PERSONAL BRANDING OF A FASHION BLOGGER: A SEMIOTIC APPROACH ON OLIVIA LAZUARDY FASHION BLOG

Abstract

In Today’s era, we are facing widespread usage of technologies. Social media become a new platform to express human characteristic and develop into a new way to communicate. Certain people that have unique characteristic is becoming opinion leader in social media. With the research titled ‘Personal Branding of a Fashion Blogger: A Semiotic Approach on Olivia Lazuardy Fashion Blog’, researcher aim to investigate Olivia’s personal branding as a fashion blogger which turn her into powerful opinion leader in the field of fashion industry. This study uses semiotic approach by Roland Barthes as a tool to analyzing elements lies within Olivia personal blog. As the result, this study revealed that each of the visuals has denotative, connotative and myth message which leads the result into the role of Olivia Lazuardy personal branding in fashion industry.