Representasi Ibu Dalam Мамы Не Из Рекламы (Mamy Ne Iz Reklamy) ‘Mama Bukan Dari Iklan’ Melalui Youtube
DOI:
https://doi.org/10.47313/jidb.v45i2.3749Kata Kunci:
Video Musik, Мамы не из рекламы, Otkazniki.ru, Camera LucidaAbstrak
Video musik sebagai produk budaya populer mampu menyampaikan pesan kepada para penontonnya dengan cepat, baik berupa opini, informasi, perspektif, dan kritik. Perspektif yang hendak disampaikan berkaitan dengan suatu hal yang seringkali luput dari kesadaran umum. Dalam sejarah, perkembangan video musik di Rusia dimulai ketika penampilan musik dilakukan juga dalam pementasan sebuah opera. Dengan kemajuan zaman dan perkembangan digital, video musik memasuki ranah baru melalui platform Youtube, seperti yang dilakukan Otkazniki.ru dalam kampanye video musik Мамы не из рекламы atau Mama Bukan Dari Iklan yang mencoba menggambarkan dan menyampaikan pesannya kepada masyarakat terkait peran mama atau ibu dalam keluarga, khususnya dalam mengasuh anak dan kegiatan domestik rumah tangga. Penelitian ini menggunakan metode deskriptif analitis dan didukung oleh teori Camera Lucida milik Roland Barthes, yaitu studium dan punctum. Hasil penelitian ini adalah representasi Mama atau ibu yang disampaikan dalam film tersebut memiliki sifat yang positif dan menggambarkan kasih sayang yang tulus dari seorang ibu.
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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
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