Representasi Feminisme dalam Film (Analisis Semiotika pada Film Barbie the Movie)

Barbie the Movie is a fantasy comedy film directed by Greta Gerwig and raises the issue of feminism in a pop culture package. This film not only functions as a medium of entertainment, but also as a medium of social criticism that represents the dynamics of gender relations, women's identity, and also resistance to the patriarchal system. One of the dominant feminist schools in this film is liberal feminism, which emphasizes equal rights, individual freedom, and equal opportunities between women and men in the public and private spheres. This study aims to analyze how liberal feminism is represented in the film Barbie the Movie through semiotic signs that include aspects of denotation, connotation, and myth, and how the message of feminism is integrated with elements of pop culture. This study uses a descriptive qualitative approach, an interpretative paradigm with Roland Barthes' semiotic analysis method. The object of research is focused on scenes, dialogues, visuals, colors, settings, narratives, and music that represent the values ​​of liberal feminism. The results show that the film Barbie the Movie represents liberal feminism through the depiction of women as independent, rational individuals, and have the freedom to determine life choices. At the denotative level, the film depicts women in various professions and strategic positions. At the connotative level, the film's visuals and narrative convey the message of gender equality, freedom of expression, and critiques of gender stereotypes. Meanwhile, at the mythical level, the film constructs the ideology that women have equal rights and potential to men in the modern social system. The integration of pop culture serves as a medium to convey the message of feminism in a lighthearted, engaging, and easily accepted way for a wide audience.