KONSTRUKSI TANDA-TANDA TENTANG PEREMPUAN DALAM TRAILER GAME PADA MEDIA YOUTUBE (Analisis Semiotik Agni: Village of Calamity - TLGA 2024 Trailer)

The entertainment industry in Indonesia is currently experiencing rapid growth, with the gaming sector being one of the thriving areas. In the context of the entertainment industry, promotional media serves as a crucial tool for marketing the value of creative products. One such promotional tool is the game trailer. These trailers are distributed through mass media to reach a broader audience and attract more potential players. One commonly used mass media platform is YouTube, which, with its audiovisual foundation, is a powerful medium for evoking emotions and sparking audience interest in playing the game.
However, in many advertising media, women are often depicted based on gender stereotypes, portrayed in vulnerable or marginalized roles. Such portrayals can potentially influence public perceptions. Therefore, the study titled “The Construction of Signs Regarding Women in Game Trailers on YouTube (A Semiotic Analysis of the Project Agni - Exclusive Teaser Trailer)” is significant in understanding how women are constructed through the signs displayed in trailers. To interpret these signs, the study employs Roland Barthes’ semiotic analysis method with a qualitative interpretive approach. The findings reveal that women are constructed through signs represented by three characters. Through Agni and the female superior, women are depicted in empowered roles. Through Lila, women are portrayed in the traditional stereotype of being weak and in need of rescue.