Representasi Ibu Dalam Video Musik Мамы Не Из Рекламы (Ibu Bukan Dari Iklan) Pada Platform YouTube Berdasarkan Teori Camera Lucida

Authors

  • Alvandi Bagastha Mufid Program Studi Rusia, Fakultas Ilmu Pengetahuan Budaya, Universitas Indonesia, Depok, 160424, Indonesia
  • Mochamad Aviandy Universitas Indonesia

Keywords:

Video Musik, Мамы не из рекламы, Otkazniki.ru, Camera Lucida

Abstract

The development of music in Russia has a long history and is heavily influenced by audio-visuals. Starting from the opera performance that gave rise to Glinka in 1836, the first great composer, the development of music in Russia continues to develop into the digital and internet era. Including the development of music videos uploaded via the YouTube platform. This research was conducted to analyze the representation of mothers in the music video entitled Мамы не из рекламы or Mother Not From Advertisements which was uploaded via Anna Kilkiyevich's YouTube account on May 20 2019 and has received 5,429,909 views as of June 2022. This music video is a social campaign Otkazniki.ru, a volunteer foundation whose mission is to help families whose children have been taken or almost abandoned. Analysis of the representation of mothers in the music video was carried out using Roland Barthers' Camera Lucida theory which understands visual phenomena through what is called the studium and punctum. This research uses a qualitative approach with analytical descriptive methods. The results of the research show that the representation of Mama or mothers conveyed in the music video Мамы не из рекламы or Mother Not From Advertisements has a positive nature and depicts the sincere love of a mother.

Abstrak

Perkembangan musik di Rusia memiliki sejarah yang panjang dan sangat dipengaruhi oleh audio-visual. Dimulai dari penampilan opera yang memunculkan Glinka pada tahun 1836, komposer pertama yang terhebat, perkembangan musik di Rusia terus berkembang hingga era digital dan internet. Termasuk perkembangan video musik yang diunggah melalui platform YouTube. Penelitian ini dilakukan untuk melakukan analisis terhadap representasi ibu dalam video musik berjudul Мамы не из рекламы atau Ibu Bukan Dari Iklan yang diunggah melalui akun YouTube Anna Kilkiyevich pada 20 Mei 2019 dan telah mendapatkan 5.429.909 penonton hingga Juni 2022. Video musik ini merupakan kampanye sosial Otkazniki.ru, sebuah yayasan sukarelawan yang mempunyai misi membantu keluarga yang anak-anaknya diambil atau hampir menelantarkan anak. Analisis terhadap representasi ibu dalam video musik tersebut dilakukan dengan menggunakan teori Camera Lucida dari Roland Barthers yang memahami fenomena visual melalui apa yang disebut sebagai studium dan punctum. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif analitis. Hasil penelitian menunjukkan bahwa representasi Mama atau ibu yang disampaikan dalam video musik Мамы не из рекламы atau Ibu Bukan Dari Iklan memiliki sifat yang positif dan menggambarkan kasih sayang yang tulus dari seorang ibu.

References

Barthes, R. (1981). Camera Lucida: Reflections on Photography (5245th ed.). Hill & Wang Pub.

Barthes, R., Howard, R., & Phillips, A. (2010). Roland Barthes by Roland Barthes. Farrar, Straus and Giroux.

Borenstein, E., Avrutin, E. M., & Norris, S. M. (2022). Meanwhile, in Russia. Russian Internet Memes and Viral Video (Russian Shorts). Bloomsbury Academic.

Burgess, J., & Green, J. (2018). YouTube: Online Video and Participatory Culture (Digital Media and Society) (2nd ed.). Polity.

Engel, B. A., Smele, J., & Melancon, M. (2021). Marriage, Household, and Home in Modern Russia: From Peter the Great to Vladimir Putin (The Bloomsbury History of Modern Russia Series). Bloomsbury Academic.

Keister, E. K. (2009). Russian Parenting. Amsterdam University Press.

Utrata, J. (2015). Women without Men: Single Mothers and Family Change in the New Russia (1st ed.). Cornell University Press.

Jurnal

Abraham, G. (1937). The Foundation-Stone of Russian Music. Oxford University Press, 18(1), 50-62. JSTOR. Retrieved Maret Jumat, 2022, from https://www.jstor.org/stable/727925

Abraham, G. E. H. (1928). Glinka and His Achievement. Oxford University Press, 9(3), 255-264. JSTOR. Retrieved Maret Jumat, 2022, from https://www.jstor.org/stable/726630

The Aesthetics of Music Video: An Analysis of Madonna's 'Cherish'. (1998). Cambridge University Press, 17(2), 153-185. JSTOR. Retrieved Maret Jumat, 2022, from https://www.jstor.org/stable/853454

Ballard, T. (2016). YouTube Video Parodies and the Video Ideograph. Rocky Mountain Modern Language Association, 70(1), 10-22. JSTOR. Retrieved Maret Jumat, 2022, from https://www.jstor.org/stable/24898564

Björnberg, A. (1994). Structural Relationships of Music and Images in Music Video, 13(1), 51-74. JSTOR. Retrieved Maret Jumat, 2022, from https://www.jstor.org/stable/852900

Bremmer, J. N., & Roodenburg, H. (1991). A Cultural History Of Gesture. The kiss sacred and profane: reflections on a cross-cultural confrontation, 211 - 228. University of Groningen. doi.org/10.2307/1146410

Dodig, R. (2013). Music Video in Education and Promotion. Accademia de Belle Arti di Brescia Santagiula, 11 - 98. Retrieved Maret Jumat, 2022, from https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwiMuqDZvc72AhX1heYKHfw6BBMQFnoECAIQAQ&url=http%3A%2F%2Fsm-provincijalat.hr%2Fwp-content%2Fuploads%2F2015%2F01%2FMusic-VIdeo.pdf&usg=AOvVaw2JRDbRqxaFr9naoLpS_0J7

Fried, M. (2005, Spring). Barthes’s Punctum. The University of Chicago Press, 31(3), 539-574. JSTOR. 10.1086/430984

International Labour Office. (2016). Non-standard Employment Around the World: Understanding Challenges, Shaping Prospects. International Labour Office. https//www.ilo.org/global/publications/books/WCMS_534326/lang--en/index.htm

Leigh, J. (Ed.). (2006, Juni). Russian Culture Profile [digital]. Diversicare. https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwiV3J-esJf3AhWQILcAHfKuD9sQFnoECAUQAQ&url=http%3A%2F%2Fwww.diversicare.com.au%2Fwp-content%2Fuploads%2F2015%2F10%2FRussian.pdf&usg=AOvVaw0v3OIY5IoY4kXGoohBQ7n1

Media Consumption in Russia 2021. (2021, September). Deloitte CIS Research Center. Deloitte. Retrieved Maret Jumat, 2022, from https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwiEjvbd1s72AhWszTgGHSjoCmIQFnoECAMQAQ&url=https%3A%2F%2Fwww2.deloitte.com%2Fcontent%2Fdam%2FDeloitte%2Fru%2FDocuments%2Ftechnology-media-telecommunications%2FMC-Russia-

Novikov, A., & Novikova, I. A. (2013). Social Representations of Russian Cuisine in Multinational University Students. Mediterranean Journal of Social Sciences. MCSER Publishing. DOI:10.5901/mjss.2013.v4n11p413

Prétet, L., Richard, G., & Peeters, G. (2021). “Is there a "language of music-video clips" ? A qualitative and quantitative study”. Creative Commons Attribution 4.0 International License, 539 - 544. Creative Commons Attribution 4.0 International License. Retrieved Maret Jumat, 2022, from https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwjQhfehvs72AhXH7XMBHSq-CpYQFnoECAUQAQ&url=https%3A%2F%2Farchives.ismir.net%2Fismir2021%2Fpaper%2F000067.pdf&usg=AOvVaw2meUiAwTeYdfhdtCqcAXAi

Taruskin, R. (1984). Some Thoughts on the History and Historiography of Russian Music. University of California Press, 3(4), 321-339. JSTOR. doi.org/10.2307/763585

Zheleznova, I. (Ed.). (1966). VASILISA THE BEAUTIFUL [Digital]. PROGRESS PUBLISHERS. Retrieved April Jumat, 2022, from http://home.freeuk.com/russica2ct=8&ved=2ahUKEwiEjvbd1s72AhWszTgGHSjoCmIQFnoECAMQAQ&url=https%3A%2F%2Fwww2.deloitte.com%2Fcontent%2Fdam%2FDeloitte%2Fru%2FDocuments%2Ftechnology-media-telecommunications%2FMC-Russia-

Prétet, L., Richard, G., & Peeters, G. (2021). “Is there a "language of music-video clips" ? A qualitative and quantitative study”. Creative Commons Attribution 4.0 International License, 539 - 544. Creative Commons Attribution 4.0 International License. Retrieved Maret Jumat, 2022, from https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwjQhfehvs72AhXH7XMBHSq-CpYQFnoECAUQAQ&url=https%3A%2F%2Farchives.ismir.net%2Fismir2021%2Fpaper%2F000067.pdf&usg=AOvVaw2meUiAwTeYdfhdtCqcAXAi

Taruskin, R. (1984). Some Thoughts on the History and Historiography of Russian Music. University of California Press, 3(4), 321-339. JSTOR. doi.org/10.2307/763585

Published

2024-11-15

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.