UNIVERSITAS AIRLANGGA



Detail Article

Allusion

ISSN 2301-5829

Vol. 4 / No. 2 / Published : 2015-08

Order : 3, and page :17 - 27

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Original Article :

Gender representation in golkar political advertisement version “kesaktian angka 5, golkar pilihannya”: sara mills’ discourse analysis

Author :

  1. Septian Yuwandis Amir*1
  2. Diah Ariani Arimbi*2
  1. Mahasiswa Fakultas Ilmu Budaya
  2. Dosen Fakultas Ilmu Budaya

Abstract :

Indonesian Women are unable reach 30% of place in Parliament in the Three Last General Elections. This evidence can be connected with the media as the agent on the portraying gender’s relation. The connection between political advertisement’s narratives with the society’s condition signifies how actually gender division is implemented. This study wants to examine the construction of sexual division in labour through Sara Mills’ Discourse Analysis in Golkar political advertisement. Besides, the writer wants to analyze the cultural codes embodied in the advertisement. Using Sara Mills’ Discourse Analysis, the writer wants to focus on the subject – object position and the reader’s position on Golkar Political Advertisement “Kesaktian Angka 5, Golkar Pilihannya” by relating the gender relation and connecting the cultural codes depicted in the advertisement. This advertisement is taken because it is viewed by 26.000 viewers in Youtube channel. Besides, it clearly defines gender relation. The writer argues that advertisement’s portrayal cast man as the subject and marginalized women. Besides, the cultural codes imply that Golkar’s advertisement pushes us to agree to the notion of gender relation in which disadvantages women. In conclusion, this advertisement strengthens the traditional gender role in which makes women can’t join political world. Furthermore, Indonesia needs better understanding on women’s right.

Keyword :

gender representation, political advertisement, Sara Mills’s discourse analysis,


References :

Suryakusuma, Julia I. and Paige Johnson Tan,(2004) Confronting Kodrat: Political Views on Women in Contemporary Indonesia 127 - 188. : Metafor Publishing





Archive Article

Cover Media Content

Volume : 4 / No. : 2 / Pub. : 2015-08
  1. Deconstructing The Portrayals Of Adults’ Superiority Towards Children In The Society In Orson Scott Card’s Ender’s Game
  2. The Representation Of Indonesia’s Beauty In Miss World 2013 Advertisement: A Semiotic Study
  3. Gender Representation In Golkar Political Advertisement Version “kesaktian Angka 5, Golkar Pilihannya”: Sara Mills’ Discourse Analysis
  4. The Representation Of Masculinity In Mama Lemon Advertisement Supermarket Version
  5. Melinda’s Struggle To Overcome Her Sexual Abuse Trauma In Laurie Halse Anderson’s Speak: A New Criticism Study
  6. Negotiating Biracial Identity As The Effect Of Double Consciousness In Durrow’s The Girl Who Fell From The Sky
  7. The Representation Of Female Lead Characters (ravenna And Snow White) In Snow White And The Huntsman Film
  8. The Representation Of Woman Rider As A Role Model In Traffic Rules Dissemination Through Satlantas’s Banner In Surabaya: A Semiotic Analysis
  9. Bonnie Castle’s Anxiety Disorder That Leads To Identity Crisis As Portrayed In William Irish’s Waltz Into Darkness
  10. A Construction Of Masculinity In Slickboy Deluxe Pomade Advertisements: A Semiotics Analyisis