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All Journal Ornamen Jurnal Pengkajian dan Penciptaan Seni Kriya INJECT Interdisciplinary Journal of Communication
Sarwanto
Institut Seni Indonesia Surakarta
Religion Arts Humanities Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Commodification Of Cultural Identity: A Qualitative Visual Analysis Of The Semar Figure In Trademark Logos Yayah Rukiah; Ranang Agung Sugihartono; Sarwanto; Sunardi
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 1 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i1.6523

Abstract

Logos are important identity markers in a trademark. This becomes interesting when many local trademarks originating from Central Java use the figure of Semar in their logos. Through observation on trademark registration sites, there are 208 trademarks that use the figure of Semar in their logos, with 108 of them officially registered. This study examines how the mythological figure of Semar is transformed and interpreted as a modern visual identity through the approach of Stuart Hall's theory of representation and identity, as well as Gillian Rose's visual methodology in the realm of the site of audiencing. The research analyzed several logos taken based on purposive sampling, then discussed in detail the visuals of the logos that contain deep historical and social significance. The results of the analysis show that the shift in medium from shadow puppets to logos changes the mechanism of audience meaning, from a narrative-pedagogical approach to instant and associative visual recognition. The use of the figure of Semar in trademark logos is not merely an aesthetic strategy, but a representational practice that negotiates Javanese cultural identity in the contemporary public space. This article concludes that the cultural identity represented by Semar is not static, but is continuously reconstructed by the audience to build emotional bonds and cultural legitimacy amid the dynamics of modernization, one of which is through cultural commodification in the form of trademark logos.
Cerita Malin Kundang Untuk Busana Ready to Wear Luluk Khoironi Maknun; Sarwanto
Ornamen Vol. 22 No. 2 (2025): Desember
Publisher : Institut Seni Indonesia Surakarta

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Abstract

Artikel ini berjudul “Cerita Rakyat Malin Kundang Untuk Busana Ready to Wear” difokuskan pada proses cipta busana dengan ide perangkat cerita rakyat Malin Kundang. Ketertarikan pada nilai budaya dan moral yang terkandung dalam cerita rakyat. Di dalam cerita rakyat Malin Kundang terdapat filosofi masyarakat Minangkabau yang melepas anak lelakinya untuk merantau dan mencari penghidupan yang lebih baik, serta kita sebagai anak tidak boleh durhaka terhadap orang tua yang dari kecil sudah banting tulang membesarkan kita. Tujuan penciptaan adalah menciptakan karya desain motif bersumber ide cerita rakyat Malin Kundang diaplikasikan ke busana ready to wear. Konsep seni yang digunakan adalah konsep ekspresi simbolik dengan konsep tata susun yang menekankan penciptaan komponen motif penyusun pola terdiri dari motif utama, pendukung. Analisis data yang digunakan menggunakan metode interpretasi dengan melalui pendekatan estetika. Langkah-langkah penciptaan meliputi 1) riset dengan memanfaatkan sumber data etik dan observasi, 2) eksperimen menekankan pada eksperimen bahan kain dan teknik skets motif utama, 3) perenungan tahap menemukan simbol/metafora, dan 4) pembentukan melakukan penyusunan menjadi sebuah pola desain (purwa rupa). Karya yang diciptakan berupa empat buah karya motif desain dan sembilan desain busana.
Co-Authors Luluk Khoironi Maknun Ranang Agung Sugihartono Sunardi Yayah Rukiah