Interpretation of Social and Cultural Conflicts in Marjan Putri Hijau and Desa Kehidupan 2024 Advertisement Using Roland Barthes’ Semiotic Analysis

Penulis

  • Farrah Febiola Universitas Esa Unggul
  • Ummannah Ummannah Marketing Communication, Universitas Esa Unggul

DOI:

https://doi.org/10.37278/artcomm.v9i1.1480

Kata Kunci:

Interpretation, social and cultural conflict, Marjan advertisement, Putri Hijau, Roland Barthes’ semiotics

Abstrak

This study is based on the understanding that advertisements serve not only as promotional media but also as interpretations of social and cultural values. The Marjan Putri Hijau and Desa Kehidupan Ramadan 2024 advertisement utilizes local mythological narratives to convey moral messages through visual and narrative symbols. This research aims to interpret the representation of social and cultural conflicts in the advertisement using Roland Barthes’ semiotics, supported by Geert Hofstede’s cultural dimensions theory. The method employed is a descriptive qualitative approach through observation and documentation of visual and verbal elements. The results indicate that at the denotative level, the advertisement depicts a conflict over the life energy; at the connotative level, it represents the struggle between care and greed; and at the mythic level, it naturalizes values of togetherness, the sanctity of nature, and the role of women as protectors of balance. Cultural analysis demonstrates a long-term orientation and social harmony consistent with Indonesian societal characteristics, showing that the advertisement functions as a meaningful medium of cultural communication.

Referensi

T. A. Lestari, H. Fitri, N. Oktaviani, N. R. T. Nisa, and Y. A. Suprana, “Cerita Rakyat Putri Hijau: Kajian Struktural dan Nilai Edukatif,” Cakrawala Linguista, vol. 8, no. 1, pp. 51–55, Jul. 2025.

A. S. Rustan and N. Hakki, Pengantar Ilmu Komunikasi. Deepublish, 2017.

K. P. Widiatmika, “Implementasi Kebijakan Penanggulangan Stunting di Kecamatan Brebes,” Etika Jurnalisme pada Koran Kuning: Sebuah Studi Mengenai Koran Lampu Hijau, vol. 16, no. 2, pp. 39–55, 2015.

L. Wahyuningsih, “Representasi Kekerasan Pada Anak Dalam Film Benalu Karya Sidiq Aryadi (Analisis Semiotika Roland Barthes),” Cognoscere: Jurnal Komunikasi dan Media Pendidikan, vol. 2, no. 1, pp. 13–26, Jan. 2024, doi: 10.61292/cognoscere.109.

P. R. Wijaya and N. Widyanigsih, “Analisis Semiotika Roland Barthes Pada Iklan Kopi Gula Aren Versi ‘Angga Aldi Yunanda & Syifa Hadju,’” Diksatrasia : Jurnal Ilmiah Pendidikan Bahasa dan Sastra Indonesia, vol. 7, no. 2, p. 527, Sep. 2023, doi: 10.25157/diksatrasia.v7i2.11106.

S. Hidayah, “Praktik Nasionalisme dalam Iklan Olahraga,” MediaKom: Jurnal Ilmiah Komunikasi, vol. 7, no. 2, 2017.

R. Diab-Bahman, “Psychological Diversity in the Workplace: Personality Types and Gender Differences within Ethnicities,” Open Psychol. J., vol. 15, no. 1, Apr. 2022, doi: 10.2174/18743501-v15-e2203070.

G. Hofstede, “Dimensionalizing Cultures: The Hofstede Model in Context,” Online Readings in Psychology and Culture, vol. 2, no. 1, Dec. 2011, doi: 10.9707/2307-0919.1014.

A. N. Rachmayani, Metode Penelitian Kualitatif, 6th ed. 2015.

P. K. N. Kusuma and I. K. Nurhayati, “Analisis Semiotika Roland Barthes Pada Ritual Otonan Di Bali,” Jurnal Manajemen Komunikasi, vol. 1, no. 2, p. 195, 2019, doi: 10.24198/jmk.v1i2.10519.

A. R. Fadilla and P. A. Wulandari, “Analisis Data Kualitatif: Tahap Pengumpulan Data,” Mitita: Jurnal Penelitian, vol. 1, no. 3, pp. 34–46, Aug. 2023.

##submission.downloads##

Diterbitkan

2026-04-23

Cara Mengutip

Febiola, F., & Ummannah, U. (2026). Interpretation of Social and Cultural Conflicts in Marjan Putri Hijau and Desa Kehidupan 2024 Advertisement Using Roland Barthes’ Semiotic Analysis . ArtComm : Jurnal Komunikasi Dan Desain, 9(1), 40–46. https://doi.org/10.37278/artcomm.v9i1.1480

Terbitan

Vol 9 No 1 (2026): ArtComm

Bagian

Articles

Lisensi

Hak Cipta (c) 2026 Farrah Febiola, Ummannah Ummannah

Creative Commons License

Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish articles in ArtComm : Jurnal Komunikasi dan Desain  agree to the following terms:

  1. Authors retain copyright of the article and grant the journal right of first publication with the work simultaneously licensed under a CC-BY-SA or The Creative Commons Attribution-ShareAlike License.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).