Fungsi Signage Mcdonald’s Drive Thru dalam Perspektif Sosial Budaya

Naufan Noordyanto

Abstract


Layanan drive thru yang ditawarkan McDonald’s rupanya menjadi alternatif pilihan masyarakat. Untuk mengidentifikasinya, McDonald’s memasang salah satu media komunikasi visual, yaitu signage bertanda drive thru yang terpancang di tepi jalan kota yang erat merespon pola-pola kebiasaan: mobilitas pengendara/pengguna jalan (masyarakat urban). Karenanya, kehadiran signage ini diasumsikan berkontribusi dalam memberi pengaruh pada sendi-sendi kehidupan sosial budaya masyarakat. Penelitian ini menyelidiki fungsi signage McDonald’s drive thru dalam perspektif sosial-budaya. Studi dilakukan dengan kajian pustaka dan lebih ditekankan pada analisis deskriptif kualitatif berkaitan dengan fungsi signage McDonald’s drive thru yang berpotensi menciptakan dampak sosial, gaya hidup, budaya konsumsi dan komersial. Analisis lebih ditekankan pada implikasi sosial budaya dari objek desain dengan tujuan desain. Fungsi signage McDonald’s drive thru sebagai media komunikasi visual (promosi luar ruang) diketahui tidak hanya dipahami secara tekstual saja, yaitu kaitannya dengan fungsi pemasaran, namun juga mempromosikan McDonaldisasi, kapitalisme, konsumerisme, modernisasi, gaya hidup pop dan pop art, serta kehidupan urban.

Keywords


Signage, McDonald’s, Drive Thru, Sosial, Budaya, Desain Komunikasi Visual

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DOI: https://doi.org/10.24821/ars.v24i1.4718

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