ANALISIS SEMIOTIKA ROLAND BARTHES: REPRESENTASI VIDEO DEEPFAKE SRI MULYANI “GURU ITU BEBAN NEGARA” DI MEDIA SOSIAL X/TWITTER

Elsa Maulia

doi:10.62022/9h166q29

المؤلفون

Elsa Maulia Universitas Muhammadiyah Kotabumi

DOI:

https://doi.org/10.62022/9h166q29

الكلمات المفتاحية:

Analisis Semiotika, Deepfake, Komunikasi Massa Digital

الملخص

Fenomena deepfake merupakan hasil perkembangan kecerdasan buatan (Artificial Intelligence/AI) yang mampu menciptakan video manipulatif menyerupai kenyataan. Penelitian ini bertujuan menganalisis manipulasi digital dalam video deepfake yang menyerupai Sri Mulyani dengan narasi “Guru itu Beban Negara” yang tersebar di platform X/Twitter. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis semiotika Roland Barthes untuk mengkaji makna denotasi, konotasi, dan mitos. Data diperoleh melalui observasi dan dokumentasi digital terhadap satu video deepfake. Hasil penelitian menunjukkan bahwa video tersebut tidak hanya memanipulasi aspek visual, tetapi juga membangun citra negatif terhadap profesi guru dan pemerintah serta menormalisasi manipulasi digital dalam praktik komunikasi massa digital. Penelitian ini diharapkan dapat memberikan kontribusi dalam kajian komunikasi visual dan meningkatkan kesadaran kritis masyarakat terhadap konten deepfake di media sosial.

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