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This study explores the persuasive linguistic techniques used in 50 Instagram advertisements by Anomali Coffee, a prominent Indonesian specialty coffee brand. The research aims to identify and analyze the linguistic strategies embedded in captions, hashtags, slogans, and textual elements in promotional visuals using Lamb’s (2011) 21 category persuasive language framework. A descriptive qualitative approach was adopted for this purpose. The analysis reveals 46 instances of persuasive techniques, with the most common being inclusive language, imagery, hyperbole, connotation, and colloquial expressions. These findings suggest that Anomali Coffee strategically employs emotional engagement, community oriented language, and sensory appeals to strengthen brand identity and resonance. Additionally, credibility enhancing strategies such as expert opinion and evidence are also evident. The study contributes to the application of Lamb’s taxonomy in Indonesian digital marketing, particularly in the specialty coffee industry, showing how linguistic persuasion can amplify consumer interaction on social media platforms. However, the study’s focus on a single brand and textual features limits its generalizability. Future research should consider cross brand comparisons, multimodal analyses, and consumer response studies to further explore the effectiveness of persuasive techniques. Overall, the findings offer valuable insights into the role of persuasive language in shaping digital marketing strategies for local coffee brands in Indonesia.

Instagram has become one of the most influential digital platforms for the construction and dissemination of lifestyle meanings, particularly through the presence of social media influencers. Among various lifestyle narratives, luxury is one of the most dominant and ideologically loaded representations circulated by influencers. This study examines how luxury is represented, constructed, and naturalized in the Instagram content of female Indonesian influencers using Roland Barthes’ semiotic framework. The object of this research consists of visual and textual Instagram posts that display luxury-related lifestyles, including fashion, travel, leisure, and consumption practices. The main problem addressed in this study concerns how signs of luxury operate at the levels of denotation, connotation, and myth to shape audience perceptions of success, femininity, and social status. The objective of this research is to reveal the ideological meanings embedded in influencer content and to explain how luxury is transformed into a normalized and desirable lifestyle. This study employs a qualitative descriptive method with semiotic analysis. Data were collected through purposive sampling of Instagram posts from selected female Indonesian influencers with significant follower engagement. The findings show that luxury is represented not merely through high-priced commodities but through symbolic systems involving aesthetics, body presentation, spatial settings, and narrative captions. At the mythological level, luxury is naturalized as the result of personal effort, self-discipline, and modern femininity, thereby obscuring structural inequalities and reinforcing consumerist ideology. This study concludes that Instagram influencers function as cultural agents who reproduce dominant myths of success and luxury in digital culture.

This study aims to determine the representation of the father's role as a single parent in the short film "Mana Janji Ayah." The study used a qualitative method with Roland Barthes's semiotic analysis focusing on three layers of meaning: denotation, connotation, and myth. The analysis was conducted on scenes depicting the father's role, including as protector, patient, breadwinner, caretaker, and bringer of happiness to children. The results show that the representation of fathers is not limited to financial functions but also encompasses emotional and moral roles, such as affection, responsibility, and sacrifice in raising children. The film depicts a single father who works as a bajaj driver to support his children after the death of his wife, despite often facing economic constraints and environmental stigma. This representation is conveyed through visual and audio cues that reinforce the message of a father's struggle and sincerity. This study confirms that film can be a medium that reflects social reality, particularly the complexity of the role of single fathers, which is often overlooked in society.

The film Home Sweet Loan depicts the reality of the lives of young people who face economic and psychological pressures due to the double burden of family. The character of Kaluna represents the sandwich generation, a generation that must meet the needs of both generations, parents and the nuclear family. This study aims to analyze the meaning of denotation, connotation, and myth in this film, as well as how the representation of the sandwich generation is formed through narrative and visual symbols. The approach used is Roland Barthes' semiotic analysis, which divides meaning into three levels: denotative, connotative, and myth. Data were obtained through observation of the film, visual documentation and dialogue, and interviews with semiotics experts and film practitioners. The results show that the film Home Sweet Loan presents a layered meaning that reflects the dilemma of the sandwich generation, especially young women. The representation of the sandwich generation is formed through symbols and narratives that highlight the conflict between personal interests and responsibilities to the family. This film not only reflects reality but also functions as an ideological medium that shapes society's perspective on the role of the younger generation in the modern family. Through the character of Kaluna, the film depicts the pressures experienced by individuals in this position, including the challenge of maintaining a balance between personal ambition and obligations to the family. Thus, this film conveys a message about the importance of balancing personal interests and social demands within the family.

This study aims to analyze the representation of Sultan Agung’s leadership in the film Sultan Agung directed by Hanung Bramantyo, using a descriptive qualitative approach. The research highlights how film as a medium constructs the meaning of leadership through narrative, visual elements, cultural symbols, and character development. Stuart Hall’s theory of representation is utilized to understand meaning construction in film, while leadership analysis refers to charismatic, transformational, and authoritarian models. Roland Barthes’ semiotic analysis is applied to examine denotation, connotation, and myth within the film’s elements. Data were collected through observation, documentation, interviews, and literature study, then systematically processed and analyzed. The findings show that Sultan Agung portrays not only a historical figure of leadership but also reflects cultural values and national identity relevant to contemporary Indonesia. The representation of leadership is constructed through cultural symbols, dialogues, and a meaningful storyline, generating new discourse about the ideal leader in modern society. This study is expected to enrich media and leadership studies and contribute to the development of contextual leadership insight among the younger generation.

This study aims to reveal the representation of adolescents’ emotional crisis in the music video 0X1=LOVESONG (I Know I Love You) by the South Korean boy group TOMORROW X TOGETHER. Using Roland Barthes’ semiotic approach, the research analyzes the denotative, connotative, and mythical meanings of the visual elements presented in the music video. The main focus is on how emotional crises such as loneliness, instability, alienation, and inner escape are represented through visual symbols such as a dark and messy room, a burning car, and a character standing alone in an open field. The research employed a qualitative descriptive method with a critical paradigm, analyzing eight key scenes in the music video that most strongly depict emotional struggles. The scenes were selected based on their symbolic intensity and relevance to adolescent psychological issues. Data analysis was conducted by interpreting visual signs through Barthes’ concepts of denotation, connotation, and myth. The findings reveal that the music video symbolically narrates the psychological struggles of adolescents who are not only physically isolated but also emotionally detached. The visual symbols construct new meanings that represent the social reality of modern youth, burdened by environmental pressures, societal expectations, and the quest for self-identity. Through the myths it creates, the music video functions not only as a medium of entertainment but also as a reflection and critique of adolescents’ psychological vulnerability. Thus, this study contributes to the understanding of emotional representation in popular media, particularly in audio-visual forms such as music videos, while enriching perspectives on how media constructs the narrative of adolescent emotional crises.

This study aims to analyze the representation of national values and friendship in the film Sekawan Limo using Roland Barthes’ semiotic approach. The film was selected because it combines horror elements with strong local cultural nuances, making it interesting to examine from the perspectives of visual communication, culture, and social values. The research employed a descriptive qualitative method, with primary data drawn from scenes, dialogues, visual symbols, and narratives within the film. The analysis was conducted through Barthes’ three levels of semiotics: denotation, connotation, and myth. At the denotative level, the film presents visual and verbal signs depicting character interactions and the cultural background of society. At the connotative level, these signs convey deeper meanings related to national values, such as respect for local culture, the importance of unity, and love for the homeland. Meanwhile, friendship values are reflected through solidarity, empathy, mutual support, and sacrifice among the main characters as they face conflicts together. At the myth level, the film illustrates how popular culture can serve as a medium for delivering moral and ideological messages, particularly the importance of preserving national identity while fostering strong bonds of friendship. The findings highlight that local films function not only as entertainment but also as an effective communication medium to convey national and social values to a broader audience. Thus, Sekawan Limo demonstrates that film plays a strategic role in strengthening cultural awareness while instilling moral values.

This study discusses how the application of media wealth by MTA TV's public relations in delivering da’wah messages through Instagram flyers on @mtatv_official in the period of 2021-2025. The research employed a descriptive qualitative approach with Roland Barthes' semiotic analysis, focusing on denotation, connotation, and myths. The findings reveal that MTA TV has effectively implemented four key elements of media wealth—signal diversity, language variations, personal sources, and regardless—through its use of Instagram flyers. These elements are designed to enhance the communication process, making the messages more engaging and accessible to the audience. The da’wah messages conveyed through the flyers are interpreted by the audience in three primary categories: invitation (76.67%), motivation (16.67%), and solidarity (6.67%). The majority of the audience interprets the messages as invitations to join or engage in religious activities, highlighting the importance of outreach and engagement in MTA TV's approach. The motivational aspect encourages positive actions and attitudes towards religious teachings, while solidarity, though less prevalent, emphasizes the sense of community and support within the Muslim audience. The use of media wealth on social media platforms like Instagram is shown to increase the effectiveness of da’wah messages by making them more visually appealing, interactive, and relatable to a wide audience. This study suggests that employing rich media content, such as Instagram flyers, can play a vital role in enhancing the reach and impact of religious communication. It also underscores the importance of understanding the semiotic elements in shaping how messages are interpreted by different segments of the audience, making it a valuable tool for religious organizations aiming to modernize their communication strategies.

family conflict is portrayed in the film Uang Panai Maha(R)l 2 using Roland Barthes' semiotic framework. The film reflects the social reality of the Bugis-Makassar community, which highly upholds cultural values, particularly regarding arranged marriage, family honor, and the significant role of parents in their children's lives. The main objective of this research is to understand how family conflict is represented through visible and spoken symbols within the film’s narrative. This research employs a descriptive qualitative method by analyzing semiotic elements in several scenes that depict conflict, such as forced marriage, intergenerational differences, and the pressure of tradition against personal desires. The analysis is conducted through the three levels of meaning proposed by Barthes: denotation, connotation, and myth. The results show that Uang Panai Maha(R)l 2 illustrates the tension between traditional values and modern realities, which still occur within family life in Indonesia.

This study aims to analyze the representation of the figure of the prolific sundel in the 2025 version of Pocari Sweat #IONTahanBocor advertisement using Roland Barthes' semiotic approach. The ad features a local mystical figure sundel bolong in an unusual humorous narrative to convey an educational message about the importance of staying hydrated during fasting. This study uses a descriptive qualitative method with a constructivist paradigm and analyzes visual impressions based on three layers of Barthes' meaning: denotation, connotation, and myth. The results of the analysis showed that the sundel bolong was shown as a figure who was dehydrated and then recovered after consuming Pocari Sweat, which is interpreted as a symbolic form of loss and recovery of body fluids. This representation shows a shift in meaning from a creepy figure to a funny and educational figure. Visual symbols such as the body leaking and the transformation into a cactus reinforce the educational message about hydration that is popularly packaged and lightweight. These findings suggest that advertising not only becomes a promotional medium, but also builds new myths through the construction of popular culture and visual communication.  

This research uses a qualitative method with Roland Barthes’ semiotic analysis approach to examine the meanings of visual and narrative signs in the 2025 Marjan Ramadan commercial. This advertisement was selected due to its rich symbolic elements and its significant role in shaping public perception and emotion during the holy month. Utilizing Barthes’ concepts of denotation, connotation, and myth, this study aims to uncover hidden meanings behind visual elements such as colors, lighting, character gestures, and storyline narration. Preliminary findings indicate that the Marjan advertisement not only promotes a syrup product but also encapsulates values of togetherness, tradition, and religiosity through cinematic visuals. Symbols like family dining tables, drums (bedug), and twilight lighting are interpreted as modern myths portraying an idealized Ramadan that is warm and harmonious. Therefore, this advertisement can be viewed as a form of cultural communication that conveys ideological messages through visual symbols familiar to Indonesian society.

This study aims to analyze the denotative and connotative meanings found in the lyrics of the song “Mangu” by Fourtwnty using a qualitative semantic approach. The song was selected due to its rich lyrical structure, filled with symbolism, emotional depth, and spiritual reflection, making it a compelling subject for linguistic analysis. The data was obtained through the documentation of the song’s lyrics and then analyzed by identifying, classifying, and interpreting words or phrases that potentially carry dual meanings. The findings indicate that the lyrics of “Mangu” contain denotative meanings that refer to the literal definitions of words, as well as connotative meanings that imply emotional, symbolic, and spiritual messages. Several phrases, such as “arah kiblat” (direction of prayer), “cara berdoa” (way of praying), and “kumadah” (I offer), carry deep connotations reflecting differences in life perspectives and spiritual values within a relationship. The analysis reveals that the conflict in the song is not merely romantic but also existential, highlighting a separation driven by differing beliefs and life interpretations. This study emphasizes the importance of understanding connotative meaning in interpreting song lyrics as a form of complex language expression and contributes to the enrichment of semantic studies in popular literary works.

This study examines the denotative and connotative meanings contained in the lyrics of the song Garam dan Madu (Sakit Dadaku) by Tenxi, Naykilla, and Jemsii, which raises the theme of doubt and longing for love. The purpose of the study is to reveal the literal meaning and implied meaning in the lyrics. The method used is descriptive qualitative with data in the form of song lyric texts obtained from official sources. The results of the study show that the lyrics of this song contain other complementary meanings, namely the denotative meaning describes doubt, longing, uncertainty, and a promise to give the best in their relationship while the connotative meaning contains deeper emotions and symbolism related to love, hope, and commitment. This study provides an in-depth understanding of the song's message and its contribution to the study of semantics and popular culture.

. Advertisement is a communication tool containing symbolic messages to shape consumer perception and persuade behavior. One of the notable advertisements is the herbal product Tolak Angin, with the slogan “Orang Pintar Minum Tolak Angin”. The purpose of this study is to analyze the meaning of the messages contained in the slogan and how this advertisement forms a consumer image through the symbols and narratives conveyed. This research uses a descriptive qualitative approach with a literature review method and Roland Barthes' semiotic theory as an analysis knife. This theory is used to see meaning through three layers, namely denotation, connotation, and myth. Tolak Angin advertisements are analyzed based on visual elements, character expressions, colors, verbal text, and other symbols that appear in the broadcast. The result shows that the advertisement constructs an image of a smart, modern, and health-conscious consumer through symbolic representation. It also creates a myth that consuming herbal medicine is a sign of intelligence and awareness of healthy living.

The development of social media has triggered a dynamic shift in the meaning of language used in everyday communication. This article aims to analyze the lexical meaning changes and expansions in the Indonesian language as used on social media platforms, particularly Twitter and Instagram. This study employs a descriptive semantic approach with content analysis methods applied to selected viral posts. The findings show that many words experience semantic shift, the formation of new meanings (neologisms), and altered connotations based on digital context. These results highlight the importance of semantic understanding in interpreting the evolving nature of language in the digital era.

Labelling within a group greatly influences the formation of individual identity within that group. Labeling also has an influence on the assessment of a particular race and culture. Sometimes the impact of labelling on an individual can have a negative connotation, therefore the role of the counselor is needed as a liaison to provide education related to multicultural education. This research uses qualitative methods with literature study techniques. The purpose of this study is to determine the labelling that affects the cultural identity of individuals. The results of the study, containing (1) Definition of RAS, (2) Definition of Labelling, (3) Definition of Cultural Identity, (4) Effect of RAS on Cultural Identity, (5) Effect of Labelling on Cultural Identity, (6) The Counselor's Role in Overcoming Labelling.

This article discusses the lyrics of the song “Rasa Ini” by Vierratale as a representation of hidden feelings of love, emotional wounds, and doubts in relationships. Through a qualitative descriptive approach and Roland Barthes’ semiotic theory and Grice’s implicature theory, this article analyzes the figurative meaning in the song lyrics, especially the use of metaphor, symbolism, signs, connotation, denotation, and emotional narrative structures that emerge through a first-person perspective. The findings show that the lyrics of this song not only convey messages verbally, but also describe a strong inner mood through visualization of imagery, melody, musical nuances, and supporting poetic emotions. The presence of the background of the songwriter, Kevin Aprilio, also enriches the intertextual meaning that is manifested in the authenticity of emotions. This song is also a mirror of popular culture that reflects the dynamics of love in Indonesian society, especially love that is not conveyed directly, internalized in personal experiences, the psychology of the listener, and expressions of cultural identity.

This research uses qualitative research methods with Roland Barthes Semiotics theory with data on the lyrics of the song “Duration” by Feby Putri which dissects signs in two levels: denotation and connotation, as well as the myths contained in the song text. The main data source in this research is the lyrics of the song “Duration” which is accessed by YouTube on the official Feby Putri NC account, while secondary data is obtained from the website article www.RRI.co.id, music reviews and a podcast entitled “Feby Putri surgical song Duration with Indra Aziz |Dalem banget” on the youtube account VokalPlus by Indra Aziz. The data collection technique was done through documentation. The results showed that denotatively, the lyrics of this song describe the feelings of someone who realizes that being together with the person he loves has a time limit, whether due to circumstances, fate, or changing feelings. Connotatively, this song represents Feby's life story as an overseas child feeling lonely overseas when he returned to his hometown he found significant changes in his family, especially his mother who was getting older. Meanwhile, at the mythical level, this song reflects Indonesian cultural values about the importance of returning to one's hometown because family and loved ones are something very valuable, moments together must be utilized as well as possible because time keeps running and will never be repeated. Thus, the lyrics of Durasi are not just a melancholic song, but also a symbol of universal life reflections that are relevant to many individuals.

Gibran Rakabuming Raka's declaration speech as Vice President 2024 should be communicatively easy to understand by the general public, the meaning conveyed must be of quality, but at the time of the declaration as Vice President 2024 Gibran Rakabuming Raka in his speech contained multiple interpretations or difficult to understand by the public. The purpose of this study is to analyze the meaning of Denotation. Connotations and Myths. Gibran Rakabuming Raka's speech in his declaration as Vice President 2024 on Breaking News Kompas TV. Theories used are Mass Communication, Television, Breaking News, Broadcasting, Semiotics and Semiotics Roland Barthes. The research approach is qualitatively descriptive, with data collection using primary data, secondary data, analysis, interviews and documentation. This study uses Roland Barthes's Semiotic Analysis method, covering 3 meanings namely Denotation. Connotations and Myths. The results obtained in this study Gibran's speech in his declaration as President 2024 on the Breaking News program Kompas TV have three meanings: Denotation: Winning and continuing the old program. Connotations: Gibran is a staunch supporter of Prabowo and a leader with a vision of sustainability. Myth: Solidarity with Prabowo, continuity of leadership and hope of the younger generation.

This article contains an analysis of the language style and figures of speech in the lyrics of the song "Sampai Jadi Debu" by Banda Neira. The discussion in this article focuses on the diction aspect of connotation and the use of figures of speech contained in the song's lyrics. The research method used to analyze the song lyrics is a qualitative descriptive method. The analysis carried out shows that the diction contained in the song lyrics is connotative. The connotative diction used in the song's lyrics is a manifestation of the creative thoughts of the songwriter when creating the lyrics for his songs. Apart from that, the song's lyrics use many figures of speech including metaphors, allegory figures of speech, and hyperbole figures of speech.