"From the Novel to the Video: A Semiotic Analysis of Character Archetypes in Short “You Tube Videos”

الملخص

The emergence of digital media platforms, especially YouTube, has transformed traditional storytelling into shorter and more visually dynamic forms. Character archetypes that once appeared primarily in novels and literary texts are now reconstructed in short videos, visual narratives, and online storytelling formats. This research investigates how character archetypes are transferred from literary narratives to short YouTube videos through a semiotic framework. The study applies the theories of Carl Jung, Roland Barthes, and Charles Sanders Peirce to analyze the signs, symbols, gestures, colors, costumes, sounds, and visual techniques that construct archetypal characters in digital media. The research adopts a qualitative descriptive method and analyzes selected YouTube short videos adapted from literary or fictional narratives. The findings reveal that YouTube videos simplify and intensify archetypal representation through multimodal signs such as music, camera movement, facial expression, and editing techniques. The study concludes that digital media reshapes literary archetypes while maintaining their symbolic meanings, enabling audiences to recognize heroic, villainous, mentor, and trickster identities quickly within short viewing durations. The research contributes to studies in semiotics, digital storytelling, literary adaptation, and media discourse.