Analisis Wacana Kritis pada Meme Politik Terkait Wacana Kenaikan Pajak yang Mencekik di Media Sosial

Abstract

This research is entitled “Critical Discourse Analysis on Political Memes Related to the Discourse on Strangling Tax Hikes on Social Media.” This study aims to analyze the dimensions of text, social cognition, and social context in political memes regarding tax increases on social media using the Critical Discourse Analysis (AWK) approach of Teun A. Van Dijk model. The research method used is qualitative with data collection techniques through online observation and documentation. Data sources consisted of 10 political memes from Instagram, Facebook, and X (Twitter), as well as official documents and mass media articles. The results show that in the text dimension, the macro structure of the meme focuses on criticizing tax policy. The superstructure of memes shows a variety of discourse schemes, namely 1. Two meme data schemes that start from the title pattern, the main idea followed by supporting ideas, 2. Three meme data with a supporting idea pattern scheme first, then followed by the main idea, 3. Four meme data schemes with main idea patterns without supporting ideas and, 4. and there is one meme data that is not included in the four components of the scheme or pattern. While the microstructure displays the language styles of satire, hyperbole, comparison, irony, rhetoric, semantics, persuasive, syntax and visual metaphors. In the social cognition dimension, the memes reflect the collective consciousness of society towards the inequality of state policies, shown through the interaction of social media users such as likes and comments as a form of support. Meanwhile, in the social context dimension, the emergence of memes was triggered by post-pandemic political-economic conditions, especially the VAT increase policy which was felt to be burdensome by the community.