Subordinasi Perempuan dalam Konten TikTok: Analisis Wacana Sara Mills terhadap Representasi Bridesmaid pada Akun @teukuazizz

Abstract

This study adopts Sara Mills' discourse analysis to explore gender and power representations in bridesmaid content on TikTok, specifically on the @teukuazizz account. Using a qualitative approach, this study analyses visual and verbal narratives in TikTok videos and audience responses through comments to understand how social norms and power relations are reproduced. The main data was taken from TikTok videos featuring bridesmaids in various contexts, especially those containing stereotypes or discrimination related to social roles, physical appearance, and financial responsibilities. The results of the analysis show that the representation of bridesmaids reflects power inequalities, where they are positioned as subordinate objects who are judged based on patriarchal social standards. The narratives in the videos reinforce gender norms that limit women's roles, while digital audiences act as agents who can criticise or negotiate these discourses. This study highlights the power dynamics in digital discourse and the urgency to develop more inclusive and non-discriminatory narratives. The results show that the discourse constructed by male content creators affirms patriarchal dominance, where bridesmaids are reduced to aesthetic and subordinate objects that are legitimised through audience participation.