This research aims to analyze how double standards in terms of gender basis are represented in Taylor Swift‟s song The Man. The objects of the research are the song lyrics and music video of Taylor Swift‟s The Man. The song lyrics and the music video are examined by the application social semiotic analysis theoretical framework. The song lyrics are examined through Halliday‟s ideational metafunction, while the music video is analysed using Kress and Leeuwen‟s Visual Grammar. The result shows that there are five topics regarding gender-based double standards found in the song lyrics and music video namely: sexual double standards, gender-based double standards in the workplace, in moral judgment, in childcare involvement appreciation and gender representation,
all show the more positive judgements towards man than a woman. In the lyrics, the portrayals of gender-based double standards are mostly realized through the use of relational attributive and material processes. The relational processes show that the man is related to attributes such as “more of a boss”, “fearless leader”,
“alpha type”, and “Leo”(Leonardo Di Caprio). The material shows the way man acts such as “play the field”, “hustled” and “put in the work”. In addition, the
music video(MV) is dominated by the reactional processes that show the man being cheered up by people around him in most of the scenes. Also the symbolic
attribute process depicts men in a more central, active and agentive manner, while women tend to be presented in the marginal, passive, and object positions. Man
are portrayed as succesful leader, greatest dad, a rich man, while women are mostly seen laying down wearing sexy attire and are as object‟s to man‟s pleasure

SI21536

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Perpustakaan FAH (Skripsi BSI)

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