Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Matalensa Journal of Photography and Media
Alifatah Rifa'uzi
institut seni indonesia yogyakarta
Arts Languange, Linguistic, Communication & Media Social Sciences

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KAJIAN SEMIOTIKA REPRESENTASI GAYA HIDUP SEHAT PADA FOTOGRAFI KEMASAN MAKANAN SIAP SAJI Alifatah Rifa'uzi
Matalensa: Journal of Photography and Media Vol 6, No 2 (2026): Matalensa: Journal Of Photography and Media
Publisher : Institut Seni Indonesia Padangpanjang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26887/matalensa.v6i2.30823

Abstract

The rapid growth of ready-to-eat food products has changed consumer behavior in modern society. Alongside the demand for practicality, awareness of health and nutritional quality is also increasing. This condition encourages producers to use packaging photography as a visual communication strategy to create the perception that instant food products are fresh, nutritious, and suitable for a healthy lifestyle. This study aims to analyze the representation of healthy lifestyle values in ready-to-eat food packaging photography through a semiotic perspective. The research uses a descriptive qualitative method with Roland Barthes' semiotic approach, focusing on denotation, connotation, and myth. Data were collected through visual observation and documentation of selected ready-to-eat food packaging circulating in retail markets. The findings show that producers consistently use symbols such as green colors, fresh ingredients, bright lighting, minimalist layouts, and active lifestyle cues to shape healthy product images. Packaging photography does not merely present product appearance, but also constructs consumer imagination regarding modern, disciplined, and health-conscious identities.       
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