UNIVERSITAS AIRLANGGA



Detail Article

Allusion

ISSN 2301-5829

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

Order : 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 :

Goffman, Erving,(1987) Gender Advertisements New York : Harper and Row Publishers

Thomann, Matthew,(2014) Book Review: Maskulinitas: Culture, Gender and Politics in Indonesia 1.26 (2012): 141-45. 4 April 2014 : Gender and Society

Storey, John,(2009) Cultural Theory and Popular Culture: An Introduction 5th. US : Longman Pearson

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
  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

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