Gender Norms on Instagram @Kalis.Mardiasih: A Semiotic Analysis by Roland Barthes

Abstract

Gender norms serve as social constructs that regulate, establish ideal standards, and set expectations for the behavior of specific genders. These norms are socially constructed and vary depending on social, cultural, and temporal conditions. They significantly influence individuals' thoughts, interactions, understanding, and emotions within various social units, such as family, friends, society, workplace, media, and even government policies. The @kalis.mardiasih Instagram account features two posts depicting gender norms for women and men. This research aims to elucidate the meaning of these gender norm posts on the @kalis.mardiasih account. The research methodology employs qualitative research, utilizing Roland Barthes' semiotic analysis technique. The study explores how humanity attributes meaning to things through three levels of signification: denotation, connotation, and myth. To achieve the research objective, the researcher analyzes the sign systems accompanying the two posts related to gender norms for women and men as understood by society. The discussion in this research will address how the discourse on gender norms applies in society and how these norms impact issues in the lives of both women and men