Analisis Semiotika Pada Pemaknaan Konten Instagram Poster Retro Soft Opening Omah Londo Joyoboyo. (Semiotic Analysis on the Meaning of Instagram Content: Retro Poster for the Soft Opening of Omah Londo Joyoboyo).

Bayhaqqi, Muhammad Ilham (2025) Analisis Semiotika Pada Pemaknaan Konten Instagram Poster Retro Soft Opening Omah Londo Joyoboyo. (Semiotic Analysis on the Meaning of Instagram Content: Retro Poster for the Soft Opening of Omah Londo Joyoboyo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyse the meaning of symbols and mythology in the Retro Soft Opening poster of Omah Londo Joyoboyo, uploaded on Instagram @omahlondo28. Using Roland Barthes' semiotic approach, this research examines the denotation, connotation, and mythological elements in the poster design to understand the messages conveyed to the audience. Additionally, postcolonial theory is applied to critique the influence of colonial narratives in the poster's visual elements. The findings reveal that the poster employs retro visual elements, such as black-and-white tones, vintage fonts, and colonial symbols, to create a sense of nostalgia and exclusivity. At the mythological level, the poster represents the romanticization of the colonial era as an aesthetic and elegant period while reinforcing Western cultural hegemony using English and prestige-oriented visual elements. The postcolonial analysis highlights that the poster’s design constructs a modern narrative blending local and colonial culture, albeit without providing critical context on colonial history. This research contributes to understanding visual communication strategies on social media, particularly how semiotic and mythological elements can be leveraged to enhance cultural-based business branding.

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