Interpretasi Citra Influencer dalam Drama Korea Celebrity: Analisis Semiotika Roland Barthes

Abstract

This research aims to interpret how the glamorous image of influencers is portrayed in the Korean drama Celebrity (Netflix, 2023) and to examine the denotative, connotative, and mythical meanings within its scenes and dialogues. The research problem stems from the still limited academic studies discussing the semiotic representation of influencer image within entertainment media such as television dramas or streaming platforms. This research employs a constructivist paradigm with a descriptive-interpretive qualitative method and document analysis as its type, in which Celebrity is positioned as a media text analyzed using Roland Barthes’ semiotic approach. The primary data consist of selected scenes featuring six characters, namely Seo A-ri, Yoon Si-hyeon, Jin Chae-hee, Oh Min-hye, Angela, and Ji Na, while secondary data were obtained from books, journals, and academic articles relevant to semiotics and influencer image. The results show that the glamorous image is constructed through two recurring types of signs, namely material luxury such as branded clothing, luxury vehicles, and elegant residences, and social status such as relationships with the upper class and special treatment. At the denotative level these signs appear as literal activities and possessions; at the connotative level they are interpreted as symbols of success and social status; while at the mythical level this meaning develops into a cultural belief that the influencer profession is synonymous with a luxurious and successful life, while simultaneously concealing the underlying reality of competition and social pressure.