Barthes meets vlogging: A semiotic analysis of a top Filipino influencer's videos.

This article applies Roland Barthes' semiology in analyzing the content of the 15 most popular vlogs by Cong TV, a top Filipino vlogger. Using Barthes' framework, the study uncovers hidden myths and ideological discourses embedded in Cong TV's works that often reinforce the perspectives of the ruling class, whether consciously or unconsciously. The analysis identifies rhetorical strategies, including identification, erasure of history, inoculation, and intertextuality, while also identifying beneficiaries and victims within these narratives. The findings show the subtle ways in which humor and relatable content perpetuate social inequalities, discrimination, and colonial mentalities. The study highlights the significant role influencers play in shaping societal norms and calls for greater awareness and responsibility among content creators. It challenges the audience and scholars alike to scrutinize seemingly harmless content for deeper, often overlooked, cultural implications. [ABSTRACT FROM AUTHOR]