Representasi Perundungan Terhadap Tokoh Don Dalam Film Animasi Jumbo: Analisis Wacana Kritis

Abstract

Bullying remains a persistent social problem among Indonesian children, and popular media such as animated films play an important role in shaping public understanding of this issue. This study examines how bullying against the character Don is represented in the Indonesian animated film Jumbo (2025) and how this representation reproduces power relations within the socio-cultural context of Indonesian society. Using a qualitative descriptive approach, this research applies Norman Fairclough's Critical Discourse Analysis, which examines the dimensions of text, discourse practice, and socio-cultural practice, complemented by Stuart Hall's theory of representation and Dan Olweus's concept of bullying. Data were collected through non-participant observation and documentation of relevant scenes, dialogues, and public interviews with the filmmakers, and analyzed using the interactive model of Miles and Huberman. The findings show that bullying against Don is constructed through repeated physical labeling, verbal mockery, and social exclusion that position him as a subordinate figure, reflecting an imbalance of power between perpetrators and victims. At the socio-cultural level, this representation mirrors the persistently high prevalence of bullying and body shaming among Indonesian children. Jumbo does not merely depict bullying as entertainment but functions as a cultural medium that criticizes the ideology of the ideal body and promotes empathy, self-acceptance, and social awareness regarding child protection.