OTHER MEANINGS OF DEBT IN ONLINE LOAN APPLICATION ADVERTISING: A CRITICAL STUDY OF DERRIDEAN SEMIOTICS

Authors

  • Eva Musdalifa Politeknik Negeri Ujung Pandang

DOI:

https://doi.org/10.61912/jeinsa.v4i2.241

Keywords:

Debt, Online Loans, Semiotics, Netnography

Abstract

This research aims to analyze the meaning of debt in Ada Kami online loan advertisements and offer alternative meanings of debt based on netizen responses in the comment column of online loan advertisements. The research uses a critical netnographic approach with analysis based on Derrida's semiotics. The data sources in this research are symbols in online loan advertisements and comments in these advertisements. This semiotic study finds that debt is no longer something that is "embarrassing" but instead becomes a way to support consumerist behavior. Online loans can be a quick and easy solution to obtain a loan when you need urgent funds to meet your needs or desires. Another finding of this research is that debt is not only material but also non-material. The ease of obtaining debt does not guarantee ease afterwards. Debt must consider the values ​​of trust, convenience, security, prudence and spirituality.

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Published

2025-10-24

How to Cite

Musdalifa, E. . (2025). OTHER MEANINGS OF DEBT IN ONLINE LOAN APPLICATION ADVERTISING: A CRITICAL STUDY OF DERRIDEAN SEMIOTICS. Jurnal Ekonomi Ichsan Sidenreng Rappang, 4(2), 177–190. https://doi.org/10.61912/jeinsa.v4i2.241

Issue

Vol. 4 No. 2 (2025): Hal

Section

Articles

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