A Representation of Local Cultural Identity and Storytelling on Bu Rudy's Chili Sauce Packaging: A Semiotic Analysis by Roland Barthes and Iconography by Erwin Panofsky

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Abstract

The product packaging of Micro, Small, and Medium Enterprises (MSMEs) serves as a means of visual communication that reflects cultural identity through the use of product-related symbols and narratives. However, the relationship between visual elements, storytelling techniques, and cultural interpretation in the packaging of Sambal Bu Rudy has not been comprehensively elaborated in existing literature. This study endeavors to interpret the representation of local cultural identity along with the storytelling contained within the packaging of Sambal Bu Rudy. The uniqueness of this research lies in the integration of Roland Barthes' visual semiotics and Erwin Panofsky's iconography to analyze the relationship between the meaning of symbols, cultural background, and product identity narratives. This research adopts a qualitative methodology with an interpretive approach. Data collection was conducted through visual observation of the packaging, documentation of visual artifacts, and interviews with respondents, including the role of informants. Data analysis includes Barthes' denotation, connotation, and myth reading, as well as Panofsky's pre-iconographic description, iconographic analysis, and iconological interpretation. The investigation results indicate that the main visual elements signify the discovered cultural meanings, while other visual elements construct narratives about the origin, tradition, or identity of the product according to the research findings. The most significant finding is the primary cultural myth, formed from the interaction between visual signs and cultural values or beliefs. This interpretation aligns with/differs from the understanding conveyed by the informants regarding the intended use of visual elements. This research underscores that Sambal Bu Rudy's packaging communicates cultural identity through the correlation between visual symbols and product narratives. These findings can serve as a guide for MSME actors and designers in creating packaging that contextually conveys cultural narratives.