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All Journal Jurnal Abdimas Hawari International Journal of Society and Law
Ahmad Zulkifli
Universitas Prima Indonesia
Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Law, Crime, Criminology & Criminal Justice Social Sciences Other

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FROM SILHOUETTE TO IDENTITY: THE IMPLEMENTATION OF SHOE MODELS IN AIR JORDAN'S SEMIOTIC LITERACY ASSISTANCE FOR THE SNEAKER LOVING COMMUNITY Ahmad Zulkifli; Akhmad Taufik
International Journal of Society and Law Vol. 4 No. 2 (2026): August 2026
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ayx1yg34

Abstract

Sneaker culture has evolved from footwear use into a space for expressing identity, community affiliation, nostalgia, and symbolic consumption. Air Jordan occupies a prominent position in this culture by combining sports history, design, celebrity narratives, scarcity, and collectible value. Nevertheless, enthusiasm for models, colorways, collaborations, and resale prices is not always accompanied by the ability to read signs critically. This community service article introduces the SEPATU Model as an accessible semiotic literacy mentoring approach for sneaker communities. SEPATU stands for observing signs, exploring contexts, mapping meanings, analysing sign systems, examining authenticity, and testing consumption decisions. The program is designed through a participatory sequence consisting of an initial assessment, an introduction to semiotics, an Air Jordan object clinic, group discussion, presentation of analyses, and critical-consumer reflection. Evaluation uses pretest-posttest instruments, analysis worksheets, participation observations, and satisfaction surveys. The model connects the concepts of icon, index, symbol, denotation, connotation, and myth with product knowledge and ethical consumption considerations. Its primary outputs are a concise learning module, a sign-reading matrix, and a purchasing-decision checklist. Conceptually, the SEPATU Model expands community engagement in communication and design by moving beyond product aesthetics toward a critical understanding of the relationships among signs, identity, popular culture, authenticity, and responsible consumption decisions.
MENGENALI TANDA, MEMAHAMI GAYA: PENDAMPINGAN KAJIAN SEMIOTIK PRODUK AIR JORDAN BAGI PECINTA SNEAKER Ahmad Zulkifli; Akhmad Taufik
Jurnal Abdimas HAWARI : Jurnal Pengabdian Kepada Masyarakat Vol 6 No 1 (2026): Mei 2026
Publisher : CV. HAWARI

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Abstract

Pengabdian kepada masyarakat ini bertujuan meningkatkan literasi visual, kemampuan berpikir kritis, dan kesadaran konsumsi budaya pada komunitas pecinta sneaker melalui pendampingan kajian semiotik produk Air Jordan. Kegiatan dilaksanakan bersama Sneaker Society Medan di Medan pada 25 Mei 2026 dengan melibatkan 35 peserta. Metode pengabdian menggunakan pendekatan edukatif-partisipatif dan pembelajaran berbasis pengalaman melalui pemetaan kebutuhan, pemaparan konsep semiotika Charles Sanders Peirce, praktik analisis visual, diskusi kelompok, presentasi hasil, serta evaluasi reflektif. Materi pendampingan memusatkan perhatian pada qualisign, sinsign, legisign, ikon, indeks, dan simbol yang terdapat pada warna, siluet, material, logo, penomoran model, konteks pemakaian, dan citra budaya Air Jordan. Hasil evaluasi menunjukkan skor pemahaman peserta meningkat dari 50 poin menjadi 80 poin, atau sebesar 60%. Peserta tidak lagi memaknai sneaker semata-mata berdasarkan harga dan popularitas, tetapi mampu menjelaskan hubungan antara elemen desain, sejarah produk, identitas, prestise, autentisitas, serta budaya komunitas. Pendampingan ini menghasilkan lembar kerja analisis semiotik, matriks pembacaan tanda, dan rekomendasi aktivitas belajar komunitas. Kegiatan menegaskan bahwa kajian semiotik dapat dikemas secara aplikatif untuk memperkuat literasi visual dan membentuk perilaku konsumsi yang lebih reflektif di kalangan pecinta sneaker.
Co-Authors Akhmad Taufik