Perceptions of PR: A Semiotic Analysis of The "Samantha Syndrome" and its Impact on Indonesian Female Public Relations Students


  • Laras Faizati Khairunnisa Institut Komunikasi dan Bisnis LSPR



semiotics, students, film, public relations, perception


This research analyzed the character Samantha Jones from Sex and the City which created a phenomenon called “Samantha Syndrome”. “Samantha Syndrome” is defined as the misrepresentation of Public Relations as a glamorous job caused by Samantha Jones character. This paper examines how “Samantha Syndrome” applies to Indonesian female Public Relations students, using Stuart Hall’s Cultural Studies, also Charles Peirce’s semiotics approach. Analytical units for this research is scenes or clips from Sex and the City the movies that show the Samantha Jones’ portrayal and behaviors as a Public Relations Executive, that leads to Samantha Syndrome based on Jane Johnston’s findings. The scenes taken from online movie streaming website Netflix. To deepen the analysis, eight Indonesian female Public Relations students were interviewed to get their perspectives deeply about how The Samantha Syndrome theory implications to Indonesian female PR students towards their chosen profession.


Gleeson, D. J. (2013). Undergraduate students' perceptions of public relations: An Australian study. PRism 9(1):

Griffin, E., Ledbetter, A., & Sparks, G. (2012). A First Look at Communication Theory (Conversations with Communication Theorists) (9th ed.). New York : McGraw-Hill Education.

Hall, S. (1997). Representation. London: Sage Publications.

Johnston, J. (2010). Girls on Screen: How film and Television depict women in public relations. PRism, 1–17.

Kasali, R. (1994). Manajemen Public relations: Konsep Dan Aplikasinya

Di Indonesia. Jakarta: Pustaka Utama Grafiti.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, Dan R&D. Bandung : Alfabeta.

'The Samantha Syndrome' – misconceptions about PRMay 265, May 26). Public Relations Sydney.’The%20Samantha%20Syndrome’%20refers%20to,middle%20class%2C%20attractive%20young%20women.

Yoon, Y., & Black, H. (2007). Learning about Public Relations from Television: How is the profession portrayed?, 1–22.




How to Cite

Khairunnisa, L. F. (2022). Perceptions of PR: A Semiotic Analysis of The "Samantha Syndrome" and its Impact on Indonesian Female Public Relations Students. Communicare : Journal of Communication Studies, 9(2), 89–96.