REPRESENTASI FEMINISME DALAM VIDEO MUSIK BLACKPINK ‘HOW YOU LIKE THAT’ (Xii + 99 Halaman: 9 Gambar; 5 Tabel; 2 Lampiran)

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REPRESENTASI FEMINISME DALAM VIDEO MUSIK BLACKPINK ‘HOW YOU LIKE THAT’ (Xii + 99 Halaman: 9 Gambar; 5 Tabel; 2 Lampiran) ABSTRAK Dwi Utari Larasati Irma (01045170023) REPRESENTASI FEMINISME DALAM VIDEO MUSIK BLACKPINK ‘HOW YOU LIKE THAT’ (xii + 99 halaman: 9 gambar; 5 tabel; 2 lampiran) Video musik merupakan suatu film pendek yang bertujuan untuk mengintegrasi lagu dengan visual yang diproduksi untuk promosi atau artistik. Sebagai video musik dengan debut yang paling banyak ditonton dalam kurun waktu dua puluh empat jam sepanjang masa pada platform YouTube, BLACKPINK ‘How You Like That’ juga memiliki pesan tersendiri di dalam lagu mereka. Jisoo dan Rose BLACKPINK mengungkapkan pesan dalam lagu yakni mengenai kekuatan wanita dan kebangkitan dari keterpurukan. Penelitian ini bertujuan untuk menganalisis sistem tanda yang terdapat dalam video musik ‘How You Like That’ untuk melihat akan adanya makna feminisme yang direpresentasikan dalam video musik tersebut. Metode yang digunakan dalam penelitian ini adalah metode penelitian kualitatif dengan analisis semiotika Roland Barthes untuk melakukan analisis secara mendalam. Landasan teori yang digunakan dalam penelitian adalah delapan aliran feminisme dari Rosemarie Putnam Tong. Hasil penelitian menunjukkan feminisme yang direpresentasikan dalam video musik ‘How You Like That’ adalah sebagai sosok wanita yang kuat, pintar, memiliki apa yang diinginkan, membawa perubahan serta adanya keinginan untuk mendapatkan kebebasan. Kata Kunci: representasi, feminis, video musik, semiotika. Referensi: 53 (1981 - 2020) v ABSTRACT Dwi Utari Larasati Irma (01045170023) REPRESENTATION OF FEMINISM IN BLACKPINK MUSIC VIDEO 'HOW YOU LIKE THAT' (xii + 99 pages: 9 figures; 5 tables; 2 attachment) The music video is a short film that aims to integrate songs with visuals that are produced for promotional or artistic purposes. As the music video with the most watched debut in twenty-four hours of all time on the YouTube platform, BLACKPINK's “How You Like That” also has its own message in their song. BLACKPINK's Jisoo and Rose expressed the message in the song which is about the power of women and the awakening from adversity. This study aims to analyze the sign system contained in the music video "How You Like That" to see the meaning of feminism represented in the music video. The method used in this research is a qualitative research method with semiotic analysis by Roland Barthes to conduct an in-depth analysis. The theoretical basis used in the research is the eight schools of feminism from Rosemarie Putnam Tong. The results showed that feminism represented in the music video "How You Like That" is a woman who is strong, smart, has what she wants, brings change and a desire to gain freedom. Keywords: representation, feminism, music videos, semiotics. References: 53 (1981 - 2020) vi .
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