Penelitian ini bertujuan untuk menganalisis bagaimana ideologi kapitalisme direpresentasikan dalam film Materialists (2025) melalui pendekatan semiotika John Fiske. Penelitian ini menggunakan metode kualitatif dengan paradigma kritis. Analisis dilakukan terhadap sepuluh adegan film Materialists (2025) berdasarkan tiga level pengkodean semiotika John Fiske, yaitu level realitas, representasi, dan ideologi.rnHasil penelitian menunjukkan bahwa ideologi kapitalisme direpresentasikan melalui tanda dan simbol dalam kehidupan para tokoh. Pada level realitas, kapitalisme terlihat melalui penampilan, perilaku, ekspresi, serta dialog yang menunjukkan penilaian hubungan berdasarkan status sosial, kekayaan, dan nilai ekonomi. Pada level representasi, makna kapitalisme dibangun melalui teknik sinematografi seperti kamera, pencahayaan, musik, dan narasi yang memperkuat gambaran kemewahan, kesuksesan, serta relasi transaksional.rnBerdasarkan perspektif John Fiske, film Materialists tidak hanya menggambarkan kisah percintaan, tetapi juga mengonstruksi makna bahwa kapitalisme memengaruhi cara individu memahami cinta, pasangan, dan nilai diri. Film ini menunjukkan proses komodifikasi hubungan ketika perasaan dikaitkan dengan status dan kepemilikan material. Dengan demikian, Materialists berfungsi sebagai media yang merepresentasikan sekaligus mengkritisi pengaruh ideologi kapitalisme dalam kehidupan masyarakat modern.


Deskripsi Lain

This study aims to analyze how capitalist ideology is represented in the film Materialists (2025) through John Fiske’s semiotic approach. This research uses a qualitative method with a critical paradigm. The analysis focuses on ten scenes from the film Materialists (2025) based on John Fiske’s three levels of semiotic coding, namely the level of reality, representation, and ideology.rnThe results show that capitalist ideology is represented through signs and symbols within the characters’ lives. At the level of reality, capitalism is reflected through appearance, behavior, expressions, and dialogues that indicate the evaluation of relationships based on social status, wealth, and economic value. At the level of representation, capitalist meanings are constructed through cinematographic techniques such camera shots, lighting, music, and narrative structures that reinforce the depiction of luxury, success, and transactional relationships.rnBased on John Fiske’s perspective, the film Materialists not only portrays a romantic story but also constructs the meaning that capitalism influences how individuals perceive love, partners, and self-worth. The film illustrates the commodification of relationships when emotions become associated with status and material ownership. Therefore, Materialists functions a medium that represents and critiques the influence of capitalist ideology in modern society.

• REPRESENTASI IDEOLOGI KAPITALISME DALAM PENGGAMBARAN FILM MATERIALISTS (2025); STUDI SEMIOTIKA JOHN FISKE