Penelitian ini bertujuan untuk mengetahui representasi kelas sosial dalam iklan layanan masyarakat penyesuaian harga bahan bakar minyak tahun 2013 ditinjau dari analisis wacana kritis Norman Fairclough. Untuk mengetahui representasi tersebut, peneliti menganalisa berdasarkan struktur teks, produksi dan konsumsi teks serta situasional, institusional dan sosial. Pendekatan pada penelitian ini yakni kualitatif dengan studi analisis wacana kritis Norman Fairclough. Informan pada penelitian ini berjumlah dua (dua) orang informan. Data diperoleh melalui studi pustaka, wawancara mendalam, dokumentasi, serta penelusuran internet. Teknik analisa data yang dilakukan yakni meliputi representasi, relasi serta identitas. Adapun uji keabsahan data antara lain meningkatkan ketekunan, analisis kasus negatif dan menggunakan bahan referensi. Hasil penelitian pada struktur teks menunjukkan koherensi pada titik tertentu ingin menunjukkan kekuasaan. Discourse practice iklan layanan masyarakat yang dimunculkan oleh kementerian komunikasi dan informatika ini membuat masyarakat berpikir untuk lebih mengetahui bagaimana kenaikan bahan bakar ini terjadi. Sosiocutural practice Kenaikan harga bahan bakar minyak pada tahun 2013 tidak tepat. Situasi ekonomi dunia yang belum menentu dan kebutuhan pembangunan infrastruktur dalam negeri perlu direspon. Kesimpulan dari penelitian ini menunjukkan upaya pemerintah menaikkan BBM mencerminkan lemahnya akuntabilitas di bidang pengelolalaan energi dari mulai penghitungan jumlah subsidi yang harus dibayar APBN, sehingga merugikan bagi masyarakat miskin.

This research aims to find out social class representation in services society ads oil price adjustment on 2013 judging by critical discourse analysis of norman fairclough. To find out that social class representation, researcher analyze based on text structure, discourse practice and sociocultural practice. The approach of this research is qualitative with criritcal discourse analysis of Norman Fairclough. The informers of this research are 2 (two) people based on purposive sampling technique. The data obtained through literature study, in-depth interview, documentation, and internet seacrhing. Data analyze technique conducted by representation, relation, and identity. Validity data test were increased diligence, negative case analysis and use reference. The result of research on the structure of the text shows coherence at some point want to show power. In this ad is shown how the fuel subsidy that should be used for the poor, it even enjoyed by the rich. Discourse practice public service ads that appear ministry of communication and informatics want to make people think better know how to increase this fuel occurs. On the other hand gives an overview of the issues raised in Indonesian that resulted in the state budget becomes overdrawn. Sosiocultural practice rise in fuel prices in 2013 is not appropriate. Economic situation of the world and yet uncertain and needs of infrastructure development in the country need to respond. Conclusions of this study demonstrate the governmentÂ’s effort to raise fuel reflects the lack of accountability in the field of energy management, from start counting the amount of subsidy to be paid to the state budget revenues from oil and gas money. Information to the public about government subsidies seen trying exaggerated and blown up in the dramatization. Government should also try to cover up the fact the increase in revenue from oil and gas sector along with increased subsidies.

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