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Bahasa Pembentuk Citra : Kajian Teks Profil Perusahaan Batik Di Surakarta
2011-10-27, by Dra. Diah

This study explored the ways company profiles of two big batik companies in Solo establish their credentials as a means of showing credibility. The data used were words, phrases, and clauses taken from the company profiles of batik written in Bahasa Indonesia. The research used theories of genre analysis focusing on patterns of rhetorical organization and genre-specific language features. In terms of data analysis, this study employed the multi-dimensional and multi-perspective model of analysis focusing on textual, socio-cognitive and ethnographic aspects of the texts. However, the present study only focuses on the textual layer of the texts analysis. Based on the findings, this study arrives at three conclusions. Firstly, the textual analysis support the view that company profiles of batik had been  effectively used to create a favorable image of the company. Secondly, the most distinctive feature that differentiated establishing credentials in English and that of the Indonesian, especially in the batik business context,  had been the use of moral obligation to preserve the native culture. Finally, this study has shown how the wider culture and the culture of the discourse community contribute to the framing and formatting of company profiles of batik in terms of lexico-grammar and cognitive structuring.

       Keywords: establishing credentials, rhetorical organization, genre-specific language features.


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