Jakarta’s urban culture representation on social media @jakarta_tourism: A semiotics analysis

Social media can form the identity of representation content. The content Instagram account @jakarta_tourism represents urban culture Jakarta as a tourism brand. This study aims to find out and reveal city culture, based on signs from @jakarta_tourism. is descriptive qualitative using constructivist paradigm semiotic analysis method by Roland Barthes. main focus Barthes meaning denotation, connotation, myth sign. results in this indicate that some highlight part brand Tourism. That was revealed after research analyzed syntagmatic paradigmatic studies posts denotation connotation/ myth. As for myth, it shown concept closely related acculturation forms society space express various arts cultures.