Representasi Evolusi Identitas Skena dan Indie Pada Generasi X, Y, dan Z dalam Konten YouTube Vindes ‘Iqbaal Ketemu Abang-Abangan Skena?’

ABSTRACT

This study examines the representation and transformation of Skena and Indie identities in the YouTube content "Iqbaal Ketemu Abang-Abangan Skena?" produced by Vindes.
This study aims to understand how these subcultural identities shift across generations, specifically from Generation X to Generation Z, as they transition to the digital space.
The method used is descriptive qualitative, using Roland Barthes's semiotic approach through analysis of denotation, connotation, and myth, supported by a critical paradigm to examine the influence of digital media logic on identity construction. The results show that Skena and Indie identities have shifted from ideology- and community-based subcultures to more fluid, visual, and commodified symbolic representations. YouTube acts as a mediating space that allows these identities to be displayed, negotiated, and reinterpreted by the younger generation.
These findings confirm that subcultural identities such as the terms 'skena' and 'indie' have not disappeared in digital culture, or acquired different meanings than they currently have, but rather have evolved in response to media dynamics and generational changes.
Keywords: Representation, Skena, Indie, Roland Barthes’ Semiotics, YouTube