Representasi Woman Empowerment dalam Iklan Nike “So Win.” (Analisis Semiotika Roland Barthes)

Abstract

This research is entitled “The Representation of Woman Empowerment in Nike “So Win.” Advertisement (A Semiotic Analysis of Roland Barthes)”. The purpose of this study is to describe the representation of woman empowerment portrayed in the Nike “So Win.” advertisement. This research employs a qualitative method using Roland Barthes semiotic analysis approach. The primary data source is the Nike "So Win." video advertisement, which is divided into eight scenes and analyzed through observation and documentation techniques focusing on visual, narrative, and audio elements. Secondary data were obtained through literature review and relevant scholarly studies. The results of the study show that woman empowerment is represented through female athletes who appear confident, expressive, and actively challenge patriarchal social norms.