Analisis Semiotika Representasi Cultural Branding Iklan Shopee 9.9 Super Shopping Day Versi Hearts2Hearts

Paripurna, Yogi Gemilang and , Riski Apriliani, S.l.kom, M.A. (2026) Analisis Semiotika Representasi Cultural Branding Iklan Shopee 9.9 Super Shopping Day Versi Hearts2Hearts. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the representation of cultural branding in the Shopee 9.9 Super Shopping Day digital advertisement featuring Hearts2Hearts by employing Roland Barthes’ semiotic framework. Through the analytical levels of denotation, connotation, and myth, this research examines how visual, verbal, audio, and narrative signs are constructed to form representational strategies that communicate a culturally grounded brand identity. An Method descriptive qualitative approach is utilized to interpret the meanings embedded in the advertisement and to uncover cultural branding practices that seek to connect Shopee with popular cultural values and the emotional sensitivities of Indonesian audiences. The findings indicate that the Shopee digital advertisement in the Hearts2Hearts version represents cultural imagery through portrayals of emotional closeness, relational narratives, and social dynamics characteristic of Hearts2Hearts’ communication style. Semiotic readings reveal that these constructed messages generate cultural myths surrounding intimacy, warmth, and digital lifestyle practices associated with online shopping behavior. Such representations reinforce Shopee’s cultural branding as a brand that not only offers transactional functions but also aligns itself with local cultural contexts and emotionally resonant communication patterns.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	semiotika, cultural branding, representasi, iklan digital, Hearts2Hearts, Shopee.
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	YOGI GEMILANG PARIPURNA
Date Deposited:	31 Jul 2026 07:56
Last Modified:	31 Jul 2026 07:56
URI:	http://eprints.ums.ac.id/id/eprint/146623

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