Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal Da'watuna: Journal of Communication and Islamic Broadcasting
Kurdiyanto, Danik
Unknown Affiliation
Religion Computer Science & IT Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : Da'watuna: Journal of Communication and Islamic Broadcasting

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Analisis Semiotika Promosi Vape di Akun Instagram @lostvape.indonesia Sebagai Representasi Gaya Hidup Gen Z Kurdiyanto, Danik; S. Khayan, Fika
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 5 No. 6 (2025): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v5i6.10057

Abstract

This study aims to analyze how Generation Z's lifestyle is represented and how digital marketing strategies are used in promoting vape products on the Instagram account @lostvape.indonesia through Roland Barthes' semiotic approach. Using a qualitative descriptive method, the study observes visual and verbal signs in the vape content and explains their denotative, connotative, and myth meanings. The findings show that vape promotion does more than sell products; it also builds images of freedom, creativity, and social identity that attract Generation Z. The semiotic strategy helps to understand how the signs in digital ads create meaning and influence the audience’s perception. This research contributes to the study of digital marketing communication and semiotic analysis of social media advertising while providing practical insights for designing effective and ethical promotional campaigns.
Co-Authors S. Khayan, Fika