HIPERREALITAS SEBAGAI BENTUK KONSUMERISME (ANALISIS SEMIOTIKA ROLAND BARTHES TERHADAP PENGGUNA INSTAGRAM PADA MAHASISWA PROGRAM STUDI EKONOMI UNIVERSITAS JENDERAL SOEDIRMAN)

The hyperreality that is formed in postmodernism society has changed the perspective of society, especially students in assessing a social reality. Students are trapped in a symbol simulation, where the displayed meaning is different from the actual meaning. Thus, bringing up a consumptive lifestyle to fulfill desires. This research is related to "Hyperreality as a Form of Consumerism (Roland Barthes's Semiotic Analysis of Instagram Users in Students of the Economics Study Program, Jenderal Soedirman University)". This study aims to analyze the consumerism culture that is formed as a result of hyperreality and examine more deeply the meanings of denotations, connotations, and myths in the uploads of students of the Economics Study Program at Jenderal Soedirman University which are closely related to hyperreality and consumerism based on Roland Barthes' semiotic analysis. This study uses a qualitative descriptive approach, with Jean Baudrillard's hyperreality thinking concept and Roland Barthes' semiotic analysis. The results of the study show that the hyperreality that is formed in students as a consumerism culture is influenced by the environment and personal desires or desires of each individual. The apparent reality that is shown is considered to be real reality. The motives and meanings displayed in each student upload have another implied message that they want to convey to the public.