Analisis Semiotik Tentang Maskulinitas Pada Karakter River di Film ‘The Architecture of Love’

This study aims to analyze the representation of gender and power relations within the two characters, River, in the film "The Architecture of Love," using John Fiske's semiotic approach and Baxter and Montgomery's relational dialectic theory. This film was chosen because it narratively and visually represents the dynamics of gender and masculinity communication within the film's characters within the context of Indonesian urban patriarchal culture, with an emphasis on its relevance to the field of public relations.
Baxter and Montgomery's theoretical approach, using qualitative methods, and John Fiske's semiotic content analysis model were used in this study to analyze seven key scenes depicting River's interactions with Raia, the main character. The analysis was conducted at three levels: the level of reality (expression, dialogue, gesture, costume), the level of representation (narrative within the scenes, cinematographic techniques), and the level of ideology (internalized values of gender and power). River's communication pattern is dominated by a monopoly pattern, where River holds primary control over interactions and decision-making, reflecting a one-way communication pattern that often presents challenges in the public relations practices of patriarchal organizations. This research is expected to serve as a reference for developing PR communication strategies that are more sensitive to gender and power issues, as well as encouraging the creation of fairer and more progressive media representation.