Detail Article


ISSN 2301-5829

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

Order : 9, and page :173 - 190

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Original Article :

The representation of masculinity in zwitsal amazing softness commercial

Author :

  1. Zesardinata Megaputra Bintang Pamungkas*1
  2. Dadung Ibnu Muktiono*2
  1. Mahasiswa Fakultas Ilmu Budaya
  2. Dosen Fakultas Ilmu Budaya

Abstract :

Gender has been known as social matters in our lives. In terms of gender, human is divided into masculine and feminine. Masculine is a term associated with men, while feminine is a term for women. In traditional gender roles, masculine is mostly characterized as strong, dominant, and rational. On the other hand, feminine is thought to be weak, inferior, and irrational. Both terms differentiate men and women. Men have long been dominant over women. However, in nowadays era, many people gain their awareness towards gender equality. Men and women could be seen as equal. It suggests that masculinity has the same position as femininity. This idea can be seen through the representation of the male model as father in Zwitsal Amazing Softness commercial. The aim of this study is to examine the representation of masculinity in Zwitsal Amazing Softness commercial. This study uses Fiske’s codes of television and finds seven scenes as the primary data. These scenes are analysed by using the theory of New Man and Hegemonic Masculinity to find the representation of the male model in Zwitsal Amazing Softness commercial. This study finds that there are several changes in representing masculinity. However, the idea of traditional gender roles still strongly exists. In summaries, these changes only reinforce the domination role of men and make them superior toward women.

Keyword :

hegemonic masculinity, masculinity, new man, fatherhood, Zwitsal,

References :

  1. Berg, Bruce L., (1989). Qualitative Reseach Methods For The Social Sciences. - : Long Beach: Allyn & Bacon
  2. Darmaprawira, Sulasmi, (2002). Warna: Teori dan Kreativitas Penggunaannya. - : Bandung: ITB
  3. Goffman, Erving, (1997). Gender Advertisement. - : New York: Harper and Row Publishers

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