SEMIOTIKA WARNA DALAM KAMPANYE KESADARAN LINGKUNGAN DI INDONESIA
Kata Kunci:
Semiotika Warna, Kampanye Lingkungan, Komunikasi Visual KulturalAbstrak
Penelitian ini bertujuan mengeksplorasi mekanisme konstruksi dan implementasi strategi semiotika warna dalam kampanye kesadaran lingkungan "Bumi Kita, Tanggung Jawab Kita" yang mencapai kesuksesan luar biasa dengan awareness rate 78 persen dan mobilisasi 2 juta partisipan di Indonesia. Menggunakan pendekatan kualitatif fenomenologi, penelitian mengumpulkan data melalui wawancara mendalam dengan pengelola kampanye dan desainer visual, focus group discussion dengan segmen masyarakat urban, suburban, dan rural, serta observasi partisipatif di lokasi instalasi kampanye di Jakarta, Surabaya, dan Bali. Analisis data menggunakan model interaktif Miles dengan triangulasi sumber dan metode untuk memastikan validitas temuan. Hasil penelitian mengungkap bahwa kesuksesan kampanye tercipta melalui strategi cultural authenticity yang memanfaatkan symbolic meanings warna yang deeply embedded dalam kesadaran kolektif agraris Indonesia—hijau emerald merepresentasikan kesuburan dan harmoni filosofis "memayu hayuning bawana", biru langit mengkomunikasikan spiritual purity, dan oranye tanah liat menginvokasi komunal connection dengan bumi nusantara. Implementasi melalui visual gradients, textural variations, color-coding systems, dan participatory activities mentransformasi passive exposure menjadi emotional investment dan concrete actions, menghasilkan penanaman 1 juta pohon, partisipasi 30 ribu orang dalam beach cleanup, dan komitmen 500 bisnis mengurangi plastik. Penelitian membuktikan bahwa culturally-grounded color semiotics merupakan strategi cost-effective untuk mencapai SDG 12, 13, 14, dan 15, menantang asumsi teoretis tentang keterbatasan komunikasi warna dalam konteks multikultural dan media tersaturasi.
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