Representasi Male Gaze Pada Video Klip Ardhito Pramono “Here We Go Again” (Semiotika John Fiske)

Abstract

The male gaze is a phenomenon that is currently happening in society. The perpetrators are always in power and oppress women, and women choose to remain silent when faced with those who are more powerful. This creates negative assumptions and causes victims (women) to be reluctant to complain about these acts to others. So that those in power become bolder and more dominant in a relationship because the perpetrators feel they are safe. This phenomenon also occurs in the video clip "Here We Go Again" by Ardhito Pramono. Whereas Ardhito as a fanboy is very obsessed and possessive of his imaginary lover. The purpose of the researcher to raise this discussion is to find out the representation of the Male gaze case in the video clip "Here We Go Again". The researcher uses an analysis technique using qualitative methods and takes John Fiske's semiotic analysis technique to convey the meaning and deep codes in the video clip. The results of the study show that the representation of the Male gaze in this video clip has three stages according to John Fiske which include the level of reality, the level of representation, and the level of ideology. This video clip produces a patriarchal ideology, connected by the depiction of the Male gaze as a camera lens that makes women a sexual object, and it is concluded that Malegaze can control and dominate the ego and produce possessiveness and high obsession with an object, tending to want excessive power to master every object. Thus, giving rise to acts of symbolic violence and physical violence.