| dc.description.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. | en_US |
