MUHAMAD ALVITO ADI NOVA Primary Author mixed material bibliography JAKARTA Universitas Satya Negara Indonesia 2025 id Indonesia

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This research analyzes South Kalimantan's cultural identity in Indomie Soto Banjar advertisements on YouTube, a digital platform playing a crucial role in marketing communication and the dissemination of cultural messages in the era of globalization. The Communication Theory of Identity serves as the primary theoretical framework for this research, helping to understand how cultural identity is constructed and communicated through advertising. Data analysis was conducted through three stages of Danesi's semiotics. The transliteration stage involved a detailed description of the visual and verbal elements in the advertisement. The meaning classification stage interpreted the denotative and connotative meanings of each element, connecting them to the cultural context of South Kalimantan. The historical aspect stage explored the historical and cultural context behind each element, linking it to the Banjar cultural identity.The research findings indicate that the Indomie Soto Banjar advertisement effectively represents the cultural identity of South Kalimantan through carefully selected visual elements. This research contributes to a better understanding of cultural representation in digital advertising and its implications for marketing strategies that integrate local identity with modern products. This study also highlights YouTube's role as an effective platform for promoting local cultural identity and building emotional connections with consumers. MUHAMAD ALVITO ADI NOVA Ilmu Komunikasi Budaya Iklan identitas IKOM 2025 Institutional Repository USNI Universitas Satya Negara Indonesia IKOM 2025 8250273 Perpustakaan USNI Kampus A (SKRIPSI) IKOM 2025 Identitas Budaya Kalimantan Selatan Dalam Iklan Indomie Soto Banjar di Youtube 4334 2025-09-22 12:35:12 2025-09-22 12:38:11 machine generated