Semiotic Analysis of Bali Clean & Green Campaign
Proceedings of the Tourism and Hospitality International Conference (THIC 2015), Universitas Ciputra Indonesia, 19-20 November 2015. ISBN: 978-983-2078-83-8
6 Pages Posted: 5 Jun 2016 Last revised: 2 Mar 2022
Date Written: November 19, 2015
Abstract
In 2010, the Governor of Bali launched “BALI Clean & Green” campaign to promote awareness on environmental issues and sustainability on the island. While the success of this program remains debatable, the current paper aims to analyze the logo, slogan, and symbolisms related to this campaign using semiotic theories of Barthes and Peirce. From a descriptive qualitative analysis, this study finds that the campaign portrays an ideal condition of Bali from its logo, slogan, and symbolisms. These elements depict the cleanness and greenness to be achieved quite well, but fall short on prescribing what should be done or steps to take to attain this ideal condition. Although the semiosis elements that make a good sign is present, the general attitude of this campaign is a neutral one and as such making it less than ideal in recommending courses of action to ensure Bali is clean and green.
Keywords: semiotics, triadic model, Bali, environment, campaign
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