Kidult Representation in Hot Wheels F1 2025 Instagram Content

Denny Suryakusuma; Salman Salman

doi:10.29240/jdk.v11i2.16752

Authors

Denny Suryakusuma Universitas Esa Unggul, Indonesia
Salman Salman Universitas Esa Unggul, Indonesia

DOI:

https://doi.org/10.29240/jdk.v11i2.16752

Keywords:

Keywords: Myth, Sign Value, Kidult Consumerism, Hot Wheels Formula 1

Abstract

Purpose − The phenomenon of kidult in consumer culture shows a shift in the meaning of toy and diecast products that are no longer viewed solely based on function, but also as collectible objects that have symbolic meaning. This phenomenon is seen in the Instagram content @hotwheels_indo dated October 1, 2025, which promotes Hot Wheels Premium Formula 1 through visual representations that resemble the world of professional racing and display an exclusive, prestigious, and authentic impression. This study aims to analyze the myths and sign values of kidult consumerism represented through the Instagram content @hotwheels_indo.

Method − This study uses a qualitative approach with a critical paradigm. The analysis is carried out using Roland Barthes' semiotics through the meaning of denotation, connotation, and myth, as well as Jean Baudrillard's theory to analyze simulation, simulacra, hyperreality, and sign value. The object of the research is three slides of promotional content for Hot Wheels Premium Formula 1 uploaded on October 1, 2025.

Findings − The results of the study show that the content builds myths about the authenticity of the Formula 1 world, brand legitimacy, premium quality, exclusivity, collection culture, and enthusiasm for the product launch. Through visual elements, the official Formula 1 logo, team identity, dramatic lighting, compositions resembling the starting grid, product details, and persuasive narratives, Hot Wheels Premium Formula 1 is represented not just as a diecast, but as a symbol of prestige, identity, nostalgia, and affiliation with Formula 1 culture. This representation forms simulations, simulacra, and hyperreality that produce sign value, so that kidult consumption practices are more oriented towards symbolic meaning and social status than the use value of the product.

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