<![CDATA[Abstrak. Penelitian ini bertujuan untuk menganalisis bagaimana No Na Band merepresentasikan budaya Indonesia melalui video musik “Shoot” dan “Superstitious” sebagai sebagai bagian dari proses internasionalisasi budaya melalui media populer. Urgensi penelitian terletak pada pentingnya media populer sebagai sarana internasionalisasi budaya. Metode yang digunakan adalah pendekatan kualitatif, dimana peneliti menggunakan teori semiotika Charles Sanders Peirce untuk mengidentifikasi sign, object, dan interpretant dalam elemen-elemen budaya Indonesia yang ditampilkan dalam karya No Na, seperti bahasa, musik tradisional, pakaian, dan visual budaya, serta cara elemen-elemen ini diterjemahkan dalam konteks musik modern. Data dikumpulkan melalui observasi video dan dokumentasi potongan scene. Hasil penelitian menunjukkan bahwa representasi budaya Indonesia terbentuk melalui trikotomi tanda Peirce. Sign muncul dalam penggunaan elemen budaya seperti gamelan, lanskap sawah dan air terjun Bali, rumah adat, permainan tradisional (domikado dan congklak), gaya busana bernuansa tenun dan batik, serta simbol-simbol mitologis yang muncul dalam video. Object dari tanda-tanda tersebut adalah budaya Indonesia yang diacu secara langsung melalui musik tradisional, arsitektur Nusantara, permainan rakyat, kepercayaan lokal, dan estetika pakaian tradisional. Sementara itu, interpretant terbentuk ketika audiens memaknai elemen-elemen tersebut sebagai representasi identitas budaya Indonesia yang kaya, modern, dan relevan, sehingga menghasilkan pemahaman bahwa No Na Band mengusung misi memperkenalkan budaya Nusantara dalam format musik populer global.Abstract. This study aims to analyze how No Na Band represents Indonesian culture through the music videos “Shoot” and “Superstitious” as part of the cultural internationalization process mediated by popular media. The urgency of this research lies in the increasing significance of popular media as an instrument of cultural dissemination at the global level. The study employs a qualitative approach, applying Charles Sanders Peirce’s semiotic theory to identify the sign, object, and interpretant within cultural elements presented in No Na’s works such as language, traditional music, clothing, and cultural visuals, and to examine how these elements are translated into the context of modern music. Data were collected through video observation and documentation of selected scenes. The findings indicate that the representation of Indonesian culture is constructed through Peirce’s semiotic triad. Signs appear in the use of cultural elements such as gamelan, rice-field and waterfall landscapes in Bali, traditional houses, traditional games including domikado and congklak, fashion incorporating woven textiles and batik patterns, as well as mythological symbols featured in the videos. The objects referenced by these signs are Indonesian cultural forms including traditional music, Nusantara architecture, folk games, local beliefs, and traditional clothing aesthetics. Meanwhile, the interpretants are produced when audiences understand these elements as representations of a rich, contemporary, and relevant Indonesian cultural identity, leading to the interpretation that No Na Band aims to introduce Nusantara culture through globally accessible popular music.]]>
