SEMIOTIC ANALYSIS OF COUNTER STEREOTYPES IN SUSTAINABLE DEVELOPMENT GOALS CAMPAIGN VIDEOS

This study explores Semiotic Analysis in the context of Sustainable Development Goals (SDGs) campaign videos, specifically aiming to uncover hidden stereotypes. The main goal is to understand and analyze the meanings of verbal and visual signs, shedding light on unraveling the countering stereotypes within them. The focus is on video from the "Flip the Script" campaign challenge on the UN SDG Action Campaign's YouTube account. Using observational and descriptive qualitative methods, the study applies Saussure's (2007) semiotic theory for the analysis of verbal and visual signs. Leech's (1981) theory of meaning is also employed to enhance the understanding of intended messages. Additionally, Wierzbicka's (1966) theory of color terms is used to identify nuanced meanings associated with color symbolism. The research data is presented through a comprehensive analysis using both formal and informal methods. The findings reveal that visual signs are more prominent than verbal signs in conveying messages, with a significant portion of verbal signs carrying implicit stereotypes. The study shows that these counter-stereotypes are strategically embedded to have a strong impact on delivering campaign messages, highlighting the importance of critically assessing both visual and verbal signs for more inclusive and effective communication strategies in sustainable development.