Mitos Dan Ideologi Pada Logo Umkm Oreng Osing: Analisis Semiotika Barthes

Naviatul Ilma

doi:10.30998/dkw5nx82

Authors

Naviatul Ilma Institut Teknologi Bandung Author

DOI:

https://doi.org/10.30998/dkw5nx82

Keywords:

semiotics, logo, osing culture, visual identity

Abstract

This study discusses the role of logos as a medium of cultural representation in the context of the Oreng Osing MSMEs in Banyuwangi. The logo, which features a cartoon illustration of a mustachioed man wearing traditional Osing attire such as the udeng Tongkosan and Gajah Oling batik scarf, serves as a visual expression of cultural identity. Using a qualitative approach and Roland Barthes’ theory of semiotics, this research analyzes how these visual signs convey both denotative and connotative meanings that construct cultural myths. The process of resemiotization through a friendly cartoon style demonstrates an effort to simplify previously sacred cultural meanings into a more accessible and marketable image. This study also applies Stuart Hall’s encoding-decoding framework to examine how cultural messages are encoded by producers and reinterpreted by society as message receivers. The findings indicate that the Oreng Osing MSME logo functions not only as a visual identity but also as a medium for ideological construction, portraying Osing culture as inclusive, modern, and commercially adaptable. This research aims to provide insights into the role of visual design in constructing cultural identity within the context of local product marketing.

Downloads

Download data is not yet available.

Author Biography

Naviatul Ilma, Institut Teknologi Bandung

Fakultas Seni Rupa dan Desain

References

Anoegrajekti, N. 2012. Gandrung Banyuwangi: Kontestasi dan Representasi Identitas Using. In Humaniora (Vol. 23, Issue 1, pp. 1±15).

Asshidiqi, G. H., & Agustiana, I. (2021). Suku Osing: Bentuk perlawanan budaya masyarakat Blambangan terhadap Mataram Islam. Jurnal Pendidikan Sejarah dan Budaya, 8(1), Artikel

290. https://doi.org/10.36424/jpsb.v8i1.290

Aurumajeda, T., Waeo, K., & Ibrahim, A. M. (2023). Brand Identity Produk Karya Siswa SLB BC Roudhotul Jannah Di Soreang, Kab Bandung. Gestalt, 5(2), 95–106. https://doi.org/10.33005/gestalt.v5i2.154

Barthes, R. (1972). Mythologies (A. Lavers, Trans.). Hill and Wang.

Baudrillard, J. (1981). Simulacra and simulation (S. F. Glaser, Trans.). Semiotext(e). (Karya asli diterbitkan 1981)

Darmawanto, E. (2019). Perancangan Identitas Visual (P. A. Wibowo & uli Amrina, Eds.; 1st ed.). UNISNU PRESS.

Finkelstein, J. (1991). The fashioned self: Fashion and the art of modern social identity. Polity Press.

Hall, S. (1999). Encoding/decoding. In S. During (Ed.), The Cultural Studies Reader (2nd ed., pp.

507–517). Routledge.

Jameson, F. (1992). Postmodernism, or, the cultural logic of late capitalism. Duke University Press.

Kusumawati, D. N. I., Kusumah, W. I., & Bahriyyah, H. A. (2024). Perancangan Kemasan Sebagai Identitas dan Promosi pada UMKM Kue Jajanan Tradisional Khas Kemayoran Jakarta. Jurnal Pendidikan Tambusai, 8(1), 2019–2031. https://doi.org/10.31004/jptam.v8i1.12699

Levin, D. M. (1998). Sites of Vision: The Discursive Construction of Sight in the History of Philosophy. MIT Press.

Maharani, D. 2017. Politik Identitas Suku Osing di Kabupaten Banyuwangi [Universitas Brawijaya]. http://repository.ub.ac.id/5379/

Mardiani, A. 2012. Blambangan Tak Lagi Antah Berantah. Https://Historia.Id. https://historia.id/politik/articles/blambangan-tak-lagi-antah-berantah-Dn4gP/page/1

Margana, S. 2012. Ujung Timur Jawa, 1763-1813: Perebutan Hegemoni Blambangan. Pustaka Ifada.

Murti, F. N., & Damayanti, E. (2021). Representasi Budaya Osing dalam Novel Kerudung Santet Gandrung Karya Hasnan Singodimayan. FKIP e-PROCEEDING, 71-90.

Musyorafah, M., Hasyim, M., & Faisal, A. (2023). Representasi Gaya Hidup Generasi Stroberi Pada Instagram. Jurnal Ilmiah Global Education, 4(3), 1717-1730.

Negara, D. A. (2012). Makna tata busana tari gandrung Banyuwangi. Jurnal Universitas Negeri Malang.

Nurullaily, Z. Y., & Faidah, M. (2020). Akulturasi Budaya pada Tata Rias Mupus Braen Blambangan Suku Osing di Desa Kemiren Banyuwangi. Jurnal Tata Rias, 9(1).

Pratiwi, T. S., Putri, Y. R., & Sugandi, M. S. (2015). Analisis Semiotika Roland Barthes Terhadap Logo Calais Tea. eProceedings of Management, 2(3).

Saputra, H. S. P. 2017. Memuja Mantra: Sabu Mangir dan Jaran Goyang Masyarakat Suku Using Banyuwangi. LKiS.

Siregar, P. (2025). Materi perkuliahan Desain dan Kebudayaan. Program Studi Desain, Institut Teknologi Bandung.

Storey, J. (2018). Cultural theory and popular culture: An introduction (8th ed.). Routledge. Sunoyo. 2003. Peperangan Kerajaan di Nusantara. PT. Grasindo.

West, C. (1999). The new cultural politics of difference. In S. During (Ed.), The Cultural Studies Reader (2nd ed., pp. 256–267). Routledge.