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All Journal Jurnal Kaganga : Jurnal Ilmiah Sosial dan Humaniora Journal of Linguistics and Social Studies
Jingga Ayu Azzahra
UIN Palopo
Languange, Linguistic, Communication & Media Social Sciences

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Mengemas Cita Rasa dalam Ruang Digital : Representasi Kuliner Lokal Kota Palopo di Instagram Nuthy Hasya Afifah; Jingga Ayu Azzahra; Bahtiar; Hidayanti; Rahamwati
Jurnal Kaganga: Jurnal Ilmiah Sosial dan Humaniora Vol. 10 No. 1 (2026)
Publisher : Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/jkaganga.10.1.104-135

Abstract

Local culture in its development is also influenced by social media. One of the ways is illustrated by the presence of regional culinary accounts as information media that depict cultural image and identity. This study aims to understand the form of local culinary representation and the process of forming the meaning of local culinary through content uploaded to the Instagram account palopo.kuliner. This study uses a descriptive qualitative approach with Stuart Hall's media and culture theory. Data collection techniques were carried out through observation of Instagram content, documentation in the form of upload screenshots, and interviews with the account manager and followers of the Instagram account palopo.kuliner. Data analysis was carried out by looking at the form of local culinary representation through photos, videos, captions, and the use of everyday language, as well as the encoding and decoding processes in forming the meaning of the content. The results of the study indicate that the Instagram account palopo.kuliner represents local culinary of Palopo City not only as a consumer product, but also as a cultural identity and a promotional medium for local (UMKM). This representation is realized through attractive food visuals as a form of encoding, a natural dining atmosphere as a form of encoding to show the meaning of authenticity, the use of informative captions as a form of encoding that helps the audience interpret (decode) the meaning displayed, and everyday language as an encoding to build closeness with the audience.
Tanda, Identitas dan Strategi Visual: Produksi Citra Pengusaha Skincare Lokal Di Instagram Jingga Ayu Azzahra; Mila Sari; Nuryani Nuryani; Rahmawati Rahmawati; Nuthy Hasya Afifah
Journal of Linguistics and Social Studies Vol 3, No 2: 2026
Publisher : STAI Nurul Islam Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52620/jls.v3i2.502

Abstract

Building a personal brand on Instagram has become a strategy for local skincare entrepreneurs in Palopo to foster consumer trust, strengthen their business image, and enhance their competitiveness in the digital era. This study aims to examine the forms of self-branding cultivated by these entrepreneurs on Instagram and to analyze the representation of meaning levels within their self-branding efforts. A qualitative approach utilizing a case study method was employed. The study focused on two local skincare entrepreneurs in Palopo, In Glow and Mechaeland selected purposively based on criteria regarding their direct involvement in business management and Instagram self-branding activities. Data collection, conducted over the course of May, involved observation, interviews, and documentation. The results indicate that the forms of self-branding employed include certified products as an element of reality, consumer education, product presentation and testimonials, and engaging content ideas as forms of representation. Regarding levels of meaning, the study identified the meaning of the self as a form of ideology, the meaning of the product as a form of representation, and visual meaning as a form of reality.
Co-Authors Bahtiar Hidayanti Mila Sari Nuryani Nuryani Nuthy Hasya Afifah Rahamwati Rahmawati Rahmawati