Stereotip Gender dan Dominasi Kapitalis dalam Iklan Televisi suatu Analisis Wacana Kritis Terhadap Iklan Televisi Citra Korporasi Gudang Garam di Bulan Ramadhan
Keywords:marxist feminism, patriarchal ideology, gender stereotype, capitalist domination
Advertising has many purposes including the formation of consciousness, creating the image of the product or brand, forming positive associations and encouraging consumer behavior. Basically, the purpose of advertising is to achieve economic hegemony of the producers of goods or service advertised. Ads are increasingly being used for the benefit of the capitalists. Corporate advertising researchers usually discuss the effects of advertising on the form of company image only. But this research is not going to reveal about the image of a company that advertised, but about the creator ideology behind the creation of a corporate Advertising. The corporate Ads examined in this study is a series of Gudang Garam corporate advertisement which consists of two ads that aired on television every Ramadan. The research method used is French critical discourse analysis and analytical method of Sara Mill. This study uses substantive theoretical framework such as hegemony, ideology, patriarchy, and Marxist feminism and the discourse analysis theory from Michael Foucault and semiotic theory of Roland Barthes. The results of this study showed that the ideology of the ad creator which is very patriarchal makes the text of the Gudang Garam corporate ads aired on all television stations every Ramadan, was laden with the existence of gender stereotypes.
Baran, S. J., and Davis, D. K. (2000). Mass Communication Theory: Foundation, Ferment, and Future. Second Edition. Belmont: Wadsworth.
Bovee, C. L., and Arens, W. F. (1986). Contemporary Advertising, 2nd ed. Illinois: Irwin.
Cavallaro, D. (2004). Critical and Cultural Theory: Teori Kritis dan teori Budaya. Yogyakarta : Niagara.
Eriyanto. (2005). Analisis Wacana, Pengantar Analisis Teks Media. Yogyakarta: LKIS.
Fiske, J. (1990). Introduction to Communication Studies. London (second edition)
McQuail, D. (2005). Mass Communication Theory. Fifth Edition. SAGE Publications.
Poerwandari, K. (2001). Pendekatan Kualitatif untuk Penelitian Perilaku Manusia, LPSP3 Fak. Psikologi UI.
Sobur, A. (2001). Analisis Teks media : Suatu Pengantar Untuk Analisis Wacana, Analisis Semiotik dan Analisis Framing. Bandung: Remaja Rosdakarya.
_______. (2006). Semiotika Komunikasi. Bandung: Remaja Rosdakarya.
Sunarto. (2002). Analisis Wacana Ideologi Gender Media Anak-anak. Penerbit Ikapi dan Ford Foundation.
Tong, R. P. (2006). Feminist Thought, Pengantar paling Komprehensif kepada Arus Utama Pemikiran Feminis. Yogyakarta: Jalasutra.
Widyatama, R. (2006). Bias Gender Dalam Iklan Televisi. Yogyakarta: Media Presindo.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)