Aksara (Jun 2023)

STORYNOMICS: INTERTEXTUALITY BETWEEN ANIME NARUTO AND BRANDING OF A CREATIVE INDUSTRY PRODUCT

  • I Gusti Ayu Agung Istri Gita Saraswati Jelantik,
  • Ida Ayu Laksmita Sari,
  • I Nyoman Rauh Artana

DOI
https://doi.org/10.29255/aksara.v35i1.839.94--105
Journal volume & issue
Vol. 35, no. 1
pp. 94 – 105

Abstract

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This study aims to analyze the relationship between anime Naruto's text and creative and cultural industries in the creative industry products derived from anime Naruto. The method in this study is an informal method. There are three theories used, namely the storynomics theory proposed by Mckee (2018), the intertextual theory proposed by Kristeva (1980), and the semiotic theory proposed by Barthes (1957). Based on the results of the study, it is found that the word Naruto and Konoha village symbols are widely used in promoting a product. In addition, the psychological influence of the Naruto character affects the audience's interest in buying the product. Intertext also plays an important influence in product creation because the products sold are modified items that appear in the anime. Furthermore, the objects in the anime have existed since ancient times, one of which is hitaiate. In Japanese society, hitaiate is more popularly known as hachimaki. This hachimaki is often used by students, craftsmen and supporters of sports competitions.

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