Ideology Behind Character Value Discoursein a Balinese Pop Song

The research aims to uncover the ideology behind a discourse of character values in a Balinese pop song on the mass culture industry. The method used is qualitative-interpretative with a critical discourse analysis approach and semi-logical theory. Based on this approach, the study found four dominant ideology behind the discourse of character values in Balinese pop song, religious ideology, ajegBali or Bali stability, capitalism, and mass media. These four ideologies are driven by varying powers but are tied into the network of production as the growing industrialization of Balinese pop songs. The ideology puts the discourse of character values in a Balinese pop song as part of the mass-oriented culture industry. The implication, the discourse of character values arose drowned in Balinese pop songs as it followed the market demand