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All Journal Visual Heritage: Jurnal Kreasi Seni dan Budaya
Naviatul Ilma
Institut Teknologi Bandung

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Mitos Dan Ideologi Pada Logo Umkm Oreng Osing: Analisis Semiotika Barthes Naviatul Ilma
Visual Heritage: Jurnal Kreasi Seni dan Budaya Vol. 8 No. 3 (2026): Visual Heritage: Jurnal Kreasi Seni dan Budaya
Publisher : Universitas Indraprasta PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30998/vh.v8i3.784

Abstract

This study discusses the role of logos as a medium of cultural representation in the context of the Oreng Osing MSMEs in Banyuwangi. The logo, which features a cartoon illustration of a mustachioed man wearing traditional Osing attire such as the udeng Tongkosan and Gajah Oling batik scarf, serves as a visual expression of cultural identity. Using a qualitative approach and Roland Barthes’ theory of semiotics, this research analyzes how these visual signs convey both denotative and connotative meanings that construct cultural myths. The process of resemiotization through a friendly cartoon style demonstrates an effort to simplify previously sacred cultural meanings into a more accessible and marketable image. This study also applies Stuart Hall’s encoding-decoding framework to examine how cultural messages are encoded by producers and reinterpreted by society as message receivers. The findings indicate that the Oreng Osing MSME logo functions not only as a visual identity but also as a medium for ideological construction, portraying Osing culture as inclusive, modern, and commercially adaptable. This research aims to provide insights into the role of visual design in constructing cultural identity within the context of local product marketing.
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