Pemaknaan Anak-Anak Perempuan terhadap Representasi Kode-Kode Feminin dalam Video Klip Blackpink ‘Kill This Love’

Abstract

Blackpink is South Korea girlband that has gone worldwide. The international industry of entertaiment was qualified this girlband based on fashion, beautification, music, and the personality of Blackpink’ members. In addition, Blackpink is also known as girlband that brings music contains a postmodern feminist messages. The song was well received on worldwide, so Blackpink' fans were counted from various countries, including Indonesia. Its fans are not only teenagers and adults, but also girl from elementary and middle schools. This research uses qualitative approach with reception analysis. The research begins by analyzing preferred reading first. It analyzed with Ferdinand de Saussure’ semiotcs and Stuart Hall representations theory. The code is implied from gestures signs, objects signs, colors signs, shooting techniques signs, espressions signs, and lyrics of song signs. As a result, the preferred reading contains four feminin codes according to Angela McRobbie’s theory, start from the code of romance, the code of domestic life, the code of fashion and beauty, and the code of popstar music. On the code of romance, woman is describe as figures who try to maintain her love story eventhough the woman have been hurt by her lover. Woman also encouraged to evolve into a firm figure in making decisions, not to return to their ex-lover who hurt them so much. Meanwhile, in domestic life, woman is figure as a person who able to solve their love problems, even though the woman is reflected as people who are full of tears and anger when they solving their problems. For the code of fashion and beauty, this code appears that woman is described as free person, including free to wear her dress. For popstar music codes, Blackpink members are described as women who look lux and their act like classy women. By using Stuart Hall’s representation theory, it was found that children perceive that women who have boyfriend than women who do not have it. In addition, the children interpreted that women who wear mini clothes, punk rock style, blonde hair and wine, and stay in places full of graffity, that women who fall into bad relationships, even though the meaning of these sign reflects that women are free to wear dress and speech. The findings also found that children highly differentiated between tomboyish and feminine appearances. Children also differ about the behaviour that should be carried out by men and women. Children also differ about the behaviour that should be carried out by girls and boys. In the analysis and discussion sections, this study also discusses gender stereotypes and gender sociology.