This study explores the cultural symbolism embedded in the costume design of Disney’s Moana, focusing on how clothing represents identity, environmental values, and shifting gender norms. Utilizing qualitative textual analysis formed by Charles Sanders Peirce’s semiotic theory and mise-en-scène analysis, specific film frames were selected for their visual and symbolic depth. The analysis highlights how Moana’s attire, made from traditional Polynesian materials like tapa cloth and pandanus leaves, incorporates motifs such as shark teeth, ocean waves, and floral patterns, each carrying significant cultural and cosmological meaning. The evolving color palette of Moana’s costume symbolizes her leadership development, while the clothing of secondary characters reflects community values, social hierarchy, and environmental interconnectedness. The choice to depart from Eurocentric princess gowns toward functional, culturally rooted attire reflects a conscious shift in Disney’s ideological approach. This transformation challenges traditional Western ideals of beauty and femininity, positioning Moana’s character as a powerful agent of leadership and self-determination within her cultural framework. The symbols within her costume—such as the shark teeth and ocean wave patterns—serve as tools for ideological expression, signifying a deeper connection to Polynesian heritage and an environmental ethic that promotes sustainability, a message that is increasingly relevant in today’s global discourse on climate change and Indigenous knowledge preservation. Furthermore, Moana’s costume has transcended the film, becoming a popular item in merchandising, enabling children to embody the movie’s values in their daily lives. This research concludes that the costuming in Moana serves as a visual semiotic system, enriching the narrative while fostering cross-cultural understanding and reshaping identity perceptions among young audiences.
Joorabchi et al. (Thu,) studied this question.