Patriarchal discourse in the short film You and Me in Low Angle

Ahmad Toni; Ni Gusti Ayu Ketut Kurniasari; Ricky Widyananda Putra; Jeanie Annissa; Jauharotul Maknunah

doi:10.24198/ptvf.v10i2.59126

Patriarchal discourse in the short film You and Me in Low Angle

Ahmad Toni, Ni Gusti Ayu Ketut Kurniasari, Ricky Widyananda Putra, Jeanie Annissa, Jauharotul Maknunah

Abstract

Background: The focus of this research is on the discourse of power and ideology manifested in the film You and Me in Low Angle. Purpose: The aim of this research is to reveal the representation of ideology and power in film. Methods: The study employs cultural studies with a discourse approach, combining semiotic analysis at the text level, praxis analysis with a descriptive qualitative approach, and contextual analysis through the synchronization of text with social context. Results: This sign explains the relationship inequality between men and women, which is manifested in the shape of the Plengkung Gading (Ivory Arch). The sign of Kebaya is a reference to the female soul, which is depicted in the characteristics of traditional clothing and becomes a national symbol of female identity. Candle Signs as a form of representation of the discourse of women's imaginary world in the future. The character Leila, as the main character in the advertising film, is portrayed as a discourse of career-oriented and independent women in the public sphere. The fifth low angle is represented in the relationship between power and hegemony tools in perpetuating the power of patriarchal ideology, specifically within the Javanese, European, and Chinese patriarchal ideologies in the Javanese cultural context of Yogyakarta. The sixth discourse sign in You and Me in Low Angle is represented through a painting depicting a woman riding a motorcycle. Conclusion: The relationship between the text and patriarchal discourse is a form of interpretation instrument about class and gender domination that continues to take place, especially in the discourse and culture of Javanese society. Implications: That is why Oppo made a marketing breakthrough aimed at Generation Z, who are active smartphone consumers and are predominantly men in the content industry.

Keywords

Discourse patriarchal; gender domination; ideology manifested; Javanese culture; short film

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DOI: https://doi.org/10.24198/ptvf.v10i2.59126