<![CDATA[This study aims to analyze the meaning of the UEFA RESPECT logo as a representation of communication of human values in sports media. The RESPECT logo not only serves as the visual identity of the UEFA campaign, but also as a communication instrument that voices the message of equality, anti-discrimination and respect for diversity. With a qualitative approach, this study uses Roland Barthes' semiotic analysis method to uncover the denotative, connotative, and mythical meanings contained in the visual elements of logos. Research data were obtained through official UEFA documentation, campaign materials, and relevant academic literature. The results of the analysis show that the UEFA RESPECT logo represents human values through the choice of blue as a symbol of unity, simple but firm typography, and the context in which it is used in international football competitions. The logo shows how UEFA uses sports media to convey social messages that are able to reach a global audience. In addition to being a campaign symbol, RESPECT also functions as a visual communication strategy that emphasizes the role of football as a space for advocacy for human values. This study confirms that sports, especially soccer, have a unique power in articulating transnational social messages through visual symbols.]]>
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