CONSTRUCTION OF SIGNS AND MYTHS IN PRE-WEDDING PHOTOGRAPHY

: In pre-wedding photograph there are visual signs those break conventional codes, then create unconventional concepts, which have potentials to create unconventional myth on pre-wedding photograph. The objectives of this research are to identify visual signs, unconventional codes and concepts on pre-wedding photograph. Through the observation toward some pre-wedding photograph samples those taken purposively base on have unconventional codes trend, analyze with photography semiotic toward pre-wedding photograph which uploaded in vendor's Instagram account within a certain period, describe unconventional code those create unconventional concepts which have potential to create unconventional myth on pre-wedding photograph. The unconventional codes created through breaking conventional codes process on them. The breaking process through modifies the visual signs, which not generally applied on pre-wedding photographs. And also the breaking process creates unconventional concepts on pre-wedding photograph, which have potential to create unconventional myth for long time to go.


INTRODUCTION
The wedding party is one of the special ceremony were held on a large scale for the upper classes. Magnificent ceremony of a wedding party made many vendors interested to run wedding party business. Those vendors provide services and goods related to the wedding party, such as wedding organizer, bridal, party decoration, and also photo and video documentations. Among the vendors, photo and video vendors also offer pre-wedding photograph service. In Indonesia, bride and groom couples do pre-wedding photograph like a tradition before marriage.
Through pre-wedding photograph they can express their personal identity, so they applied the theme on their pre-wedding photograph in accordance with their interest, hobby, and favorite.
'Pre-wedding' photography comes from English consisting of two words, namely 'pre' means before and 'wedding' means marriage. The term 'pre-wedding' photography has a severe error. According to one photography activist, Arbain Rambey (2009), photographers apart in Indonesia will be confused on the term because it is indeed an unusual photographic activity. Rambey also added prewedding photography emerged in Indonesia and to date only prevalent in Indonesian society. Prewed photograph (so-called) arose from here that "widen" 172. Demandia, Vol. 1 No. 2 (September 2016): 170-182 photo shoot marriage to all facets. In the West, also does not recognize it, because they more familiar with the term engagement photograph (Rambey, 2009).
Photography as a visual text is a record of reality, time slice. Reality in photography is different with the actual reality, because the camera tricks and tricks printing.
However compared to the illustration, photography carry a payload of highly viscous objective (Iskandar, 2007).
In pre-wedding photograph there are visual signs, which break conventional codes, then create unconventional concepts, which have potentials to create unconventional myth on pre-wedding photograph. The objectives of this research are to identify visual signs, unconventional codes and concepts on prewedding photograph.
The research method is semiotic approach through matrix analysis. First, identify sign structures with the meanings; those are poses and objects in photograph. Next, explain the codes contained in those photos by Roland Barthes semiotic codes. This research only focuses on cultural, semantic, and symbolic codes. Then describe the myths contained in those photos.

THEORETICAL BACKGROUND
Paul Messaris found that photograph is a readable visual form (Iskandar, 2007). Photography is one of how to speak. It's a visual language form. As a language form, it is also product of mind, which in turns evolved into cultural product and thus creating a discourse of knowledge.
Signs in post-structural semiotics do not have to following the fixed structure (Susanto, 2013). They are heterogenic, plural with dynamic codes, not binding. In post-structural semiotics, social convention could be ignored. The one way of working of post-structural semiotics is intertextuality. Intertextuality is transposition a sign system to other sign system, followed by new articulation and expression. Intertextuality believe that used sign quotes from other sign systems, those also quotes from other sign systems, and so on. In post-structural semiotics also have double coding, that combine between two or more code systems in creating new eclectic codes. Intertextuality in code allows code become diverse and what there to create new meanings, where signified or meaning can be quotes from other sign system. Intertextuality also allow contradiction (Piliang, 2010) In Roland Barthes semiotic, there are five types of codes commonly operated in sign (Vera, 2014) i.e. Hermeneutic, Proairetic, Cultural, Semantic, Symbolic. In Barthes's "The Photography Message" (Susanto, 2013) there are six procedures that can be regarded as 'writing' activity, because naturally through those procedures a photographer can decide some sign elements, relation etc. become main consideration when audiences read the visual language. Three of those six procedures directly influence the reality itself (modification of reality), those are trick effects, poses, and object selection.
Barthes explained that myth in this special definition is a development of connotation. The connotation had formed long in society (Vera, 2014). Although the myth is a social construction, myth as truths inherited and embedded in daily reasoning. Thus myth concept is almost equal to ideology concept, which worked on connotation level (Rachmawati and Nurrachmi, 2012  The research method is semiotic approach through matrix analysis. First, identify sign structures with the meanings; those are poses and objects in photograph. Next, explain the codes contained in those photos by Roland Barthes semiotic codes. This research only focuses on cultural, semantic, and symbolic codes. Then describe the myths contained in those photos.
Pre assumption: in pre-wedding photograph contained visual signs those break conventional codes, then create unconventional concepts which have potential to create unconventional myth on pre-wedding photograph.

RESULT AND DISCUSSION
The man sits on sofa, smiling to camera, right arm is on the armrest, left arm is straight on backrest, right leg cross on left leg. Those visual signs connoted relax, protect, and masculine. The woman sits on sofa, smiling to camera, both hand cross on thigh, left leg cross tight on right leg. Those visual signs connoted relax, graceful, and feminine. Although they sit on same sofa, there is a distance between them. Edward T. Hall in Purba (2006) intimate distance is about 0-18 inches and usually use for close related person only. The distance between them is a personal distance that about 18 inches. This is not like many pre-wedding photograph that shown romantic poses and intimacy. Both of them wear smart casual that image urban society. And the woman wear veil that imaged a Moslem. The background is classic Victorian style interior that imaged European luxury interior and highclass people (Mayangwangi, 2016).
On the Polar Photography's pre-wedding photograph above (Figure 2   In Owlsome Project's pre-wedding photograph, the unconventional semantic codes created by main character's poses that laugh connoted humorous.
The clothes and properties in this photograph imaged adventurer life that looks different than many romantic pre-wedding photographs, which show romance and intimacy.
From Rana Creative Visual's pre-wedding photograph, the unconventional cultural codes created by the main character's clothes. Their poses create unconventional semantic code, which has broke conventional romantic myth. And also the unconventional semantic code created by the background applied, which create unconventional concept of calmness in pre-wedding photograph. The unconventional semantic codes created by the difference style of clothes and background, and also the contrast of clothes and shoes that worn by the man.
The interesting things to do for future research are study about the process anti-myth become unconventional myth in pre-wedding photography, and audience perceptions to respond pre-wedding photograph that contain unconventional concept or myth.

CONCLUSION
On pre-wedding photograph, there are visual signs that influenced meaning process. Those visual signs are poses and objects around main characters including the clothes worn. Main character's poses on pre-wedding photograph are not always touching and intimate to create warm and familiar impression. The matching shades of the objects around them reinforce the meaning (anchoring) in pre-wedding photograph. But through blending different shades objects make the photographs look unique and dynamic, and also create unconventional meaning on pre-wedding photograph.
From the third pre-wedding photographs, found unconventional codes.
The unconventional codes created through breaking conventional codes process on them. The breaking process through modifies the visual signs, which not generally applied on pre-wedding photographs. And also the breaking process creates unconventional concepts on pre-wedding photograph, which have potential to create unconventional myths for long time.