Japanese Hegemoni in the World of Culinary Business

Lusiana, Yusida (2018) Japanese Hegemoni in the World of Culinary Business.

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Official URL: http://elib.unikom.ac.id/gdl.php?mod=browse&op=rea...


: Indonesia is the second largest market for Japanese food in the ASEAN region following Thailand. Japanese cuisine has been increasingly popular as the frowth of the Indonesia middle-class expectiong higher quality foods. This is alaso contributed to the fact that Indonesia has large numbers of Japanese language learner. The Japanese language and other aspect of Japan is now widely used as a product branding in culinary business by entrepreneurs, especially food and beverage entrepreneurs. Object of research are local culinary brand that used Japanese language in their packaging. Such as product from Daitsabu, Sharon Bakery and Matchamu and Esprecielo. The method used is qualitative method of critical discourse analysis approach of Norman Fairclough. This study reveals how linguistic aspecs in the food and beverages packaging products can improve the positive meaning contained in the packaging and make it very useful for marketing purposes. Moreover, Japanese language that used in culinary product were adapted to the vision, mission, and goals of the producer or capital owner. Moreover, the language that used also related to the ideology of capitalism embraced by the producer and therefore it shows that the use of Japanese language in the product is the influence of globalization.

Item Type: Article
Uncontrolled Keywords: Japanese language, culinary product, hegemony, globalization, fairclough��s critical discourse analysis
Subjects: Prosiding
Divisions: Universitas Komputer Indonesia > Perpustakaan UNIKOM
Date Deposited: 31 Jan 2019 10:25
Last Modified: 31 Jan 2019 10:25
URI: https://repository.unikom.ac.id/id/eprint/59343

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