UNIVERSITAS AIRLANGGA



Detail Article

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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 :

Abdullah, Irwan,(1997) Sangkan Paran Gender - : Pustaka Pelajar : Yogyakarta

Beauvoir, Simone De,(1953) The Second Sex - : London: Lowe and Brydone

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
  1. An Intertextual Study Of The Young Protagonists’ Self-reliance In Beatrix Potter’s The Tale Of Peter Rabbit And Nancy Farmer’s The House Of The Scorpion
  2. Back To Africa Movement: A New Historicist Reading Of Lorraine Hansberry’s Drama A Raisin In The Sun
  3. Nobody Likes A Worrywart: Hypertextuality In Grimm Brothers ’the Worn-out Dancing Shoes And Juliet Marillier’s Wildwood Dancing
  4. Society’s Ignorance Towards Addicts’ Predicament In J. K. Rowling’s The Casual Vacancy: A Dynamic Structuralism Study
  5. 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)
  6. From Enchantress To Murderess: The Portrayal Of Amy Dunne As ‘femme Fatale’ In Gillian Flynn’s Gone Girl
  7. Audience Response Toward Lara Croft In Tomb Raider 2013: A Study On Heterosexual Male Gamers
  8. The Representation Of Masculinity In South Korean Reality Show “the Return Of Superman”
  9. The Representation Of Masculinity In Zwitsal Amazing Softness Commercial
  10. Man’s Body On The Lin: Male Objectification In Magic Mike (2012)
  11. The Representation Of Masculinity In G-dragon’s Crayon Movie Video
  12. False Consciousness In Google’s Working Class Society In Levy’s The Internship Film (2013)
  13. Deconstructing Human Being’s Nature In Lois Lowry’s The Giver
  14. The Representation Of Indonesia In An Australian Newspaper Sydney Morning Herald Online 2015 Covering The Case Of Andrew Chan And Myuran Sukumaran’s Death Penalty: A Critical Discourse Analysis

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