant image of the civil servants and makes changes and expansionof dimensions so that it constructs new meanings and images. The images of civilservants in the text still carry the public’s popular images but at the same time italso constructs several new images. The popular images that still exist consist ofobedient, dedicated, civil servant with low income and low performance workculture, while the new images include persistent attitude and technology illiterate.Those images are delivered in a communicative and humorous way, an effectiveway to convey ideas and to entertain the readers]