SEMIOTIC ANALYSIS OF GREENPEACE CAMPAIGN
POSTERS IN CLIMATE CHANGE SERIES
A Thesis
Submitted to Adab and Humanities Faculty in Partial Fulfilment of the
Requirement for the Degree of Strata One (S1)
SEPTIAN EKO SUCIYANTO
1111026000035
ENGLISH LETTERS DEPARTMENT
LETTERS AND HUMANITIES FACULTY
STATE ISLAMIC UNIVERSITY SYARIF HIDAYATULLAH
JAKARTA
2016
i
ABSTRACT
Septian Eko Suciyanto, Semiotic Analysis of Greenpeace Campaign Posters in
Climate Change Series. Thesis: English Letters and Humanities Faculty, State
Islamic University (UIN) Syarif Hidayatullah Jakarta, 2016.
This thesis is aimed to find out the clear meaning of linguistic signs of
Greenpeace campaign posters in climate change series and to explain its semiosis
process. The methodology used in this research is qualitative method. Through
this method the researcher tries to explain and analyze the meaning of the
linguistic signs and investigate its semiosis process using the triangle semiosis
process of C.S. Peirce’s theory. The unit analysis of this research was the
campaign poster of Greenpeace in climate change series from its official website,
www.greenpeace.org. Within the website, there are 42 campaign posters of
climate change series that published during January to December 2014. Because
of the large number of the posters, the researcher does sampling by using simple
random sampling. Finally, the data to be analyzed are 12 campaign posters in
which each poster represents each month.
The campaign posters consist of two signs, they are icon and symbol in
relationship between the representamen and its object. Then, the relation of the
representament and the object produces the interpretant. In brief, the interpretant
perfects the semiosis process and gives the clear meaning of linguistic signs on
the campaign posters.
Keywords: Semiotic, Triadic, Greenpeace Posters, Climate Change.
iv
DECLARATION
I hereby declare that this submission is my own work and that, to the best
of my knowledge and belief. It contains no material previously published or
written by another person nor material which to a substantial extent has been
accepted for the award of any other degree or diploma of the University or other
Institute of higher learning, except where due acknowledgement has been made in
the next.
Jakarta, April 29th
2016
Septian Eko Suciyanto
v
ACKNOWLEDGEMENT
All praise and gratitude be to Allah Subhaanallaahu Wata’aalaa for giving
me ability and health to finish this thesis. Blessing be upon our prophet
Muhammad Solallaau Alaihi Wasallam, his family, companions and adherents.
Firstly, the writer would like to express sincere grattitude and thankfulness
to my dearest parents, Parjio and Paini Setyawati who always giving true love,
everlasting care and full-financial in their every single step in their life during the
writer study. The writer also would not forget to lovingly thanks to my beloved
brother and sister, Agung Dwi Fitrianto and Desiana Tri Suciyanti for their
motivations and endless love.
Secondly, the writer would love to address my greatest honor and thankful
to my awesome advisor, Hilmi Akmal, M.Hum who always support and
encourage the writer during making this thesis. The writer will never forget about
all of his kindness.
Thirdly, the writer also wants to express my deepest grattitude and sincere
appreciation to the persons for their contribution in the process of writing until it
is completed well. They are as follows:
vi
1. Prof. Dr. Sukron Kamil, M.Ag., the Dean of Letters and Humanities
Faculty.
2. Drs. Saefudin, M.Pd., the Head of English Letters Department.
3. Elve Oktafiyani, M.Hum., the Secretary of English Letters Department.
4. Dr. H. Muhammad Farkhan, M.Pd., and Rima Muryantina, S.Hum.,
M.Ling., as my examiners and for helps and critiques so that my thesis is
more much better.
5. All lecturers in English Letters Department who have taught me a lot of
things and inspired this thesis.
Fourthly, the big thanks to Sahla, Riska, Lestari, Fafaw, Aini, Hanif and for
all my best friends in UIN Jakarta especially KPA. Arkadia, LDK. Syahid,
D’Cuks Community, Boim Wong, Gypsy Volunteer and English Letters
Department 2011 who give me the colorful moment and rich experience from the
laughs to quarrels, happiness to sadness and the funniest one to the ridiculous one.
Finally, the writer also thank to Greenpeace Indonesia, Youth For Climate
Change Indonesia and all my beloved friends that the writer cannot mention them
one by one who have helped the writer during the process of conducting this
research. May Allah Subhaanallahu Wata’aalaa always bless them all the time,
aamiin.
Jakarta, April 29th
2016
The Writer
vii
THE LIST OF TABLES
Table 1: Peirce's Trichotomies of Signs......................................................... 20
Table 2: Corpus Data..................................................................................... 25
Table 3: The Result of Simple Random Sampling.......................................... 37
viii
THE LIST OF FIGURES
Figure 1: Saussure‘s Model of the Sign........................................................ 15
Figure 2: Triadic Semiosis Concept of Peirce.............................................. 16
Figure 3: Datum 1........................................................................................ 31
Figure 4: Datum 2........................................................................................ 35
Figure 5: Datum 3........................................................................................ 39
Figure 6: Datum 4........................................................................................ 43
Figure 7: Datum 5........................................................................................ 45
Figure 8: Datum 6....................................................................................... 49
Figure 9: Datum 7....................................................................................... 52
Figure 10: Datum 8..................................................................................... 55
Figure 11: Datum 9..................................................................................... 59
Figure 12: Datum 10................................................................................... 62
Figure 13: Datum 11................................................................................... 66
Figure 14: Datum 12................................................................................... 70
ix
THE LIST OF DIAGRAMS
Diagram 1: Iconic semiosis process of datum 1............................................. 32
Diagram 2. Symbolic semiosis process of datum 1........................................ 33
Diagram 3. Iconic semiosis process of datum 2............................................. 36
Diagram 4. Symbolic semiosis process of datum 2....................................... 37
Diagram 5. Iconic semiosis process of datum 3............................................ 40
Diagram 6. Symbolic semiosis process of datum 3....................................... 41
Diagram 7. Iconic semiosis process of datum 4............................................ 43
Diagram 8. Symbolic semiosis process of datum 4...................................... 44
Diagram 9. Iconic semiosis process of datum 5............................................ 46
Diagram 10. Symbolic semiosis process of datum 5.................................... 47
Diagram 11. Iconic semiosis process of datum 6......................................... 50
Diagram 12. Symbolic semiosis process of datum 6.................................... 51
Diagram 13. Iconic semiosis process of datum 7......................................... 53
Diagram 14. Symbolic semiosis process of datum 7................................... 54
Diagram 15. Iconic semiosis process of datum 8........................................ 56
x
Diagram 16. Symbolic semiosis process of datum 8.................................. 57
Diagram 17. Iconic semiosis process of datum 9....................................... 60
Diagram 18. Symbolic semiosis process of datum 9.................................. 61
Diagram 19. Iconic semiosis process of datum 10..................................... 63
Diagram 20. Symbolic semiosis process of datum 10................................ 64
Diagram 21. Iconic semiosis process of datum 11...................................... 67
Diagram 22. Symbolic semiosis process of datum 11................................ 68
Diagram 23. Iconic semiosis process of datum 12...................................... 70
Diagram 24. Symbolic semiosis process of datum 12................................. 71
xi
TABLE OF CONTENTS
ABSTRACT ..................................................................................................... i
APPROVEMENT ............................................................................................ ii
DECLARATION ............................................................................................ iv
ACKNOWLEDGMENT .................................................................................. v
THE LIST OF TABLES ................................................................................ vii
THE LIST OF FIGURES .............................................................................. viii
THE LIST OF DIAGRAMS .......................................................................... ix
TABLE OF CONTENTS ................................................................................ xi
CHAPTER I INTRODUCTION
A. Background of Study ....................................................... 1
B. Focus of Study ................................................................. 4
C. Research Question ........................................................... 4
D. Significant of The Study .................................................. 4
E. Research Methodology ..................................................... 5
1. The Objectives of Research ......................................... 5
2. The Method of Research.............................................. 5
3. The Instrument of The Research.................................. 6
4. The Unit of Analysis.................................................... 6
5. The Technique Data Collecting and Data Analysis….. 6
CHAPTER II THEORETICAL FRAMEWORK
A. Previous Research ........................................................... 8
xii
B. Theoretical Description .................................................... 11
1. Definition of Semiotic ........................................... 11
2. Semiotics Theory of Ferdinand De Saussure......... 14
3. Semiotics Theory of Charles Sanders Peirce......... 15
4. Peirce's Classification of Signs.............................. 17
4.1 First Trichotomy............................................. 17
4.2 Second Trichotomy: Icon, Index, Symbol...... 18
4.3 The Third Trichotomy.................................... 19
4.4 Ten Principal Classes of Signs....................... 20
5. Typology Signs Charles Sanders Peirce................ 21
CHAPTER III RESEARCH FINDING
A. The Data Description ...................................................... 23
B. Data Analysis .................................................................. 31
CHAPTER IV CONCLUSION AND SUGGESTION
A. Conclusion ....................................................................... 73
B. Suggestion ....................................................................... 74
BIBLIOGRAPHY ............................................................................................. 76
APPENDIX ........................................................................................................ 80
A. The total data corpus during January – December 2014... 80
B. The Selected Data.............................................................. 83
1
CHAPTER I
INTRODUCTION
A. Background of the Study
As the social being, humans use the language in order to
communicate each other. According to Kridalaksana, language is the sign
of sound system agreed to utilize by the member of group of certain
publics in communicating and identifies itself.1 From that definition we
can know that language is a sign. We live surrounded by sign. Peirce said,
sign is something which stands to somebody for something in some
respect or capacity.2 Sign is learned in semiotics. Semiotics is the study of
sign or the science that study about sign in human beings. Sign makes
human identifies themselves or the others to understand every aspect in
life easily.3 Language as the sign can be found in the poster. Furthermore,
signs in the poster are the things that will be analyzed in this research.
Basically, there are two types of communication; verbal and
nonverbal communication. Verbal communication can be text and also the
1 Harimukti Kridalaksana, “Bahasa dan Linguistik” in Kushartanti, Untung
Yuwono and Multamia RMT Lauder (Ed.), Pesona Bahasa: Langkah Awal Memahami
Linguistik (Jakarta: Gramedia Pustaka Utama, 2005), p.3. 2 Winfried Noth, Handbook of Semiotics, (United States of America: Indiana
University Press, 1995), p.42. 3 Benny, Hoed, Semiotik dan Dinamika Sosial Budaya, Second Edition, (Depok:
Komunitas Bambu, 2011), p.3.
2
language used by humans. Meanwhile, non-verbal communication can be
a body language, facial expressions and eye contact, symbols and how to
speak like intonation, emphasis, sound quality, style emotion, and
speaking style.4 Verbal and Non-Verbal communication are used depend
on the situation. For example, verbal communication can be applied in
teaching method. Because in teaching requires a direct linguistic
communication. On the other hand, non-verbal communication is very
suitable to use in printing media, such as poster.
Posters are the printing media which do not only display the
attractive pictures but also as a media which provide information to the
public. If seen for a moment, posters are just the ordinary pictures made
with a blend of attractive text, but when we deeply analyze it, a poster has
the strong character in conveying information through the attractive
pictures and text.
Nowadays, poster is widely used by various companies or non-
profit organizations to advertise their product or campaign their activity.
For example, Greenpeace is one of the International non-profit
organization who extremely concerns about climate change. Through the
campaign media with using non-verbal language such as posters and
photographs, Greenpeace is trying to make people care about climate
change which is happening today.
4 Alex Sobur, Semiotika komunikasi, (Bandung: Rosda karya, 2003), p.116.
3
Posters which are made by the Greenpeace look very attractive and
most of the posters use a simple design. It makes the posters have the full
of meaning. The difference of commercial posters which aim to promote a
product, Greenpeace‟s posters use short text and images which are
combined into a provocative posters in the campaign of awareness of
climate change, because the whole world will feel the impact of climate
change.
To get the clear meaning in the Greenpeace‟s posters about the
climate change series, they need an analysis of text and images which
contained in the poster as a sign (representamen) and the object. The
uniqueness of the Greenpeace‟s poster in using the simple texts with
combining the pictures make the researcher interests and encourages to
conduct the research through the semiotics analysis using Triadic concept
of Charles Sanders Peirce.
Through the interpretation of Triadic concept which consists of
representamen, object, and interpretant, this research will uncover the real
message in the poster. The analysis of the combining text and pictures in
Greenpeace‟s posters will produce the broad interpretation of the meaning
on Greenpeace campaign poster in climate change series.
4
B. Focus of the Study
Based on the background that has been described, this research
focuses on the analysis of symbols and icons that appear at twelve
campaign posters of Greenpeace in climate change series. In addition, the
triadic semiotics process of Charles Sanders Peirce theory is used in this
research. Then, it describes the relationship between the representamen,
objects and interpretant to find the real message of the posters.
C. Research Question
Based on the research focus above, the research questions are:
1. How does the semiosis process occur on the twelve posters of
Greenpeace in Climate Change series using Charles Sanders
Peirce‟s theory?
2. What are the messages of the twelve posters of Greenpeace in
Climate Change series?
D. Significance of The Study
This research is expected to give benefits for the students of
English Letters Department and other students who are interested in the
study of semiotics. This research is also expected to have contribution to
the development of linguistics especially in the study of semiotics. In
addition, this research is also expected to enrich the knowledge of the
5
reader in understanding the semiotic analysis, especially Triadic concept
of Charles Sanders Peirce theory.
E. Research Methodology
1. The Objectives of Research
The objectives of the research are:
a. To know how the semiosis process occur at the twelve posters
of Greenpeace in Climate Change series using Charles Sanders
Peirce‟s theory
b. To find out the messages of the twelve campaign posters of
Greenpeace in Climate Change series.
2. The Method of Research
This research applies descriptive qualitative method.
According to Farkhan, in qualitative research, the methods that
usually use are descriptive, historic, explorative, content analysis,
action research and naturalistic.5 Furthermore, this research will
analyze, identify and describe the elements of sign on the posters to
get the meaning.
5 Muhammad Farkhan, Proposal Penelitian Bahasa & Sastra Edisi Revisi,
(Jakarta: Adabia Press, 2011), p. 52.
6
3. The Instrument of The Research
The instrument of the research is the researcher himself as
the subject of the research. According to Farkhan, instrument of the
research can be defined as a tool or way, that is used to obtain the
data or information in a research.6 As the instrument of the
research, the researcher conducts several things to accomplish the
objective of the research, such as reading the theory of semiotics.
Then, classify the icon and symbol elements on the twelve
campaign posters of Greenpeace in climate change series. After
that, analyse the data using the triadic concept of Charles Sanders
Peirce‟s theory.
4. The Unit of Analysis
The unit of analysis, which is used in this research is the
twelve selected Greenpeace campaign posters in climate change
series which published ranging from January to December in 2014.
5. The Technique Data Collecting and Data Analysis
The technique data collecting that used in this research is
bibliography technique using semiotics approach of Charles
Sanders Peirce‟s theory. According to Subroto, bibliography
technique is the technique that use the written sources to obtain
6 Ibid., p. 29.
7
data. The steps in collecting the data are start from downloading all
the posters of Climate Change series from January till December
2014 in the official website of Greenpeace www.greenpeace.org.
Then, every datum or poster is arranged into the list and given
number in the folder. They are 42 campaign posters in climate
change series that published from January till December 2014.
Moreover, there are twelve folders created and each folder contains
three and more posters. Then, it is taken one poster for every
month by using simple random sampling, so there are 12 campaign
posters. After the data are collected, the data are analyzed. The
texts and picture elements on the posters will be analyzed using the
Triadic concept of Charles Sanders Peirce theory to explain the
semiosis process and find out the clear meaning of the signs. The
last, the researcher makes conclusion from the data which had
analyzed.
8
CHAPTER II
THEORETICAL FRAMEWORK
A. Previous Research
The research about semiotics has been done before, such as:
Cindyramitha, 2012, in her thesis by the title “Semiotics Analysis of
Product Packaging Design of Gulaku Sugar Sticks”, used theory of
Ferdinand De Saussure to analyze the signs. She explained all the data
descriptively. She aimed to gain knowledge about the process of meaning
productions behind each visual elements on product packaging design
using semiotics analysis with Saussure‟s dyadic model7.
Anwar Yasin, 2011, in his thesis under title “A Semiotic Analysis of
Education Advertisements on Campus Magazine”, tried to find out the
sign meaning of the education advertisements by using triangle semiotics
concept. However, in his analysis chapter, he did not draw the triangle
semiotics of Peirce to show the relation between the object,
representamen, and interpretant where the combination of the three signs
will deliver a clear meaning of a selected object (advertisement). He used
7 Cindyramitha, “Semiotics Analysis of Product Packaging Design of Gulaku
Sugar Stick”, Unpublished undergraduate thesis on University of Indonesia, (Depok:
2012).
9
the table to describe them. He did not show how many icon and symbol
that found in every advertisement8.
Björn Kralemann - Claas Lattmann, in the journal “Models as icons:
modeling models in the semiotic framework of Peirce‟s theory of signs”.
They tried to shed the light on the ontological puzzle pertaining to models
and to contribute to a better understanding of what models are. They said
that models should be regarded as a specific kind of signs according to the
sign theory put forward by Charles S. Peirce, and, more precisely, as
icons, i.e. as signs which are characterized by a similarity relation between
sign (model) and object (original). This yields the following result: models
are determined by a semiotic structure in which a subject intentionally
uses an object, i.e. the model, as a sign for another object, i.e. the original,
in the context of a chosen theory or language in order to attain a specific
end by instituting a representational relation in which the syntactic
structure of the model, i.e. its attributes and relations, represents by way of
a mapping the properties of the original, which hence are regarded as
similar in a relevant manner9.
Risto Hilpinen, in his Journal by the title “On the Objects and
Interpretants of Signs: Comments on T. L. Short‟s Peirce‟s Theory of
Signs”. This journal is a commentary on some topics discussed by Thomas
8 Anwar Yasin, “A Semiotic Analysis of Education Advertisements on Campus
Magazine”, Unpublished undergraduate thesis on UIN Syarif Hidayatullah Jakarta,
(Jakarta: 2011). 9 Björn Kralemann and Claas Lattmann, “Models as icon” on Modeling models in
the semiotic framework of Peirce’s theory of signs, (Germany: 2012).
10
Short in his recent book Peirce‟s Theory of Signs: Peirce‟s distinction
between iconic and indexical signs, the objects of propositions, and
different ways of interpreting the distinction between the immediate and
dynamic objects of signs. Through his journal, he suggested that the
models of a theory can be regarded as its immediate objects, and the real
systems represented by the models are the dynamic objects of the theory10
.
G.D. Dharma Keerthi Sri Ranjan, in her journal under title “Science of
Semiotic Usage in Advertisements and Consumer‟s Perception” tried to
preserve the culture and help to read the cultural perception becoming
natural. She explained that advertisement is capable of manipulating the
perception and the behavior of the consumers. Each advertisement is a
cultural document and has a cultural shadow which carries to readers to
share and negotiate the cultural themes. These symbolic and the iconic
conversation are ritualized enactments through the dimensions of cultural
esteem. However, in her journal, she did not draw the triadic semiosis
concept of Peirce related to the advertisement, she described it
descriptively11
.
So, in the researcher‟s thesis untitled “Semiotic Analysis of
Greenpeace Campaign Posters in Climate Change Series” which makes it
different from the previous researches is the corpus used and the objective.
10
Risto Hilpinen, “Comments on T. L. Short’s Peirce’s Theory of Signs” on The
Objects and Interpretants of Signs, (Coral Gables: 2007). 11
G.D. Dharma Keerthi Sri Ranjan, “Advertisements and Consumer’s
Perception” on Science of Semiotic Usage, (Sri Lanka: 2010).
11
The thesis also tries to describe the semiosis process occur at the
Greenpeace campaign poster in Climate Change, then find out the
linguistic signs meaning (icons and symbols) that contained on the poster
based on the triangle concept of Charles Sanders Peirce theory. The icons
and the symbols in each datum will be analyzed separately using the
triangle semiosis of Peirce. Finally, the researcher gives the meaning of
the poster.
B. Theoretical Description
1. Definition of Semiotics
Semiotics is derived from Greece: semeion, which means sign.
According Piliang, as quoted by Tinarbuko, exploration of semiotics as a
method to study the various branches of science is possible because there is a
tendency to look at a variety of social discourse as a phenomenon of
language. In other words, language used as the model of social discourse.12
Based on the view of semiotics, if the entire social practices can be regarded
as the phenomenon of language, so everything can also be seen as a sign. It is
possible because of the breadth of understanding of the sign itself.
12
Sumbo Tinarbuko, Semiotika Komunikasi Visual, (Yogyakarta: Penerbit
Jalasutra, 2008), p. 11.
12
Semiotics as a model of social science, to understand the world as a
system of relations which has a base unit with a 'sign'. Therefore, semiotics
examines the essence of the existence of signs.13
Tinarbuko states that semiotics has two famous figures, namely
Ferdinand de Saussure (1857-1913) and Charles Sanders Peirce (1839-1914).
Both of them were developing science of semiotics separately and did not
know each other. Saussure in Europe and Peirce in United States of America.
Saussure has a linguistics scientific background, while Peirce is philosophy.
Saussure called the science which he developed as semiology14
.
Semiology according to Saussure, based on the assumption that as long
as the actions and behavior of humans bring the meaning or for functioning as
a sign, there should be a distinction and conventions behind a system that
allows the meaning of it. There is a sign there is a system.15
Semiotics is defined by Ferdinand de Saussure in the Course in
General Linguistics, as "Science that learns about sign as a part of social
life.16
Semiotics as a model of social science to understand the world as a
system of relations that has a basic unit called "sign". Saussure proposed two
concepts in semiotics, signifier and signified. Thus, in every "sign" there are
two elements of " signifier” and “signified”. Signifier is the concept of
acoustic/sound/sentence. While the signified is the mental concept. The
13
Indiawan Seto Wahyu Wibowo, Semiotika Komunikasi, Aplikasi Praktis Bagi
Penelitian dan Skripsi Komunikasi, (Jakarta: Penerbit Mitra Wacana Media, 2013), p.9. 14
Sumbo Tinarbuko, Loc.cit. 15
Indiawan Seto Wahyu Wibowo, Op.Cit., p. 12. 16
Yasraf Amir Piliang, Hipersemiotika, Tafsir Cultural Studies Atas Matinya
Makna, (Yogyakarta: Jalasutra, 2003), p. 256.
13
Saussure‟s opinion affects some thoughts such as Derrida, Barthes and
Baudrillard.
According to Peirce as the master of the philosophy, human reasoning
is always done through sign. It means human beings only can think through
the sign. In his thought, logic is same with semiotics and semiotics can be
applied to all types of sign. In a further development, the word Semiotics is
more popular than Semiology. Semiotics according to Pierce the another
name of logic refers to formal doctrine of signs.17
Pierce saw there are three important things in semiotics which can be
explained through sign, object, and interpretant. He wrote that sign is
something that stands for someone or something which reflects a certain
capacity or interest.18
Aart Van Zoest as quoted by Sudjiman said, "Semiotics is the study of
sign and everything connected with it; how the functioning, its relationship
with other signs, and the recipient, and the recipient by those who use it.
Semiotics can be applied in any field where the sign is used and includes both
a representation and interpretation, a denotantum and interpretant.19
Semiotics is the study of sign. The signs convey information
communicatively. It can replace something else which you can think or
imagine. This branch of science originally developed in the field of language,
17
Kris Budiman, Semiotika Visual, (Yogyakarta: Penerbit Buku Baik, 2004), p. 3. 18
Arthur Asa Berger, Media Analysis Technique: Second Edition, (Yogyakarta:
Penerbitan Universitas Atma Jaya, 2000), p. 4. 19
Umberto Eco, “Sebuah Pengantar Menuju Logika Kebudayaan” in Panuti
Sudjiman and Aart van Zoest, Serba-serbi Semiotika, (Jakarta: PT. Gramedia Pustaka
Utama, 1992), p. 38.
14
then developed in the field of art and visual communication design.
Meanwhile, Charles Sanders Pierce, insists that we can only think with the
medium sign. Human can only communicate through the sign.
Sign of human life could be a sign of movement or gesture. A wave
hand that could mean calling or nod of the head can be translated to agree
something. Sign of sounds, such as whistles, trumpets, drums, human voices,
ringing phones. Sign of text, including letters and number. It could also a sign
in the traffic lamp, and many more.
From some opinions above, semiotics is the science of detecting the
truth of sign and the essence of social conventions which previously formed
from its sign that makes it has a certain meaning for the certain capacity or
interest.
2. Semiotic Theory of Ferdinand De Saussure
Ferdinand de Saussure (1857–1913) is called as the "father" of
modern linguistics. Saussure was born in Geneva in 1857. He attended
science classes at the University of Geneva before turning to language studies
at the University of Leipzig in 1876. Saussure‟s model of sign is in the dyadic
tradition in which the two parts of sign consist of a sign vehicle and its
meaning. Focusing on linguistic signs, such as words, Saussure defined a sign
as being composed of a significant (signifier/sound pattern) and a signifié
15
(signified/concept). It is important to remember that, according to
Saussure, the sign is completely arbitrary.20
Figure 1. Saussure‘s Model of the Sign
De Saussure saw a sign as the relationship between form (which
described in human cognition) and meaning (or content, to be understood by
human as sign users). He used the term of signifier for sign„s form and
signified for its meaning. So he saw signs as a structure (the meaning process
is the relationship between signifier and signified) and structured (the result
of the process) in human cognition. In his theory, signifier is not the real
language sound, but it„s an image acoustic. Everything in human life is
seemed as a form which has a certain meaning and the relationship between
the two is based on social conventional.21
3. Semiotic Theory of Charles Sanders Peirce
Charles Sanders Peirce was an American philosopher who lived from
1839 to 1914. Peirce also known as the most original and multidimensional
argumentative thinker and philosopher of America. As a philosopher, Pierce
20
http://www.parrottime.com/index.php?i=1&a=3&p=all accessed on Thursday,
3 September 2015 at 09.16 p.m. 21
Benny Hoed, Loc.Cit.
16
wanted to examine what and how the human think logically. Peirce was born
in an intellectual family in 1839. His father, Benjamin is a professor of
mathematics in Harvard University. Peirce developed rapidly in education in
Harvard. In 1859 he received the BA degree, then in 1862 and 1863
respectively he received the MA and B.Sc degree from Harvard University.22
Theory of Peirce is often called as the 'grand theory' in semiotics. It is
caused the idea of Peirce is comprehensive, structural description of all
tagging system. Peirce wanted to identify the fundamental particles of the
signs and merge back all the components in a single structure.23
Unlike the dyadic models offered by Ferdinand de Saussure which
consists of signifier and signified, Charles Sanders Peirce offered the triadic
models, consists of representamen, objects and interpretant.
Representamen
[R]
Object [O] Interpretant [I]
Figure 2. Triadic Semiosis Concept of Peirce
22
http://www.britannica.com/biography/Charles-Sanders-Peirce accessed on
Thursday, 3 September 2015 at 09.30 p.m. 23
Indiawan Seto Wahyu Wibowo, Semiotika Komunikasi, Aplikasi Praktis Bagi
Penelitian dan Skripsi Komunikasi Edisi 2, (Jakarta: Penerbit Mitra Wacana Media,
2013), p.17.
17
A sign or representamen according to Charles Shanders Peirce is
something that represents something else in some respect or capacity.
Something else refers to the interpretant. Named interpretant of the first sign,
in turn, will refer to a particular object. Thus, according to Peirce, sign or
representamen has a 'triadic' relation directly to the interpretant and its object.
Semiosis process has the meaning as the process which combines the entity
(such representamen) with another entity that is referred to as Object. This
process by Peirce called signification.
4. Peirce's Classification of Signs
Peirce developed an elaborate typology of signs, beginning with a
triadic classification of the sign correlates representamen, object, and
interpretant into three trichotomies. Considering the possibilities of
combining firstness, secondness, and thirdness, he arrived at ten major classes
of signs.24
4.1 First Trichotomy
From the point of view of the representamen, Peirce subdivided signs
into qualisigns (firstness), sinsigns (secondness), and legisigns
(thirdness).25
24
Winfried Nöth, Op.Cit., p. 44. 25
Ibid.
18
The first, a Qualisign is a quality which is a sign. It cannot actually
act as a sign until it is embodied. Such as the concept of color.26
The
second is Sinsign (singular sign). In this concept, sinsign is an actual
existent thing (object) which is formed by the real physical reality or
the shape of a thing, it is actual thing or event.27
The third is a
Legisign. Every conventional sign is a legisign. Legisign is the law or
rule of how the thing should be. Such as, the sound of whistle in the
soccer match. Mostly the legisign is made by human being to organize
the social life, and because of that almost all the convention is the
legisign.28
4.2 Second Trichotomy: Icon, Index, Symbol
This trichotomy classifies signs with respect to the relation
between the representamen and object. Peirce referred to this
trichotomy as "the most fundamental division of signs". The three
members of this trichotomy are icon (firstness), index (secondness),
and symbol (thirdness).29
Peirce's definition of the icon is the sign which has the resemblance
with the fact of what it refers, or a sign which denotes and have the
character of the Object, whether the Object exists or not. Such as
picture or drawing. For example, the map of DKI Jakarta is an icon of
the DKI Jakarta area which depicted in the map. Then, index is a sign
26
Ibid. 27
Ibid. 28
Ibid. 29
Ibid.
19
which relates to casuality effect. For instance, the smoke for fire. The
last is symbol. Symbol is the sign which personates the sentence,
written text or language. According to Peirce, symbol is the category
of arbitrary and conventional signs. For example is the word of
Bhineka Tunggal Ika. In Indonesia, it is the phrase that has a rich
symbolic meaning. But for people who have different cultural
backgrounds, such as Eskimos, Bhineka Tunggal Ika refers simply as
the ordinary phrase.30
4.3 The Third Trichotomy
According to the nature of the interpretant, a sign is either a rheme,
a dicent, or an argument. This trichotomy corresponds to the old
division of logic. The rheme is the probability for interpretant such as a
concept. The dicent is the fact of interpretant or the real description of
a thing. For example is a descriptive statement. Then, argument is a
logical reasoning of interpretant or a sign of law. The law that the
passage from all such premises to such conclusions tends to the truth.
For example is a proposition. While a dicent only affirms the existence
of an object, the argument proves its truth according to the agreement
or convention of society.31
30
Ibid. 31
Ibid., p. 45.
20
Table 1: Peirce's Trichotomies of Signs
4.4 Ten Principal Classes of Signs
Since every sign is determined by its three correlates, and there are
three ways in which every correlate may be characterized, as
summarized in table 1. However, some of the possible combinations
are semiotically impossible. For example, a qualisign can be only
iconic and rhematic and an index cannot be an argument.32
The
semiotically superfluous characterizations are placed in parentheses:
1. (Rhematic Iconic) Qualisign, for example: "a feeling of red.'"
2. (Rhematic) Iconic Sinsign: "an individual diagram."
3. Rhematic Indexical Sinsign: "a spontaneous cry."
4. Dicent (Indexical) Sinsign: "a weathercock."
5. (Rhematic) Iconic Legisign: "a diagram, apart from its factual
individuality."
32
Ibid.
21
6. Rhematic Indexical Legisign: "a demonstrative pronoun."
7. Dicent Indexical Legisign: "traffic signs, commands.”
8. Rhematic Symbol(ic Legisign): "a common noun."
9. Dicent Symbol(ic Legisign): "an ordinary proposition."
10. Argument (Symbolic Legisign): "a syllogism."33
5. Typology Signs Charles Sanders Peirce
Classification effort which made by Peirce to the sign has the
distinctive way, although it was not quite simple. Peirce distinguished the
types of signs to be: Icon, index and symbol based on the relation between
representamen and object.34
1. Icon
Icon is a sign which denotes and have the character of the Object,
whether the Object actually exists or not. In the icon, the relationship between
representamen and object is materialized as similarities in some quality.35
For
example, the map of Yogyakarta is an icon of the Yogyakarta area which
depicted in the map.
2. Index
Index is the sign which is connected with the object because of the
cause and effect connection.36
The example is a footprint above the ground.
33
Ibid. 34
Indiawan Seto Wahyu Wibowo, Op.Cit., p.18. 35
Charles Sanders Peirce, The Collected Paper of Charles Sanders Peirce,
(Cambridge, MA: Harvard University Press, 1931 – 1935), p. 367. 36
Ibid.
22
That is an index of a person or animal that has been passed there. Or a knock
on the door is an index of the presence of a 'guest'.
3. Symbol
Symbol is a general law or ideas which operates only in a particular
situation, areas, or society. Symbol is also called as the type of sign which is
arbitrary and conventional according to the agreement or convention of
society.37
For examples, Garuda Pancasila for Indonesia is a bird that has a
rich symbolic meaning with the addition of the word Bhineka Tunggal Ika.
But for people who have different cultural backgrounds, such as Eskimos,
Garuda Pancasila is only regarded as the ordinary eagle.
From the Peirce‟s point of view, the process of signification could
generate a never-ending series of relationships, so a interpretant will be a
representamen, be a interpretant again, then representamen again and so on.
Charles Sanders Peirce divided the sign and how it works into three
categories as explained above.
37
Ibid., p. 368.
23
CHAPTER III
RESEARCH FINDING
A. The Data Description
Based on the unit analysis of this thesis, the object that will be
analyzed in this thesis is twelve selected Greenpeace campaign posters of
Climate Change series during 2014. The steps to collect the data are:
Download all the posters of Climate Change series from January till
December 2014 in the official website of Greenpeace www.greenpeace.org.
Then, save the posters on the folder in my computer as a file. In the folder is
also written each months of publication of poster. Total of all data poster are
42 posters. The data are arranged into folder before processing. According to
Wasito, there are three techniques of random sampling determination which
tend to be used in research. They are simple random sampling, systematic
random sampling, and stratified random sampling.38
The researcher decides to
use the simple random sampling to determine one poster for every month
because it is a fair way of selecting data from a given population since every
datum is given equal opportunities of being selected.
Looking at total data corpus, the raffle of simple random sampling is
used in this research. The steps in this technique are:
38
Hermawan Wasito, Pengantar Metodologi Penelitian (Jakarta: PT. Gramedia
Pustaka Utama, 1992), p. 54.
24
1) Every population member (42 Greenpeace campaign posters of
climate change series) is arranged into the list and given number in
the folder;
2) Every number of population member in the list is sorted;
3) The file is sorted and put in the numbered folder;
4) There are twelve folders used in this data processing and each
folder contains three and more files;
5) The serial number is rewritten on the piece of paper;
6) The paper is rolled and put them in the box;
7) The box, which is contained the data from each folder, is raffled to
get data to be analyzed.
It is clear that total corpus data are 42. The details of the corpus data
can be shown in the following table:
Table 2. Corpus Data
No Mon
th
Corpus Data To
tal
1 Janu
ary
3
25
2 Febr
uary
4
3 Mar
ch
3
4 Apri
l
3
5 May
4
6 June
4
26
7 July
3
8 Aug
ust
4
9 Sept
emb
er
3
10 Octo
ber
3
11 Nov
emb
er
4
27
12 Dec
emb
er
4
Total 42
So, from the data corpus above, the researcher take some sample
randomly with selected using the way explained before. Here are the data that
will be analyzed in this research.
Table 3. The Result of Simple Random Sampling
Datum
Number
Month Result
1 January
2 February
28
3 March
4 April
5 May
6 June
29
7 July
8 August
9 September
10 October
30
11 November
12 December
In order to get the meaning of each datum clearly, the data will be
analyzed one by one to reveal the meaning by using qualitative method with
explaining the semiosis process that occurs in each datum through the
Peirce‟s theory. The semiosis is based on Pierce‟s theory of semiotics which
emphasizing the second trichotomy of sign which insist the relationship
between the representamen and its object. The second trichotomy based on
Pierce is icon, symbol and index. In this research, it is only icon and symbol
which will be analyzed. Because, on the posters, only icon and symbol appear
on it. The icon itself is the photo, picture or drawing which occurs on the
poster. Meanwhile, the symbol is the sentence, written text or language on the
poster. Index will not be analyzed because there is no index which occurs on
the poster. Because, it relates to causality effect which requires more time in
31
another or different research. The explaining of casuality is when the people
awakened to do something to save the environment because they have seen
the poster of Greenpeace. It will become the index of the poster. It requires
personal analyze to know the index. Furthermore, the researcher only
analyzes the icon and symbol which can be described through researcher‟s
interpretation. The icon and symbol on the poster will uncover the hidden
meaning behind the poster.
B. Data Analysis
B.1. Datum 1
Figure 3. Datum 1
The poster was published in January 2014. It lades two kinds of sign,
in iconic type and in symbolic type. The icon in this poster is the picture of
32
pyramid with the snow atmosphere surroundings the pyramid. The written
language above the pyramid “If We Don‟t Act Now...” is the symbol of this
poster.
So, there are two semiosis processes. In the first semiosis process, the
picture of pyramid with the snow atmosphere surroundings the pyramid is the
representamen [R] that stands for its object [O] Egyptian Pyramid as the site
wonder of the world. The relationship between the representamen [R] and the
object [O] produces the interpretant [I]; The world heritage that should be
preserved from the impacts of climate change.
Diagram 1. Iconic semiosis process of datum 1
Egyptian
Pyramids as
the site
wonder of
the world
[O]
Pyramid with the snow atmosphere surroundings the Pyramids
[R]
The world
heritage that
should be
preserved from
the impacts of
climate change
[I]
33
The second semiosis process is the symbol. The language used on
the poster is “If we don’t act now..” above the picture takes place as
representamen [R] that represents its object [O] The bad things are going to
happen soon. When the Egyptian pyramids are surrounded by snow, the
Egyptian people have to move and leave their house. 39
They must evacuate to
avoid the extreme cold temperature. It will also impact on the food crisis in
Egypt.40
In addition, the relationship between the representamen [R] and the
object [O] produces the interpretant [I]; Ask people to do something before
the climate changes the weather of Egypt to be winter and Egyptian Pyramids
to be the Pyramids of Ice.
Diagram 2. Symbolic semiosis process of datum 1
39
http://www.grida.no/publications/other/ipcc_tar/?src=/climate/ipcc_tar/wg2/39
0.htm accessed on Thursday, 21 January 2016 at 10.30 a.m. 40
Ibid.
The bad
things are
going to
happen soon
[O]
If we don‟t act now.
[R]
Ask people to do
something before the
climate changes the
weather of Egypt to be
winter and Egyptian
Pyramids to be the
Pyramids of Ice [I]
34
The last is the conclusion for these two semiosis processes to get the
hidden meaning of this poster. From what have been seen, this poster sends
the message or meaning that the Egyptian Pyramids is the place that did not
escape from the impact of climate change. Egyptian Pyramids is one of the
world heritage which is located in the desert of Egypt. As the world heritage,
Pyramids of Egypt is the site that protected by the United Nations. Although
as the site wonder of the world, it is not the guarantee that it will be spared
from the impact of climate change, because every 1 increase in world
temperatures will pose a great danger, such as the release of CO2 from the
soil surface and the release of methane from the permafrost in the Arctic as
well as from the seabed.41
The increase in global air temperature will be on
par with global warming that has occurred in the last Ice Age and when the
temperature of the Earth heats up 6ºC, the impact is beyond of human
estimation.42
This posters shows that the climate gives the impact on the
desert area of Egypt. Through the sentence; „If we don‟t act now..” in the
poster, Greenpeace wants to inform that climate change is the serious issue
and it is threatening Egypt. Greenpeace also want to invite people to do
something to save the climate. This may happen; the desert will turn into ice
and the Pyramids will be surrounded by snow if we do not act to save the
climate.
41
https://unfccc.int/files/adaptation/application/pdf/nwa_1.2_development_planni
ng_and_climate_change_in_egypt.pdf accessed on Thursday, 21 January 2016 at 08.27
a.m. 42
Ibid.
35
B.2. Datum 2
Figure 4. Datum 2
The poster was issued in February 2014. The poster is equipped by
two signs; one icon and one symbol. The picture of a man with formal attire
is walking on the ice floe is the icon. The written language of “What would
you do?” above the picture is the symbol.
Therefore, they are two semiosis process. The first process here is the
icon. The picture of someone with formal attire is walking on the floating ice
is as the representamen [R] that represents its object [O] A person as the
decision-maker. The relationship between the representamen [R] and the
36
object [O] produces the interpretant [I]; Climate change is threatening human
survival.
Diagram 3. Iconic semiosis process of datum 2
In the second is the symbolic semiosis process. The written language
of “What would you do?” is the representamen [R] which stands for its object
[O] The interrogative sentence for human. Furthermore, urge the decision-
maker to create the pro-environment policy to save the Arctic is the
interpretant [I] which is produced from the relationship between the
representamen [R] and the object [O].
Cimate change
is threatening
human survival
[I]
Someone with formal attire is
walking on the floating ice
[R]
A person as the
decision-maker
[O]
37
Diagram 4. Symbolic semiosis process of datum 2
The last is the conclusion for these two semiosis processes to get the
meaning of this poster. Through this poster, Greenpeace tries to convey
something useful for the future and reduce the impact of climate change. The
poster wants to deliver a message about the big issues in the Arctic that
threatens human survival. Formal attire means the formal or smart casual
dress codes. Moreover, a picture of someone who wears formal attire
represents the decision maker of policy.43
Furthermore, the man who walks
using the formal attire over the ice floe shows that the condition of the ice in
the Arctic is melting faster and endanger human life. Most scientists agree
that Arctic weather and climate are changing because of human-caused
43
http://www.blacktieguide.com/Etiquette/Etiquette_BlackTie_Codes.htm
accessed on Saturday, 23 January 2016 at 01.05 p.m.
Urge the decision-
maker to create the
pro-environment
policy to save the
Arctic. [I]
What would you do?
[R]
The
interrogative
sentence for
human. [O]
38
climate change.44
Climate change is faster and more severe in the Arctic than
in most of the rest of the world. Arctic warming is causing changes to sea ice,
snow cover, and the extent of permafrost in the Arctic. In the first half of
2010, air temperatures in the Arctic were 4°C warmer than the 1968 to 1996
reference period, according to National Oceanic and Atmospheric
Administration (NOAA).45
Furthermore, the sentence “What would you do?”
personates the symbol which is organized as the interrogative sentence. It
urges the decision maker to create the pro-environment policy to save the
Arctic. Because, changes in the Arctic will not only affect local people and
ecosystems but also the rest of the world and the Arctic plays a special role in
global climate. So, human as the decision-maker should create the movement
as soon as possible. Human needs to provide up-to-date and reliable
information on the effects of climate change in the Arctic, in order to
stimulate policies and actions that combat climate change and assisting in the
development and implementation of adaptation strategies for species,
ecosystems, and cultures in coping with a changing climate in the Arctic.
44
https://nsidc.org/cryosphere/arctic-meteorology/climate_change.html, accessed
on Friday, 29 January 2016 at 10.00 p.m 45
Ibid.
39
B.3. Datum 3
Figure 5. Datum 3
The poster was released in March 2014. As the third datum, it consists
of two signs. They are icon and symbol. The icon of this poster is the picture
of three polar bears who stand on melting iceberg amid the ocean, and the
symbolic mode here is the written language of “Enjoy Climate Change.
Coca-Cola‟s use of HFCs to cool its drinks contributes to climate change.
Ban HFCs.” on the left side of the picture. So, there are two semiosis process.
In the first semiosis process, the picture of three polar bears who
stand on melting iceberg amid the ocean personates the representamen [R] of
iconic mode which stands for its object [O] the polar bear in the Arctic. The
relationship between the representamen [R] and the object [O] produces the
interpretant [I]; the polar bears population is in danger and climate change is
threatening its existence.
40
Diagram 5. Iconic semiosis process of datum 3
The second semiosis process is formed in symbolic mode. The written
language of “Enjoy Climate Change. Coca-Cola’s use of HFCs to cool its
drinks contributes to climate change. Ban HFCs.” on the left side of the
picture is the representamen [R] which represents for its object [O] Coca-
Cola’s contribution of climate change. The relationship between the
representamen [R] and the object [O] produces the interpretant [I]; the usage
of HFCs in Coca-Cola substances causing the depletion of ozone layer that
threatens polar bear habitat in the Arctic.
The polar
bear in the
Arctic [O]
The polar bears
population is in
danger and climate
change is threatening
its existence. [I]
Three polar bears who stand on
melting iceberg amid the ocean
[R]
41
Diagram 6. Symbolic semiosis process of datum 3
The poster tells the people that the using of Hydrofluorocarbons
(HFCs) by Coca-Cola Company is not good for the survival of the polar bear.
The written language of “Enjoy Climate Change" using the style of the Coke
company logo. The campaign called for Coke to not use HFCs refrigeration,
because HFCs is one of the fastest growing contributors to climate change. It
is mostly used in refrigerators or air conditioner. According to Montreal and
Kyoto Protocols, fluorinated gas emissions in the United States have
Enjoy Climate Change. Coca-Cola‟s use of
HFCs to cool its drinks contributes to climate
change. Ban HFCs. [R]
The usage of HFCs in
Coca-Cola substances
causing the depletion
of ozone layer that
threatens polar bear
habitat in the Arctic.
[R]
Coca-Cola‟s
contribution
of climate
change. [O]
42
increased about 73% between 1990 and 2013.46
This increase has been driven
by a 250% increase in emissions of HFCs since 1990.47
These HFCs
molecules heat the planet even more than the average carbon dioxide
molecule. Eliminating HFCs would mean a huge step towards slowing global
climate change and save the polar bear habitat in the Arctic. This poster not
only tells the people about the dangerous of HFCs for climate and the
survival of polar bear, but also pushes the Coke company to get all HFCs out
of its distrubutions. As the solution, Greenpeace developed an alternative
refrigerator called Greenfreeze that did not use the extremely potent
greenhouse gases HFCs. Greenfreeze technology shows the greener way that
investing in efficient and sustainable tech is worthwhile.
B.4. Datum 4
46
http://nvdatabase.swarthmore.edu/content/greenpeace-pressures-coca-cola-
phase-out-hfc-refrigeration-olympic-games-australia accessed on Friday, 29 January
2016 at 08.00 p.m 47
Ibid.
43
Figure 6. Datum 4
The poster was issued in April 2014. It is equipped by two signs in
iconic type and symbolic type. The picture of someone who was riding a
bicycle with two wheels that resembles the Earth is an iconic type. Then, the
symbolic type is the sentence of “You are not just burning off calories...”
above the picture.
Therefore, they are two semiosis processes. The first process is the
iconic type. The picture of someone who was riding a bicycle with two wheels
that resembles the Earth becomes the representamen [R] which stands for its
object [O] Riding a bike. The relationship between the representamen [R] and
the object [O] produces the interpretant [I]; Besides good for health, cycling
can also save the Earth.
Diagram 7. Iconic semiosis process of datum 4
Riding a bike.
[O]
Besides good for
health, cycling
can also save the
Earth. [I]
Someone who was riding a bicycle
with two wheels that resembles the
Earth. [R]
44
The second process is the symbolic type. The language used on the
poster stated “You are not just burning off calories..” represents the
representamen [R] which represents for its object [O] The benefit of cycling.
The relationship between the representamen [R] and the object [O] produces
the interpretant [I]; Cycling can keep the body healthy and make a difference
in the health of Earth.
Diagram 8. Symbolic semiosis process of datum 4
The last is the conclusion for these two semiosis processes to get the
exact meaning of the poster. From this poster, Greenpeace sends the message
or meaning that people should reduce the carbon footprint. Reduce the carbon
footprint means reducing the carbon dioxide (CO2) contribution of each and
Cycling can keeps
the body healthy
and make a good
difference in the
health of Earth.
[I]
The benefit
of cycling.
[O]
You are not just burning off calories.. [R]
45
every one of the six a half billion people on the Earth.48
Because, CO2 is an
important heat-trapping (greenhouse) gas, which is released through human
activities such as the burning fossil fuels for energy and transportation that
affects the climate change.49
As the solution, the most effective way to reduce
the CO2 emissions is to reduce fossil fuel consumption and through this poster
Greenpeace give the solution that cycling is one of the easiest way to save the
Earth. Cycling is not only good for health by burning off calories but also
people will save one pound of CO2 for every mile. And by cycling people can
help make a difference in the health of Earth, because everyone is responsible
to save the Earth.
B.5. Datum 5
Figure 7. Datum 5
48
https://www3.epa.gov/climatechange/ghgemissions/gases/co2.html#content
accessed on Sunday, 7 February 2016 at 07.04 p.m 49
Ibid.
46
The poster was published in May 2014. It is formed by signs to
convey the message. The signs take in two ways, they are icon and symbol.
The picture of some fish are hiding behind a banner in the sea is the icon on
the poster. Meanwhile, the sentence of “Our oceans need more protection” is
the symbol of this poster.
So, the two signs on the poster build up two semiosis processes. The
first semiosis process is the iconic semiosis process. In this case, the picture
of some fish are hiding behind a banner in the sea becomes the
representamen [R] that represents its object [O] the fishes in the ocean. The
relationship between the representamen [R] and the object [O] produces the
interpretant [I]; Ocean damage impacts on fish habitat and destruction of
coral reefs.
Diagram 9. Iconic semiosis process of datum 5
The fishes in
the ocean.
[O]
Some fish are hiding behind a banner
in the ocean. [R]
Ocean damage
impacts on fish
habitat and
destruction of
coral reefs. [I]
47
The second is the symbolic semiosis process. The sentence of “Our
oceans need more protection.” on the poster is the symbol that becomes the
representamen [R]. It stands for its object [O] The condition of the ocean
nowadays. The relationship between the representamen [R] and the object [O]
produces the interpretant [I]; Urge people to protect the ocean by creating a
network of marine reserves.
Diagram 10. Symbolic semiosis process of datum 5
The last is the conclusion for the two semiosis processes above to get
the meaning of this poster. Through this campaign poster, Greenpeace would
like to inform people about the current condition of the ocean that the oceans
need the protection and people should to protect it by creating a network of
marine reserves. Because, our oceans are affected with climate change and
Our oceans need more protection.
[R]
Urge people to
protect the ocean
by creating a
network of
marine reserves.
[I]
The
condition of
the ocean
nowadays.
[O]
48
also the human activity. All those things are extremely negative impact on
life in our oceans and we simply have to do much more to protect our oceans.
Carbon dioxide (CO2) makes the ocean more acidic when it dissolves in the
water.50
This has consequences for fishes, plankton, krill, crabs, coral reefs,
and all sea creatures with external shells or skeletons. Many of the affected
creatures are vital parts to the food chain.51
Whole ecosystems will suffer if
this chain collapses. In this case, Greenpeace offers the solution which is
called networks of marine reserves. A marine reserve is a type of marine
protected area that has legal protection against fishing or development. The
poster shows there is no fish can escape. Fleets of industrial fishing vessels
drive all ocean life into their massive nets. There will be no place to run and
no place to hide for the marine ecosystems. Furthermore, by creating
networks of marine reserves and implementing sustainable management in
the surrounding waters, not only can we conserve marine species and habitats
but also ensure fish for the future from the climate change and illegal human
activity.
50
http://www.wwf.org.au/our_work/saving_the_natural_world/oceans_and_mari
ne/marine_threats/climate_change_impacts/ accessed on Sunday, 7 February 2016 at
07.34 p.m 51
Ibid.
49
B.6. Datum 6
Figure 8. Datum 6
The poster was released in June 2014. The researcher finds two signs
on the poster. It consists of one icon and one symbol. The icon in this poster
is the picture of Barack Obama and the symbol is the language used on the
poster stated “Save climate for peace”. From those signs, they will build two
semiosis process.
The first is iconic semiosis process. The picture of Barack Obama
becomes the representamen [R] because it resembles with its object [O] The
president of United States of America. The relationship between the
representamen [R] and the object [O] produces the interpretant [I]; President
Barack Obama takes a part to save the climate.
50
Diagram 11. Iconic semiosis process of datum 6
The second is symbolic semiosis process. The language used on the
poster stated “Save the climate for peace” personates the representamen [R]
which stands for its object [O] climate for the world peace. The relationship
between the representamen [R] and the object [O] produces the interpretant
[I]; By saving the climate, people also contribute in creating the world peace
for all living being.
President
Barack Obama
takes a part to
save the
climate. [I]
The president
of United
States of
America. [O]
Barack Obama. [R]
Save the climate for peace. [R]
By saving the climate,
people also contribute
in creating the world
peace for all living
being. [I]
Climate for
the world
peace. [O]
51
Diagram 12. Symbolic semiosis process of datum 6
The last is the conclusion for these two semiosis processes to get the
clear meaning of the poster. The poster tries to tell the people that Barack
Obama supports to save the climate. Barrack Obama is the most powerful
person in United States of America.52
That is why Greenpeace used his
picture on the poster to influence people around the world. Nowadays,
climate change is already affecting the planet and society. The frequency of
extreme weather events is increasing through the warming and moistening of
the atmosphere.53
As we felt, hot days are becoming even hotter and more
frequent, and both drought and heavy rain and snow will continue to occur
more often. So, if we want to establish sustainable peace in this region, this is
the year to act strongly to protect the climate. Furthermore, The sentence of
“Save the climate for peace” on the poster means that by saving the climate,
people also contribute in creating the world peace for all living being and
president Barack Obama should take the lead in saving the climate.
52
http://yubanet.com/enviro/Greenpeace-Urges-Obama-Save-our-climate-for-
peace-in-the-Middle-East.php accessed on Tuesday, 9 February 2016 at 07.47 p.m 53
Ibid.
52
B.7. Datum 7
Figure 9. Datum 7
The poster was issued in July 2014. It is structured by two signs to
deliver its message. They are icon and symbol. The picture of the Earth with
human face is an icon. Otherwise, the language used on the poster stated Our
Mother Earth is crying out loud! is the symbol on the poster. So, the poster
has two semiosis processes.
The first is the iconic semiosis process. The picture of the Earth with
human face personates the representamen [R] which stands for its object [O]
the planet of Earth. The relationship between the representamen [R] and the
object [O] produces the interpretant [I];
53
Diagram 13. Iconic semiosis process of datum 7
The next is symbolic semiosis process. The symbol in this poster is
“Our mother earth is crying out loud!”. This written language, Our mother
Earth is crying out loud!, is the representamen [R] which personates that the
Earth is in ruin [O]. Furthermore, the relationship between the representamen
[R] and object [O] produces the interpretant [I]; The Mother Earth is asking
for our help from the destruction.
The Earth with human face.
[R]
The planet
of Earth.
[O]
Save the mother
Earth from
destruction by
Human. [I]
54
Diagram 14. Symbolic semiosis process of datum 7
The last is the conclusion for these two semiosis processes to get the
meaning of this poster. From what we have been seen, the poster send the
hidden meaning that the Mother Earth is asking for our help from the
destruction that was made by human. As we know, Earth is already showing
many signs of worldwide climate change and through this poster, Greenpeace
tries to convey the information to the public that human need to take care of
their Mother Earth. Human are contributing the damage for the Earth.54
We
played a part in the destruction. Human started building and coal mining,
shipping, depleting, dumping, and over hunting and fishing, poaching and
shark-finning. Human consumption is also out of control.55 With the number
54
http://hubpages.com/education/climatology/3642 accessed on Tuesday, 9
February 2016 at 08.13 p.m 55
Ibid.
The Mother Earth is
asking for our help
from the destruction.
[I]
Our mother Earth is crying out loud!.
[R]
The Earth
is in ruin.
[O]
55
of natural disasters is growing high everyday, it is almost as if the earth is
crying out loud for our help. The Earth does not belong to us, but we belong
to the Earth. Taking care of our Planet is in reverse taking care of ourselves.
B.8. Datum 8
Figure10. Datum 8
The poster was published in August 2014. This poster is structured by
signs to convey its message. It lades picture as the icon and written language
as the symbol. The picture of the face of a child with evidence of water
damage is the icon in this poster. And the sentence of “Your child is growing.
Not as fast as the oceans are rising” is the symbol. Furthermore, they are two
56
semiosis processes that will be analyzed. Iconic and symbolic semiosis
processes.
In the first semiosis, the picture the face of a child with evidence of
water damage becomes the representamen [R] because it resembles with its
object [O] the next generation. The relationship between the representamen
[R] and the object [O] produces the interpretant [I]; The rising oceans will kill
the children as the future generation.
Diagram 15. Iconic semiosis process of datum 8
In the second semiosis process, the language used on the poster is the
tagline of the campaign stated Your child is growing. Not as fast as the
oceans are rising personates the representamen [R] which stands for its
The face of a child with
evidence of water damage.
[R]
The rising oceans
will kill the
children as the
future generation.
[R]
The next
generation.
[O]
57
object [O] the oceans are rising very fast. The relationship between the
representamen [R] and the object [O] produces the interpretant [I]; The
oceans which rise rapidly could kill the young children than human
predicted.
Diagram 16. Symbolic semiosis process of datum 8
The last is the conclusion of the all semiosis processes to get the clear
meaning of this poster. The poster tries to inform the people that the rising of
oceans is the serious issue. Children as the next generation could be the most
direct impacts of rising oceans.56
As we know, water is the important thing
for human life, and it is one of the most pronounced effects of climate
56
s http://theinspirationroom.com/daily/2008/greenpeace-child-growing/
accessed on Sunday, 14 February 2016 at 09.05 p.m
Your child is growing. Not as
fast as the oceans are rising.
[R]
The oceans which
rise rapidly could
kill the young
children than
human predicted.
[I]
The oceans
are rising
very fast.
[O]
58
change. Climate change will contaminate the human drinking water.57
As
temperatures around the globe continue to rise, ice in the Earth‟s polar
regions and glaciers will melt, dumping tons of extra water into the ocean. In
addition, warmer water temperatures will cause the oceans to expand. As the
rising sea crawls farther and farther up the shore, in many places it will seep
into the freshwater sources in the ground that many coastal areas rely on for
their drinking water.58
These underground water sources, called aquifers, are
crucial springs of freshwater. In fact, groundwater accounts for most of the
freshwater on Earth. Saltwater is unsafe to drink, and while it‟s possible to
remove the salt from water, it‟s an expensive process and complicated
process. Some communities are already investing in costly desalination plants
in anticipation of hard times ahead. San Diego County in drought-stricken
California is building the largest seawater desalination plant in the Western
hemisphere, and the MIT Technology Review reports that the plant will cost
about $1 billion. Moreover, we should save our Earth for the next
generation.59
57
Ibid. 58
Ibid. 59
https://www.environment.gov.au/climate-change/climate-science/climate-
change-future/sea-level accessed on Wednesday, 10 February 2016 at 08.03 a.m.
59
B.9. Datum 9
Figure11. Datum 9
The poster was released in September 2014. There are two signs
which found in the poster. Iconic sign and symbolic sign. The picture of the
sink which is connected to the human body is an icon. Meanwhile, the written
language used in the poster is the symbol. It states Think About What You
Could Save When You Save Water. Finally, the two signs on the poster build
up two semiosis processes. Iconic semiosis process and symbolic semiosis
process.
The first semiosis process is the picture of the sink which is connected
to the human body which becomes the representamen [R]. It resembles with
its object [O] toilet’s stuff. The relationship between the representamen [R]
60
and the object [O] produces the interpretant [I]; Human need water not only
for sanitation but also for survival in their daily life.
Diagram 17. Iconic semiosis process of datum 9
The second of sign on the poster takes form in symbolic type in this
second semiosis process. It is written above the icon. It states Think about
what you could save when you save water. So, it becomes the representamen
[R] which stands for its object [O] An appeals to save water. The relationship
between the representamen [R] and the object [O] produces the interpretant
[I]; The existence of whole universe is dependent on water.
The sink which is connected to the human body.
[R]
Human need
water not only
for sanitation but
also for survival
in their daily life.
[I]
Toilet‟s stuff.
[O]
61
Diagram 18. Symbolic semiosis process of datum 9
The last is the conclusion of these two semiosis processes. Through
this poster, Greenpeace tries to deliver that water is necessary for the
sustenance of human life. Moreover, the existence of whole universe is
dependent on water. That is why Greenpeace invites people to save water.
Climate change is changing human assumptions about water resources. As
climate change warms the atmosphere, altering the hydrologic cycle, changes
to the amount, timing, form, and intensity of precipitation will continue.
Other expected changes include the flow of water in watersheds, as well as
the quality of aquatic and marine environments. Therefore, clean water is a
limited resource.60
While most of the planet is covered in water, it is salt
water that can only be consumed by humans and other species after
60 http://www.unwater.org/topics/water-and-climate-change/en/ accessed on
Wednesday, 10 February 2016 at 10.27 a.m.
Think about what you could
save when you save water.
[R]
The existence of
whole universe is
dependent on water.
[I]
An appeals to
save water.
[O]
62
undergoing desalination, which is an expensive process. Occurrences such as
droughts further limit access to clean and fresh water, meaning people need to
take steps to reduce water use and save as much water as possible.61
In some
areas of the world, access to water is limited due to contamination. People
who have access to fresh water can take steps to limit their use of water to
avoid waste. Because water is the most important resource.
B.10. Datum 10
Figure 12. Datum 10
The poster was published in October 2014. It is completed by two
signs, in iconic type and symbolic type. The picture of the Earth with
thermostat is an iconic type. It is equality with the planet of Earth. Then, the
sentence beside the picture is the symbolic type. It states You control climate
61
Ibid.
63
change. Furthermore, they are two semiosis processes that will be analyzed in
this research.
The first is the iconic semiosis process. The picture of the Earth with
thermostat becomes the representamen [R] which stands for its object [O] the
planet of Earth. The relationship between the representamen [R] and the
object [O] produces the interpretant [I]; The Earth will be generally hotter,
and some islands will disappear under the sea.
Diagram 19. Iconic semiosis process of datum 10
The second is the symbolic semiosis process. The sentence of “You
control climate change” on the poster is the symbol that personates the
representamen [R] which stands for its object [O] the power to fight climate
change. The relationship between the representamen [R] and the object [O]
The Earth with thermostat.
[R]
The Earth will be
generally hotter, and
some islands will
disappear under the sea.
[I]
The planet
of Earth.
[O]
64
produces the interpretant [I]; The climate is changing and everyone has a role
to play in combating climate change.
Diagram 20. Symbolic semiosis process of datum 10
The last is the conclusion of the two semiosis processes above to get
the hidden meaning of the poster. Through this poster, Greenpeace wants to
tell the people that the Earth where human lives in will be generally hotter,
and some islands will disappear under the sea caused of climate change.62
But, everyone has a role to play in combating climate change. As we know,
62
http://europa.eu/rapid/press-release_MEMO-06-218_en.htm accessed on
Wednesday, 17 February 2016 at 10.48 a.m.
You control climate change.
[R]
The climate is
changing and
everyone has a
role to play in
combating
climate change.
[I]
The power
to fight
climate
change.
[O]
65
climate change is an issue of global significance. a few decades. Our planet
will be generally hotter, and some coastal areas will disappear under the sea,
which is rising since the polar ice is melting.63
Not only that, there will be
more storms, floods, heat waves and droughts. Food and water shortages will
spread in many parts of the world, and some climate-sensitive animals and
plants, such as polar bears and penguins, will die out.64
It is in our power to
prevent this from happening, but this requires each individual all over the
world to play their part in helping to fight climate change. Furthermore,
everyone has a power to control climate change by doing the simple action,
like; just boil the amount of water you need, when you make a hot drink,
switch off the lights when you don‟t need them, use the reusable bag when
shopping and for short distances, for example a few kilometers, avoid taking
the car. Walk or cycle instead. In brief, by doing these simple action and
using energy more responsibly, we can reduce the emissions of CO2 and
other greenhouse gases that control climate change.
63
Ibid. 64
Ibid.
66
B.11. Datum 11
Figure 13. Datum 11
This poster was issued in November 2014. It is equipped by two signs,
in iconic type and symbolic type. The picture of the big vessels that release
bombs to catch whale is the iconic type. And the written language used on the
poster is the symbolic type. It states The Hunt For The Very Last Whale (Or
How We Fucked Up Nature). So, the poster‟s meaning will be delivered
through two semiosis processes in iconic and symbolic type.
In the first semiosis process, the picture of The Big Vessels That
Release Bombs To Catch Whale personates the representamen [R] which
stands for its object [O] human’s way in catching whale. The relationship
67
between the representamen [R[ and the object [O] produces the interpretant
[I]; Catching fish by using bombs can damage the marine ecosystems,
especially whale is a protected marine animals.
Diagram 21. Iconic semiosis process of datum 11
In the second semiosis process, the written language used on the
poster stated The Hunt For The Very Last Whale (Or How We Fucked Up
Nature) personates the representamen [R] which stands for its object [O]
whale still is not safe. The relationship between the representamen [R] and
the object [O] produces the interpretant [I]; let’s strive to protect the world’s
whales, end the overfishing and marine destruction for the better
environment.
The big vessels that release bombs to catch whale.
[R]
Catching fish by using
bombs can damage the
marine ecosystems,
especially whale is a
protected marine
animals. [R]
Human‟s
way in
catching
whale.
[R]
68
Diagram 22. Symbolic semiosis process of datum 11
The last is the conclusion of these two semiosis processes. The poster
tells that human must strive to protect the world‟s whales, end the overfishing
and marine destruction for the better environment. Because, catching fish by
using bombs can damage the marine ecosystems, especially whale is a
protected marine animals. Except of climate change, human may be one of
the biggest threats facing whale. Although there's a worldwide ban on
commercial whaling, whales still aren't safe. They face many threats, such as
being hunted illegally, water pollution, noise pollution, overfishing and being
The Hunt For The Very Last Whale
(Or How We Fucked Up Nature).
[R]
Let‟s strive to protect
the world‟s whales,
end the overfishing
and marine
destruction for the
better environment.
[I]
Whale still
is not safe.
[O]
69
struck by ships.65
As the magnificent creatures which known of their
intelligence and tender nature, whales play a very important role in the health
of our environment.66
They help regulate the flow of food by helping to
maintain a stable food chain and ensuring that certain animal species do not
overpopulate the ocean.67
For example, the blue whale can consume as much
as 40 million krill per day, so we can imagine the impact this would have on
stabilizing the aquatic ecosystem if the blue whale species were to become
extinct. In brief, when one species of animal that is important to the food
chain dies it allows other species to thrive.68
Then, will we hunt for the very
last whale? Or how we fucked up nature! Let‟s strive to protect the world‟s
whales for the better environment.
B.12. Datum 12
65
http://www.whalefacts.org/ accessed on Wednesday, 17 February 2016 at 01.52
p.m. 66
Ibid. 67
http://uk.whales.org/news/2007/03/marine-mammals-hit-by-climate-change
accessed on Wednesday, 17 February 2016 at 02.17 p.m. 68
Ibid.
70
Figure 14. Datum 12
The poster was published in December 2014. Two signs are found on
the poster. The first is the picture of harmonious living between of human,
animals and plants as an icon. The second is the language used on the poster
stated Greenpeace Heaven On Earth as the symbol. From those signs, they
will build two semiosis processes.
The first semiosis process is the iconic semiosis process. The picture
of harmonious living between of human, animals and plants becomes the
representamen [R] which stands for its object [O] the all living beings on
Earth. The relationship between the representamen [R] and the object [O]
produces the interpretant [I]; we live on a deeply interconnected planet.
Diagram 23. Iconic semiosis process of datum 12
Harmonious living between of human, animals and plants.
[R]
We live on a
deeply
interconnected
planet. [I]
The all living
beings on Earth.
[O]
71
The written language used on the poster is stated Greenpeace Heaven
On Earth completing the representamen [R] in the second semiosis process. It
stands for its object [O] the most comfortable and beautiful place to live. The
relationship between the representamen [R] and the object [O] produces the
interpretant [I]; the Earth could become a paradise for all living beings if
human could behave friendly to the environment.
Diagram 24. Symbolic semiosis process of datum 12
The last is the conclusion of the two semiosis processes to get the
meaning of this poster. From what we have been seen, this poster sends the
message that we live on a deeply interconnected planet with trillions of
Greenpeace heaven on Earth.
[R]
The Earth could
become a paradise
for all living beings
if human could
behave friendly to
the environment.
[R]
The most
comfortable
and beautiful
place to live.
[O]
72
organisms (living things), including animals and plants. And the Earth could
become a paradise for all living beings if human could behave friendly to the
environment.69
Over the past century, human activities have released large
amounts of carbon dioxide and other greenhouse gases into the atmosphere.70
The majority of greenhouse gases come from burning fossil fuels to produce
energy, although deforestation, industrial processes, and some agricultural
practices by human also emit gases into the atmosphere. Greenhouse gases
act like a blanket around Earth, trapping energy in the atmosphere and
causing it to warm. Some changes to the climate are unavoidable. The
warmer it gets, the greater the risk for more severe changes to the climate and
Earth's system.71
Although it's difficult to predict the exact impacts of climate
change, what's clear is that the climate we are accustomed to is no longer a
reliable guide for what to expect in the future. In brief, human can reduce the
risks they will face from climate change. By making choices that reduce
greenhouse gas pollution, and preparing for the changes that are already
underway, human can make Earth as the heaven for all living beings.
69
https://www3.epa.gov/climatechange/basics/#happening accessed on Friday,
19 February 2016 at 03.35 p.m. 70
Ibid. 71
Ibid.
73
CHAPTER IV
CONCLUSION AND SUGGESTION
A. Conclusion
After analyzing 12 Greenpeace‟s posters in climate change series, the
researcher concludes some points, such as follows:
Greenpeace is one of the international organizations that use signs on
its campaign poster as language to tell and inform people to rise the
awareness of the climate change. The language on Greenpeace posters can
be analyzed through semiotics approach. It is because the poster is formed
by iconic and symbolic signs. In order to get the clear meaning from the
poster, the writer analyzes the signs by using semiosis process based on
Charles Sanders Peirce‟s theory. The writer focuses on Peirce‟s second
trichotomy which emphasizes the triadic concept. That is the relationship
between the representamen and its object, then produces the interpretant.
In the analysis of the posters, the semiosis process starts from the
representamen [R]. The representamen on the poster can be an icon
(picture or photo) and a symbol (sentence or written language) that used
on the poster. The icon can be the initial cause for the researcher in getting
the meaning, and then the symbol is as the effect of the icon in interpreting
sign. After that, the semiosis process is continued to the next step by
determining the object [O]. The object is something appeared in the mind
74
of the researcher which stands for its representamen. Then, the relationship
between the representamen and its object in our mind produces the
interpretant [I]. The interpretant is the researcher‟s exegesis that produced
by the combination of representamen and the object.
In brief, the research result shows that the triadic concept of Peirce
can describe the semiosis process and explain the meaning of linguistic
signs that contained on the Greenpeace campaign poster in climate change
series related to the interpretation of the researcher. In addition, the key to
get the clear meaning is at the interpretation of the researcher. In this
research, the researcher combined the interpretant from the icon and
symbol in each poster to get the meaning. Therefore, the important thing in
describing the meaning is from the exegesis capability of the researcher. It
depends on the knowledge, experience, background and culture of the
researcher.
B. Suggestion
After finishing this thesis, the researcher would like to suggest the
readers or another researchers who are interested in analyzing the climate
change posters to learn more spacious related the climate change issue and
its impact on environment, especially about the adaptation and mitigation
ways. The researcher also suggests to study the Triadic model of Charles
Sanders Peirce deeply to get the clear meaning of the posters within
combining the icons and symbols on the posters.
75
In addition, the next researcher can choose other aspect to analyze,
such as social, politics or health. The next researcher can also use the other
media, not only from poster, but also from banner, billboard, or even the
other kinds of advertisement.
76
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80
APPENDIX
A. The total data corpus during January – December 2014
No Mon
th
Corpus Data To
tal
1 Janu
ary
3
2 Febr
uary
4
3 Mar
ch
3
81
4 Apri
l
3
5 May
4
6 June
4
7 July
3
8 Aug
ust
4
82
9 Sept
emb
er
3
10 Octo
ber
3
11 Nov
emb
er
4
12 Dec
emb
er
4
Total 42
83
B. The Selected Data
Datum
Number
Month Result
1 January
2 February
3 March
84
4 April
5 May
6 June
85
7 July
8 August
9 September
86
10 October
11 November
12 December