Discourse Analysis on Taylor Swift’s You Need to Calm Down Music Video With Semiotic Approach

Jonathan Irene Sartika Dewi Max, Aries Utomo


Abstract:  As a mode of expression, music video involves the process of meaning making. Its unique method of assembling symbolic codes should be apprehended differently from film even though some film technical terms are found applicable. This research takes Taylor Swift’s music video for her song You Need to Calm Down which won two MTV VMA as Video of the Year and Video for Good in 2019. As a response to issues of hate speech, LGBTQ, and media toxic contestation, this video raises a thoughtful matter. Barthes’s theory of semiotics is firstly applied to scrutinise the music video which are done by answering how the denotation and connotation meaning is made to respond these issues. Discourse analysis is then applied to study what discourses are influential in the signification system of the music video. The answers of those would demystify the music video and reveal the signification process of its meaning. This research offers a practical method to apply semiotics to discourse analysis on music videos. Thus, within this insight, it raises the sensibility of the audiences so that more values are achieved beside of the mere pleasure.

Abstrak: Sebagai mode ekspresi, video musik melibatkan proses pembuatan makna. Metode uniknya dalam menyusun kode simbolik harus dipahami secara berbeda dari film meskipun beberapa istilah teknis film dapat diterapkan. Penelitian ini mengambil video musik Taylor Swift untuk lagunya You Need to Calm Down yang memenangkan dua MTV VMA sebagai Video of the Year dan Video for Good pada tahun 2019. Merespon isu ujaran kebencian, LGBTQ, dan kontestasi toksik media, video ini mengangkat masalah yang memerlukan kepekaan. Teori semiotika Barthes diterapkan untuk meneliti video musik yang menjawab bagaimana makna denotasi dan konotasi dibuat untuk menanggapi permasalahan tersebut. Analisis wacana kemudian diterapkan untuk mempelajari wacana apa saja yang berpengaruh dalam sistem pemaknaan video musik tersebut. Jawaban dari kedua analisa tersebut akan mengungkap proses penandaan dan konstruksi makna dalam video musik tersebut. Penelitian ini menawarkan metode praktis untuk mengaplikasikan semiotika pada analisis wacana pada video musik. Dengan demikian, dalam wawasan ini memunculkan sensibilitas khalayak sehingga lebih banyak nilai yang diraih disamping unsur hiburan semata


discourse; music video; semiotics

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