Komodifikasi Feminisme Pada Film Barbie Produksi Warner Bros. (Commodification of Feminism in Warner Bros.'s Barbie Film).

Ramadhannia, Adinda (2024) Komodifikasi Feminisme Pada Film Barbie Produksi Warner Bros. (Commodification of Feminism in Warner Bros.'s Barbie Film). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to examine the commodification of feminism in the Barbie movie produced by Warner Bros in 2023. Feminism, which is an ideology where men and women have equal rights in various aspects of life, remains a movement that continues to be fought for. The involvement of many participants in supporting this movement often leads commodifiers to target the concept of feminism to be used as a commodity. For example, the 2023 Barbie movie explicitly incorporates the concept of feminism and has managed to achieve fantastic profits, becoming the highest-grossing film of 2023. This study uses a qualitative method with Roland Barthes' semiotic analysis to identify signs in the film. The results of this study indicate the commodification of feminism in various scenes, demonstrated by the involvement of women as leaders and women working in various professions. However, the portrayal of feminism in this film is presented in a superficial manner by excessively focusing on "girl power," which may shift the true meaning of feminism and be misunderstood by the general public.

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