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Cultural values are life principles that guide Javanese society in acting. This article aims to analyze how Javanese cultural values are contained in the novel Sumirat Ing Mripat. The approach used is a semiotic approach from the perspective of Rolland Barthes. The analytical method used is Rolland Barthes’ semiotic theory. This analytical method consists of denotation, connotation, and myth. The analysis is carried out by linking the results of the interpretation of signs to five cultural value relationships. The semiotic approach is used to reveal the meaning and signs of Javanese cultural values. The novel Sumirat Ing Mripat was taken as a data source in this study. The results show that the novel Sumirat Ing Mripat represents cultural values. These values are the value of rationality in the relationship between humans and themselves, the value of piety in the relationship between humans and God, the value of non-rationality in the relationship between humans and others, the value of harmony in the relationship between humans and nature, and the value of deliberation in the relationship between humans and society. This study confirms that literary works function as a representation of the system of Javanese cultural values.

Studi ini menganalisis elemen desain dan semiotika visual konten Instagram pada akun @disparekrafpora_gorontaloprov milik Dinas Pariwisata, Ekonomi Kreatif, Pemuda, dan Olahraga Provinsi Gorontalo sebagai media komunikasi visual dalam membangun identitas pariwisata daerah. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode semiotika Roland Barthes pada tiga tingkat makna: denotasi, konotasi, dan mitos. Objek penelitian adalah konten visual pada akun Instagram dengan 1.989 unggahan dan 5.643 pengikut per Mei 2026, yang dipilih secara purposif berdasarkan kategori foto destinasi alam, infografis promosi, dan konten budaya/agama. Analisis berfokus pada elemen desain termasuk tipografi, warna, tata letak, dan fotografi. Hasil penelitian menunjukkan bahwa konten secara konsisten menggunakan palet warna hijau-putih yang mewakili alam Gorontalo, tipografi sans-serif yang berani yang memproyeksikan modernitas, dan fotografi destinasi (pantai, air terjun, hiu paus, Masjid Baiturrahim) yang membentuk narasi mitologis Gorontalo sebagai surga tersembunyi dan 'Serambi Madinah' Sulawesi. Elemen-elemen desain ini bekerja secara sinergis untuk membangun identitas pariwisata Gorontalo di ruang digital.

This study aims to analyze the religious and spiritual symbols represented in the film Titip Surat untuk Tuhan through Roland Barthes’ semiotic approach, focusing on the three levels of meaning: denotation, connotation, and myth. The research employs a qualitative descriptive method using semiotic analysis based on document studies of selected scenes, dialogues, and visual elements portraying religious values, prayer, sacrifice, patience, hope, gratitude, and trust in God. The findings reveal that symbols such as the mosque, mukena, sarong, prayer mat, the Qur’an, prayer activities, the post office as a medium for sending letters to God, and the calligraphy of “Allah” and “Prophet Muhammad” on the walls function not only as literal signs but also convey profound religious and spiritual connotations. These symbols further develop into myths that reinforce religious norms and cultural beliefs accepted as natural within society. The film successfully constructs a subtle yet powerful representation of faith by portraying a Muslim family that upholds devotion, moral values, patience, compassion, and an enduring relationship with God. Overall, the film demonstrates how religious symbols effectively communicate spiritual messages while strengthening viewers’ understanding of Islamic values through visual and narrative storytelling.

The Celeng Behel tradition is a form of local wisdom practiced by the people of Soropadan Village, Pringsurat District, Temanggung Regency, and is carried out through the Sadranan Kali ritual. This study aims to explain the form and function of the Celeng Behel tradition in the community’s daily life. The research uses a qualitative descriptive method with folklore and semiotic approaches. Data were collected through interviews, observations, and documentation, then analyzed to understand the cultural meanings behind the tradition. The results show that the Celeng Behel tradition has two main forms. First, it exists as oral folklore in the form of stories passed down from generation to generation. Second, it appears as a ritual practice, namely Sadranan Kali, which is held every year on the 10th of Sapar at Bendung Pondoh. The ritual includes communal prayers, the preparation of offerings, and the release of ducks into the river. These activities symbolize the community’s gratitude for the water that supports their farming and daily needs. The tradition also has important functions. It serves as a way for the community to express their hopes and concerns about nature, especially related to water and agriculture. It also strengthens social rules and cultural values that have been passed down over time. From a semiotic point of view, the symbols used in the ritual have both direct meanings and deeper cultural meanings that form shared beliefs in the community. In conclusion, the Celeng Behel tradition is not only a cultural activity, but also an important way to maintain harmony between humans, nature, and spiritual values in the life of the Soropadan community.

The development of artificial intelligence (AI) has fundamentally transformed digital marketing communication, while emerging as a strategic instrument in public relations practices of global corporations. This study aims to examine the construction of meaning around artificial intelligence as a financial solution within the cultural context of Lebaran, while analyzing the PR communication strategy employed by Google Indonesia in building persuasive messages for its public on digital platforms. The research object is a video advertisement posted on the official Instagram account @googleindonesia on March 7, 2025, promoting the Gemini Canvas feature for managing Tunjangan Hari Raya (THR) budgets. This study employs a descriptive qualitative approach with an interpretive paradigm, integrating two complementary analytical perspectives: first, Roland Barthes three-level semiotic analysis — denotation, connotation, and myth — to deconstruct meaning constructed through visual, verbal, and auditory signs in the advertisement; second, the PR communication strategy framework from Smith (2021) to identify how the choices of mascot, emotional message, and cultural appeal represent strategically planned communication decisions by Google Indonesia. The findings reveal that Google Indonesia constructs Gemini Canvas as an empathetic and culturally aware entity through three key elements: anthropomorphic symbolism in the form of a bespectacled cat functioning as brand mascot, local cultural markers of ketupat and THR, and Arabic-nuanced music that aurally reinforces the Lebaran atmosphere — all representing deliberate strategic PR decisions. From Smith’s (2021) perspective, the advertisement applies a proactive communication strategy combining negative emotional appeal — financial anxiety ahead of THR — immediately followed by positive emotional appeal as a concrete solution through Gemini Canvas, representing a structured form of public perception shaping. At the myth level, the advertisement normalizes reliance on digital platforms through systematic cultural localization. This study contributes to understanding AI-based digital marketing communication strategies and the shaping of public perception on AI technology by global corporations in the Indonesian market.  

This study aims to analyze the representation of healthy lifestyle ideology in government digital campaigns through the Instagram content of the Ministry of Youth and Sports of the Republic of Indonesia (@kemenpora). The rapid development of social media as a medium for public communication has encouraged government institutions to utilize digital platforms to deliver policy messages in a more persuasive, visual, and interactive manner. In this context, social media content functions not only as a source of information, but also as a space  for the production of meaning and ideology that shapes public understanding of health and lifestyle. This research employs a qualitative approach using Kress and van Leeuwen’s multimodal semiotic analysis, which includes three metafunctions of meaning: representational, interactive, and compositional. The analysis is further enriched by Roland Barthes’ semiotic framework at the levels of denotation, connotation, and myth to uncover the deeper ideological meanings embedded within the campaign visuals. The findings reveal that @kemenpora’s visual content constructs a dichotomy between unhealthy food consumption and physical activity as opposing lifestyle choices. At the mythological level, the campaign reproduces the ideology of healthism, which positions health as solely an individual responsibility while obscuring the social and structural dimensions influencing public health conditions. This study concludes that government digital campaigns function not only as instruments of public education, but also as strategic communication tools that construct healthy lifestyle ideology within the digital sphere.

This study analyzes signs and symbols in Katherine Mansfield’s short story “The Doll’s House” (1922) using Charles Sanders Peirce’s semiotic approach. The study is descriptive qualitative in nature, employing data collection techniques such as close reading and note-taking. The analysis was conducted by classifying signs based on Peirce’s theory, icons, index, and symbols, through the triadic model (representamen, object, interpretant). The results of the analysis indicate that the doll’s house functions as both an icon and a symbol of social status and the false luxury of the upper class. Elements such as the smell of paint and the appearance of the Kelvey sisters serve as indices of social inequality. Meanwhile, the small lamp is the strongest symbol representing hope, warmth, and the possibility of transcending social class boundaries. Through this short story, Mansfield critiques class prejudices learned from childhood while conveying a message of empathy across social classes.

This article examines umpasa as the determinant of the validity of the Mangalahat Horbo ritual and as a vehicle for transmitting the cultural values of the Batak Toba people from an anthropolinguistic perspective. Mangalahat Horbo is a buffalo sacrifice ritual that functions simultaneously as a cosmological, political, and linguistic event. This study employs a descriptive qualitative approach using three theoretical frameworks: Dell Hymes' (1974) SPEAKING model to analyze the ritual as a speech event, Roland Barthes' (1968) semiotics to dissect the denotative and connotative meanings of umpasa, and Kluckhohn's (1953) theory of cultural values and Sibarani's (2014) local wisdom theory to identify embedded cultural values. The findings reveal that umpasa operates on three simultaneous layers of meaning: pragmatic-performative, social-hierarchical, and cosmological-ecological. Umpasa is not merely an aesthetic ornament but a constitutive element of the ritual that shapes the social and cosmological reality of the Bius community. Eight cultural values are identified: communicative courtesy, adat knowledge transmission, self-restraint, collective responsibility, cultural preservation, cosmological reciprocity, distributive justice, and ecological harmony. This study affirms the urgency of anthropolinguistic documentation of Mangalahat Horbo before the Parhata masters of umpasa diminish further.

The phenomenon of emotional healing has become increasingly prominent in popular culture as the younger generation experiences increasing loss, emotional exhaustion, and numbness. Popular music serves as a medium of expression, representing these emotional dynamics through poetic language and symbolic structures. This study aims to analyze the emotional representation of healing in Umay Shahab's song "Perayaan Mati Rasa" using Roland Barthes's semiotic approach. The research method used is descriptive qualitative, analyzing three layers of meaning: denotation, connotation, and myth, through breaking down the lyrics into several lexicons and reading signs. The results show that (1) denotatively, the lyrics construct an emotional arc from inner tension to self-contemplation; (2) connotatively, the use of diction and imagery represents vulnerability, resilience, and emotional reflection; and (3) at the mythical level, the song constructs release as a form of emotional maturity and loss as a process of identity formation. Thus, this song functions as a cultural representation in interpreting the process of emotional healing in popular culture.

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.

Traditional artworks, amidst the tide of modernization and digitalization, face the challenge of being stigmatized as static relics of the past. However, in the midst of increasingly modern civilization, traditional artworks are perceived to possess philosophical values ​​for the younger generation. The meanings contained in traditional songs possess a social perspective lacking in most traditional songs composed in the modern era. The purpose of this article is to examine the lyrics of Ki Nartosabdo's song "Lumbung Desa" philosophically and sociologically, applying Roland Barthes's semiotic theory. The research method used is a qualitative descriptive approach to analyze semiotics, comprising the significance of denotation, connotation, and myth.The analysis shows that the denotation in the lyrics of "Lumbung Desa" depicts agricultural activities occurring in rural communities. Connotatively, the lyrics interpret the values ​​of human spirituality towards God, integrity in work, and food self-sufficiency. From a mythical perspective, the lyrics symbolize the values ​​of harmony in social life and mutual cooperation as a solid foundation for building national stability and progress. Further analysis of the song lyrics' relevance in the modern era shows that the meaning of "Lumbung" has transformed into financial and digital independence, while the value of "Rukun" points to the application of ethics in the use of digital media in the modern era. This article concludes that preserving traditional songs is a strategy to revive culture as a manifestation of material progress that impacts the well-being of modern society.

This study aims to analyze the symbolic meaning in the modern poem “Lentera di Dalam Hujan” using a semiotic approach. This approach is employed to reveal the relationship between signs, symbols, and meanings that represent emotional experiences and reflections on life contained in the poem. The method used in this research is a descriptive qualitative method, with the data source being the text of the poem analyzed through the stages of identifying signs, interpreting symbols, and drawing meanings based on semiotic theory. The results indicate that the symbol of the lantern represents hope and inner light, while rain symbolizes sadness, obstacles, and the dynamics of life. Through the relationship between these two symbols, the poem portrays human resilience in maintaining hope amid difficult situations. This study is expected to enrich literary studies, particularly in understanding modern poetry through a semiotic perspective.

This study aims to analyze the cultural meaning of social drinking displayed in South Korean films on Netflix in 2024 through the perspective of Charles Sanders Peirce's semiotic theory. Social drinking, as a cultural phenomenon, is not only a social habit in South Korea but is also often used as a narrative element in films to convey cultural values, social dynamics, and interpersonal relationships. Qualitative research methods with a semiotic analysis approach are used to explore the meaning displayed on the representamen, object, and interpretant sides of social drinking in the films Badland Hunters, Officer Black Belt, Mission: Cross, Wonderland, and My Name is Loh Kiwan. The results of the study show that social drinking represents the culture of togetherness of South Korean society that is woven into various contexts, such as work relationships, family, and friendships. In terms of representamen, visual signs in the form of symbols of drinking culture such as soju, banquet tables, and the movement of pouring drinks to each other create a strong picture of togetherness. From the object side, social drinking becomes a medium to highlight solidarity and release social pressure, especially in a hierarchical and competitive work culture. The resulting interpretation shows a dualism of meaning: on the one hand, it strengthens harmony and the value of togetherness, while on the other hand it displays the dark side of this culture, such as excess consumption and its influence on social pressure. This study provides new insights into the role of South Korean films as a medium for conveying global cultural messages, which are able to influence local cultural interpretations outside their country of origin. In addition, this study is expected to enrich the literature on semiotics in visual communication studies with a focus on drinking culture as an element of representation.

Film is a communication medium capable of conveying moral messages to the public through a series of moving images, usually accompanied by sound. One such medium is the short film. "The waiting room" by Galih Firdaus, a production of PT Kereta Api Indonesia (KAI) released in April 2024 and received positive acclaim for its engaging plot and relevance to the audience's reality. This study aims to analyze the moral message in the film using Charles Sanders Pierce's semiotic theory, which emphasizes three main elements: Representation, Object, and Interpretant. The study used a descriptive qualitative approach with a content analysis method to uncover the moral meanings behind the film's scenes. The results found 15 scenes that explicitly convey moral values, including the importance of open communication within the family, the meaning of simple kindness, valuing togetherness, the commitment of true love, a mother's fortitude, loyalty in waiting, and sincere care. The moral message is constructed through Representation (physical signs such as a bowl of soto), Object (the reality conveyed, such as an apology), and Interpretant (the audience's understanding that the soto symbolizes improving relationships). In conclusion, the film "The waiting room" successfully conveys a strong moral message through a neatly structured narrative.

This study aims to analyze the meaning of interfaith marriage in the film Komang using Ferdinand de Saussure's semiotic theory. This theory emphasizes the relationship between signifier and signified as well as the concepts of langue and parole to explain the interaction between social systems and individual expression. The results of the analysis show that the visual, verbal, and symbolic signs in the film represent the clash between love and belief. Scenes such as the initial meeting at a cultural festival, family rejection, and symbolic marriage become a form of negotiation between social values and personal freedom. This film affirms that interfaith marriage in Indonesia can only be accepted through compromise with the religious norms of the majority, but still presents a message of tolerance through symbols of cultural harmony. Therefore, the film Komang is not just a romantic narrative, but a social reflection on the relationship between religion, culture, and love in a pluralistic society.

Language is part of culture. Not everyone knows the philosophy and meaning behind the names of food. The purpose of this study is to find out the meaning, function, and value of the names of jenang in Purworejo Regency, Central Java. In addition, to find out what the philosophy of naming jenang is in Purworejo Regency, Central Java. From the perspective of semiotics (Roland Barthes' semiotic theory), semantics, culture and philosophy, several conclusions can be drawn. This research method includes a qualitative descriptive research method. Research data were obtained using the technique of listening and speaking. The data analysis method uses qualitative descriptive. Data analysis uses Rolland Barthes' semiotic theory. The author also briefly touches on meaning using a semantic perspective. In Purworejo Regency, eight (8) types of jenang are familiar in the daily lives of the people in Purworejo Regency, namely jenang sumsum, jenang abang putih, jenang procot, jenang candil, jenang katul, jenang pathi kerut (jenang garut), jenang krasikan, and jenang alot.

Penelitian ini mengkaji identitas visual merek Pia Saronde—salah satu produk kuliner khas Gorontalo—dengan menggunakan pendekatan semiotika yang berlandaskan teori Roland Barthes. Sebagai salah satu UMKM yang bergerak di sektor pangan, merek ini sangat bergantung pada peran logo untuk membentuk persepsi konsumen, memperkuat posisi merek, serta membedakannya dari produk lain dalam persaingan pasar. Penelitian ini bertujuan menelaah struktur visual yang membentuk logo, menginterpretasikan makna denotatif dan konotatif yang muncul, serta menilai sejauh mana logo tersebut mampu merepresentasikan nilai-nilai budaya lokal. Penelitian ini menggunakan metode deskriptif kualitatif dengan memadukan pengamatan visual terhadap logo dan kajian pustaka yang relevan. Hasil analisis menunjukkan bahwa kombinasi warna kuning dan coklat pada logo mampu menimbulkan kesan hangat, manis, dan menggugah selera, sedangkan bentuk tipografi yang melengkung menghadirkan citra tradisional, akrab, dan bernuansa rumahan. Selain itu, penggunaan nama “Saronde” menciptakan hubungan simbolis dengan Pulau Saronde yang terkenal, sehingga memperkuat keterikatan merek terhadap identitas daerah. Secara keseluruhan, temuan penelitian ini menunjukkan bahwa logo tersebut berhasil mengomunikasikan keterkaitan budaya dan citra kuliner yang diusung produk. Meskipun demikian, penelitian ini merekomendasikan adanya pengembangan pada beberapa elemen simbolik dan peningkatan adaptasi visual untuk kebutuhan media digital guna memperkuat daya saing merek.

This study aims to describe the characteristics of AIESEC Future Leaders (AFL) promotional content on the Instagram account @aiesecupnvy using a descriptive qualitative approach and Charles Sanders Peirce's semiotic analysis. Promotional content was chosen as the focus of the research because it plays a crucial role in building audience interest and understanding of the self-development programs offered. The research results indicate that AIESEC UPNVY utilizes several types of visual and verbal signs designed to attract attention and build emotional closeness with its target audience, namely students and young people. Content highlighting program benefits, testimonials from previous participants in the form of single words, expressions of delegates' happiness, and symbolic videos about togetherness proved effective in creating social proof and strengthening AFL's image as a program that provides valuable experiences. This strategy aligns with the AIDA principle, where each piece of content is designed to attract attention, generate interest, cultivate desire, and encourage registration action. Additionally, using a cutting-edge approach thru creative visuals, short narratives, and authentic content strengthens the promotional appeal on digital platforms. Overall, this study concludes that the AFL promotional content has been strategically and innovatively crafted, enabling it to enhance the effectiveness of marketing communication and help strengthen audience engagement with the program.

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 analyze the meaning of the message in Pertamina’s advertisement “Gerakan Kebaikan Lampaui Batasan” (Movement of Kindness Beyond Limits) using Charles Sanders Peirce’s semiotic theory, which consists of three main elements: representamen (sign), object, and interpretant. The advertisement features various social and visual actions that reflect the spirit of kindness, inclusivity, and care for others. Through the analysis of visual signs such as gestures, facial expressions, and symbols of solidarity, the study reveals that Pertamina seeks to build a positive corporate image through a strong humanitarian message. The signs used in the advertisement convey the importance of empathy, social collaboration, and respect for diversity. The advertisement not only promotes the brand but also functions as an educational tool, instilling moral and social values in the audience. By using Peirce’s semiotics, this research uncovers the deeper meanings embedded in the advertisement’s visual elements, demonstrating how the company connects with society through values that transcend business objectives.