ERVIANI, TANTRI (2026) REPRESENTASI INFERIORITY COMPLEX PADA KONTEN VIDEO MUSIK (Analisis Wacana Kritis pada Video Musik "Perkara Tubuh" di akun YouTube Hindia). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media today has become a highly influential space for young generations. Through platforms such as YouTube, users can enjoy various forms of visual entertainment, including music videos. However, exposure to content that displays certain body standards can bring negative impacts, particularly in shaping an individual’s perception of their body. Many teenagers and young adults experience social pressure that triggers an inferiority complex or feelings of inadequacy. One of the works that illustrates this phenomenon is the music video “Perkara Tubuh” by Hindia. This study aims to determine how representations of body inferiority are constructed in the music video and how social discourse about the body is portrayed through its visuals and lyrics. This study uses Teun A. Van Dijk’s Critical Discourse Analysis (CDA), which emphasizes three aspects Micro, Superstructure, Macro, Social Cognition, and Social Context. This approach is used to observe how visual stimuli such as dim lighting, distressed expressions, slow movements, and bodily symbols are constructed into discourse that influences how viewers understand the issue of inferiority complex in the context of digital culture. This research is descriptive with a qualitative approach. The method used is Critical Discourse Analysis of the music video “Perkara Tubuh,” uploaded on Hindia’s YouTube channel. Data were obtained through visual observation, lyric analysis, and literature studies related to body standards, popular culture, and digital media. Based on the findings, the study reveals that the music video “Perkara Tubuh” displays a strong representation of an individual’s internal conflict regarding their body. Body inferiority does not only stem from personal experience but is influenced by structural forces such as beauty standards reproduced by the media, patriarchy, aesthetic capitalism, and the legacy of colonial aesthetics. Another significant finding shows that the entertainment industry often normalizes feelings of inferiority, body anxiety, and negative narratives as part of cultural consumption for young generations. This normalization makes social pressure toward the body seem natural and acceptable. Keywords: Communication, Critical Discourse Analysis, Popular Culture, Social Construction of the Body, Aesthetic Hegemony. Media sosial saat ini menjadi ruang yang sangat berpengaruh bagi generasi muda. Melalui platform seperti YouTube, pengguna dapat menikmati berbagai bentuk hiburan visual, termasuk video musik. Namun, paparan konten yang menampilkan standar tubuh tertentu dapat membawa dampak negatif, terutama dalam membentuk persepsi individu terhadap tubuhnya. Banyak remaja dan dewasa muda mengalami tekanan sosial yang memicu inferiority complex atau rasa rendah diri. Salah satu karya yang menggambarkan fenomena tersebut adalah video musik “Perkara Tubuh” karya Hindia. Penelitian ini bertujuan untuk mengetahui bagaimana representasi inferioritas tubuh dibangun dalam video musik tersebut serta bagaimana wacana sosial mengenai tubuh ditampilkan melalui visual dan lirik. Penelitian ini menggunakan teori Analisis Wacana Kritis (AWK) Teun A. Van Dijk yang menekankan tiga aspek, Mikro, Supersturktur, Makro, Kognisi Sosial, dan Konteks Sosial. Pendekatan ini digunakan untuk melihat bagaimana rangsangan visual seperti pencahayaan suram, ekspresi tertekan, Gerakan lambat, dan simbol tubuh dikonstruksi menjadi wacana yang memengaruhi cara penonton memahami isu inferiority complex dalam konteks budaya digital. Jenis penelitian ini adalah deskriptif dengan pendekatan kualitatif. Metode yang digunakan adalah Analisis Wacana Kritis terhadap video musik “Perkara Tubuh” yang diunggah di kanal YouTube Hindia. Data diperoleh melalui observasi visual, analisis lirik, serta studi literatur mengenai standar tubuh, budaya populer, dan media digital. Berdasarkan hasil penelitian, ditemukan bahwa video musik “Perkara Tubuh” menampilkan representasi kuat mengenai konflik batin individu terhadap tubuhnya. Inferioritas tubuh tidak hanya berasal dari pengalaman personal, tetapi dipengaruhi oleh kekuatan structural seperti standar kecantikan yang direproduksi media, patriarki, kapitalisme estetika, serta warisan estetika kolonial. Temuan penting lainnya menunjukkan bahwa industri hiburan sering menormalisasi rasa minder, kecemasan tubuh, dan narasi negative sebagai bagian dari konsumsi budaya bagi generasi muda. Normalisasi ini membuat tekanan sosial terhadap tubuh tampak wajar dan dapat diterima. Kata Kunci: Komunikasi, Analisis Wacana Kritis, Budaya popular, Normalisasi dalam hiburan, konstruksi sosial tubuh, hegemoni estetika.
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