Representasi Identitas Budaya Sunda Dalam Konten Tiktok THE PANTURAS: ANALISIS SEMIOTIKA ROLAND BARTHES

Abstract

The development of social media has created new spaces for cultural representation in digital media. TikTok has become one of the platforms that enables users to disseminate cultural values through audiovisual content. This study aims to analyze the representation of Sundanese cultural identity in The Panturas' TikTok content using Roland Barthes' semiotic analysis. The research employed a qualitative descriptive approach with Roland Barthes' semiotic method focusing on denotation, connotation, and myth. The object of the study consisted of selected TikTok content uploaded by The Panturas that contained elements of Sundanese culture. Data were collected through documentation and observation of visual, audio, and textual elements contained in the content. The findings indicate that Sundanese cultural identity is represented through the use of Sundanese language, traditional Sundanese songs, local humor, and traditional musical instruments. At the denotative level, these elements appear as cultural symbols displayed in the content. At the connotative level, they reflect values of politeness, cultural pride, and local identity. At the myth level, the content constructs the understanding that Sundanese culture is not merely a traditional heritage but remains relevant and adaptable in the digital era. The study concludes that The Panturas utilizes TikTok as a medium for representing and preserving Sundanese cultural identity among younger generations.