REPRESENTASI KESETARAAN GENDER (Analisis Semiotik Dalam Iklan Kecap ABC Versi Suami Sejati)

SARI, DIAN NURVITA (2021) REPRESENTASI KESETARAAN GENDER (Analisis Semiotik Dalam Iklan Kecap ABC Versi Suami Sejati). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to reveal the meaning behind the symbols of representation of gender equality between the roles of men and women in domestic life contained in the ABC version of the real husband's version of the soy sauce advertisement. This study uses a semiotic analysis method with the semiotic analysis approach of Roland Barthes which has two levels of marking, namely denotation and connotation followed by myth analysis carried out to uncover hidden ideologies. In addition to this theory, this study also uses Rolland Barthes' thought about an advertising analysis model which divides the content of advertising messages into linguistic messages, encoded iconic messages and uncoded iconic messages. Research conducted using a critical paradigm is based on the premise that various things related to gender are always influenced by the social structure of society. The results of this study indicate that the dual role dichotomy of working mothers in a patriarchal culture fosters the myth that women are beings who have super powers who are able to work in the public sphere without leaving their work in the domestic sphere, the myth of a real husband is a husband who is able to share roles to do work. domestic work and the myths of genderization of space. In the ABC commercial for the true husband's version, gender equality is achieved by the cooperation between husband and wife regardless of occupation and space based on gender. Keywords: Semiotic Analysis, Gender Equality, Advertising Tujuan dari penelitian ini adalah untuk mengungkap makna dibalik simbol-simbol representasi kesetaraan gender antara peran laki-laki dan perempuan dalam kehidupan rumah tangga yang terkandung dalam iklan kecap ABC versi suami sejati. Penelitian ini menggunakan metode analisis semiotika dengan pendekatan analisis semiotika Roland Barthes yang memiliki dua tingkat penandaan yaitu denotasi dan konotasi yang dilanjutkan dengan analisis mitos dilakukan untuk membongkar ideologi yang tersembunyi. Selain teori tersebut penelitian ini pun menggunakan pemikiran Rolland Barthes tentang model analisis iklan yang memilah muatan pesan iklan menjadi pesan linguistik, pesan ikonik terkodekan dan pesan ikonik tak terkodekan. Penelitian yang dilakukan menggunakan paradigma kritis didasarkan pada pemikiran bahwa berbagai hal yang berkaitan dengan gender selalu dipengaruhi oleh struktur sosial masyarakat. Hasil penelitian ini menunjukan bahwa dikotomi peran ganda yang dimiliki oleh ibu pekerja dalam budaya patriarki menumbuhkan mitos bahwa perempuan adalah makhluk yang memiliki kekuatan super mampu bekerja di ranah publik tanpa meninggalkan pekerjaannya di ranah domestik, mitos suami sejati yakni seorang suami yang mampu berbagi peran untuk mengerjakan pekerjaan domestik rumah tangga dan mitos genderisasi ruang. Dalam iklan kecap ABC versi suami sejati kesetaraan gender tercapai dengan adanya kerjasama antara suami dan istri tanpa memandang pekerjaan dan ruang berdasarkan gender. Kata Kunci : Analisis Semiotik, Kesetaraan Gender, Iklan

Item Type: Thesis (S2)
NIM/NIDN Creators: 55217120020
Uncontrolled Keywords: Analisis Semiotik, Kesetaraan Gender, Iklan
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 305 Social Groups/Kelompok-kelompok Sosial
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 305 Social Groups/Kelompok-kelompok Sosial > 305.3 Gender/Jenis Kelamin
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Nov 2021 04:10
Last Modified: 18 Nov 2021 04:10
URI: http://repository.mercubuana.ac.id/id/eprint/50412

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