REPRESENTASI PERAN GENDER (GENDER ROLES) DALAM IKLAN ALFAMART X GO-PAY #KEBAHAGIAANKECIL UNTUK KITA SEMUA DI YOUTUBE

SAPUTRI, TRI UTARI and Putra, Raniasa and Andarini, Rindang Senja (2020) REPRESENTASI PERAN GENDER (GENDER ROLES) DALAM IKLAN ALFAMART X GO-PAY #KEBAHAGIAANKECIL UNTUK KITA SEMUA DI YOUTUBE. Undergraduate thesis, Sriwijaya University.

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Abstract

Advertisement has influenced the way people think about the functions and roles of gender that are distinguished by masculinity and femininity. Alfamart x Go-Pay #Kebahagiaankecil Untuk Kita Semua appeared by illustrating that gender roles are the social construction that could change based on situation, places, and times that are likely changed at any time. The gender roles represented by this advertisement are intriguing to analyze and find out how the gender roles are constructed in this advertisement. The method used in this research is John Fiske's semiotic analysis through three levels, called reality, representation, and ideology. This research used gender role theory. The results showed that there was an image of a new concept of masculinity by displaying thin, long-haired male figures, strong, and gentle figure by adopting feminine values such as showing men in the domestic sector. However this advertisement still raised a patriarchal ideology in it by presenting several scenes about the stereotypes inherent in women’s and men's responsibilities in terms of public sector.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Representation, Gender roles, Semiotics, YouTube Advertisements.
Subjects:	H Social Sciences > HM Sociology > HM706 Social structure P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 8047 not found.
Date Deposited:	17 Sep 2020 06:13
Last Modified:	17 Sep 2020 06:13
URI:	http://repository.unsri.ac.id/id/eprint/35289

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