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Journal : e-Journal of Linguistics

Myth and Ideology in Smartphone Advertisement Km Tri Sutrisna Agustia; Ni Luh Sutjiati Beratha; I Wayan Pastika; Ni Wayan Sukarini
e-Journal of Linguistics Vol. 20 No. 1 (2026): January
Publisher : The Doctoral Studies Program of Linguistics of Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/e-jl.2026.v20.i01.p06

Abstract

In the digital era, smartphone advertising extends beyond the promotion of technical features and increasingly functions as a medium for constructing cultural meanings, myths, and ideologies. This study examines YouTube advertisements for the Samsung Galaxy A34 using Roland Barthes’ semiotic framework, which includes the levels of denotation, connotation, myth, and ideology. Through qualitative analysis, the research identifies how visual narratives and technological representations in the commercials generate symbolic associations with empowerment, mobility, multicultural harmony, and futurism. These connotative meanings evolve into broader cultural myths that portray technology as a liberating force, a unifying agent, and a marker of social progress. At the ideological level, the advertisements naturalize values of modernity, consumerism, technological determinism, and hyper-individualism. Additionally, the study highlights YouTube’s algorithmic and multimodal features, which amplify the reach and ideological influence of such advertisements by enabling targeted dissemination and interactive user engagement. The findings demonstrate that YouTube smartphone commercials function not only as marketing tools but also as cultural texts that shape societal perceptions of technology, identity, and modern life.
Co-Authors A A Ayu Cindy Karina Ivana Irawan ABDI SUDIATMIKA, I PUTU GEDE Adi Utamayasa, I Gede Aditya Bimo Laksono Adriel Elbert Dinata Anak Agung Gede Hari Wishnawa Anak Agung Ngurah Kenata Janamejaya Anak Agung Sagung Shanti Sari Dewi Anissa Nanda Puri Kurniasih Antari, Ni Made Suwari Aritorang, Athalia Beshorah Byanca Vanessa Suwasdika Christina Made Dwi Utami Daar, Gabriel Fredi Desak Ayu Krisna Dewi Dewi, Ni Luh Desy Utari Dini Siamika Tito Prayogi Dwi Aditya Darmawan Edelenyi Deme Gabor Erisa Octavianti I Dewa Ayu Ika Fransiska I Gede Budiasa I Gede Putu Sudana I Gusti Ayu Cintya Premasari I Gusti Ayu Gede Sosiowati I Komang Sumaryana I Komang Sumaryana Putra I Made Hartadi Jaya Nugraha I Made Pradipta I MADE RAJEG I Made Suastra I Made Yudhi Putrawan I Nengah Sudipa I Nyoman Sedeng I Nyoman Udayana I Putu Eka Prawijaya I Wayan Eka Bawa Pradnyana I Wayan Eka Suarmita I WAYAN PASTIKA I Wayan Pastika I Wayan Simpen Ida Ayu Ika Sarita Dewi Ida Ayu Made Puspani Ida Bagus Gede Dwitya Dharma Suputra Ida Bagus Putra Yadnya Indy Nur Hayati Karniasih, Ni Wayan Listia Dewi Km Tri Sutrisna Agustia KOMANG HARI SANTHI DEWI . Laksono, Aditya Bimo Luh Gede Novita Rahayu Luh Putu Amara Sukma Dewi Maharini, Sang Ayu Isnu Maria Gorethy Nie Nie Melani, Dian Angga Melkyanus Dju Rohi Ni Kadek Dinda Pratiwi Ni Kadek Eni Dharmayanti Ni Kadek Jessica Sarindra Dwije Ni Kadek Mirayanti Ni Kadek Sindy Arista Ni Luh Ayu Shinta Andriani Ni Luh Cintya Sandi Astini Ni Luh Desy Utari Dewi Ni Luh Ketut Mas Indrawati Ni Luh Nyoman Seri Malini Ni Luh Putri Ayu Febriani Ni Luh Sutjiati Beratha Ni Luh Sutjiati Beratha Ni Made Budiartini Ni Made Devi Sudiarta Putri Ni Made Dhanawaty Ni Made Dwijayani Ni Made Raras Nandari Patni Ni Made Suwari Antari Ni Made Suwari Antari Ni Made W.B. Megasari Bintang Ni Putu Desi Ramayanti Ni Putu Parmini Ni Putu Tifani Puspa Lestari Ni Putu Wahyu Febriyani Ni Wayan Sri Jayanti Novita Mulyana PUJA ASTUTI, NI PUTU Putra, I Komang Sumaryana Putu Anggita Novarianti Putu Ayu Asty Senja Pratiwi Putu Cahya Jaya Dirga Putu Weddha Savitri Rifky Lana Rahardian Sala, Giulia Sang Ayu Isnu Maharani Sang Ayu Isnu Maharini Sintia, Intan Urbanus Laratmase Venesia Vergie Wasista, I Putu Udiyana Wayan Andrika Putera Widyasari, Ketut Monica Yuli Fimawati