Representasi Peran Perempuan dalam Video Klip “Positions” – Ariana Grande

Abstract

The discrimination experienced by women gave influenced to a various movement of resistance. The feminism movement is a form of women's action in demanding equality between women and men, especially towards the role of women as a social human being. Gender inequality is still a matter social issue that we are still facing through nowadays. This study aims to see the representation of women’s Role in the music video of ‘Positions’ by Ariana Grande. The concept of a video clip itself is uniquely packaged but has a hidden message related to the existence of feminism. This study aims to reveal the semiotic meaning of the video clip. The researcher uses the semiotic theory of John Fiske to see that behind the video clip has a representation towards 3 levels according to John Fiske's Semiotics, which is the level of reality, representation and ideology. The conclusion of this study shows the meaning of the signs that lead to Post Modern Feminism, which has the aim of inviting other women to dare to have a role in public or domestic portion with confidence and freedom. Keywords: Semiotics, Video Clips, Representation The Role of Women.