Representasi Kemandirian Perempuan Jawa Dalam Alih Wahana Novel dan Serial web Gadis Kretek

Abstract

Advances in digital technology encourage transfer of media which has an impact on changes in representation in audiovisual media. This research aims to identify differences in the representation of Javanese women's independence in the transfer of the novel Girl Kretek by Ratih Kumala to the web series Girl Kretek, as well as analyzing the visual construction of Dasiyah's independence through cinematic elements. The research uses a qualitative approach with two stages of analysis. First, Eneste's transfer theory is used to identify reductions, additions and changes in variations of narrative elements. Second, Roland Barthes' semiotics is applied to analyze denotation, connotation and myth through 13 cinematic sign systems based on Sahid's classification. The research results show that the novel represents Dasiyah's independence through narrative, her kretek mixing skills, and her dedication to the family business. Meanwhile, the web series reinforces this representation through scenes of leadership, business negotiations, sauce mixing experiments, production supervision, and knowledge transfer. Changes in variation also emphasize Dasiyah's agency through emotional expression, gender relations, productive body representation, and the expansion of space into the public sphere. Verbal, gestural, visual and audio signs build Dasiyah's image as a woman who has intellectual competence, economic authority, social responsibility and personal autonomy. The research concludes that vehicle transfer is a process of meaning reconstruction through the transformation of verbal signs into visual-cinematic signs. These findings contribute to the development of Visual Communication Design, especially the study of visual communication and gender representation in audiovisual media