Analisis Semiotika Barthes dan Multimodalitas Dalam Narasi Visual Mv Bouncy Ateez
DOI:
https://doi.org/10.31598/bahasarupa.v9i1.1963Keywords:
video musik, k-pop, semiotika barthes, multimodalitas, narasi visualAbstract
Penelitian ini mengkaji konstruksi naratif dalam video musik BOUNCY (K-HOT CHILLI PEPPERS) oleh ATEEZ melalui pendekatan semiotika Roland Barthes dan multimodalitas. Data dikumpulkan menggunakan observasi frame-by-frame untuk mengidentifikasi elemen visual seperti warna, kostum, latar, ekspresi tubuh, dan simbol cabai hijau. Analisis menggunakan semiotika Barthes menjabarkan makna pada tataran literal, melampaui literalitas, serta ideologi yang membentang. Pendekatan Grammar of Visual Design (Kress & van Leeuwen) kemudian digunakan untuk memahami interaksi antar mode semiotik visual, ruang, gestural, dan auditori dalam membentuk narasi imersif. Temuan menunjukkan bahwa penggunaan palet gelap yang kontras dengan hijau dan merah mencipta suasana distopia sekaligus simbol resistensi, kostum mencerminkan identitas cair yang menentang otoritas, ruang distopia menegaskan tema konflik dan represi, koreografi eksplosif dan tatapan tajam menyampaikan solidaritas dengan kekuatan visual tinggi, sementara cabai hijau menjadi metafora kebebasan sekaligus ikon budaya Korea. Semua elemen ini dikombinasikan dengan musik dan ritme dinamis, menciptakan pengalaman audiovisual yang mengena dan memperkuat daya tarik global video tersebut. Penelitian ini memberikan kontribusi metodologis berupa kerangka analisis integratif semiotika dan multimodalitas yang menempatkan desain visual sebagai kekuatan utama pembentuk narasi dalam video musik K-pop, serta dapat direplikasi pada kajian media audiovisual lainnya. Berdasar temuan disimpulkan bahwa popularitas BOUNCY tidak hanya bergantung pada kualitas musikal, tetapi lebih ditentukan oleh formulasi visual-multimodal yang membangun narasi kuat, identitas kultur, dan resonansi emosional.
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