Emotions and Social Identity: A Semiotic Analysis of the Website series A.G.NE.S. on the YouTube Channel Toyota Indonesia

Abstract

This research aims to analyze how emotions and social identity are represented through signs in the A.G.N.E.S. web series aired on Toyota Indonesia's YouTube channel, using Roland Barthes' semiotic approach, specifically the theory of denotation and connotation. The research method used is qualitative analysis, where visual and verbal signs in the series are examined in depth. Denotation refers to the literal meaning that can be directly identified from visual elements, such as images and text, while connotation highlights the more complex and hidden emotional and social meanings behind them. The results show that the A.G.N.E.S. series goes beyond creating a strong social identity through the representation of emotions designed to connect with viewers' social identities, such as modernity, innovation, and togetherness. In conclusion, this semiotic analysis shows that emotions and social identity play a key role in the strategic approach to communication, which is reinforced through the use of signs that have rich and multi-layered connotative meanings.