UNIVERSITAS AIRLANGGA



Detail Article

Masyarakat, Kebudayaan dan Politik

ISSN Lama 0216-2407, Baru 2086-7050

Vol. 16 / No. 2 / Published : 2003-04

Order : 7, and page :63 - 78

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Original Article :

Kesetaraan gender dalam iklan di media massa cetak

Author :

  1. Sri Moerdijati dan Andria Saptyasari*1
  2. Andria Saptyasari*2
  1. Dosen Fakultas Ilmu Sosial dan Ilmu Politik
  2. Dosen Fakultas Ilmu Sosial dan Ilmu Politik

Abstract :

This research aimed at describing gender quality representation (male and female) in women’s magazines Femina & Higina Kosmopolitan advertisements Content analysis is used as the research method with semiotic approach in describing audience interpretation toward gender quality advertisement in women’s magazine. A sign system in the form of pictures and words in the product advertisement which describe gender equality as well as use male and female models become unit analysis in this research. In a period of January – October 2001, seven advertisements from the two women’s magazines have been selected. In Femina: Enervon C, So Klin detergent, Slimming Traditional Medicine, Procal Milk and Vigel. In Higina Kosmopolitan: Calcium Plus Non Fat Milk and Zevit C Multivitamin. It reveals that gender equality has been showed in those advertisement. Nevertheless, gender bias still can be seen, like in So klin detergent and Procal Milk advertisements. Where mother’s role such as giving milk to her children and washing clothes are still in domestic sector. From this study, in can be concluded that the gender equality in the advertisements based on the male and female equal rights, and the characteristics which can be exchanged. Because these characteristics are not given but a social contruction outcome.

Keyword :

gender equality, icon, index, symbol, advertisement,


References :

Berger, Arthur Asa,(2000) Media and Communication Research Method London : Sage Publication Inc.

Muthali'in, Achmad,(2001) Bias Gender dan Pendidikan Surakarta : Muhammadiyah University Press





Archive Article

Cover Media Content

Volume : 16 / No. : 2 / Pub. : 2003-04
  1. Media Dan Politik Identitas Seksual
  2. Teks Dan Konteks Dalam Analisis Wacana
  3. Pengetahuan Remaja Putri Tentang Kesehatan Reproduksi: Studi Di Kota Surabaya
  4. Peran Lingkungan Dalam Kehidupan Remaja
  5. Anak Perempuan Korban Incest
  6. Napza Mengancam Remaja Kota
  7. Kesetaraan Gender Dalam Iklan Di Media Massa Cetak
  8. Analisis Kualitas Jasa Pelayanan Pada Universitas Airlangga-surabaya
  9. Upaya Penanganan Masalah Sosial Dan Beban Kota Surabaya
  10. Resensi Buku: Sex 'n The City: Jakarta Undercover

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