REPRESENTASI KAPITALISME PADA FILM FILOSOFI KOPI THE GOODWILL (ANALISIS SEMIOTIKA ROLAND BARTHES)

Abstract

                    This study aims to determine the representation of capitalism in the film philosophy of the goodwill coffee. The research question posed is how the representation of capitalism in the film of the goodwill coffee philosophy The method of this research is qualitative with Roland Barthes semiotics analysis. His research subject is The Goodwill Coffee Philosophy film. Data collection was obtained through observation, using primary and secondary data collection techniques. The data obtained directly from the research object is the film The Goodwill Coffee Philosophy. The results showed that the representation of capitalism from the film The Goodwill Coffee Philosophy by using the signs, through the scene of conversation, technical drawing and location of the filing. The film reveals that a capitalist system characterized by private property rights over capital, its means of production, its distribution and its utilization to achieve profit. The actors in this film characterize the signs of being the capitalists working in the coffee industry, how they act in control of capital and industrial tools as well as the treatment of the workers. Capitalism system has entered the villages for the expansion of the capitalists, they provide business capital to farmers and industrial equipment but still controlling the selling price of goods. The opportunity given to the peasants to enlarge their efforts, solely for the benefit of the capitalists in the control of markets and keeping their position against other capitalists in the same industry. The conclusion of the research is The Films "The Goodwill Coffee Philosophy" contains elements of the capitalist system that stand out from the characterization, location and presentation of the nineteen drawings that researchers have sorted. This film provides a representation of the state of Indonesia, that the ideology of capitalism dominates the industry, for the owners of capital can easily determine market prices and control the farmers.