Analisis Semiotika Dalam Representasi Identitas Diri Melalui Pilihan Pakaian ( Studi Kasus di Kalangan Mahasiswa Wanita Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara)

Abstract

This research aims to analyze the representation of self-identity among female students of the Faculty of Social and Political Sciences, Universitas Sumatera Utara, through their clothing choices, using Roland Barthes' semiotic approach. The study is motivated by the phenomenon of increasingly diverse fashion trends among students, where clothing functions not only as a practical necessity but also as a symbol of social, cultural, and psychological identity. This research applies a qualitative method with data collection techniques including observation, in-depth interviews, and documentation.

The findings reveal that female students' clothing styles can be categorized into three main types: "cewe kue," "cewe bumi," and "cewe mamba." Each style carries different denotative, connotative, and mythological meanings. "Cewe kue" style is characterized by bright colors representing creative and expressive identities. "Cewe bumi" features natural colors reflecting calm and simple identities. Meanwhile, "cewe mamba" is dominated by dark colors symbolizing elegant, mysterious, and independent identities. Furthermore, the study identifies several influencing factors, including peer environment, social media, family, and ego or self-actualization needs.

This research connects its findings with psychological theories such as Social Identity Theory by Tajfel and Turner, and Self-Image Theory by Rosenberg. The conclusion drawn is that female students' clothing choices at FISIP USU are not merely personal fashion preferences but a complex representation of self-identity shaped by interrelated social, cultural, and psychological factors.