Analisis Semiotika Representasi Nilai Sosial pada Iklan Wonderful Indonesia 2024 “The Ancient Art of Indonesia’s Tattoos Heritage”

Nugraha, Krisna Aji and , Yudha Wirawanda, S.I.Kom., M.A. (2026) Analisis Semiotika Representasi Nilai Sosial pada Iklan Wonderful Indonesia 2024 “The Ancient Art of Indonesia’s Tattoos Heritage”. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Tourism advertising is one of the promotional media that not only presents tourist destinations but also represents the social and cultural values of local communities. The Wonderful Indonesia 2024 advertisement featuring the traditional tattoo culture of the Mentawai community presents local culture through visual elements and cultural symbols. This study aims to analyze the representation of social values in the Wonderful Indonesia 2024 advertisement featuring Mentawai traditional tattoo culture using Notonagoro’s social value theory and Roland Barthes’ semiotic analysis. This study employed a qualitative method with a descriptive approach. The research data were obtained from the Wonderful Indonesia 2024 advertisement, which was analyzed through six main segments based on denotative, connotative, and mythical meanings. The results of the study indicate that the Wonderful Indonesia 2024 advertisement represents vital values, material values, and spiritual values in the traditional tattoo culture of the Mentawai community. According to Notonagoro, vital values are values that support human activities, represented through the visual journey and natural environment of Mentawai. Material values are related to physical or tangible elements, represented through traditional tattoo tools, charcoal ink, and tattooed bodies of the Mentawai people. Meanwhile, spiritual values are related to human inner and spiritual needs, represented through social interactions within the Mentawai community and the tattooing process associated with the Arat Sabulungan belief system.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Mentawai tattoo, Notonagoro social values, Roland Barthes semiotics, tourism advertisement, Wonderful Indonesia
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	KRISNA AJI NUGRAHA
Date Deposited:	27 Jul 2026 04:00
Last Modified:	27 Jul 2026 04:00
URI:	http://eprints.ums.ac.id/id/eprint/146370

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