KONSTRUKSI TANDA-TANDA TENTANG CINTA DAN KESETIAAN DALAM VISUAL DRAMA SNOWY NIGHT TIMELESS LOVE (Analisis Semiotika Pada Platform Tayang iQIYI Drama China 'Snowy Night Timeless Love')

The development of digital technology has significantly transformed the way society accesses and consumes entertainment media, including television dramas that have now gained popularity through online streaming platforms such as iQIYI, Netflix, Disney+, and others. One notable Chinese drama featured on iQIYI that has captured public attention is Snowy Night Timeless Love. A romantic fiction that emphasizes nonverbal communication in conveying the values of love and loyalty. This drama not only presents an engaging storyline but also highlights strong visual elements such as facial expressions, body movements, natural symbols, and the use of colors to construct deeper layers of meaning. The aim of this study is to analyze how the meanings of love and loyalty are constructed through visual signs in the drama. Employing a qualitative approach with Roland Barthes’ semiotic analysis method, this research interprets three levels of meaning—denotation, connotation, and myth. The findings of this study are expected to provide deeper insights into how visual signs in drama function as a new medium of communication within the context of digital media, while also enriching the study of visual communication and cross-cultural media.