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This study analyzes visual signs in the Charlie Chaplin animations Safari at The Park and The King in The Ring using Charles Sanders Peirce’s semiotic framework, focusing on icons, indexes, and symbols. Film and animation communicate meaning through visual elements such as gestures, facial expressions, movements, and character interactions, making them rich for semiotic analysis. Using a descriptive qualitative method, the research identified and categorized visual signs in both animations. Results show that icons, which resemble real-world objects, dominate by establishing story settings natural safari environments in one animation and competitive boxing arenas in the other. Indexes reveal cause-and-effect relationships, demonstrating how gestures, expressions, and actions convey danger, fatigue, or emotional shifts. Symbols convey conventional or cultural meanings, such as Charlie Chaplin’s bowler hat and cane representing his comedic identity, a championship belt symbolizing victory, or a rose indicating affection. While both animations use the same types of signs, the intensity and focus vary with the narrative context: Safari at The Park emphasizes situational and natural elements, whereas The King in The Ring highlights competition and emotional reactions. This study confirms that Peirce’s triadic model effectively explains how meaning is constructed in animation through dynamic visual communication.

According to Law No. 20 of 2008, micro enterprises in Indonesia are defined as businesses owned by individuals or sole proprietorships meeting specific asset and turnover criteria. Aneka Keripik Mama Uni, an micro enterprise that has operated for 10 years in Fakfak Regency, yet it still face challenges such as weak branding and limited distribution channels. This community service project aims to provide recommendations and implement effective branding strategies to support the partner's business development. The results demonstrate a significant branding transformation through the rebranding of the business to Camilan Baye. The strategy implementation encompasses the development of five core components: brand identity, brand image, brand personality, brand positioning, and brand elements. Specifically, the program produced modern and informative packaging designs for five product variants Garlic Peanuts, Hidden Peanuts, Fried Spicy Taro, Banana Chips, and Garlic Sticks complete with the Indonesian Halal logo, "100% Indonesia" labels, and clear contact information. Furthermore, marketing reach was expanded through Facebook social media optimization and the creation of offline promotional media in the form of standing banners. The implementation of this activity has successfully enhanced the partner's knowledge, skills, and capabilities in visual trend-based product design and marketing digitalization to support business sustainability in a competitive market.

This study examines the representation of gender inequality and forms of women's resistance in Haifaa al-Mansour's film Wadjda using a Marxist-Socialist feminist perspective. This study aims to identify the forms of gender inequality represented in the film and analyze the forms of resistance carried out by female characters against the patriarchal structure in Saudi Arabian society. The research method used is a descriptive analytical method with a qualitative approach. Research data were obtained through observation and note-taking techniques of dialogue, scenes, and visual elements in the film related to gender issues and women's resistance. The results of the study indicate that there are four forms of gender inequality in the film, namely restrictions on women's roles, women's lack of freedom in behavior, patriarchal acts, and claims of culture and Islamic norms of Saudi Arabian society that are used to legitimize women's subordination. In addition, this study also found several forms of resistance carried out by female characters, especially Wadjda, such as the desire to own a bicycle, independent economic strategies, negotiations with school authorities, unconventional expressions of identity, and covert resistance shown by Wadjda's mother.

Fahombo (Hombo Batu) is a cultural heritage of the South Nias people that not only displays visual beauty and symbolic meaning, but also contains educational values for character building for the younger generation. This study aims to explore the pedagogical aspects contained within it while examining its relevance to the integration of arts and culture in holistic learning in the modern era. A qualitative approach with descriptive methods was chosen to understand the meaning, function, and educational messages that are alive and passed down through this cultural practice. Data collection was conducted through field observations, in-depth interviews, and documentation involving traditional leaders, parents, and actively participating youth. Analysis was carried out through stages of reduction, presentation, and drawing conclusions by applying triangulation of sources and techniques to ensure the validity of the findings. The results of the study indicate the existence of character-building values such as courage, discipline, responsibility, perseverance, and social solidarity. Furthermore, this activity reflects a comprehensive learning process because it involves the physical, mental, emotional, social, and cultural dimensions in an integrated manner. These findings confirm that local wisdom can be utilized as a relevant contextual learning resource to develop a holistic education model that is adaptive to current developments while rooted in cultural identity.

This study aims to analyze the visual appeal of anime characters through a case study of cosplayers in Surabaya. The focus of this research is to identify the factors that motivate cosplayers to idolize anime characters and to describe the visual elements that contribute to the formation of such appeal. This study employs a qualitative approach using observation, interviews, documentation, and questionnaire distribution to 30 active cosplayers aged 18–20 who are members of cosplay communities in Surabaya. The collected data were analyzed using Charles Sanders Peirce’s semiotic approach, which emphasizes the relationship between sign, object, and interpretant in the process of visual meaning-making. The results indicate that the appeal of anime characters is not solely influenced by visual aspects but also by emotional attachment formed through character representation. Specifically, facial features (66.7%) and body gestures (33.3%) are the dominant factors influencing cosplayers’ preferences, compared to other visual elements such as color, costume, and hair details. The semiotic analysis reveals that visual elements in cosplay function as a system of signs that represent character identity while simultaneously constructing aesthetic, emotional, and narrative meanings for the audience.

The development of audiovisual media in the digital era provides a significant opportunity for conveying information, particularly regarding social and cultural issues. One interesting phenomenon is the acculturation of Peranakan Chinese cuisine in Indonesia, which is currently becoming less well-known among the younger generation. This study aims to represent this acculturation process through a documentary film entitled "Jejak Rasa" (Traces of Taste), using a naturalistic visual approach. The method used is a qualitative approach with field observation, interviews, and documentation strategies, integrated with a community organizing process. The research subjects included Peranakan Chinese culinary practitioners in Bandung, such as culinary business owners and museum guides. The production process consisted of three main stages: pre-production, production, and post-production. The naturalistic approach was implemented through the use of predominantly eye-level camera angles, minimal camera movement, and the use of natural lighting to produce authentic visuals. The results of the study indicate that documentary films can be an effective medium for representing cultural values, history, and culinary identity as part of the acculturation process. Thus, this work serves not only as a medium of information but also as an effort to preserve culture relevant to the development of modern media.

IIn the process of creating the feature video "Jejak Rasa: Akar dari Tanah Priangan," the author serves as the Director of Photography, responsible for managing the visual aspects to effectively and comprehensively convey the message. This is achieved through the application of various cinematographic techniques, such as careful selection of camera angles, types of shots, camera movements, and in-depth composition. The main goal of this feature video production is to showcase the cultural value of cassava as an essential part of the culinary identity of Tanah Priangan, while also highlighting its transformation from traditional food to modern culinary innovation with contemporary relevance and appeal. This work is expected to provide a more comprehensive visual representation of local food culture and raise public awareness about the importance of preserving culinary heritage as part of the nation's cultural wealth. The application of cinematographic techniques used not only strengthens the delivery of information but also effectively enhances the aesthetic quality of the work as a visual communication medium that can impact the audience emotionally and intellectually.

Male masculinity is a common theme in advertising. These potrayals often depict men as hardworking, resilient, and physically strong, thereby shaping an ideal male identity. This study uses Sara Mills’ critical discourse analysis perspective to examine the representation of the 2023 Extra Joss advertisement “Laki Buktikan!”. A qualitative descriptive approach is used, with data in the form of visuals, verbal narratives, and slogans that appear in advertising videos accessed via the TikTok application. The analysis will focus on the subjects and objects in the advertisement, the representation of masculinity, the position of the audience, the narrative structure, and the surrounding social context and gender ideology. The result of study show that the advertisement represents masculinity as an identity that must be continuously proven through strength, physical toughness, endurance, and a never-give-up attitude. Failure, defeat, and adversity are not condition that must be passively accepted, but rather condition demanding an active response from men to take concrete action. The advertisement not only promotes product, but also reproduces the ideology oh hegemonic masculinity by linking male self-proving to consuming Extra Joss energy drinks.

This study aims to analyze the symbolic meaning of the mangulosi tradition in Toba Batak traditional wedding ceremonies using Roland Barthes’ semiotic theory. This research employs a descriptive qualitative method, with data collected from visual media such as YouTube and TikTok, supported by informants familiar with Toba Batak culture. The findings reveal that meaning in the mangulosi tradition is constructed through three levels of signification: denotation, connotation, and myth. At the denotative level, mangulosi is understood as the act of giving ulos in a wedding ceremony. At the connotative level, ulos and the ritual process convey symbolic meanings such as blessings, protection, harmony, and the strengthening of social and kinship relationships. At the myth level, the tradition reinforces the cultural ideology that marriage is considered legitimate when it receives recognition and blessings from family and customary authorities. Quantitatively, the findings show that artifacts are dominated by visual connotative meanings (40%), while ritual actions emphasize non-verbal (30%) and verbal (20%) meanings. Therefore, the mangulosi tradition is not only a ceremonial practice but also a medium for preserving cultural identity and social values within the Toba Batak community.

This study aims to analyze the need for redesigning the visual identity of PHD (Peternakan Hijau Daun) Nusantara as an effort to strengthen the brand image as an arts and culture-based educational tourism destination. The problems underlying this research are the inconsistent visual identity, the lack of representation of the brand's character, and the low level of audience recognition of PHD Nusantara. The research methods used include observation, interviews, and questionnaires. The results of the analysis indicate several main factors that form the basis for the need for redesign, namely the inconsistency of visual elements, the weak strength and readability of the logo, the inconsistency of the visual identity with the character of the destination, and the suboptimal visual experience of the audience at various interaction points. Based on these findings, it can be concluded that the development of a more consistent, communicative, and characteristic visual identity is needed as a basis for the redesign process. The results of this study are expected to be a reference in redesigning a visual identity that can strengthen the image of PHD Nusantara and increase its appeal to the audience.

Social media has brought significant changes in the way humans interact, construct meaning, and shape social identities. In Indonesia, TikTok is the most widely accessed social media platform, reaching 32% of users. TikTok is not only a medium of entertainment but also a space for the production and reproduction of values, tastes, and social standards. The TikTok algorithm presents personalized content according to user preferences, creating a continuous flow of information that is visually and repetitively consumed. From an anthropological perspective, this article aims to analyze how algorithms influence the formation of digital identity and generate new status symbols in virtual spaces. This research uses a qualitative approach with ethnographic methods and literature studies on TikTok usage practices. The results of the study show that indicators of popularity such as the number of views, followers, likes, and interaction rates become new forms of status symbols that represent users’ social influence in the digital world. From an anthropological perspective, TikTok can be understood as a new cultural space where algorithms act as structural agents that influence social practices, identity production, and symbolic hierarchies within digital society. This study emphasizes that algorithms function not only as technical technologies but also as cultural forces that shape how individuals understand themselves and their social positions within the social media ecosystem.

By examining how visual aesthetics play a crucial role in creating a hyperreal symbolic reality, this study critically investigates the creation and consumption of simulacra in the Instagram marketing of regional Indonesian fashion firms. This study shows that local brands actively create representational worlds that negotiate identity between claims of locality and global aesthetic standards, in addition to selling products, using an interpretative qualitative approach that combines netnography, visual semiotic analysis, and in-depth interviews with brand managers and consumers. According to the research, rigorous visual curation techniques result in what are known as ethical simulacra, in which ideals like sustainability and community support are reduced to beautiful pictures divorced from tangible behaviors. In addition to examining ethical conundrums in netnographic research within ambivalent digital settings, this analysis emphasizes the critical role that Instagram's algorithms play as non-human actors that influence aesthetic canons. By highlighting distinctive dynamics including self-exoticization tactics and modernity paradoxes that influence symbolic consumption patterns, this study theoretically advances Consumer Culture Theory and critical marketing by concentrating on the Indonesian setting. The study's findings suggest a more ethical and thoughtful approach to marketing when confronting the logic of digital hyperreality.

The development of digital media has encouraged various forms of identity representation on video-sharing platforms such as YouTube. In this context, mukbang content functions not only as entertainment but also as a medium for constructing creators’ personal branding. This study aims to analyze how personal branding is constructed in food vlogging and mukbang content produced by Tanboy Kun on YouTube. This research employs a qualitative approach using qualitative content analysis to identify communication patterns, visual representations, and thematic consistency within the videos. The analysis is based on six indicators of personal branding by Montoya and Vandehey (2002): specialization, personality, distinctiveness, visibility, persistence, and goodwill, reinforced by Roland Barthes’ semiotic approach at the levels of denotation, connotation, and myth. The findings indicate that personal branding is constructed through the consistent concept of extreme and spicy food as specialization, expressive communication style as personality, content differentiation as distinctiveness, upload intensity as visibility, format continuity as persistence, and positive image formation through attitudes and interaction as goodwill. These results demonstrate that personal branding in mukbang content is strategically formed through consistent and structured representation. This study contributes to digital communication research, particularly in understanding personal identity construction in video-based media.

The Impact-Oriented Community Service Program (KKN Berdampak) conducted by students of Universitas Mayjend Sungkono in Kebontunggul Village, Gondang District, Mojokerto Regency focused on optimizing branding and digital marketing for the Lembah Mbencirang tourist destination. Lembah Mbencirang is a village-based tourism destination with significant natural and educational potential; however, this potential has not been widely recognized due to limitations in branding and digital marketing. This community service program aimed to sustainably increase tourist visits through SWOT analysis, visual identity rebranding, and digital marketing campaigns utilizing social media, search engine optimization (SEO), and visual content. The activities were carried out participatively in collaboration with the local Village-Owned Enterprise (BUMDes) and Tourism Awareness Group (Pokdarwis) using observation, mentoring, and promotional content development methods. The results indicate that the optimization of branding and digital marketing at Lembah Mbencirang Tourism produced initial outcomes in the form of digital media readiness and increased understanding among tourism managers. Although the impact on visitor numbers has not yet been measured significantly, a digital marketing foundation has been established as an initial step toward the development of village tourism.

This research aims to describe the process of transforming Micro, Small, and Medium Enterprises (MSMEs) toward a digital economy through QRIS (Quick Response Code Indonesian Standard) training and the creation of creative banners as promotional media in Batu Karang Village, Karo Regency. Digital transformation has become an essential need for MSMEs to adapt to changes in consumer behavior and rapid technological development. This study employs a descriptive qualitative approach focusing on training materials and the implementation process, without using quantitative data or interview results. The findings indicate that QRIS training provides MSME actors with conceptual and practical understanding of digital payment systems that are efficient, secure, and convenient. In addition, creative banner development functions as a visual promotional tool that strengthens business identity and enhances consumer attraction. The integration of QRIS with creative banners creates synergy between digital payment systems and promotional strategies that are relevant to the conditions of rural MSMEs. Overall, this research demonstrates that digital-based training combined with creative promotional media can serve as an effective strategy to enhance MSME readiness in facing the digital economy era in a sustainable manner.

This community service research was conducted to examine the implementation of branding development through a Car Free Day event as a strategy to enhance communication and visual identity at Telaga Harmony Residence. The background of this study is the need for effective community branding to strengthen public awareness, social engagement, and residential image in a growing housing area. The objective of this activity was to apply integrated communication and visual strategies that support brand identity through participatory public events. The method employed was a participatory and collaborative approach involving residents, organizers, and local stakeholders, supported by promotional media, visual design elements, and social interaction activities. The findings indicate that the Car Free Day event successfully increased community participation, strengthened visual recognition of the residential brand, and improved public perception of Telaga Harmony Residence as a healthy and environmentally friendly housing area. The implications of this study suggest that community-based events combined with consistent branding and visual communication strategies can effectively enhance residential identity and social cohesion, and may serve as a reference for similar community development programs in the future.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in economic development; however, their competitiveness is often constrained by weak branding and limited digital marketing capabilities. This community engagement program aimed to strengthen brand identity and digital capacity of the “Pukle” catfish cracker MSME in Karangsuwung Village, Cirebon Regency, through an integrated branding and sharia-based digital marketing approach. A participatory–collaborative method was employed, consisting of needs assessment, Workshops, technical mentoring, and monitoring and evaluation. The interventions included the development of brand identity elements (logo, tagline, and visual guidelines), improvement of informative packaging, activation and optimization of WhatsApp Business, and utilization of TikTok Shop as a social commerce channel. In addition, a standard operating procedure for sharia-compliant digital content based on the principles of shiddiq (truthfulness), amanah (trustworthiness), fathanah (competence), and tabligh (communicativeness) was formulated to enhance consumer trust. The results indicate improvements in product professionalism, digital channel management, content consistency, and customer interaction. The integration of branding and sharia digital marketing proved relevant in building differentiation, expanding market access, and strengthening long-term business reputation. The program highlights that MSME digital transformation requires capacity building, continuous mentoring, and ethical value integration to ensure sustainable competitiveness.

This study aims to examine how the implementation of Integrated Marketing Communication (IMC) carried out by Friendshub contributes to building and strengthening brand awareness. Employing a descriptive qualitative approach and a case study method, data were collected through in-depth interviews with the core team of Friendshub and documentation of marketing activities, which were then thematically analyzed to explore communication patterns and creative strategies applied. The findings reveal that Friendshub integrates six elements of IMC as proposed by Belch and Belch (2021)—advertising, sales promotion, public relations, personal selling, direct marketing, and digital/interactive marketing—implemented across various channels such as social media, WhatsApp, email blasts, and event organization that emphasizes direct experiential engagement. The success of this implementation is supported by close communication with clients, consistent visual identity, and the adaptability of messages to audience needs, while challenges include limited budgets, dependence on client briefs, and short execution timelines. These findings highlight that consistent, creative, and adaptive IMC practices are not only effective in enhancing brand awareness but also in strengthening long-term relationships between Friendshub as a brand and its audience, thereby contributing positively to the sustainability of its image and corporate growth.

Advances in information technology have ushered society into the new media era, where social media is not just an information tool but also a new social space for teenagers. Instagram, as a visual-based platform, plays a significant role in shaping the reality of ideal lifestyles. Teenagers, who are in the process of discovering their identities, are susceptible to the influence of influencers and aesthetically constructed lifestyle trends on social media. This often triggers a shift in consumption patterns from functional to symbolic needs. This study used a qualitative descriptive approach. The subjects consisted of 10 students from the 2025 class of International Women University in Bandung, aged 18-20. Data were collected through in-depth interviews, participant observation, and documentation, then analyzed through data reduction and presentation. The findings indicate that all subjects are active social media users, spending 4 to 9 hours per day. They use Instagram as a means of building their personal branding and seeking lifestyle references. There is a tendency for consumer behavior driven by four main factors: peer influence and the Fear of Missing Out (FoMO) phenomenon, the use of goods as symbols of social identity (sign value), exposure to persuasive content from opinion leaders or influencers, and consumption as psychological compensation (self-reward) to relieve academic stress. Students tend to make impulsive purchases of viral fashion, beauty, and culinary products to gain social recognition online.

This research aimed to revitalize Mosau' Dance, a nearly extinct traditional dance from Bolaang Mongondow, through the creation of a new work entitled Sinungkudan Dance. Mosau' Dance is a celebratory dance of post-war warriors whose existence is currently fading in the Bolaang Mongondow region due to a lack of regeneration and the influence of modernization. This research employed a descriptive qualitative approach with a focus on choreographic analysis. The revitalization process was carried out through four stages: exploration, reconstruction, reinterpretation, and reactualization. The results indicate that revitalization through the creation of Sinungkudan Dance successfully provided a "new breath" for the local tradition of Bolaang Mongondow. Choreographically. Sinungkudan Dance consisted of eight movement variations, combining three original Mosau' movement motifs (such as joyful leaps) with five newly created movements that depicted narratives of warrior life (Bogani), ranging from weapon sharpening and physical training to the atmosphere of warfare. The choreographic structure was supported by nine symbolic floor patterns, the use of the tungkudon (spear) as a prop, and digital musical accompaniment that blended traditional rhythms with modern instruments such as the flute and snare drum. In conclusion, through more visually and kinetically attractive innovations, the values of leadership and resilience embodied in Mosau' Dance were able to be transmitted to younger generations as a proud cultural identity for the people of Bolaang Mongondow.