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ISSN 2301-5829

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

TOC : 4, and page :28 - 38

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Original Article :

The representation of masculinity in mama lemon advertisement supermarket version

Author :

  1. Kartika Restu Anggara*1
  2. Dadung Ibnu Muktiono*2
  1. Mahasiswa Fakultas Ilmu Budaya
  2. Dosen Fakultas Ilmu Budaya

Abstract :

It has been a general consent within society that masculinity is a term for men and femininity is a term for women. In traditional gender roles, it may simply be thought that masculine is not doing feminine things. As a result, it evokes binary opposition between men and women position. Men has long been seen as the dominant. However, today, the notion of gender equality rises in our life. Men and women are then thought as equal genders.Thus, masculinity poses equal position to femininity. This idea is portrayed in Indonesia, particularly by the male model of one of the Mama Lemon television advertisements. This study aims to examine the representation of masculinity in Mama Lemon television advertisement. With the application of Goffman’s pattern of gender portrayal in advertisements, this study found 12 scenes as the primary data. The selected scenes are then analysed by using The Theory of New Man and Hegemonic Masculinity to find whether the portrayal of masculinity in the male model of Mama Lemon advertisement is different from the traditional gender role. The finding shows that there are some changes in the pattern of gender portrayal in the representation of masculinity in the male model of Mama Lemon advertisement. However, these changes do not alter the idea of traditional gender role which regards men as more superior. Instead, these changes are portrayed to reinforce the domination of men. 

Keyword :

advertisement, gender advertisement, masculinity, representation ,

References :

  1. Goffman, Erving, (1987). Gender Advertisements. New York : Harper and Row Publishers
  2. Thomann, Matthew, (2014). Book Review: Maskulinitas: Culture, Gender and Politics in Indonesia. 1.26 (2012): 141-45. 4 April 2014 : Gender and Society
  3. Storey, John, (2009). Cultural Theory and Popular Culture: An Introduction 5th. . US : Longman Pearson
  4. Wulansari, Ica, (2013). Dominasi Maskulin Versus Kesetaraan Gender. Mozaik vol 13 no 1, pp. 38-45 : Fakultas Ilmu Budaya Universitas Airlangga


Archive Article

Cover Media Content

Volume : 4 / No. : 2 / Pub. : 2015-08
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