Representasi Ketidakadilan Gender Perempuan Dalam Iklan Shopee
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Institusion
Universitas Muhammadiyah Surakarta
Author
Prawida, Herdinta Arya
, Yudha Wirawanda, S.I.Kom., M.A
, Yudha Wirawanda, S.I.Kom., M.A
Subject
HT Communities. Classes. Races
Datestamp
2022-05-20 06:30:10
Abstract :
The role of patriarchy in advertisements often shows a form of gender injustice experienced by women. The many patriarchal cultures that still appear in society are used by companies to represent them in advertisements. The representation of gender inequality in advertisements is more easily accepted by the public because it is in accordance with the conditions that exist in society. The purpose of this study is to find a form of representation of gender inequality experienced by women in the Kartini edition of Shopee Indonesia advertisements. This research uses a qualitative descriptive method with the Semotics theory approach of Roland Barthes through a two-stage process of signification, namely denotation and connotation and myth levels in the capture of scenes in advertisements, this process will be explained by three categorization of gender inequality, namely violence, marginalization, and double burden. The results of this study indicate that there is a representation of gender inequality experienced by women in these three categorizations.
The role of patriarchy in advertisements often shows a form of gender injustice experienced by women. The many patriarchal cultures that still appear in society are used by companies to represent them in advertisements. The representation of gender inequality in advertisements is more easily accepted by the public because it is in accordance with the conditions that exist in society. The purpose of this study is to find a form of representation of gender inequality experienced by women in the Kartini edition of Shopee Indonesia advertisements. This research uses a qualitative descriptive method with the Semotics theory approach of Roland Barthes through a two-stage process of signification, namely denotation and connotation and myth levels in the capture of scenes in advertisements, this process will be explained by three categorization of gender inequality, namely violence, marginalization, and double burden. The results of this study indicate that there is a representation of gender inequality experienced by women in these three categorizations.
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