ANALISIS SEMIOTIKA DESAIN KARYA YOUNG JERK UNTUK PRODUK DEUS EX MACHINA DALAM PERSPEKTIF KUSTOM KULTUR

SEMIOTIC ANALYSIS OF YOUNG JERK'S DESIGN FOR DEUS EX MACHINA PRODUCTS IN CUSTOM CUSTOM PERSPECTIVE

Abstrak

Deus Ex Machina merupakan merek dagang yang dimiliki Dare Jennings, didirikan sejak 2006 di Sydney, Australia. Penyebarluasan Kustom Kultur oleh Deus Ex Machina dilakukan melalui penyelenggaraan konser musik, kontes dan pameran kustom, hingga produksi apparel. Young Jerk adalah salah satu pioner desainer apparel dan acara-acara Kustom yang diselenggarakan Deus. Karena peran dibalik layar kreatifitas desain Deus. Untuk mengetahui bagaimana semangat Kustom Kultur bisa dihadirkan melalui desain produk apparel Deus Ex Machina, menarik bagi peneliti untuk menganalisisnya. Penelitian ini bertujuan untuk mendeskripsikan visualisasi simbol pada desain produk apparel Deus Ex Machina khususnya pada karya Young Jerks’. Penulis menggunakan pendekatan metode penelitian kualitatif denagn paradigma deskriptif dengan teori semiotika  visual Charles Sanders Peirce. Proses analisis menghasilkan makna dalam prespektif Kustom Kultur yaitu, Desain “I Learned How To Dance” menggambarkan iblis yang sedang belajar menari bermakna membutuhkan tenaga untuk melakuan hal yang disenangi. Desain “See You Later I’m Gone” bermakna kebebasan individu untuk menangggalkan segala bentuk ikatan yang sering melekat pada setiap hubungan. Desain “Cowboy” bermakna kebebasan untuk memilih jalan hidup, mencoba hal-hal baru dan kebudayaan berkendara yang khas dengan penjelajahan. Kebebasan berekspresi dan Kustom Kultur yang melekat didalam desain-desain yang dibuat membentuk suatu alur cerita manarik. disuguhkan dengan kreatif oleh Young Jerk.

Kata Kunci: kustom kultur, desain apparel, semiotika, deus ex machina

Abstract

Deus Ex Machina is a trademark owned by Dare Jennings, founded in 2006 in Sydney, Australia. The spread of Custom Cultures by Deus Ex Machina is done through organizing music concerts, custom contests and exhibitions, to apparel production. Young Jerk is one of Deus' pioneering apparel and custom events designer. Because of the behind-the-scenes role of Deus' design creativity. To find out how the spirit of Kustom Kultur can be presented through the design of Deus Ex Machina apparel products, it is interesting for researchers to analyze it. This study aims to describe the visualization of symbols in Deus Ex Machina apparel product design, especially in Young Jerks' work. The author uses a qualitative research method approach with a descriptive paradigm with Charles Sanders Peirce's visual semiotics theory. The analysis process produces meaning in the Custom Culture perspective, namely, the design of "I Learned How To Dance" depicts a devil who is learning to dance, which means that he needs the energy to do what he likes. The design “See You Later I'm Gone” means the individual's freedom to abandon all forms of bonds that are often attached to every relationship. The “Cowboy” design means the freedom to choose the path of life, try new things and a distinctive driving culture by exploring. Freedom of expression and the custom culture inherent in the designs that are made form an interesting storyline. presented creatively by Young Jerk.

Keywords: custom culture, apparel design, semiotics, deus ex machina