Istilah-Istilah Judi Online dalam Bahasa Mandarin Kajian : Semiotika Linguistik

Abstract

This research is entitled Online Gambling Terms in Mandarin Study: Linguistic Semiotics, The massive spread of online gambling is driven by aggressive marketing strategies that utilize persuasive language and symbols. This study aims to identify and analyze the meaning of terms used in Mandarin-language online gambling platforms through a linguistic semiotic approach. As a descriptive qualitative study, the method used is content analysis with the framework of Ferdinand de Saussure's sign theory to dissect the relationship between the signifier and the signified. The research data comes from screenshots of the interface, promotions, and game mechanisms of various Mandarin language online gambling sites. The data are in the form of images, sentences, clauses, phrases, and words in Mandarin. The results of the analysis show that these platforms strategically utilize Chinese cultural symbols that are synonymous with wealth and good fortune, such as dragons, golden frogs, and the number 888. In addition, hyperbolic language is used that promises instant wealth to attract players. Game features are also designed to create the illusion of control for players and differentiate the game arena based on levels, from casual to VIP. It is concluded that these terms form a complex semiotic system. The system is designed to manipulate players’ perceptions and behaviors by combining cultural symbolism, persuasive psychology, and deceptive instant wealth narratives.