READING THE DIGITAL INFLUENCER PHENOMENON THROUGH ROLAND BARTHES’ SEMIOTIC LENS

Hello, Fikomers!
The rise of digital influencers has become an inseparable part of modern communication. One prominent figure in this landscape is Tasya Farasya, a beauty influencer who not only presents makeup-related content, but also shapes the way the public interprets beauty, confidence, and visual identity in the digital era.

Beauty as a Sign in Semiotic Perspective

Using Roland Barthes’ semiotic theory, we can understand that Tasya Farasya’s content is more than just makeup tutorials, it is a sign system that constructs meaning and social values.
According to Barthes, every visual element, color choices, speaking style, visual composition, contains denotative and connotative meanings that collectively produce modern myths about beauty and the “ideal woman.”

Through her self-representation, Tasya is not only selling products; she is selling symbols of confidence, lifestyle, and aspirations that audiences internalize.

Personal Narrative and Emotional Connection

A key strength of influencers like Tasya Farasya lies in their ability to build personal narratives. Authentic stories, a conversational communication style, and strong visual consistency create emotional bonding between creators and their followers.
In mass communication terms, this demonstrates how digital identity functions simultaneously as a medium of representation and persuasion.

Visual Communication and Popular Culture

This phenomenon reflects the powerful role of visual communication in shaping social perceptions in the digital era. Beauty is no longer merely about physical appearance, but about identity narratives, authenticity, and self-image displayed through social media.
Thus, social media becomes a space where new myths of beauty and success are produced and reproduced through visual symbols.

Looking Beyond Content

As communication students and observers, it is important to analyze digital phenomena through theoretical perspectives. Semiotic theory helps us understand that behind every visual content lies a complex construction of meaning, stemming from the creator’s intention, cultural context, and audience interpretation.

Influencer phenomena like Tasya Farasya reveal that communication is not merely the exchange of messages; it is a process of constructing social meaning and cultural identity.