Retorika visual kampanye literasi finansial berkarakteristik generative AI di Instagram OCBC Indonesia
DOI:
https://doi.org/10.30998/jd.v13i4.3987Keywords:
retorika visual, retorika visual AI generatif, kampanye digital, literasi finansial, InstagramAbstract
Visual berkarakteristik Generative Artificial Intelligence (Gen-AI) makin banyak dimanfaatkan dalam kampanye digital merek, termasuk untuk menyampaikan literasi finansial di media sosial. Penelitian ini bertujuan menganalisis bagaimana retorika visual berbasis Gen-AI digunakan dalam kampanye literasi finansial pada Instagram OCBC Indonesia. Penelitian menggunakan pendekatan kualitatif dengan metode text-interpretive analysis berdasarkan kerangka retorika visual Phillips & McQuarrie. Objek penelitian berupa enam visual kampanye yang dianalisis melalui struktur teks, figur retoris, pengaruh figur retoris visual, dan interpretasi teks. Hasil penelitian menunjukkan bahwa kampanye didominasi oleh struktur juxtaposition dan fusion melalui operasi makna yang berorientasi pada kemudahan pemrosesan kognitif dalam konsumsi visual media sosial. Visual berbasis Gen-AI memanfaatkan absurditas, hiperbola, dan estetika yang menyerupai meme sebagai perangkat retoris untuk menerjemahkan konsep literasi finansial yang abstrak ke dalam representasi visual yang lebih akrab dengan kehidupan generasi muda. Selain itu, ditemukan kecenderungan pola representasi gender, ketika karakter perempuan lebih banyak dikonstruksikan melalui retorika keresahan terhadap persoalan finansial, sedangkan karakter laki-laki lebih sering direpresentasikan melalui narasi resiliensi dalam menghadapi tekanan ekonomi. Secara teoretis, penelitian ini memperluas penerapan kajian retorika visual dengan menunjukkan bahwa karakteristik visual sintetis berbasis Gen-AI dapat berfungsi sebagai perangkat retoris dalam menerjemahkan konsep finansial yang abstrak ke dalam representasi visual yang lebih dekat dengan konteks komunikasi merek di media sosial.
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