ANANDITA, SHAFA INAYA (2025) PEMAKNAAN STEREOTIP GENDER DALAM FILM BARBIE (2023). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Film is a medium of communication that conveys messages to audiences through audio and visual elements. As an effective audiovisual communication medium, film has the ability to deliver a wide range of messages such as social, cultural, and even gender related issues to the public. In this context, film does not only transmit information verbally and nonverbally, but also influences and shapes public perception. Therefore, understanding the meaning within a film is essential to examine how complex messages are constructed and communicated to the audience. This study aims to explore how gender stereotypes are constructed and conveyed in the film Barbie (2023). This research employs a descriptive qualitative approach. The method used is semiotic analysis based on Charles Sanders Peirce’s triadic theory, which connects three key elements: representamen (sign), object (reference), and interpretant (interpretation of the sign). Based on the analysis of eight selected scenes from the film, the findings indicate that the construction of gender stereotypes is shaped through three main categories. First, feminine stereotypes are evident from the beginning, depicted through scenes showing domestic activities and the portrayal of Barbie as an idealized female figure. Second, although women are portrayed as active and holding important roles in the public sphere, they are still framed within a polished and traditionally feminine aesthetic. Third, masculine stereotypes are illustrated through the character of Ken, who seeks validation, displays a desire for dominance, and is visually positioned in roles of power. These meanings are constructed through social and cultural processes, as reflected in the film’s narrative structure and visual presentation. Keywords: Film, Gender Stereotypes, Semiotics, Meaning, Barbie (2023) Film merupakan media komunikasi yang menyampaikan pesan kepada penonton melalui unsur audio dan visual. Sebagai media komunikasi audio visual yang efektif, film mampu menyampaikan berbagai pesan sosial, budaya, hingga isu gender kepada masyarakat luas. Dalam hal ini, film tidak hanya menyampaikan informasi secara verbal dan nonverbal, tetapi juga mempengaruhi dan membentuk pandangan masyarakat. Oleh karena itu, pemahaman terhadap pemaknaan dalam film menjadi penting untuk melihat bagaimana pesan kompleks dikonstruksi dan dikomunikasikan kepada penonton. Penelitian ini bertujuan untuk mengetahui bagaimana makna stereotip gender dikonstruksikan dalam film Barbie (2023). Penelitian ini menggunakan tipe penelitian deskriptif dengan pendekatan kualitatif. Metode yang digunakan adalah analisis semiotika berdasarkan teori Charles Sanders Peirce yang menghubungkan tiga elemen utama: representamen (tanda), objek (rujukan tanda), dan interpretan (pemaknaan terhadap tanda). Berdasarkan hasil analisis terhadap delapan potongan scene dalam film, hasil penelitian menunjukkan bahwa makna stereotip gender dibentuk melalui tiga kategori utama. Pertama, stereotip tentang sifat feminin terlihat sejak awal melalui scene yang menunjukkan aktivitas rumah tangga dan gambaran Barbie sebagai sosok perempuan yang dianggap ideal. Kedua, meskipun perempuan digambarkan aktif dan memiliki peran penting di ruang publik, mereka tetap ditampilkan dengan gaya yang feminin dan rapi. Ketiga, stereotip tentang maskulinitas muncul lewat karakter Ken yang mencari pengakuan, menunjukkan sikap ingin berkuasa, dan ditampilkan dalam posisi dominan. Semua makna ini terbentuk dari proses sosial dan budaya, yang terlihat dari jalan cerita dan tampilan visual dalam film. Kata Kunci: Film, Stereotip Gender, Semiotika, Pemaknaan, Barbie (2023)
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