Strategi Komunikasi Visual Dalam Konstruksi Citra Pendidikan Vokasi: Analisis Semiotika Pada Konten "Serunya Belajar Vokasi"
Year: 2026
Type: article
Abstract: This study analyzes the representation of the world of work in the educational video content "Serunya Belajar Vokasi" (The Fun of Vocational Learning) uploaded by the Directorate General of Vocational Education. The research aims to uncover the symbolic meanings constructed about professions and expertise through vocational education. Employing a qualitative approach and semiotic analysis based on Charles Sanders Peirce's model, this study examines visual, linguistic, and symbolic signs across five main scenes of the video. The results indicate that the content strategically represents vocational education as an educational pathway that not only focuses on technical skills but also equips students with key 21st-century competencies, such as critical thinking, creativity, communication, and digital technology mastery. This representation is constructed through a combination of icons, indexes, and symbols that position vocational graduates as experts who are ready, adaptable, and competitive in the global job market. The study concludes that this content functions as a visual communication strategy to build an image of vocational education as an equal, modern, and future-oriented pathway, while also rearticulating public perception on the importance of 21st-century competencies in the world of work. Keywords: Work World Representation, Peircean Semiotics, Vocational Education, Educational Content
Source: KOMVERSAL
Institution: Yogyakarta State University
Language: English
Subfield: Literature and Literary Theory
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7130821950