Egosentrisme Dalam Kehidupan Sosial Pada Iklan Satire (Analisis Semiotika Pada Iklan Rokok Sampoerna A Mild 30 Detik Versi “Kita Gak Enakan Dia Seenaknya”)

Communication is the basis for human interaction and includes various processes, such as sending, receiving, and decoding messages. One of the modern communication media is advertising. Advertisements utilize various media, themes, and concepts to attract viewers, with television being one of the media used. In addition to the media used, advertisements also have creative themes and concepts. One of the social phenomena raised by Sampoerna A Mild in its advertisements is the phenomenon of egocentrism. As the researcher has explained in the writing above, Sampoerna A Mild in advertising its products often uses approaches that are relevant and close to people's lives, one of which is the social phenomenon of egocentrism that really occurs and is often experienced by the community. This study aims to identify egocentrism in social interactions depicted in the Sampoerna A Mild advertisement entitled "Kita Gak Enakan Dia Seenaknya". This research was conducted using a constructivist perspective. In this study, the researcher used the Semiotic Media Text Analysis technique. And John Fiske's semiotic analysis theory as an analysis scalpel. This study uses qualitative methodology. The data source used in this study is primary data, namely the 30-second Sampoerna A Mild advertisement entitled "Kita Gak Enakan Dia Serenaknya" which was published on Commercial TV Content and uploaded by the Indonesian TV Cigarette Advertisement Youtube channel in November 2023. The data collection method used by the researcher in this study was document analysis. The results of the study show that the Sampoerna advertisement represents egocentrism in social life through satire and visual symbolism. The "tidak enakan" character who always sacrifices for others and the "seanakan" character who is indifferent to social norms depict an imbalance in social interaction. With familiar settings such as office elevators and coffee shops, as well as a humorous narrative that satirizes, this advertisement criticizes the "sungkan" culture in Indonesian society. The message invites viewers to be more reflective about their social attitudes, while avoiding actions that harm themselves or others.