Fashion as Communication: Roland Barthes’s Semiotic Analysis of the #notsooldschool Campaign on TikTok, as Presented by @_indrajegel
Fashion Sebagai Komunikasi: Analisis Semiotik Roland Barthes Pada Kampanye #notsooldschool di Media Sosial Tiktok Versi @_indrajegel
DOI:
https://doi.org/10.21070/ups.12493Keywords:
Fashion, Roland Barthes’s semiotics, TikTok, #notsooldschool, ComunicationAbstract
This study aims to analyze the meaning of fashion as a form of communication in the #notsooldschool campaign on TikTok, as presented by @_indrajegel. This study employs a qualitative approach using Roland Barthes’s semiotic analysis method, which encompasses denotation, connotation, and myth. The research data were obtained from the #notsooldschool campaign videos uploaded to the @_indrajegel TikTok account. The results show that fashion in this campaign functions not only as clothing but also as a medium of nonverbal communication. Denotative meaning is conveyed through old-school-style clothing, horizontal stripes, and sunglasses. Connotative meaning is evident in the movements and expressions that convey confidence, freedom, and joy. Meanwhile, the resulting myth suggests that old-school fashion remains relevant and timeless. This study concludes that fashion can serve as a means of conveying identity, values, and self-expression through digital media.
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