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Analysis Of Audience Reception On Youtube Towar D Gender Construction In The Music Video If I Were A Boy By Beyonce Knowles, Ria Avriyanty

Paradigma: Jurnal Kajian Budaya

Youtube is one of the favorite sites to share videos. Moreover,it facilitates the users to give a free and direct comment toward the videos they watch. The research examines the music video entitled If I Were a Boy (2010) by Beyonce Knowles as well as the authentic responses from the viewers in Youtube. I argue that this music video creates a conventional gender construction which perpetuates the patriarchal norms in the society. As an attempt to give a new perspective on the similar kind of research, I do not stop at this point. Applying the concept of encoding-decoding by Stuart …