The film is a means of entertainment for the community. Although it predominantly contains entertainment elements, each film is produced with messages to be conveyed to the audience. One of the entertainment centers globally is Disney's animated films. Every Disney film, especially animated films, is produced not only to provide entertainment but also to contain messages in it. Most Disney animated films have a target audience of children. The element of persuasion that includes every message will be one of children's character-building in real life, including how the film constitutes gender identity in children, which will affect the development of their lives. One of Disney's animated films is the Ecanto film which will be released in 2021. The purpose of this research is to describe the moral values ​​of the characters in the Ecanto film, especially observing the identity of the women depicted in this film. The research method uses a qualitative narrative approach to analyze the Ecanto film. This study uses Stuart Hall's representation theory, Christian Metz's Semiotic Analysis Method (MAS), or cinematographic semiotics. By the critical paradigm, this MAS is qualitatively interpretive. A method that focuses on signs and texts as objects of study and how researchers interpret and understand the code (decoding) behind the signs and texts. It is hoped that this research can find a picture of the identity of the women depicted in this film.

Keywords: communication, mass media, film, gender