UNIVERSITAS AIRLANGGA



Detail Article

Allusion

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 :

Berg, Bruce L.,(1989) Qualitative Reseach Methods For The Social Sciences - : Long Beach: Allyn & Bacon

Darmaprawira, Sulasmi,(2002) Warna: Teori dan Kreativitas Penggunaannya - : Bandung: ITB

Goffman, Erving,(1997) Gender Advertisement - : New York: Harper and Row Publishers





Archive Article

Cover Media Content

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  3. Nobody Likes A Worrywart: Hypertextuality In Grimm Brothers ’the Worn-out Dancing Shoes And Juliet Marillier’s Wildwood Dancing
  4. Society’s Ignorance Towards Addicts’ Predicament In J. K. Rowling’s The Casual Vacancy: A Dynamic Structuralism Study
  5. False Women’s Empowerment: The Representation Of Femininity And Financial Subordination Of Women To Men In The Olx Indonesia Commercials “rumah Tangga” Version (2014-2015)
  6. From Enchantress To Murderess: The Portrayal Of Amy Dunne As ‘femme Fatale’ In Gillian Flynn’s Gone Girl
  7. Audience Response Toward Lara Croft In Tomb Raider 2013: A Study On Heterosexual Male Gamers
  8. The Representation Of Masculinity In South Korean Reality Show “the Return Of Superman”
  9. The Representation Of Masculinity In Zwitsal Amazing Softness Commercial
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  12. False Consciousness In Google’s Working Class Society In Levy’s The Internship Film (2013)
  13. Deconstructing Human Being’s Nature In Lois Lowry’s The Giver
  14. The Representation Of Indonesia In An Australian Newspaper Sydney Morning Herald Online 2015 Covering The Case Of Andrew Chan And Myuran Sukumaran’s Death Penalty: A Critical Discourse Analysis

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