Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, Dan Sosial Humaniora
Atika, Hani
Unknown Affiliation
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Representasi Visual Pilihan Gaya Hidup dalam Konten Digital Pemerintah: Analisis Semiotika Multimodal Poster Instagram @kemenpora Agnes Ariyanti Normasari; Atika, Hani
Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial Humaniora Vol. 4 No. 2 (2026): Mei: Atmosfer: Jurnal Pendidikan, Bahasa, Sastra, Seni, Budaya, dan Sosial Huma
Publisher : Universitas Palangka Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/atmosfer.v4i2.1722

Abstract

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.
Co-Authors Agnes Ariyanti Normasari