HYPERREALITY OF WOMEN IN TAYLOR SWIFT MUSIC VIDEO "BEJEWELED"

Abstract

Women, often burdened by their role and discriminated in our society. However, in “Bejeweled”, a music video made by Taylor Swift, women are portrayed as a character where they are able to easily gain power. This research aims to reveal the hyperreality of women in “Bejeweled” music video. The researcher uses the Hyperreality Theory by Baudrillard and the Semiotic Analysis technique by Roland Barthes through denotation, connotation, and myth. The Researcher also use descriptive analysis with detailed description of women hyperreality in the music video. Researchers found that women can carry out resistance, conquer the opposite sex, and express themselves through their femininity but still carry out their nature. Even though the video clip shows that women tend to be competitive, materialistic, and exhibitionist, women are still not supported nor liberated. This shift and consolidation make the struggles that the creators convey in the music video for “Bejeweled” a mere falsity.

Keywords: hyperreality, music video, simulacra, semiotics, women

DOI: 10.7176/NMMC/106-08

Data of Publication: June 30^th 2024