The Relationship Between Social Experiment Video of Catcalling' in YouTube and Multimodal Analysis

ISSN : 2798-5334 Vol. 1, no. 2 (2021), pp.
196-210
This work is licensed under a Creative Commons Attribution 4.0 International License
DOI : https://doi.org/10.32923/medio.v1i2.1873
Received: 13-07-2021; Accepted: 26-07-2021; Published: 29-11-2021
The Relationship Between Social Experiment Video of ‘Catcalling’ in

YouTube and Multimodal Analysis
Indah Yuliyani
Department of English Literature, Universitas Bangka Belitung, Indonesia
Email: indahyuliyani98@gmail.com
Herland Franley Manalu

Email: herland.franley@gmail.com
Dini Wulansari
Email: DinieWs@gmail.com
Abstract : The existence of language in society helped us minimize misunderstanding on the interpretation
of meaning as humans. The different style of language makes human understand the meaning
in different ways. A multimodal anlaysis described the language from various viewpoints
because the relations in multimodal aspects symmetrically form a meaning. This study showed
the social problem that occurs in society is called catcalling. Catcalling is a form of sexual
harassment described as giving verbal or nonverbal sexual attention by strangers on the street
or in public places. This study analyzed catcalling on social experiment video in YouTube
Channel by Rob Bliss using multimodal analysis. This study focused on how the semiotic systems
interpret the catcalling meaning in the social experiment video and explain how catcalling is
considered as sexual harassment in multimodal viewpoints. This study used descriptive
quantitative as a research method. The data will be processed through ELAN (EUDICO Linguistic
Annotator) Version 5.9. This study found the verbal and nonverbal language in the social
experiment video. Meanwhile, multimodal analysis by Michele Anstey and Geoff Bull
demonstrated three semiotic systems contained in the social experiment video: 1) Linguistic, 2)
Visual, and 3) Gestural. The theory explains that multimodal can be used as an analysis media
focused on text, images, and video analysis. This study tries to provide an explanation for the
understanding of meaning extensively with the existence of more than one semiotic system found
in the social experiment video. Following this study, catcalling can be seen from various existing
viewpoints, not only by women but also by men as the perpetrators of catcalling.
Keywords : Catcalling, Social experiment video, Multimodal, Semiotic system
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Abstrak : Keberadaaan bahasa dalam masyarakat membantu kita meminimalisirkan kesalapahaman

dalam menafsirkan makana sebagai manusia. Perbedaan gaya bahasa membuat manusia
memahami makna dengan cara yang berbeda-beda. Analisis multimodal menggambarkan
bahasa dari berbagai sudut pandang karena hubungan dalam aspek multimodal secara simetris
membentuk suatu makna. Penelitian ini menunjukan masalah sosial yang terjadi di masyarakat
disebut catcalling. Catcalling adalah salah satu bentuk pelecehan seksual yang digambarkan
sebagai pemberian perhatian seksual secara verbal atau nonverbal oleh orang asing baik di
jalanan maupun di tempat umum. Penelitian ini menganalisis sebuah video eksperimen sosial
tentang catcalling di saluran YouTube Rob Bliss dengan menggunakan analisis multimodal.
Penelitian ini befokus pada bagaimana sistem semiotik menginterpretasikan makna catcalling
dalam video eksperimen sosial dan menjelaskan bagaimana catcalling dianggap sebagai
pelecehan seksual dalam sudut pandang multimodal. Penelitian ini menggunakan deskriptif
kuantitatif sebagai metode penelitian. Data akan diolah melalui ELAN (EUDICO Linguistic
Annotator) Versi 5.9. Penelitian ini menemukan bahasa verbal dan bahasa nonverbal dalam
video eksperimen sosial. . Sementara itu, analisis multimodal oleh Michele Anstey dan Geoff Bull
menunjukan tiga sistem semiotik yang terkandung dalam video eksperimen sosial 1) Linguistic,
2) Visual, dan 3) Gestural. Teori tersebut menjelaskan bahwa multimodal dapat digunakan
sebagai media analisis yang berfokus pada analisis teks, gambar, dan video. Penelitian ini
mencoba untuk memberikan penjelasan pemahaman makna secara luas karena suatu teks tidak
hanya dianalisis dari satu sudut pandang melainkan harus lebih dari satu sudut pandang. Sesuai
dengan penelitian ini, catcalling dapat dilihat dari berbagai macam sudut pandang yang ada,
tidak hanya oleh perempuan, tetapi juga oleh laki-laki sebagai pelaku catcalling.
Kata kunci : Catcalling, Video eksperimen sosial, Multimodal, Sistem semiotik
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A. INTRODUCTION The concept of language which has

Language is used as media one more than viewpoints in understand
communications and interactions meaning refers to multimodal. Multimodal
between one to other humans. The describes the approaches in
language function assists in organizes understanding communication and
social groups and make their needs to live representation on more than about
together in the community environment language, which attends in the various
and facilitate feelings, attitudes, thoughts, forms of communication used by a human
leadership, and other social activities. through image, gesture, gaze, posture, and
In society, language is divided into the relations among them.1 Using verbal
two types, namely spoken and written. language without nonverbal language or
Even though spoken and written language other visual aspects is deficient effective
are considered into one language is called in conveys the real meaning.
verbal language. Another type of language A multimodal analysis states that a
except verbal language is called nonverbal text is called multimodal when the text
language. Nonverbal language displays materialized from a combination of two or
through gesture, face, voice, and other more semiotic systems.2 There are five
visuals. The relationship between verbal multimodal semiotic systems in the
and nonverbal language makes us look at meaning of multiliteracies text,3 such as:
language from various viewpoints to
conclude the meaning.
1 Jewitt, C. An Introduction to Multimodality
(London: Routledge, 2009a), p. 14. 3

Anstey, M. & Geoff Bull. Elaborating
Multiteracies Through Multimodal Texts (London
2
Anstey, M. & Geoff Bull. Helping Teachers to
and New York: Routledge Taylor and Francis
Explore Multimodal Texts, (2010), Group, 2019), p. 9.
http://www.curriculum.edu.au/leader/helping_te
achers_to_explore_multimodal_texts,31522.html?i
ssueID=12141, Retrieved July 22, 2020.
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1. Linguistic: the aspects of oral and layout and organization of objects and
written language (e.g. phrase, clause, space, incorporating proximity,
noun, verb, and adjectives), direction, and position).
2. Visual: used and interpreted in the
The concept of the codes and
different social groups and cultures.
conventions of four semiotic systems
The visual text separated as still images
(visual, audio, gestural, and spatial) is
(color, texture, line and vector, shape,
more dynamic and flexible than the
and form) and moving images (point of
linguistic semiotic system in creating
view, framing, lighting, editing, and
meaning-making that follows the
transitions),
grammar. Visual grammar should be
3. Audio: includes the sound effects,
interpreted as a flexible resource used by
everyday sound, music, and voice (e.g.,
people to visual sign-making in a new and
volume, pitch, and rhythm),
different way.4 The audio, gestural, and
4. Gestural: the gesture actions that are
spatial interprets in a similar model. This
intentional or unintentional and have a
analysis revealed that text delivers in
purpose and consequently intended to
various technologies such as paper, live,
convey the meaning (e.g. facial
and digital and through different code
expression and body language
combinations of the semiotic systems. The
incorporating eyebrow position,
codes provide the terminology that allows
movement of head, arms, hand, and legs
the reader to identify and describe each
5. Spatial: the terms of two dimensions in
semiotic system. For example, how
the space refers to the page and screen
attention is captured, how emphasis is
and three dimensions refers to
created, and how meaning is designed.5
everyday space and architecture (e.g.
4Kress, G., & Theo Van, L. Reading Images:

The Grammar of Visual Design 2nd Edn (London: 5
Anstey, M. & Geoff Bull. Using Multimodal
Routledge, 2006), p. 266. Texts and Digital Resources in a Multiliterate
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Concerning about verbal and Hermawan (2013) study identified

nonverbal language as a resource of multimodality in the verbal
making meaning will be interpreted into a interpretation, reading images, and
social experiment video of catcalling understanding text. This study provided
through the YouTube channel Rob Bliss. the example implementation of
Sexual harassment happens to women or ‘procedure analysis’, which implicitly
people who have various experiences of offers the advances from analysis steps
harassment while being in public places using reading images theory through
every day. In November 2014, research images and another semiotic mode.
from Australia Institute states overs 89% Savitri and Rosa (2019) presented
of all women had been experienced a study of multimodal analysis in
physical or verbal harassment in the street smartphone advertisement. This study
at least once in their lifetime.6 used the Samsung Galaxy S9
Sexual harassment has developed advertisement as an object study. In the
as a term for harassment on the street, advertisement be found semiotic systems:
called catcalling. Catcalling is a form of linguistic, visual, gesture, audio, and
sexual harassment, or unwanted sexual location that consistently describe their
attention of verbal or nonverbal, and own meaning. The advertisement aimed
described as stranger harassment because to attract the intention and interest of the
the victim and the perpetrator do not consumers to buy this product.
know each other. 7
Classroom (Australia: Primary English Teaching

Association, 2009), p. 2. 7
Fairchild, K., & Laurie A. Rudman. 2008. Everyday
Stranger Harassment and Women's
Objectification. Social Justice Research, vol.
6
Johnson, M., & Ebony Bennett. Everyday Sexism:
21, no. 3 (2008), pp. 338.
Australian Women's Experiences of Street
Harassment (Melbourne: The Australia
Institue, 2015), p. 2.
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Suprakisno (2012) delivers each semiotic system in the multimodal

multimodal analysis in the advertisement aspect.
“Indomie”. This study has the same Catcalling becomes more common
conclusions as the previous study because on the street, making people, particularly
there is a multimodal semiotic system in women feel uncomfortable and upset
Indomie advertisement. Every semiotic when they are in public places. Catcalling
system is related to each other to create makes women believe that their mobility
meaning. is limited and not free since the catcallers
This study used the descriptive constantly comment on their appearances.
quantitative method as a research design. Through social experiment video in Rob
This study was carried out in the social Bliss YouTube Channel displayed how
experiment video in YouTube Channel catcalling behavior overwrites women on
Rob Bliss entitled “10 Hours Walking in the street. The social experiment becomes
NYC as Woman” as an object study. In this an appropriate place to examine how
study, the data will be grouped into two people react to social phenomena like
categories as verbal and nonverbal on catcalling presented practically on
social experiments video on YouTube YouTube.
Channel. The data will be processed on the This study will be analyzed what
ELAN (EUDICO Linguistic Annotator) the multimodal elements in the social
Version 5.9. The process will determine experiment video. The existence of
how many verbal and nonverbal differences in language used by each
percentages were found on the social object in this social experiment video
experiment video by Rob Bliss. After makes us need to understand the true
getting the results, the data will be meaning conveyed by them. The
identified, classified, and analyzed into multimodal elements in the social
experiment video of catcalling on Rob
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Bliss YouTube channel described language 3 “I guess not good”

6 “Somebody’s
broadly and from various perspectives. All acknowledging you for
analysis was carried on the three semiotic being beautiful. You
should say thank you
systems intend to answer the questions of more!”
7 “God Bless you mami.
research design, which are 1) how the Damn!”
semiotic systems interpret the catcalling 8 “Sexy-American Eagle!”
9 & 14 “Hey look it there! I just
meaning in the social experiment video saw a thousand dollars”
20 “Damn girl!”
and 2) how catcalling is considered as
women harassment in multimodal Tabel 1. Verbal Transcript
viewpoints. Table 1 shows the verbal catcalling
in the social experiment video. There are
B. FINDING AND DISCUSSION 24 participants recorded doing catcalling
Based on the data analysis that has action in all areas of Manhattan. In Table.1,
been processed in ELAN Version 5.9 in the the verbal transcript has been classified
social experiment video found the verbal and analyzed become 9 participants who
and nonverbal language. The retrieval of were doing catcalling.
data refers to the context that
corresponding with Chhun (2011), Nonverbal Number Of Total
Expression Annotation Annotation
Catcalling is the use of crude language, Facial Display 14 11,62%
Hand Gesture 15 56,04%
verbal expression, and non-verbal
Body Posture 2 2,17%
expression.8 Table 2. Number of nonverbal
Participant Verbal expressions attested in a woman
Transcript
2&4 “Smile !”
8
Chhun, B. Catcalls: Protected Speech or Fighting
Words (Thomas Jefferson: Law Review,
2011), p. 276.
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Table 2 shows the nonverbal

Participant 2&4:
expressions use by a woman in the social Smile! Verb
experiment video. There are three Participant 3:
I guess not good Adjective phrase
categories of nonverbal used by a woman.
Participant 6:
Among the three categories, only body
Somebody’s Compound sentence
posture is most infrequently used by a Acknowledging for or
being beautiful. Present Continues
woman. While the woman frequently uses Tense
hand gestures and facial displays to show You should say Independent clause
Thank you more!
the nonverbal expressions of the social For real?
Participant 7:
experiment video. From the analysis data God Bless you Independent clause
in Table.2 can be seen in the social Mami.
Damn! Exclamation expression
experiment video that a woman Participant 8:
Hey Baby! Interjection phrase
unconsciously use the nonverbal Participant 9&14:
expression to response the catcalling Hey Beautiful! Interjection phrase
Participant 15:
action aimed at her. Sexy- American Adjective phrase or
Eagle Noun phrase
Generally, a social experiment
Participant 19:
video in YouTube Channel by Rob Bliss Hey look it there! Command sentence
I just saw a Independent clause
entitled “10 Hours Walking in NYC as a thousand dollars.
woman” has a multimodal standard. For Participant 20:
Damn girl! Exclamation phrase
example, there is use more than one
semiotic system. There are three Table 3. The process of sentence analysis
multimodal semiotic systems in the

In Table 3 provides the result of
meaning of multiliteracies text found in
linguistic analysis based on the part of
the social experiment video of catcalling.
speech. For example, in the form of
1. Linguistic Analysis clauses, phrases, verbs, nouns, and
adjectives organized in linguistic
Sentence Part of Speech
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grammar conventions. All sentences in a. Still Images

Table 3 concludes that the participants Picture 1. Shows the direction of the
make a woman as the object of catcalling. vector
It proves with the verbal language used by
In Picture 1, a woman in the social
men that contains crude language and the
experiment video walked along the
comment of a woman physical
roadside area and a man walked behind
appearances. This analysis explained the
her. In this picture, the first line is drawn
language used by men looks at the
from the direction of the male’s gaze
emphasis of meaning and creates a
leaning down towards the focal point,
different mood between the woman and
direct by the end of the arrow line. Man
men. This social experiment video of
position exists on the left side of the
catcalling has a contribution from
picture, while a woman on the right side of
linguistic systems to understand the real
the picture, a bit forward than a man.
meaning corresponds to the sentence
The vector of this picture focuses on
context.
the man's eyes. Although the direction of
his eyes does not clear with the assistance
2. Visual Analysis
of line makes the focus of the man's gaze
The visual analysis is divided into
more clear. It seems from his head which
still images (color and line include vector)
downwards and the direction of his eyes
and moving images (point of view,
fixed on the woman’s buttocks. The
framing, editing, and transition). The
direction of the woman’s gaze leads the
visual analysis of still and moving images
road in front of her. There are eight people
will be present below.
who performed their activities around the
man and woman, such as trading, chatting,
calling someone with her phone on the
side of the road. The situation represents
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the set of places in the social experiment creator. The social experiment video
video. showed the point of view front-on and
In this social experiment video, the level with the scene or action. The front-
woman's appearance shows by wearing on purposed to looks at the point of view
black jeans and a black crewneck t-shirt of the catcallers who see the female
walking in all Manhattan areas. Black character in the video because we can not
represents the meaning of evil, threat, look at the catcalling process in public
insurgency, strength, mystery, secrets, places.
depression, sadness, night, and represents In framing, the video scene used a
sophistication, power, formality, long shot to allow the whole scene can be
authority, and style. The black color uses recorded and view. In Picture 4.6, the
by a woman considers describing strength long-shot focused on how catcalling
and insurgency. It interprets that a woman process happens in public places between
in this social experiment video agrees to men and woman in a social experiment
refuse the catcalling action towards a video. The long-shot provided the viewer
woman in public places. context and told the viewer more about
the point of view catcalling played in a
a. Moving Images
public place.
Picture 2. Shows the moving images

Picture 3. Shows the night scenes in the
In Picture 2 represented all the
social experiment video
analysis of moving images used by the
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To complete the whole scene, the Gaze

Hand Gesture Handedness
creator used parallel cutting. In Picture 3, Trajectory
the night scenes do not show in the same Body Posture Torso
Table 4. The feature of gestural
duration. The creator only selected the movement
important scenes related to the context Table 4 presented the analysis of
because it will increase the tension and gestural movement used by a woman to
excitement as the progress of response catcalling action addressed to
simultaneous scenes. The transitions in her. The gesture features shown by a
the social experiment video created woman becomes six different categories
normally from one scene to another. The includes a facial display (head, eye
scene transition is represented clearly tracking, gaze), hand gestures
because the viewers can be seen the real (handedness and trajectory), and body
movement of images from each object and posture (torso). The comparison of each
all participants. feature will be displayed the see the real
The visual analysis presented that difference in the number of movements
not all still and moving images can that dominated this social experiment
describe the visual analysis codes and video.
conventions. This parts showed the result
Table 5.
of analysis from the men viewpoint look at
Total annotation from gesture features
a woman and how the creator displays the
Gesture Total Total
social experiment video on his YouTube
Features Occurrences Annotation
channel. Head 6 4,75%
Eye Tracking 7 5,26%
Gaze 1 1,61%
3. Gestural Movement Handedness 10 35,42%
Gestural Gesture Trajectory 5 20,62%
Movement Features Torso 2 2,17%
Facial Display Head Table. 5 Total annotation from gesture
Eye Tracking feature
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Table 5 presented the result of the language can be analyzed and have
total annotation from gesture features. meaning. The gestural movement of a
The total annotation of each feature person's body represented the mood of
provided different results. The highest the person and what the person thinks.
percentages in total annotation hold by
handedness 35,42% and trajectory
Feature Weight
20,62%. While 4,75% for head, 5,26% for
Torso
eye-tracking, , and 1,61% for gaze. The
Trajec…
lowest percentages of total annotation Hand…
from torso 2,17%. Gaze
Eye…
From the percentages above, the
Head
woman gesture concluded that
0.00% 10.00% 20.00% 30.00% 40.00%
handedness and trajectory more usage. Annotation
Interestingly, the woman seems to make

Respons Rejection
more hand gestures (handedness and
Grafik 1. Weight of top gestural
trajectory) more than facial display (head, movement features
eye tracking, and gaze) and body posture In gestural movement, there is
(torso). The hand gesture displayed different result in analysis by a woman to
classifier achieves the highest accuracy response in catcalling action. The gesture
among the facial display and body posture features are divided into two aspects
classifier. It is related to our lives when we about how the woman gives nonverbal
meet foreigners on the street and try to reactions towards catcalling doing by
interact with us and we will respond to men includes the rejections or responses.
them with more speed up footsteps and Picture 4 presented the bar chart to
hand gestures simultaneously. Each illustrate the number of gestural
feature used by a woman in gestural movements from each feature used by a
movement explained to us if nonverbal
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woman to show nonverbal expression the meaning involved in integrating more

with total annotation at 10% interval. In complex semiotic systems (Anstey & Bull,
the analysis of head, eye tracking, 2019, p.8). The social experiment video on
handedness, and trajectory represent a YouTube Channel Rob Bliss concluded
form of rejection of catcalling. On the catcalling as men’s fault and made
other hand, a woman’s gaze and torso catcalling a form of a bad habit in the
features do not give the rejection street or public places. Through the
response to catcalling. It is confirmed the multimodal perspective, each feature
gestural movement shows by a woman in analysis has resulted in different
the social experiment video has a conclusions on catcalling assessment.
different meaning. Catcalling unconsciously violates a
After analyzing all semiotics woman’s right to privacy by invading her
systems, such as linguistic analysis, visual place or obstructing her path. Although
analysis, and gestural movement in the the men think there is not something
social experiment video by Rob Bliss. The dangerous or illegal, it includes a form of
study found the relations between three sexual harassment from catcalling. In this
semiotic systems in meaning-making social experiment video, catcalling as the
through multimodal analysis. In social type of sexual harassment manifested in
experiment video concluded that rich in public places, especially on the street
multimodal semiotic systems. Each provided a sense of physical danger. In
semiotic system is shown the reader how sexual harassment does not have the
to conclude the meaning in the catcalling distance between women and men. Sexual
action through various viewpoints. harassment started with words, stalking,
Through TV, films, videos, unwanted touch, or becomes a crime like
animations, computer games, and the rape, assault, and murder.
internet have been introduced new Catcalling does not contain physical
technologies and new forms to interpret danger because the catcaller may across
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the street or only having time around the viewpoints to response catcalling. The
street. In multimodal analysis can be conclusion of gestural movement used by
concluded what people believe in a woman as a form of response and
catcalling view as social interactions have rejection. Through multimodal
a different meaning. However, people perspectives, this study has a different
often act based on their beliefs and conclusion from each feature semiotic
unrealistic in shows their interest and system that catcalling indeed
uninterest against other people or unconsciously violates a woman’s right to
something to minimize the social privacy by invading her place or
misconceptions. obstructing her path. It cannot be used as
an excuse to judge catcalling as a form of
CONCLUSION men’s fault entirely without seeing from
Based on the finding and the woman’s viewpoint.
discussion, the study found two languages In this study, the researcher only
used by a woman and men in social focuses on women’s catcalling and does
experiment video, such as verbal and not explores men’s catcalling. Hopefully,
nonverbal language. The data from the further research will analyze catcalling
social experiment video analyzed into through men’s viewpoints. Catcalling
three semiotic systems based on analysis from women’s perspectives can
multimodal analysis. The linguistic and be utilized in other studies, but with
visual analysis showed catcalling in men’s different approaches, such as
viewpoints. In linguistic analysis sociolinguistics, discourse analysis,
explained about language use by men who psycholinguistics, pragmatics, semantics,
influences the woman mood. At the same and semiotics. The researcher also
time, the visual analysis explored the gaze recommends further research using other
focus of men to the woman. The gestural media, such as film, advertisement, tv,
movement showed the woman’s news, or book. The data obtained from the
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video may not have the same impact as in- Hermawan, B. Multimodality: Menafsir
Verbal, Membaca Gambar, dan
person exposure and it expects other
Memahami Teks. Department of
studies will be able to get the best data to English Language and Literature
Education, Indonesia University of
analyze catcalling.
Education, vol 13, no 1 (2013), pp.
19-28.
[https://doi.org/10.17509/bs_jpbs
p.v13i1.756]
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Jewitt, C. An Introduction to Multimodality.
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ISSN : 2798-5334 Vol. 1, no. 2 (2021), pp.

The Relationship Between Social Experiment Video of ‘Catcalling’ in

Herland Franley Manalu

Keywords : Catcalling, Social experiment video, Multimodal, Semiotic system

Abstrak : Keberadaaan bahasa dalam masyarakat membantu kita meminimalisirkan kesalapahaman

Kata kunci : Catcalling, Video eksperimen sosial, Multimodal, Sistem semiotik

A. INTRODUCTION The concept of language which has

1 Jewitt, C. An Introduction to Multimodality

(London: Routledge, 2009a), p. 14. 3

4Kress, G., & Theo Van, L. Reading Images:

Concerning about verbal and Hermawan (2013) study identified

Classroom (Australia: Primary English Teaching

Suprakisno (2012) delivers each semiotic system in the multimodal

Bliss YouTube channel described language 3 “I guess not good”

Table 2 shows the nonverbal

multimodal semiotic systems in the

grammar conventions. All sentences in a. Still Images

Picture 2. Shows the moving images

To complete the whole scene, the Gaze

Interestingly, the woman seems to make

woman to show nonverbal expression the meaning involved in integrating more

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