VENTI KATERINA, 121411231110 (2018) THE REPRESENTATION OF WOMEN IN SPORTS IN MEDIA: A CASE STUDY OF KATY PERRY'S SWISH SWISH (2017) MUSIC VIDEO. Skripsi thesis, Universitas Airlangga.

Preview	Text (ABSTRAK) FS BE 143-18 Kat r.pdf Download (1MB) | Preview
	Text (FULLTEXT) ABSTRAK FS BE 143-18 Kat r.pdf Restricted to Registered users only until 19 October 2020. Download (69kB) | Request a copy

Abstract

Over the centuries, sports have traditionally been identified with men as it requires physical strength and aggressiveness. Women, in contrast, despite their dramatic progress in sports in reality, are still typically considered to be less qualified than men as they tend to be deemed unprofessional, incompetent, and feminine. In media, sportswomen are also frequently depicted in sexualized and feminized images particularly from the perspective of males. This research, therefore, attempted to analyze a parodized basketball-themed music video titled Swish Swish (2017) by Katy Perry ft. Nicki Minaj which portrays women and sports in a basketball championship from the perspective of females. By using Pamela Creedon’s Women, Media, and Sports: Challenging Gender Values (1994) as the theoretical framework, this research aimed to analyze how the sportswomen are being represented in the music video. The data collected included shots and lyrics from the music video on Katy Perry’s official YouTube channel. Semiotic’s Television Codes by John Fiske was used as the method to break down the music video starting from the Reality, Representation, and Ideological level. This research found that even though the music video was filmed from a female’s perspective, the women in the music video still are likely to embrace and reaffirm certain gendered stereotypes related to feminization and sexualization by performing parodized exaggerations of the stereotypes. The way Perry appears to be White, blonde, blue-eyed, and slim also shows that the conventional beauty standards are still highly maintained in popular culture as female’s attractiveness can potentially increase the audience’s interest.

Actions (login required)

View Item