REPRESENTASI KEKERASAN TERHADAP PEREMPUAN DALAM VIDEO KLIP KARMA ”ANALISIS WACANA KRITIS SARA MILLS”

Abstract

Digital mass communication now dominates the public sphere through internet-based media such as YouTube. Music videos function not only as entertainment but also as a medium for delivering social messages that influence public perspectives. The music video Karma by Aan Story is worth studying as it represents violence against women through complex visual, symbolic, and narrative elements. This study aims to analyze the representation of violence against women in the Karma music video using Sara Mills’ critical discourse analysis approach. The research method employed is descriptive qualitative, with documentation techniques in the form of selected scene screenshots and relevant literature review. The analysis focuses on the construction of subject–object positions and writer reader positions within the visual narrative. The findings reveal an imbalanced power relation between men and women, in which men are positioned as dominant perpetrators, while women are portrayed as victims of physical and emotional violence. The writer–reader position places the creator as a party consciously building social criticism against patriarchy. The impact of this research is expected to enrich media studies, provide academic insights, and encourage viewers’ critical awareness in recognizing and rejecting various forms of violence concealed within relationships.