Bias gender pada K-Pop: Kesetaraan gender sebagai sebuah upaya dari girl group MAMAMOO melalui media sosial = Gender Bias in K-Pop: Gender Equality as an Effort of the MAMAMOO Girl Group through Social Media

Vionny, Vionny (2022) Bias gender pada K-Pop: Kesetaraan gender sebagai sebuah upaya dari girl group MAMAMOO melalui media sosial = Gender Bias in K-Pop: Gender Equality as an Effort of the MAMAMOO Girl Group through Social Media. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Manusia sebagai mahkluk gender, memerlukan keadilan bagi setiap laki – laki dan perempuan. Tetapi, ketimpangan dan ketidakadilan yang dialami dan dirasakan oleh perempuan masih terjadi. Berada di lingkungan masyarakat yang berbudaya patriarki tentu membuat adanya bias gender. Adanya bias gender terhadap laki – laki tentu merugikan perempuan secara menyeluruh. Oleh karena itu, MAMAMOO sebagai grup K-Pop perempuan berusaha memperjuangkan masalah ketidakadilan gender melalui karyanya untuk membangun pemahaman baru mengenai perempuan kedalam masyarakat. Media sosial yang dapat menjangkau masyarakat luas juga menjadi saluran penting bagi penyebaran komunikasi yang dilakukan MAMAMOO. Penelitian dilakukan untuk mengetahui upaya yang dilakukan MAMAMOO menggunakan saluran media sebagai platform sosial mereka untuk memberi kesadaran akan masalah ketidaksetaraan gender. Pendekatan penelitian yang digunakan adalah pendekatan kualitatif deskriptif. Pengumpulan data dilakukan dengan data primer, yaitu wawancara mendalam dengan informan dan data sekunder, yaitu melalui artikel, jurnal, buku ataupun e-book yang berkaitan. Penelitian dikaji dengan Standpoint Theory. Hasil penelitian menunjukkan bahwa MAMAMOO berhasil memberikan pandangan lebih luas mengenai perempuan dan dicerminkan oleh perilaku para penggemarnya yang ikut memberi pengaruh positif bagi kelompok lain. / Humans as gender beings, need justice for every man and woman. However, inequality and injustice experienced and felt by women still occurs. Being in a society with a patriarchal culture certainly creates a gender bias. The existence of a gender bias against men is certainly detrimental to women as a whole. Therefore, MAMAMOO as a female K-Pop group is trying to fight for the issue of gender inequality through its work to build a new understanding of women in society. Social media that can reach the wider community is also an important channel for the dissemination of MAMAMOO's communication. The study was conducted to find out the efforts made by MAMAMOO to use media channels as their social platform to raise awareness of the issue of gender inequality. The research approach used is a descriptive qualitative approach. Data was collected using primary data, namely in-depth interviews with informants and secondary data, namely through related articles, journals, books or e-books. The research was assessed using Standpoint Theory. The results show that MAMAMOO has succeeded in providing a broader view of women and is reflected by the behavior of their fans who also have a positive influence on other groups.

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