Rasisme Pada Video Klip Analisis Isi Kualitatif Pada Video Klip Musik This is America Karya Childish Gambino

The music video "This Is America" by Childish Gambino is a powerful visual artwork rich in meaning and social criticism. Through symbolism, visual contrast, and strong narrative, the video portrays the social reality in the United States, particularly concerning issues of racism, gun violence, and society’s indifference toward the suffering of the Black community. The video presents a blend of entertainment and violence as a reflection of how the media and the public often ignore serious issues in favor of fleeting amusement. This research uses a qualitative content analysis method. Content analysis is one of the commonly used methods to examine messages, meanings, and symbols contained in a text, whether written, spoken, or visual. Qualitative content analysis is an approach that emphasizes the interpretative process of communication content, in which the researcher attempts to understand the deep meaning hidden within a document or media. In this case, the researcher aims to analyze the content of the "This Is America" music video by Childish Gambino. The results of the study show that Black individuals are portrayed negatively. Many scenes convey the meaning of racism through visuals that evoke historical events and past incidents. The music video also symbolizes the urgency for change and resistance against the grip of racism. Therefore, it is hoped that this research can broaden the readers’ understanding of the interpretation of signs and social issues such as racism.