Detail Article


ISSN 2301-5829

Vol. 5 / No. 2 / Published : 2016-02

Order : 5, and page :118 - 133

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Original Article :

False women’s empowerment: the representation of femininity and financial subordination of women to men in the olx indonesia commercials “rumah tangga” version (2014-2015)

Author :

  1. Nurri Ulspa Kunthi Permana*1
  2. Dadung Ibnu Muktiono*2
  1. Mahasiswa Fakultas Ilmu Budaya
  2. Dosen Fakultas Ilmu Budaya

Abstract :

In traditional gender roles, women are excluded from the decision-making and closely associated to the domestic sphere. However, nowadays, media has created female representation to be more complex and complicated. Female characters in media sometimes could perform actions showing superiority. Unfortunately, the female representation of superiority remains within the traits of femininity and negative depiction. Drawing upon this case, the writer uses one of popular e-commerce products commercials in Indonesia named OLX and chooses the “RumahTangga” version as the object of this study as it represents the patriarchal culture in the form of marriage life although it uses different concept in displaying the female models. This study aims to disclose the representation of femininity in OLX commercials. This study was conducted by using interpretative approach and qualitative method. The writer uses Simone de Beauvoir’s critical thinking of femininity construction as the main theory. The 14 pictures were chosen as the primary data in this study by applying Erving Goffman’s pattern of gender display in advertisements. The finding shows that in OLX commercials, there are changes in the pattern of gender display of femininity represented by the female models as married women through a false concept of women’s empowerment. The changes reassert the financial subordination of women to men in term of purchasing power.

Keyword :

femininity, representation, women’s empowerment, purchasing power, OLX commercial,

References :

  1. Abdullah, Irwan, (1997). Sangkan Paran Gender. - : Pustaka Pelajar : Yogyakarta
  2. Beauvoir, Simone De, (1953). The Second Sex. - : London: Lowe and Brydone
  3. Ibrahim, IS, Hanif, S., (1998). Wanita dan media: Konstruksi ideologi gender dalam ruang publik orde baru. - : Bandung: PT. Remaja Rosdakarya

Archive Article

Cover Media Content

Volume : 5 / No. : 2 / Pub. : 2016-02
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