Local culture-based visual communication strategies: a semiotic analysis of the Kuku Bima advertisement “Jelajahi Surga Tersembunyi di NTT Bersama Kuku Bima, Energi Indonesia!”

This study explores how local culture functions as a communicative strategy in visual advertising by analyzing the Kuku Bima Advertisement released on YouTube in 2024 “ Jelajahi Surga Tersembunyi di NTT Bersama Kuku Bima, Energi Indonesia! ”. Using Charles Sanders Peirce’s semiotic framework of icon, index, and symbol, the research examines how cultural signs construct meaning and reinforce identity within Indonesia’s digital media landscape. The study employs a qualitative descriptive method that integrates semiotic analysis of visual content with audience interpretation of YouTube audience engagement. The advertisement was analyzed frame by frame to identify cultural symbols and their functions, while audience engagement data were examined to reveal patterns of emotional engagement, cultural pride, and participatory meaning-making. This methodological integration enables a holistic understanding of how meaning circulates between media text and audience response. The findings show that the advertisement represents local culture as a vital component of Indonesia’s collective identity, using visual and symbolic narratives to bridge tradition and modernity. Audiences actively participate in decoding and reaffirming these meanings through digital engagement including comments, likes, and sharing behaviors that index emotional attachment and cultural identification, reflecting national pride and cultural resonance. Theoretically, this study contributes to communication and media studies by linking visual semiotics with participatory audience theory, demonstrating that meaning in digital advertising is co-created through both production and reception. Practically, it provides insights for developing culturally sensitive advertising strategies that promote inclusivity, strengthen brand identity, and foster audience engagement in the digital era particularly among the campaign’s core viewers, namely digitally active young adults.