A Semiotic Study of Barista Personal Branding: Mikael Jasin on Instagram

Irfani  Irfani  Zukhrufillah; Fitria Furi Rahayu

Authors

Zukhrufillah Gajayana University Malang Author
Fitria Furi Rahayu Gajayana University Malang Author

Keywords:

Barista, Trends, Personal Branding, Semiotic Analysis, Mikael Jasin

Abstract

A barista is someone skilled in serving coffee; the barista world has given rise to new trends such as brewing and artisan coffee. Personal branding has become an important factor for baristas to create a self-image in the eyes of the general public. This research aims to understand the personal branding carried out by Mikael Jasin on Instagram. The research method is descriptive qualitative with an approach based on Charles Sanders Peirce's semiotic theory, comprising icon, index, and symbol. The results show that Mikael Jasin engages in a form of personal branding by displaying photos and videos featuring Icons such as coffee machines, espresso cups, and grinders. Indexes include captions and hashtags used in posts. The Symbol of the apron represents the identity of a barista.

Downloads

Download data is not yet available.

References

1. Ardianto, E. (2011). Metodologi penelitian untuk public relations kuantitatif dan kualitatif. Simbiosa Rekatama Media.

2. Berger, P. L., & Luckmann, T. (1966). The social construction of reality: A treatise in the sociology of knowledge. Anchor Books.

3. Bogdan, R. C., & Biklen, S. K. (2007). Qualitative research for education: An introduction to theories and methods (5th ed.). Pearson.

4. Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). Sage Publications.

5. Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective public relations (9th ed.). Pearson.

6. Dowling, G. (2002). Creating corporate reputations: Identity, image, and performance. Oxford University Press.

7. Effendy, O. U. (1999). Ilmu komunikasi teori dan praktek. PT Remaja Rosdakarya.

8. Eriyanto. (2002). Analisis framing: Konstruksi, ideologi, dan politik media. LKiS.

9. Fowler, R. B. (2002). Friendship quality and social development. Current Directions in Psychological Science, 11, 7-10.

10. Iriantara, Y. (2008). Media relations: Konsep, pendekatan, dan praktik. PT Remaja Rosdakarya Offset.

11. Jefkins, F. (2004). Public relations. PT Gelora Aksara Pratama.

12. Lesly, P. (2014). Lesly's handbook of public relations and communications. NTC Business Books.

13. Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Sage Publications.

14. Moleong, L. J. (2000). Metodologi penelitian kualitatif. PT Remaja Rosdakarya.

15. Montoya, P., & Vandehey, T. (2009). The brand called you. McGraw-Hill.

16. Nova, F. (2011). Crisis public relations: Bagaimana PR menangani krisis perusahaan. Rajawali Pers.

17. Rahmadi, F. (1999). Public relations dalam teori dan praktek. PT Gramedia Pustaka Utama.

18. Ruslan, R. (2012). Manajemen public relations dan media komunikasi. PT RajaGrafindo Persada.

19. Shantha, K. V. A. (2019). Individual investors’ learning behavior and its impact on their herd bias: An integrated analysis in the context of stock trading. Sustainability, 11(5), 1448.

20. Soemirat, S., & Ardianto, E. (2008). Dasar-dasar public relations. PT Remaja Rosdakarya.

21. Sugiyono. (2011). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

22. Wahidin, S., & Nasrullah, R. (2011). Public relations 2.0: Teori dan praktek public relations di era cyber. Gratama Publishing.