Field of Meaning Theory in Celebgram Endorsement Product Captions

Abstract

In this digital age, manufacturers are competing to market their products through social media platforms such as Instagram. Manufacturers sell their products on Instagram by assigning marketing "agents", or Instagram Celebrities, better known on Instagram as Celebgrams. This celebrity has quite a few followers on Instagram. This allows manufacturers to confidently promote their products by endorsing them. This study uses Chaer's theory of semantic fields. This study aimed to analyze the semantic field of captions containing product recommendations for the Prilly Latuconsina program. The recommendations analyzed focused on feminine care, fashion, and fast food restaurants. This research method is qualitative descriptive analysis. They collect data based on literature surveys and documents. The result of this research is that the field of semantics can be used to analyze captions.