Giving Money, Negotiating Consent:

Representation of Philanthropy

as Capitalist Hegemony

Ikwan Setiawan

English Department

Faculty of Letters Jember University

Jalan Kalimantan 37 Jember 68121

setyokultura@yahoo.com

Abstract

This article discusses representation and hegemony in charity shows in some Indonesia private televisions by using representation and hegemony approach. As the programs exploiting poverty in Indonesia, charity shows visualize philanthropy interactively and naturally. However, by using myth-semiotics and discourse analysis, we will critically understand ideological motivation exists behind philanthropy. By these programs, the capitalist wants to spread his ideological values broadly to society, not by his capital motivation, but by his willingness to share money or facilities to the poor. These programs, then, become capitalist’s mode of representation to negotiate their power over society naturally.