REPRESENTASI MAKNA MEMANFAATKAN WAKTU DALAM WEB SERIES DEMI MASANIM.: 18102010071Muhammad Alfan FannanauthorIn recent years, many brands have produced web series as a marketing strategy, because it is considered effective in increase the omotional value between the brand and its target market. One brand that uses a web series as a medium for spreading its value is Kahf, in the web series Demi Masa, which campaign about the importance of using time wisely. This research is a type of descriptive-qualitative research that examines the representation of the meaning of utilizing time in the first part of the Demi Masa web series, episodes 1-3. The data analysis technique used is Roland Barthes’ semotic analysis to analyze the deeper meaning of a text or media content, including its denotation, connotation, and myth. The research is also supported by Stuart Hall’s representation theory to understand the meaning of the message that the series’ creators intend to convey. The results of this research reveal that in thr first part of the Demi Masa web series, there are different representations of meaning of utilizing time in each episode. The first episode highlights the importance of completing task while one has free time. The second episode shows the importances of using time while heatly, before illness arrives. Then, in the third episode teaches the importance of appreciating life before death comes.302.231 Media Komunikasi, Media Massa, Media Sosial2025-08-19UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis