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Journal : Serat Rupa: Journal of Design

Kajian hipersemiotika terhadap Rozy sebagai virtual influencer Instagram Nugraha, Nugraha; Saidi, Acep Iwan
Serat Rupa: Journal of Design Vol 6 No 2 (2022): SRJD - JULI
Publisher : Faculty of Humanities and Creative Industries, Maranatha Christian University (formerly Faculty of Fine Arts and Design)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/srjd.v6i2.4767

Abstract

This study examines Rozy, the first virtual influencer in South Korea produced by Sidus Studio X. Rozy has @rozy.gram as her Instagram social media account which was created on August 19th, 2020. This 22 years old woman is a virtual human representation on Instagram account. Within three months of the account had been released, she had 13,000 followers. Until now, the number has grown to more than 126,000 followers. It makes some advertisings use Rozy as the virtual influencer carries out the role as a marketing strategy. Rozy's Instagram content features four themes, such as fashion, traveling, environment, and daily activities. This study aims to explore the hypersemiotic hierarchy of Rozy's on @rozy.gram account. This study uses a hypersemiotic approach to understand meaning outside of reality. The researchers use descriptive qualitative method to examine the meaning of the signs system. In Rozy's world as a virtual influencer, there are engineering of realities that transcend boundaries by using information and communication technologies. Rozy lives in a reality that are detached from the truth of reality. Through hypersemiotic analysis, it shows that the virtual influencer Rozy is able to trick the human mind and blur the boundaries of reality between real and fake, natural and artificial, and real and unreal. The audiences of Instagram need to be rational, skeptical, and critical in responding to virtual influencers.
Co-Authors A.M., M. Dzikron Aaf Saefurrohman, Aaf Abdul Rozak Acep Iwan Saidi Adhistian, Patria Adilah, Siti Agung, Rendi Marta Agustini, Kamelia Ahiase, Godwin Ahmad Fuad Alam, Muhammad Nur Alamsyah, Indra Fajar Alamsyah, Zaenal Alghifari, Erik Amanda Putri Nahumury Amelia, Tia Amelia, Tia Ampomah, Philipina Andriana, Denny Anggun Fergina Antony, Rian Apriadi, Tedi Arnu, Anggi Pasca Arrazaq, Naufal Raffi Arvian Triantoro Astuti, Anita Dewi Astuti, Hesti Kusuma Aulia Nazala Ramadhani, Aulia Nazala Awudu, Shaibu Baihaqqy, Mochammad Rizaldy Insan Bakhri, Syaeful Bambang Endro Yuwono Budi Purnomo Chairul Furqon, Chairul Chaznin R.M, Chaznin Cintya, Hedi Amelia Bella Dabi, Rowland Dabi, Rowland Seyram Koku Dangi, Dangi Dasril, Yuki Dwi Darma Dewantari, Nuryunita Dewi Shofi M., Dewi Dewi, Friesty Paramitha Dian Kurnianingrum, Dian Diki Wahyu Nugraha Disman, Disman Edwin Widia Eeng Ahman, Eeng Effendi, Marwan Elsa, Yulandri Euis Bandawaty Fauzianty, Sany Noor Fibiona, Indra Hadi, Faizal Susilo Handoyo, Agus F Handoyo Hardiana, Dian Hardjadi, Dikdik Hartono, Pierdijono Harun, Muhammad Fiqri Hasbi, Imanudin Heny Hendrayati Herdiana, Wyna Herilna Herlina, Herilna Heryana, Toni Hidayat Arif Nur, Muhaimin Hilda Syaidatul Ulfah, Hilda Syaidatul Ida Ayu Putu Sri Widnyani Ikaputera Waspada, Ikaputera Ikhsan, Sugiyanto Imas Purnamasari Ina Ratnasari, Ina Insany, Gina Purnama Iqbal Lhutfi Irawan, Rini Larasati Irvan, Bagus Iskandar, Alyanissa Putri Ismail, Hariadi Jahidah, Nurul Siti Jayawarsa, A.A. Ketut JB. Yurahman, JB. Yurahman Jefri Khairunnas, Jefri Kartikaningsih, Dewi Kastanya, Grace Khay, Khay Komarudin, Munir Nur Kpodo, Percy Chris Krishna Yuliawati, Ayu Kumara, Gatot Kunta Kurnia, Ika Famela Kurniawan, Fakhry Hafiyyan KUSNANTO, DANANG Lekettey, Edem Leni Yuliyanti, Leni Lestari, Siska Nurazizah Lestary, Lena Luckyardi, Senny Luqman, Citra Aisyah Marbun, Tonggo Mardiani, Rika Masgo, Masgo Maulana, Mahbub Afini Maya Sari Mayasari Mayasari, Mayasari Medidjati, R Adam Medidjati, R. Adam Meta Arief, Meta Mr. Dodi Muhamat, Amirul Afif Muhammad Afif Mukhoyyaroh, Qiswatun Mulyana, Dendi Mustikasari, Hany Naiya, Naiya Nasrudin Nasrullah, Baso Nasution, Toni Ningrum, Azizah Puspa Nkansah, Obed Kwabina Opoku Nur Apandi, R Nelly Nurdiani, Mia Silmi Nurtanti, Azizah Pambudi, Wahyu Parwati, Lusiana Sani Pasha, Riska Ayu Permatasari, Zulia Nur Pinayani, Ani Pranata, Rengga Madya Pratiwi, Irma Dwi Prawatiningsih, Desty Priyo Wibowo, Priyo Purnomo, Budi S Rahim, Sarah Aulia Rahman, Zaidan Al Rezi Fandiyansyah, Muh Rina Maria Hendriyani Rita Purnamasari Ruri Mutiara Ayuni Ryan Maulana SA, Erik Saffira, Allya SANTOSO SANTOSO Satria, Rita Siman, Siman Simatupang, Frido Sarita Sinderela, Moriska Situngkir, Tiar Lina Solihat, Asri solikin, ikin Subaryana Subaryana, Subaryana Sugiharti, Harpa Sugiharto, Nur Aziz Sugiyanto - Supiyadi, Dedi Supriatna, Yayat Supriyono Supriyono Surochman, Arief Sutanto, Dharma Adhi Sutardiyanta, Ihwan Sutisna, Ade Jaya Suwaryo, Niko Syafi, Muhammad Abiyu Syaharuddin Rasyid Syaifullah Syaifullah Tania, Adelia Septiani Restanti Tia Yuliawati Titik Respati Tri Sagirani Tugiman Tugiman Ujang Suherman, Ujang Suherman Umar Faruk Vigim, Jaqolina Anggraeni Vinda Maharani Patricia Warawiati, Nuni Ayu Wardana, Roihan Kusuma Widiarto, Tasya Evrillia Wijoyo, Sandy Gunarso Wulandari, Nuryuana Dwi Yanti Sri Rejeki Yasir Maulana Yayat Supriyatna Yogaswara, Andrey Satwika Yusup Junaedi Zahro, Siti