THE POWER OF SONG IN PROMOTING ENVIRONMENTAL ISSUE

Abstract

Environmental issue has become the centre of attention quite a long time ago. United nation and many organisations have raised the awareness that the earth needs to be preserved and human must take part to bring less damage. The notions of global warming and greenhouse effect brought shocking fact that the earth is indeed in severe condition. Many actions and campaign have been made in order to raise people’s awareness to have the eco-centred action. Not only United nation and organisation, but also singers and author promote the environmental awareness. This paper would like to see how the song can be the medium to raise people’s awareness by analysing the language used and other aspect on the Lil Dicky’s Earth. This study is a discourse analysis and implemented the theories implemented in this study are theory of raising awareness and language for campaign. The song was analysed using Sayer’s MAST; it shows that implementing MAST principle improves the success of this song to increase awareness. A language strategy for campaign proposed by Cutlip and Centre was implemented to scrutinise what and how those strategies used in this song. The result of the analysis is the choice of language strategy in campaign and the unique choice of the mood of the song play an important role in the success of this song in raising people’s awareness towards environmental issues.