ABIJUNA, AKMAL (2026) MAKNA KASIH SAYANG DALAM MV "SELALU ADA DINADIMU" OLEH BUNGA CITRA LESTARI (Analisis Semiotika Ferdinand de Saussure). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research explores the construction of the meaning of affection in Bunga Citra Lestari’s music video "Selalu Ada di Nadimu" using Ferdinand de Saussure's semiotic framework to analyze the relationship between the signifier and the signified. Through a multimodal communication approach, the study examines nonverbal cues—such as facial expressions, gestures, and the shift from low-key to high-key lighting—alongside verbal signs like the unique acrostic lyrics to demonstrate how affection is portrayed as a spiritual legacy that transcends physical presence. The findings indicate that the music video represents affection as an enduring bond and a successful intergenerational communication of values, where musical elements serve as conduits for memory. Ultimately, the work concludes that true affection is an internalized essence that empowers the protagonist to face life's challenges with sincerity, hope, and conviction. Keywords : Semiotika Ferdinand de Saussure, Music Video, The Meaning of Love, Spiritual Heritage, Intergenerational Communication. Penelitian ini mengeksplorasi konstruksi makna kasih sayang dalam video musik "Selalu Ada di Nadimu" karya Bunga Citra Lestari menggunakan analisis semiotika Ferdinand de Saussure untuk membedah hubungan antara penanda (signifier) dan petanda (signified). Melalui pendekatan komunikasi multimodal, elemen audiovisual seperti lirik lagu berstruktur akrostik, ekspresi wajah, serta kontras pencahayaan antara low-key dan high-key dianalisis untuk menunjukkan bagaimana kasih sayang digambarkan sebagai warisan spiritual yang melampaui kehadiran fisik. Hasil penelitian menyimpulkan bahwa video musik ini merepresentasikan kasih sayang sebagai ikatan abadi dan komunikasi antargenerasi yang sukses, di mana memori dan nilai-nilai yang ditanamkan menjadi kekuatan bagi karakter utama dalam menghadapi tantangan hidup dengan penuh keyakinan dan harapan. Kata Kunci : Semiotika Ferdinand de Saussure, Musik Video, Makna Kasih Sayang, Warisan Spiritual, Komunikasi Antargenerasi
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