#ThisIsMe Campaign: A Social Semiotics Analysis on @Fresnnatural_id Products

Abstract

Unlimited human needs are a construct of the power in our minds that compose and organize various processes such as perceptions, thought patterns, and actions that change existing conditions and are considered unsatisfactory. One form of human need is in terms of body care, such as bath soap, body lotion, and fragrance or body perfume. One brand of body care products is Fresh and Natural. The development of information and technology makes the dissemination of information grow rapidly where social media is one of the important things in shaping people's perceptions and views. In its use, in 2021, there is a campaign that carries "woman’s self-confidence" issues in the #ThisIsMe campaign which was initiated by the Instagram account @Fresnnatural_id. Supported by the issue of gender domination which describes the imbalance of rights and roles between women and men in carrying out various activities both in the social and individual area. This research was completed to explain the representation of “woman’s self-confidence” in Indonesia as described by @Fresnnatural_id. This study uses qualitative research methods with purposive sampling technique as a way to collect data by using a documentation technique in the form of purposive sampling technique. This research basically examines both visuals (images) and text, therefore the researchers use the theory of social semiotics and visual grammar to describe them. In the end, several categories of "woman’s self-confidence" were found from the results of this study, including being fashionable, having wide connections, having expensive hobbies, and having higher education.