ABSTRACT
Video clips, as a medium of communication, have begun to use narrative and experimental cinema styles in conveying their messages and meanings. However, the video clip entitled “Lathi” from Weird Genius has problems when it is interpreted by the audience. There are those who consider it as creative or novel through its aesthetic value and those who criticize it as something that is misleading. The purpose of this study was to understand how visual defamiliarization changes the aesthetic value in terms of expression and position related to the experience of the aesthetic subject in interpreting Lathi’s video clips. The study was conducted using Peirce’s trichotomy semiotic research method with interpretive descriptive techniques through stages of understanding: representamen, objects (icon, symbol, index), and interpretants. The main purpose of this research is to increase the understanding of the audience in interpreting, understanding, and appreciating the work of video clips.
