English Teaching Journal, Vol. 4 No. 2, Desember 2016 ISSN: 2338-2678 110 | English Teaching Journal: A journal of English Literature, Linguistics, and Education CRITISISM OF CULTURE AT DAGADU PRODUCT COMPANY A CRITICAL MULTIMODAL DISCOURSE ANALYSIS Ari Nur Widiyanto 1 , Sigit Ricahyono 2 Department of English Teaching, Faculty of Letters and Arts Education, IKIP PGRI Madiun arieriewould@gmail.com 1 ,ricahyono@gmail.com 2 Abstract Dagadu Djokja is one of the icons Yogyakarta which provides various souvenirs typical of Yogyakarta such as t-shirts, batik, handicrafts and others. One product that is in demand by tourists is the shirt, because the shirt Dagadu has unique characteristics that are of cultural value delivered. In this study will analyze Dagadu products in terms of verbal and visual elements as well as explore the culture found on the shirt Dagadu.The approach of this study is descriptive qualitative. The type of this study is document research. The data of this research takes from www.Dagadu.co.id. In this study, the researcher uses the Systemic Functional Grammar to analyse the verbal elements, the Generic Structure Potential to analyse the visual elements and the Iceberg Model to analyse the culture reflected in dagadu product. Key Terms: Culture, Dagadu, Discourse Analysis INTRODUCTION Dagadu Djokdja is an icon of tourism in Yogyakarta after the warm, batik, silver, and bakpia. However, its existence has been widely same by pirates -which far from being wise, since PT. Aseli Dagadu Djokdja relentless innovation. All that are done in order to give special memories to the buyer, and make by-him as something more valuable and give pride. For the people of Yogyakarta, Dagadu has existed since decades ago known as swear words: eyes (!). This is ”Walikan” language, slang person Jogja compiled by inverting four rows Java letter. Walikan password in a language game is done by shifting the first row to the third row, the second row with the fourth line and vice versa. Indonesian-language word decapitated by syllable, then matched based on the sequence of lines of Java letters, without the need to change the vowel. Said DA-GA-DU becomes easy to understand. DA on the second line reads MA which is on the fourth line. GA on the fourth line read TA in the second row and DU (DA) paired with MA (MU). Thus, DA-GA-DU means MA-TA-MU. It is interesting with word choices in dagadu to see the reason of words composition. The dagadu product company is choosen as the subject of this research because of three reasons. The first dagadu product is one of the handycarft at Yogyakarta product as symbol of culture in Yogya. The second, dagadu products have the uniqueness. Uniqueness can found in the images, shapes and words that is used for dagadu product. And the third that culture in dagadu products should be critized because dagadu product one of the media in introducing and keeping the culture of Yogyakarta. Therefore, should be a cultural filtering