Pandangan penggemar Madonna dalam memaknai tampilan Madonna sebagai representasi counter hegemony terhadap ageism dalam budaya populer

Gunawan, Aditya (2016) Pandangan penggemar Madonna dalam memaknai tampilan Madonna sebagai representasi counter hegemony terhadap ageism dalam budaya populer. Masters thesis, Universitas Pelita Harapan.

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Abstract

Society group who live in a culture that whorship youth tend to be afraid of growing old and having negative view against old people. This negative view against old people causes the discriminatory attitudes and actions with the term ageism. Ageism is a term with negative meaning introduced by Dr. Robert Butler in 1968 and lately has become a hegemony in the entertainment industry that is part of popular culture. Ageism in the entertainment industry was unfair because it only attacked women especially old female artist such as Madonna. This research used constructivism paradigm with qualitative approach and its analysis method is case study. The data in this research is primary data in the form of interviews and non-participant observation. Then there are sccondary data in the form of literature review and documentation. The interview was conducted to the informant about Madonna, ageism, counter hegemony, how ageism is intertwined with gender, and pop culture. The results showed that by her fans, Madonna is still considered sexy and still eligible to appear as a representation of counter hegemony against ageism although She often receives discriminatory treatment of age-related. In addition there is a relation between ageism and gender where ageism only attacks the old female artist but not old male artist. Then ageism increased to gender discrimination or known by the term sexism. / Kelompok Masyarakat yang hidup di dalam budaya yang begitu memuja youth atau kaum muda, cenderung memiliki ketakutan menjadi tua serta mempunyai pandangan yang negatif terhadap orang berusia tua. Pandangan negatif terhadap orang berusia tua tersebut menimbulkan sikap dan tindakan yang diskriminatif dengan istilah ageism. Ageism adalah istilah dengan makna negatif yang diperkenalkan oleh Dr. Robert Butler pada tahun 1968 dan belakangan ini telah menjadi hegemoni di industri hiburan yang merupakan bagian dari budaya populer. Berkembangnya ageism di dalam industri hiburan ini dinilai tidak adil karena diskriminasi usia ini hanya menyerang gender wanita khususnya penyanyi berusia tua seperti Madonna. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan metode analisisnya adalah studi kasus. Sementara itu data-data yang didapat berupa data primer yang merupakan wawancara dengan para key informant dan observasi non-partisipan. Selain itu terdapat data sekunder berupa studi kepustakaan dan dokumentasi. Wawancara dilakukan kepada para informan mengenai Madonna, ageism, counter hegemony, kaitan antara ageism dengan gender, dan pop culture. Hasil penelitian menunjukkan bahwa oleh para penggemarnya, Madonna dianggap masih seksi dan masih layak untuk tampil sebagai representasi counter hegemony terhadap ageism meski dirinya sering menerima perlakuan yang diskriminatif terkait usianya. Selain itu terdapat kaitan antara ageism dengan gender di dalam budaya populer, dimana ageism ini hanya menyerang artis wanita berusia tua tapi tidak dengan artis pria berusia tua. Dengan demikian diskriminasi usia justru bertambah menjadi sexism atau seksisme.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Gunawan, AdityaNIM00000006863UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorLeksmono, Desideria Lumongga DwihadiahNIDN0302116901UNSPECIFIED
Additional Information: T 89-13 GUN p
Uncontrolled Keywords: Madonna ; Ageism ; Counter Hegemony ; Gender ; Pop Culture
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Users 15 not found.
Date Deposited: 09 Apr 2019 01:59
Last Modified: 30 Aug 2021 07:52
URI: http://repository.uph.edu/id/eprint/2924

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