Electronic Theses and Dissertation

Penelitian ini dilatarbelakangi oleh krisis ekologis global akibat dominasi antroposentrisme yang melegitimasi eksploitasi alam. Penelitian ini bertujuan menganalisis strategi kewacanaan film Avatar (2009) dalam merepresentasikan ideologi antroposentrisme, serta mendeskripsikan wacana ekosentrisme sebagai narasi alternatif. Penelitian kualitatif ini menggunakan objek naskah skenario dan transkrip dialog film Avatar; pendekatan metodologis mengintegrasikan CDA (Fairclough). Unit analisis mencakup leksikalisasi, metafora, struktur transitivitas, dan konfigurasi intertekstual. Teknik analisis dilakukan sesuai tiga dimensi Fairclough: deskripsi teks, interpretasi praktik kewacanaan, dan eksplanasi praktik sosiokultural. Hasil penelitian menunjukkan antroposentrisme dikonstruksi melalui wacana korporasi dan militer RDA yang menggunakan eufemisme teknis untuk menaturalisasi perusakan alam. Sebaliknya, ekosentrisme direpresentasikan oleh bangsa Na’vi melalui leksikon spiritualitas dan keterhubungan yang menantang pandangan mekanistik-reduksionis. Simpulan menegaskan Avatar mampu mendenaturalisasi ideologi dominan dan menawarkan alternatif pandangan dunia yang lebih adil secara ekologis.

Kata Kunci: Analisis Wacana Kritis, Norman Fairclough, Antroposentrisme, Ekosentrisme, Film Avatar.

This study is motivated by the global ecological crisis resulting from the dominance of anthropocentrism, which legitimizes the exploitation of nature. The objective of this research is to analyze the discursive strategies employed in the film Avatar (2009) to represent the ideology of anthropocentrism, as well as to describe the discourse of ecocentrism as an alternative narrative. This qualitative study utilizes the screenplay and dialogue transcripts of Avatar as its objects of analysis, employing a methodological approach that integrates Fairclough’s Critical Discourse Analysis (CDA). The units of analysis encompass lexicalization, metaphor, transitivity structures, and intertextual configurations. Data analysis was conducted in accordance with Fairclough’s three-dimensional framework: text description, interpretation of discursive practice, and explanation of sociocultural practice. The results indicate that anthropocentrism is constructed through the corporate and military discourse of the RDA, which utilizes technical euphemisms to naturalize environmental destruction. Conversely, ecocentrism is represented by the Na’vi people through a lexicon of spirituality and interconnectedness that challenges mechanistic-reductionist perspectives. The conclusion asserts that Avatar effectively denaturalizes dominant ideologies and offers an alternative worldview that is more ecologically equitable. Keywords: Critical Discourse Analysis, Norman Fairclough, Anthropocentrism, Ecocentrism, Avatar Film