Analisis Semiotika Terhadap Budaya Patriarki Pada Konten Tiktok

Abstract

This study aims to analyze how patriarchal culture is represented in TikTok content using Roland Barthes’ semiotic model, which consists of three levels of meaning: denotation, connotation, and myth. The background of this research lies in the persistence of patriarchal values in Indonesia, where women are positioned as the primary caregivers and bear the majority of domestic responsibilities, while men are often depicted as less involved in household duties. Data were obtained from four TikTok videos selected through purposive sampling based on the following criteria: displaying domestic activities related to gender relations, containing relevant visual and textual signs, produced by Indonesian creators, and having high user engagement. The study employed a descriptive qualitative method with observation and note-taking techniques. The findings indicate that, at the denotative level, the videos portray women carrying out household chores and childcare without support from their partners. At the connotative level, the visuals and textual elements represent women’s double burden and the emotional and mental load they experience, while simultaneously criticizing gender inequality within the household. At the myth level, the study reveals that patriarchal ideology is naturalized through narratives such as “a wife must serve,” “a mother must be strong,” and “the home is a woman’s domain,” making gender inequality appear normal and unquestioned. These findings demonstrate that TikTok functions not only as a space that reproduces patriarchal values but also as a medium for women to voice criticism against gender injustice. Theoretically, this research contributes to semiotic and gender studies by highlighting how digital visual signs construct and challenge ideology. Practically, the study underscores the importance of gender literacy in digital media to promote public awareness of equitable gender roles in domestic life.