Listia Natadjaja, Faruk Tripoli, Bayu Wahyono


The study examined the meanings of the texts on the packaging of jamu for women and revealed its proposed ideology. As a health product, information on the design of the packaging of jamu is not only as a means to inform consumers of the product, but also as a "tool" for manufacturers to construct meaning and convey their message and ideology. By using Roland Barthes' semiotic analysis, the researchers analyzed the texts and uncovered the denotative and connotative meanings.   The findings showed that the texts on the packaging of jamu for women implies ambivalent meanings between ‘jamu’ and ‘medicine’, ‘traditional’ and ‘modern’, ‘local’ and ‘global’,   ‘empirical’   and   ‘science’,   ‘natural’   and   ‘cultural’,   ‘feminine’   and ‘masculine’. The existence of an ideology of femininity and the frequent use of medical discourses that influences the construction of the texts were evident.

Full Text:



  • There are currently no refbacks.

Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni, dan Pengajarannya is licensed under
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
AnalyticsView My Stats
Based on the Official Letter from the Director General of Higher Education, Research, and Technology, the Ministry of Education, Culture, Research, and Technology No 158/E/KPT/2021, dated December 27, 2021, Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni dan Pengajarannya is granted RANK 2 JOURNAL SCIENTIFIC ACCREDITATION PERIOD I YEAR 2021. This rating status is valid for 5 (five) years up to Vol 53, No 1, 2025.

Dear Sir/Madam

We appreciate your continued confidence and trust in Bahasa dan Seni: Jurnal Bahasa, Sastra, Seni, dan Pengajarannya (JBS). In order to enhance the service, readability, and quality of JBS publications, we will be transitioning to a new website,, in collaboration with Digital Commons (Elsevier) starting in July 2024.


Yusuf Hanafi
(Editor in chief)

Editorial Office:
Gedung D16 Lantai 2 Fakultas Sastra UM Jl. Semarang 5 Kota Malang, Jawa Timur, Indonesia 65145

Fakultas Sastra, Universitas Negeri Malang, Indonesia
JPtpp is licensed under