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All Journal IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature Linguistics Initiative
Nurul Khairani Abduh
Universitas Islam Negeri Palopo
Humanities Languange, Linguistic, Communication & Media

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A social semiotic analysis of women’s political self-branding on Instagram in the Indonesian parliament elections Hendri Pitrio Putra; Nurul Khairani Abduh; Sairil Sairil; Asyrafunnisa Asyrafunnisa; Yohanis Rongre
Linguistics Initiative Vol. 6 No. 1 (2026)
Publisher : Pusat Studi Bahasa dan Publikasi Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53696/27753719.61354

Abstract

This study analyzes the construction of political images of women legislative candidates on Instagram in the context of persistently low women's representation in the Indonesian House of Representatives (20.52% in 2019) despite the implementation of a 30% gender quota. The research explores the visual representation strategies employed by women politicians to enhance visibility and electability within a male-dominated political landscape. Employing qualitative methods and a social semiotic approach, this study examines eight Instagram posts from eight women candidates representing eight different political parties who were successfully elected in the 2024 General Election. The analytical framework integrates Kress and van Leeuwen's theory of visual grammar with Barthes' concepts of connotation and cultural myth. The findings reveal that candidates construct self-representations emphasizing closeness to constituents, religious and cultural values, femininity, professionalism, and integrity. The negotiation of visual meaning occurs through hybrid strategies that combine traditional gender roles (motherhood and domesticity) with attributes of modern political leadership, reflecting efforts to meet societal gender expectations while establishing political credibility. Local political dynamics, including the multiparty system and male dominance, shape adaptive and contextual representation strategies in the digital space. This study demonstrates that Instagram functions as a multimodal arena for political communication rich in social, spiritual, ideological, and cultural meanings. The findings contribute theoretical implications for advancing social semiotics and digital political communication studies by emphasizing the contextual and ideological nature of visual meaning. Practical implications include promoting gender-sensitive political communication strategies and strengthening more substantive women's political representation in the digital sphere.
Myth Construction in Baby Diaper Advertisements: A Semiotic Analysis of Mamypoko Pants Nurul Khairani Abduh; Muhammad Hasyim; Hendri Pitrio Putra; Sairil; Asyrafunnisa; Yohanis Rongre; Ahmad Ridhai Azis
IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature Vol. 13 No. 2 (2025): IDEAS: Journal on English Language Teaching and Learning, Linguistics and Lite
Publisher : Universitas Islam Negeri Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/ideas.v13i2.8272

Abstract

Advertising serves as a communication medium through which brands promote their products and construct persuasive messages for consumers. Baby product advertisements, such as those for Mamypoko Pants diapers, not only promote but also create myths that shape parents’ perceptions. This study aims to analyze the myths represented in Mamypoko Pants baby diaper advertisements using Roland Barthes’ semiotic theory. The research employed a descriptive qualitative method, with the main data source takenfrom the official Mamypoko Pants YouTube channel. Verbal and nonverbal elements in the advertisements were examined to identify meanings at both denotative and connotative levels, leading to the discovery of underlying myths. The first level (denotative meaning) reveals the product’s identity and the advantages emphasized in the advertisements. Meanwhile, the second level (mythic meaning) shows how culturalvalues are embedded within the ads. The study found that the myths constructed in theMamypoko Pants advertisements include comfort, freedom, excellence, and happiness, all of which work together to persuade consumers. This study contributes to the understanding of how semiotic analysis can uncover socio-cultural meanings in contemporary advertising, particularly within Indonesia’s consumer culture.
Co-Authors Ahmad Ridhai Azis Asyrafunnisa Asyrafunnisa Asyrafunnisa Hendri Pitrio Putra Muhammad Hasyim Rongre, Yohanis Sairil Sairil Sairil