Abstract:
In this digital era, the consumption of media has changed faster because of the appearance of the digital platform which mass
distributed into any form of communication such as social media. Social media has the flexibility in information exchange
and having freedom of expression in showing their identity, culture, activity, and etc. With the flexibility of Social media,
Instagram has become a platform for Jovi Adhiguna in representing his identity as Androgyny. Androgyny refers to the
person that appears with the combination of man and woman. By using visual analysis, the researcher wants to analyze how
androgyny identity represented through Jovi Adhiguna photo on Instagram and how people recognized him as fashion
influencer. This journal uses social semiotics metafunction by Kress and Van Leuween as a tool for analyzing images. The
result shows that in order to represent his identity as androgyny, Jovi Adhiguna represents it through his fashion style. In
addition, the representation of Jovi Adhiguna as fashion influencer can be recognized from their sponsored content.
