<![CDATA[Social media, particularly Instagram, is used for communication and sharing activities through photos and videos. Additionally, this platform serves to shape self-image and respond to various commnets. For example is @adwindopadang, a group of youth touris ambassadors (Uda Uni Kota Padang) who act as stakeholders in the tourism sector. This research aims to analyze how @adwindopadang builds their self-image through Instagram. The study employs Ferdinand de Saussure’s semiotic theory to understand the meaning construction from the photos and texts posted by the @adwindopadang Instagram. It uses a constructivist paradigm with a qualitative descriptive approach. The data examined includes the photos and descriptions on the account. The research findings indicate that @adwindopadang construct self-image through a combination of verbal and non-verbal messages, reflected in the captions, photography, style, distinctive fashion choices. The conclusion drawn is that the self-image built by @adwindopadang displays characteristics of simplicity, intelligence, humility, modernity, fasion-forwardness, and inspiration, successfully creating a positive image on social media]]>
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