Representasi Ibu Dalam Video Musik Мамы Не Из Рекламы (Ibu Bukan Dari Iklan) Pada Platform YouTube Berdasarkan Teori Camera Lucida
Keywords:
Video Musik, Мамы не из рекламы, Otkazniki.ru, Camera LucidaAbstract
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.
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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
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