Representation of Flexing Culture in YouTube Channel Sasa Advertisement Reunion Edition Not Healthy 2023

Abstract

Flexing culture itself is a culture that shows wealth and achievement. This research examines one of the advertising content. The content is the content of the Sasa Santen Reunion Gak Sehat product advertisement that airs on the Sasa YouTube channel. The purpose of this research is to represent how Flexing culture occurs in society and also to add references to other studies. This research uses the Roland Barthes semiotic analysis model which examines signs based on Saussurean thinking, namely about signs that are divided into two, namely the signifier and the signifier. Roland Barthes' semiotic analysis model does not only focus on signifiers and signs, but also analyzes meaning through denotation, connotation and myth. In the analysis conducted using Roland Barthes analysis, there are results, namely there are three scenes that have signs and markers about Flexing culture, namely with denotation meaning depicted through the use of luxury goods and jewelry, while connotation meaning is depicted through verbal and nonverbal codes which generally show that using luxury goods and branded jewelry and showing off their children's achievements, and the myth contained in the content is the assumption that rich people can be seen from the goods they wear and jewelry and behavioral habits carried out. So with these results indicate that the content of the advertisement is a representation of the Flexing culture that is happening in society.