Semiotic Analysis of the Bandung Regency City Branding Logo
DOI:
https://doi.org/10.25134/adweda24Keywords:
Semiotics, Barthes, city branding, Bandung RegencyAbstract
Bandung Regency has an image that represents its natural and cultural potential as a tourist attraction. The city branding logo, which was expected to describe this image, has proven to have little impact. This issue requires further investigation. This study employed a qualitative descriptive approach with analysis using Roland Barthes' semiotics. Data collection techniques included literature review, interviews, and questionnaires. Data analysis in this study involved three stages: data reduction, presentation and conclusion drawing, and data verification. The results of this study reveal the meaning embedded in the city branding logo using Barthes' semiotics. The Bandung Regency logo reveals the potential for natural tourism, with cultural tourism represented by the wayang character Arjuna. Understanding the logo's meaning can improve communication regarding Bandung Regency's tourism potential. A well-represented region creates an ecosystem of local community participation that can promote its own region. This is expected to impact tourism growth and the surrounding economy.
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