TEXT MESSAGE IN THE JOGIST T-SHIRT AS A PRODUCT COMMODITY TO LIFT THE LOCAL WISDOM
Hindun, Nur aini, Erisa Kurniati
UIN Syarif Hidayatullah Jakarta, UIN Syarif Hidayatullah Jakarta, Universitas Batanghari, Jambi
Abstract
As a nation that has a variety of regional languages, the local wisdom contained in each culture can be manifested in cultural products. "Jogist Store Yogyakarta" is one of the home industries that produce T-shirts that are designed with images and writings that elevate local wisdom. This study aims to find out the text messages as outlined in the form of drawings and writings contained in Jogist t-shirts in upholding local culture. The random sampling technique used in this study focuses on seventeen t-shirts that will be reviewed by text messages so as to facilitate researchers in revealing the results of their descriptions. Mix methods are directed at quantitative techniques (not all data, only 17 T-shirts) and descriptive research results as qualitative research. Interviews with Jogist store founders were also conducted by researchers to strengthen this research. The results showed that there was an outer code-mixing in English with ten data numbers, and inner code-mixing in the Javanese language with a total of seven data. Text message in T-shirts Jogist Store Yogyakarta with the theme Love Jogja, Javanese Jokes, Entrepreneur Jokes, and the latest are Hijrah themed t-shirts.
Keywords: Jogist T-Shirt, Product Commodity, Local Wisdom
Topic: Human Capital Development Strategies