Objektifikasi laki-laki dalam video musik populer

Diana, Rafika (2017) Objektifikasi laki-laki dalam video musik populer. Masters thesis, Universitas Pelita Harapan.

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Abstract

Patriarchy is a social system in which men‟s status are higher than women in every aspect, including culture. Particularly in music, male musicians often objectify female models in their music videos. As time goes by, female musicians finally earn a place in musical industry. However, they lately seem to also objectify male models in the spirit of feminism, amongst are Jennifer Lopez‟s “I Luh Ya Papi”, Elle King‟s “Ex‟s and Oh‟s”, and Britney Spears‟ “Make Me”. Analyzed using Roland Barthes‟ semiotics, hereby found the three female musicians‟ way of countering patriarchy by switching positions with men and recycling every patriarchal myth once used against their kind. Not only did sexually objectified, but the male models are also degraded by dignity by female‟s self redefinition as „the Self‟ and male as „the Other‟. This recycled concept is later called „reversed objectification‟. Hence, reversed objectification is considered a counterhegemonic tool against patriarchy, in which the female musicians are now entitled the organic intellectuals whom are in the „war of position‟ in this such an open-ended gender constelation. / Patriarki merupakan sebuah sistem sosial yang meninggikan status lakilaki dari perempuan dalam setiap aspek kehidupan, termasuk budaya. Khususnya dalam dunia musik, musisi laki-laki sering mengobjektifikasi model perempuan dalam video musiknya. Seiring perkembangan, akhirnya musisi perempuan mendapatkan tempat dalam industri musik. Namun, belakangan ini para musisi perempuan juga tampak merendahkan dan mengobjektifikasi model laki-laki dalam video musiknya dengan berbekal semangat feminisme, di antaranya adalah “I Luh Ya Papi” milik Jennifer Lopez, “Ex’s and Oh’s” karya Elle King, dan “Make Me” milik Britney Spears. Menggunakan analisis semiotika Roland Barthes, didapati bahwa ketiga musisi perempuan tersebut melakukan perlawanan dengan bertukar posisi dengan kaum laki-laki dan mendaur-ulang mitos-mitos patriarki yang selama ini dieksekusi terhadap kaum perempuan. Tidak hanya objektifikasi seksual, para model laki-laki juga didegradasi harga dirinya melalui tindakan redefinisi status perempuan sebagai Diri (the Self) dan laki-laki sebagai Liyan (the Other). Atas konsep daur-ulangnya, tindakan tersebut dinamai ‘reversed objectification’. Maka, reversed objectification disimpulkan menjadi sebuah alat counterhegemony terhadap patriarki, di mana para musisi perempuan kini menjelma menjadi the organic intellectuals yang tengah berada dalam ‘war of position’ dengan kaum laki-laki dalam konstelasi gender yang selalu open-ended ini.

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