Public Communication Messages on Instagram Account @tukarbaju in Affecting Millennials

DOI

10.2991/assehr.k.201219.012How to use a DOI?

Keywords

Participatory Culture, Instagram, Message, Millennial, Public Communication

Abstract

Fashion consumption carried out continuously would exert a negative effect on environment. Many people were not aware that the importance of consumption continuously in the fashion sector made a campaign called an exchange of clothes established. For making it success, the community makes Instagram a tool to convey messages about it, so the massage is considered very important. In addition, the fashion industry and increasing fashion trends have an influence on the workers, many of the fast fashion industries indirectly ignore the laws, related to labor, health, safety, the environment and human rights. The campaign carried out by the Instagram account @tukarbaju has a connection to the theory of participation culture. The research object was public communication message to influence millennial generation. The analysis method used was semiotic Charles Sanders Peirce analysis. The result of analysis on campaign poster in Instagram account @tukarbaju shows that some messages in campaign poster categorized into symbol, object, and interpretation have been connected to culture participant. The conclusions of research are: 1) the implementation of buying hierarchy is buying fashion thing became final choice, 2) denial against industry which employ minors, 3) shirt exchange activities are inseparable from the assistance and volunteer’s participation, 4) providing the local craftsmen with opportunities of doing patchwork donations and collaborating with local brands namely KaIND, 5) campaign activities are exchanging fashion items, and discussions relating to environmental issues and fashion, and 6)the result and impact of the producing process T-shirt fabric.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ainun Mughiroh
PY  - 2020
DA  - 2020/12/21
TI  - Public Communication Messages on Instagram Account @tukarbaju in Affecting Millennials
BT  - Proceedings of the 6th International Conference on Social and Political Sciences (ICOSAPS 2020)
PB  - Atlantis Press
SP  - 75
EP  - 81
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201219.012
DO  - 10.2991/assehr.k.201219.012
ID  - Mughiroh2020
ER  -