Representation of Women's Social Reality in the Pangku Movie Poster: A Semiotic Analysis by Roland Barthes

Abstract

This study aims to analyze the visual meaning in the Pangku film poster design using Roland Barthes' semiotic approach. The research method used is a qualitative method with semiotic analysis techniques that include denotation, connotation, and myth. The object of the study is the Pangku film poster design obtained through official Instagram posts. The results of the study show that visual elements such as warm colors, images, character gestures, character expressions, backgrounds, and typography are interrelated in building the meaning of maternal love, simplicity, and fortitude. With the myth conveyed "A mother who is willing to do anything for her child". This finding shows that the Pangku film poster is not only a promotional media that attracts audiences, but also a medium for conveying meaning and messages in the film in the form of representation of women in social life in society.