SEMIOTIC STRATEGIES EMPLOYED ON “HELL N BACK” MUSIC VIDEO FROM BAKAR

Abstrak

This study aims to provide a semiotic analysis of the “Hell N Back” music video, revealing the strategies are used to construct meaning and involve the audience. This research refers to the meanings in the music video of Bakar's "Hell N Back", using the semiotic theories Saussure and Barthes. By examining music video, this study investigates how language are used to convey emotional and relationship dynamics. Saussure's approach helped identify the signifiers and signified and Barthes' approach further distinguishes between the denotative and the connotative meaning. The method of this research uses descriptive-qualitative method. The researcher conducted several stages to collect data. First, search and watch it repeatedly while taking notes that have verbal and non-verbal signs in Bakar's music video entitled “Hell N Back” on the YouTube platform. Last, take screenshots of the parts that have both verbal and non-verbal signs. In this music video, the author found six verbal-signs and four non-verbal signs to be analyzed. Overall, the verbal signs in the lyrics reflect the themes of struggle, recovery, and honesty, while the non-verbal signs in the music video highlight the emotional through the images and symbols used.