SINAGA, JAENETA XILL MISSTRY (2025) KRITIK TERHADAP STEREOTIP GENDER DALAM LAGU "NXDE" (G)I-DLE (Analisis Semiotika terhadap Video Klip). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study analyzes gender representation in the music video Nxde by (G)IDLE using a critical paradigm with a qualitative method and a semiotic approach based on John Fiske's theory. In the entertainment industry, particularly K-Pop, female representation is often trapped in a contradiction between empowerment and exploitation. Although the Nxde music video attempts to open discussions about feminism, an essential question arises: is this a form of resistance against patriarchy, or is it merely a capitalist strategy to commodify the feminist movement? The findings indicate that, in accordance with Fiske's theory of reality, representation, and ideology, the Nxde music video constructs meaning at multiple levels. While it is claimed as a form of empowerment, women in the video are still reduced to visual objects within an aesthetic that emphasizes sensuality. At the representational level, cinematographic techniques such as close-up, low angle, and tracking shot are predominantly used to position the female body as the focal point, reinforcing the ambiguity between social critique and the capitalization of women's bodies. At the ideological level, the video reveals the contrast between feminist narratives and exploitation within the entertainment industry, where women's empowerment remains confined within an aesthetic framework that benefits the capitalist system. This study asserts that criticism of gender stereotypes in popular media must acknowledge that feminist narratives are continuously reshaped for commercial interests by the capitalist system. Therefore, further research is needed to examine how audiences interpret and respond to gender representation in entertainment media and how industry strategies can genuinely support gender equality without being veiled in the exploitation of popular aesthetics. Keywords: Gender stereotypes, Women’s empowerment, Semiotics, John Fiske, K-Pop Penelitian ini menganalisis representasi gender dalam video klip Nxde oleh (G)I-DLE menggunakan paradigma kritis dengan metode kualitatif, dan pendekatan semiotika John Fiske. Dalam industri hiburan, terutama K-Pop, wakil perempuan seringkali terjebak dalam kontradiksi antara pemberdayaan dan eksploitasi. Meskipun video klip Nxde berusaha membuka diskusi tentang feminisme, ada pertanyaan penting yang muncul: apakah ini merupakan bentuk perlawanan terhadap patriarki atau justru strategi kapitalisme untuk mengiklankan gerakan feminisme? Hasil penelitian ini menunjukkan bahwa, sesuai dengan teori Fiske tentang realitas, representasi, dan ideologi, video klip Nxde membentuk makna. Meskipun video ini diklaim sebagai bentuk pemberdayaan, perempuan dalamnya tetap direduksi menjadi objek visual dengan estetika yang menekankan sensualitas. Pada level representasi, teknik sinematografi seperti close up, low angle, dan tracking shot digunakan secara dominan untuk menempatkan tubuh perempuan sebagai pusat perhatian. Ini memperkuat ambiguitas antara kritik sosial dan kapitalisasi tubuh perempuan. Pada tingkat ideologi, video ini menunjukkan perbedaan antara narasi feminisme dan eksploitasi dalam industri hiburan, di mana perempuan masih diberdayakan melalui koridor estetika yang menguntungkan sistem kapitalis. Penelitian ini menegaskan bahwa kritik terhadap stereotip gender dalam media populer harus dilakukan dengan mengingat bahwa narasi feminisme terus diubah untuk kepentingan komersial oleh sistem kapitalisme. Oleh karena itu, penelitian lebih lanjut diperlukan untuk mempelajari bagaimana audiens menerima dan memahami representasi gender dalam media hiburan serta bagaimana strategi industri dapat mendukung kesetaraan gender tanpa terselubung dalam eksploitasi estetika populer. Kata kunci: Stereotip gender, Pemberdayaan perempuan, Semiotika, John Fiske, K-Pop
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