Visual Communication Morphology Study in Stall Banner of Street Vendors in Lamongan

Abstract

The tent stalls are one of the small merchant businesses in Indonesia to survive the current economic hipness. Migrating to the city by opening a large roadside field is a trader's strategy to get customers. This research aims to discover the uniqueness of street vendors through visual analysis of visual identity as a symbolism of resistance to modern visual development. This research pays more attention to the visual side, especially in the banner of the tent stall typical of Lamongan, East Java. The method used in a qualitative descriptive that took 50 samples of tent stalls of visual form or morphology materialized. The results of this research indicate the power of visual identity with morphological forms that are depicted realistically in the banner of Lamongan's tent stalls. The distinctive visual identity of each banner of the typical tent stall of Lamongan has existed since the beginning of the regional traders came to town. To date, it remains preserved and maintained as a form of identity as well as a form of resistance to modern commercial visuals. The results of this research became one of the sources of a study highlighting the distinctive vernacular of Lamongan to know the visual development of a country.