https://ejournal.45mataram.ac.id/index.php/ijssh <p><strong>International Journal of Social Sciences and Humanities (IJSSH)</strong> is an international refereed journal in English published four monthly (every February, June, and October). The IJSSH is an international, peer-reviewed, electronic, online journal in English that provides rapid publication of articles in all areas of the social sciences, humanities, and linguistics. Published by the Institution of Research and Community Service, 45 MATARAM SCHOOL OF MANAGEMENT, with an online version of <a href="https://issn.brin.go.id/terbit/detail/20230124562038044" target="_blank" rel="noopener"><strong>E-ISSN:</strong> <strong>2985-6469</strong></a>. IJSSH will cater to the needs of all those researchers and academicians looking forward to contributing through their knowledge, skills, and abilities in the field of social science. The IJSSH is a publication model that enables the wide dissemination of research articles to the global community without restriction. Thus, all articles published under open access can be accessed by anyone with an internet connection. This journal has been accredited <a href="https://sinta.kemdiktisaintek.go.id/journals/profile/17288"><strong>SINTA 3</strong></a> through the Decree of the <strong><a href="https://drive.google.com/file/d/1LbLi3Wt8dP8C604aQbXcwkydTdAL7cDZ/view?usp=sharing">Direktur Jendral Riset Dan Pengembangan Kemdiktisaintek, Number : 286/DST/C3/HM.01.00/2026 </a></strong></p> LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram en-US International Journal of Social Sciences and Humanities 2985-6469 https://ejournal.45mataram.ac.id/index.php/ijssh/article/view/2096 <p>The research aims to meticulously explore and analyze the manifestation of patriarchal culture depicted in the film "Barbie Live Action 2023". It employs a qualitative approach, focusing on scenes that vividly and deeply illustrate how patriarchal norms reflect within the presented gender context. Through meticulous data analysis, the identification of symbols, dialogues, and character interactions becomes the spotlight, highlighting and illustrating the reinforcement of strong patriarchal gender norms portrayed in the film. The study yields a profound understanding of how the film reinforces and portrays gender stereotypes both visually and narratively, unmistakably showcasing the conflict between two worlds, each reinforcing established gender paradigms.Within the framework of liberal feminism theory, this analysis provides clear insights into the construction of gender in visual media and the urgency for a shift in evolving gender perspectives within society. From the perspective of gender equality, "Barbie Live Action" serves not only as a complex elucidation of patriarchal culture but also as a call for a change in gender perspectives within society. The semiotic analysis and application of liberal feminist theory in this study offer profound insights into the messages of gender equality conveyed by the film and its broader impact on gender awareness within society.</p> Della Setya Anggraini Sugeng Harianto Refti Handini Listyani Copyright (c) 2026 Della Setya Anggraini, Sugeng Harianto, Refti Handini Listyani https://creativecommons.org/licenses/by-nc-nd/4.0 2026-06-09 2026-06-09 4 2 111 123 10.55681/ijssh.v4i2.2096