ANANDA, CHANTIKA AZZAHRA (2026) RESEPSI GEN Z TERHADAP PESAN STREOTIPE GENDER DAN KOMODIFIKASI DALAM FILM BARBIE THE MOVIE (2023). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Barbie The Movie (2023) has become one of the most discussed popular cultural texts because it presents issues of gender representation, critiques of patriarchy, and elements of commodification packaged in an appealing visual narrative. As digital natives, Gen Z tends to be critical toward issues of authenticity and commercial values in media, resulting in diverse interpretations of the film. This study aims to examine how Gen Z interprets gender representation and recognizes commodification elements in the film Barbie, using Stuart Hall’s Encoding–Decoding Reception Theory, which categorizes audience interpretation into three positions: dominant-hegemonic, negotiated, and oppositional. This research employs a descriptive qualitative approach within a critical paradigm. Data were collected through in-depth interviews with six Gen Z informants. The findings indicate that Gen Z’s interpretations are influenced by their Frame of Knowledge, Relations of Production, and Technical Infrastructure. Out of the six informants, one aligns with the dominant position, four fall into the negotiated position, and one holds an oppositional stance. The dominant reader accepts the film’s feminist messages and gender representations positively; negotiated readers acknowledge the strength of the messages yet highlight the film’s commodification; meanwhile, the oppositional reader rejects the film’s messages, considering them inauthentic, overly commercial, and irrelevant to real gender issues. Keywords: reception analysis, gender stereotypes, Barbie The Movie (2023), commodification, Gen Z Film Barbie The Movie (2023) menjadi salah satu teks budaya populer yang banyak dibicarakan karena memuat isu representasi gender, kritik patriarki, dan unsur komodifikasi yang dikemas secara visual menarik. Sebagai generasi digital-native, Gen Z memiliki karakteristik kritis terhadap isu otentisitas dan nilai komersial dalam media, sehingga pemaknaan mereka terhadap film ini menjadi beragam. Penelitian ini dilakukan untuk mengetahui bagaimana Gen Z menginterpretasikan representasi gender dan menyadari unsur komodifikasi dalam film Barbie menggunakan Teori Resepsi Encoding–Decoding Stuart Hall, yang membagi pemaknaan audiens ke dalam tiga posisi: hegemonik dominan, negoisasi, dan oposisi. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan paradigma kritis. Data dikumpulkan melalui wawancara mendalam dengan enam informan Gen Z. Hasil penelitian menunjukkan bahwa pemaknaan Gen Z dipengaruhi oleh Frame of Knowledge, Relation of Productions dan Technical Infrastructure. Dari enam informan, satu berada pada posisi dominan, empat berada pada posisi negosiasi, dan satu berada pada posisi oposisi. Informan dominan menerima pesan feminisme dan representasi gender secara positif, informan negosiasi menilai film kuat secara pesan namun sarat komodifikasi, sedangkan informan oposisi menolak pesan film karena dianggap tidak otentik, terlalu komersial, dan tidak relevan dengan realitas gender. Kata Kunci: analisis resepsi, streotipe gender, Barbie The Movie (2023), komodifikasi, Gen Z
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