VISUALISASI CONTENT APPEALING TO YOUTH DALAM REPRESENTASI MINUMAN BERALKOHOL (STUDI KASUS: @ANGGUR_OT)

Abstrak

Survey data on the SDKI in 2017 states that alcohol consumption in youth aged 15-19 years, reaches 70% in boys and 50% in girls. Social media is a new media platform which open for everyone that able to access it. Instagram, as one of the social medias is used by brands as an advertising and brand building platform. One of the brand that uses Instagram is Anggur Orang Tua as a brand that has existed since 1984 in Indonesia. The use of Instagram by Anggur Orang Tua displays representations through signs in images and narattive texts which they upload on their instagram account. Signs that produce meaning and representation on Anggur Orang Tua’s instagram account analyzed in this research with Roland Barthes’ semiotics analysis. Through the analysis, the operationalization of codes which is content appealing to youth (CAY) that contained in the uploads is analyzed for its presence. The results showed that the presence of content appealing to youth’s feature is found in the upload and brand represents alcoholic drinks with positive representations as a friend, as well as a parent through their instagram uploads.

Keywords: Representation, content appealing to youth, youth, Alcoholic beverages