Personal brand of Dian Pelangi on her instagram account: Semiotic analysis

In social life, humans are accustomed to creating a brand for themselves. This thesis discusses Personal Brand of Dian Pelangi on Her Instagram account through semiotic theory. Semiotic theory is one of the theories in linguistics that studies the meaning of signs. In this study, researchers made an analysis of Personal Brand of Dian Pelangi on Her Instagram account by using semiotic theory, especially Rolland Barthes' theory of the meaning of denotation and connotation and Peter Montoya's theory of personal branding. The objectives of this research are (1) to find out the denotation sign that describes the personal brand concept of Dian Pelangi on his Instagram account (2) to find out the connotation sign that describes the Dian Pelangi personal brand concept on his Instagram account (3) to find out the relationship between denotation signs and connotations with personal concepts the Dian Pelangi brand on his Instagram account. Dian Pelangi uses five concepts for the formation of personal branding, namely: the concept of the law of specialization, the law of personality, the concept of the law of distinctiveness, the law of visibility and the law of unity