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"Kreatifitas dalam penggunaan teknologi adalah kata kunci pemahaman pemikiran konstruksi sosial teknologi. Fleksibilitas interpretasi mengungkapkan sebuah pemikiran bahwa artefak teknologi dikonstruksi dan diinterpretasikan berdasarkan kultur dan sistem sosial (Pinch & Bijker dalam Doherty et al., 2013: 6; Orlikowski, 1992, dalam Cadili dan whitley, 2005:72). Penggunaan meme dapat memperlihatkan sebuah bentuk fleksibilitas interpretasi pada penggunaan artefak teknologi. Pada perkembangannya, penggunaan meme internet tidak hanya sebagai lelucon saja, namun dapat digunakan sebagai media kritik. Meme sebagai konten viral dalam perkembangan teknologi internet di era 2.0 memperlihatkan fungsinya pada komunikasi via internet.

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Creativity is a key term in technological use for social construction of technology theory. Interpretation flexibility shows that how some technological artefact being constructed and interpreted by culture and social (Pinch & Bijker in Doherty et al., 2013: 6; Orlikowski, 1992, in Cadili dan whitley, 2005:72). The use of internet meme shows how meme as technological artefact being interpreted by some. Nowadays, internet meme no longer used just for vehicle of fun. It also been used by some of mememaker for a vehicle of critics. Meme as a viral content in web 2.0 eras has shown their existence as a means of communication"

"Skripsi ini membahas analisis struktur wacana meme internet berdasarkan aspek makrostruktur, suprastruktur, dan kohesi dengan menggunakan metode kualitatif. Data yang digunakan dalam penelitian ini adalah 15 meme internet yang berasal dari media sosial Instagram. Hasil penelitian ini menunjukkan bahwa makna global yang terdapat pada suatu meme internet tidak hanya diperoleh melalui penelusuran hubungan unsur verbal dan nonverbal saja, melainkan juga penelusuran terkait unsur-unsur yang berasal dari luar meme internet. Proses produksi meme internet pada dasarnya selalu diawali dengan penyediaan gambar tertentu kemudian dilanjutkan dengan pemberian teks yang disesuaikan dengan kebutuhan pembuatnya. Sementara itu, penggunaan alat-alat kohesi tertentu mencerminkan karakteristik yang dimiliki meme internet, seperti teks yang dibuat seringkas mungkin serta adanya upaya pelibatan partisipan agar pesan yang terkandung dalam meme internet cepat tersampaikan.

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This research discusses about internet meme discourse structure analysis based on macrostructure, superstructure, and cohesion aspects using qualitative method. The data used in this study are 15 internet memes derived from social media Instagram. The results of this study indicate that the global meaning contained in an internet meme is not only obtained through the searching of verbal and nonverbal elements only, but also the search related elements derived from outside the internet meme. The process of meme internet production basically always begins with the provision of certain images and then followed by giving the text tailored to the needs of the producer. Meanwhile, the use of certain cohesion tools reflects the characteristics of the internet meme, such as the text that is made as concise as possible and the involvement of participants to the message contained in the internet meme quickly conveyed."

"[ABSTRAKPenelitian dengan metode netnografi ini memahami eksistensi dan penggunaan media analog di era digital yang tak lepas dari konstruksi sosial terhadapnya. Begitu juga yang terjadi pada kartu pos. Fleksibilitas interpretasi kelompok sosial relevan, dalam penelitian ini adalah komunitas Card to Post, membawa penggunaan kartu pos dengan cara yang baru. Fleksibilitas interpretasi tersebut terlihat pada gambar dan ornament estetikanya; pesan tertulis; penempatan prangko; dan penyimpanannya. Lalu, penggunaan teknologi analog ini menimbulkan makna khusus pada kartu pos sebagai media komunikasi interpersonal, yaitu personalitas, sensasi fisik, kreatifitas, dan komunikasi pelan

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ABSTRACTWith netnography as a method, this research analize and understand the existence and the usage of postcard as analog media in digital era which happended because of social construction. This research find that the interpretative flexibility of the social relevant group bring new way to use and design postcard. The interpretative flexibility shown from postcard picture and aesthetic ornament; written message; stamp placement and how it stored. The usage of postcard in digital era is also emerge meaning in its users, which are authenticity, physical sensation, creativity, and as slow communication. ;With netnography as a method, this research analize and understand the existence and the usage of postcard as analog media in digital era which happended because of social construction. This research find that the interpretative flexibility of the social relevant group bring new way to use and design postcard. The interpretative flexibility shown from postcard picture and aesthetic ornament; written message; stamp placement and how it stored. The usage of postcard in digital era is also emerge meaning in its users, which are authenticity, physical sensation, creativity, and as slow communication. , With netnography as a method, this research analize and understand the existence and the usage of postcard as analog media in digital era which happended because of social construction. This research find that the interpretative flexibility of the social relevant group bring new way to use and design postcard. The interpretative flexibility shown from postcard picture and aesthetic ornament; written message; stamp placement and how it stored. The usage of postcard in digital era is also emerge meaning in its users, which are authenticity, physical sensation, creativity, and as slow communication. ]"