Semiotic Analysis of “Lathi” Music Video by Weird Genius

Abstract

The purpose of this study was to see the meaning and visual intent seen from the video clip of Lathi. The method used in this research is descriptive analysis method using Ferdinand de Saussure's semiotic theory, where the visuals that appear in the video clip are divided into several sections. The process of using Ferdinand de Saussure's semiotic theory so that you can get the meaning and purpose of the visuals that appear in the video clip of the lathi, the results of this study are the meaning of both the connotation and denotation of the visuals of the video clip, while the truth of the visual meaning can still be debated. Because the perceptions of humans and other humans are different, the conclusion of this study is that the visuals displayed in the video clip can be interpreted properly so that the meaning and meaning of the video can be easily implemented, the impact of this research is to develop research on its particular semiotics. Semiotics in video clips so that this research can be used as a reference for other researchers in describing a meaning of the visuals that appear, and for creative action with this research it can be used as a reference in the work.