Narrating Place Through Souvenirs: A Semiotic Analysis of Insider Perspective in Glodok, West Jakarta

Souvenirs often represent places through recognizable symbols, which can reduce complex place identities into simplified images. This study examines how insider and outsider perspectives reveal meanings associated with Glodok, Jakarta, and how these meanings can inform souvenir representation. A qualitative ethnographic approach was conducted through semi-structured interviews, field observations, and document review. The identified place elements were analyzed using Roland Barthes’ semiotic framework of denotation, connotation, and myth. The findings show that insiders tend to interpret Glodok through everyday livelihood, familiarity, routine, and cultural continuity, while outsiders more often perceive cultural attraction, discovery, and authenticity. Comparison with existing Jakarta souvenirs reveals a gap between destination recognition and the representation of lived place meanings. The study suggests that semiotic analysis can bridge place identity and souvenir representation, contributing to the understanding and representation of urban communities and their cultural identities.