Startup strategies in building brand awareness Roland Barthes semiotic analysis of Korean drama Start-Up

Bella Amalia (), Anggun Nadia Fatimah, Menati Fajar Rizki, Wina Puspita Sari and Qoryna Noer Seyma El Farabi
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Bella Amalia: Department of Public Relations and Digital Communication, Faculty of Social Sciences and Law, Universitas Negeri Jakarta, Indonesia
Anggun Nadia Fatimah: Department of Public Relations and Digital Communication, Faculty of Social Sciences and Law, Universitas Negeri Jakarta, Indonesia
Menati Fajar Rizki: Department of Public Relations and Digital Communication, Faculty of Social Sciences and Law, Universitas Negeri Jakarta, Indonesia
Wina Puspita Sari: Department of Public Relations and Digital Communication, Faculty of Social Sciences and Law, Universitas Negeri Jakarta, Indonesia
Qoryna Noer Seyma El Farabi: Department of Public Relations and Digital Communication, Faculty of Social Sciences and Law, Universitas Negeri Jakarta, Indonesia

Priviet Social Sciences Journal, 2025, vol. 5, issue 5, 1-19

Abstract: This study explores startup brand awareness strategies through the lens of Roland Barthes’ semiotic analysis, focusing on the Korean drama Start-Up as a case. In the competitive digital economy, brand awareness is vital for startups to differentiate and attract stakeholders. Using the AIDA model (Attention, Interest, Desire, Action) combined with Barthes’ semiotic framework (denotation, connotation, myth), this qualitative study analyzes key scenes and symbols in the drama depicting Samsan Tech’s journey. Data were collected via scene observation, documentation, and literature review, then analyzed using content analysis and semiotic interpretation. Results show that Samsan Tech implements the AIDA strategy effectively: gaining attention through competitions and media coverage, sparking interest with innovative products and emotional narratives, creating desire via endorsements from mentors and influencers, and driving action through investor engagement. Semiotic analysis reveals deeper cultural and ideological meanings in the visuals, dialogue, and narratives, reinforcing myths of technology as progress, mentorship as legitimacy, and startups as vehicles of social change. This work highlights how popular media both reflect and shape perceptions of startup strategy, offering insights into the symbolic construction of entrepreneurial success.

Keywords: Startup; Brand Awareness; AIDA; Semiotics; Korean Drama; Roland Barthes (search for similar items in EconPapers)
JEL-codes: L26 M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:prv:pssjpv:379

DOI: 10.55942/pssj.v5i5.379

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