Representasi kesetaraan gender pada video iklan Kecap ABC versi super bunda

Amelia, Rizky (2020) Representasi kesetaraan gender pada video iklan Kecap ABC versi super bunda. Masters thesis, Universitas Pelita Harapan.

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Abstract

Perempuan di dalam masyarakat mempunyai kaitan erat terhadap peran mereka di dalam rumah tangga. Mitos idealnya para perempuan diharapkan dapat mengurus rumah tangga dan menjadi ibu atau istri yang baik bagi keluarganya. Sistem budaya patriarki yang dianut di negara Indonesia semakin memperkuat adanya pandangan sub-ordinasi perempuan. Selama ini budaya patriarki menihilkan kerja perempuan agar bisa dieksploitasi demi keuntungan dan kontrol terhadap perempuan. Secara umum penelitian ini bertujuan untuk mengetahui sebuah wacana yang terdapat pada kehidupan sehari-hari dimana pembagian tugas dan peran antara laki-laki dan perempuan dalam iklan Kecap ABC versi Super Bunda. Penelitian ini merupakan penelitian kualitatif yang bertujuan untuk mengetahui bagaimana narasi iklan dibentuk untuk mendukung stereotip perempuan dengan menampilkan perempuan yang bergantung dengan produk kecap ABC. Dalam analisis peneliti menggunakan teknik analisis wacana Sara Mills. Peneliti memilih metode ini, karena metode ini sering digunakan dalam penelitian feminis dan perempuan serta metodenya sesuai dengan rumusan masalah penelitian. Analisis yang dilakukan dengan membagi dua bagian, yaitu posisi subjek objek dimana peneliti juga memakai analisis Roland Barthes yang memuat makna konotasi, denotasi, dan mitos untuk membantu menemukan posisi subjek-objek serta posisi pembaca dalam analisis Sara Mills yang dipakai. Dalam posisi pembaca, peneliti melihat bagaimana wacana teks diterima oleh para penonton. Pada iklan ini dalam subjek dan objek yaitu ayah, ibu dan anak. Peran domestik yang pada umumnya dilakukan oleh perempuan ternyata hal ini juga dapat dilakukan oleh laki-laki, artinya peran domestik dalam keluarga menjadi tugas bersama antara istri dan suami atau dapat dilakukan secara bersama tergantung keluarga mengatur dan mengolah demi terwujudnya keharmonisan bersama. Hal ini juga menunjukkan adanya kesetaraan peran yang diusung antara laki-laki dan perempuan. / Women in society have a close relationship with their role in the household. The myth is that ideally women are expected to be able to take care of the household and be good mothers or wives for their families. The patriarchal cultural system adopted in the country of Indonesia further strengthens the view of women's sub-ordinance. So far, the patriarchal culture eliminates women's work so that it can be exploited for the benefit and control of women. In general, this study aims to determine a discourse that exists in everyday life where the division of tasks and roles between men and women in the Super Bunda version of ABC Ketchup commercials. This research is a qualitative study which aims to determine how advertising narratives are formed to support stereotypes of women by presenting women who depend on ABC soy sauce products. In the analysis the researcher used Sara Mills's discourse analysis technique. Researchers chose this method, because this method is often used in feminist and women's research and the method is in accordance with the formulation of research problems. The analysis was carried out by dividing into two parts, namely the position of the subject of the object where the researcher also used Roland Barthes' analysis which contained the meaning of connotation, denotation, and myth to help find the position of the subject-object and the position of the reader in the Sara Mills analysis used. In the reader's position, the researcher sees how the text discourse is received by the audience. In this advertisement, the subject and object are father, mother and child. The domestic role that is generally carried out by women turns out that this can also be carried out by men, meaning that the domestic role in the family becomes a joint task between the wife and husband or can be carried out together depending on the family arranging and processing for the realization of mutual harmony. This also shows the existence of equal roles that are carried between men and women.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Amelia, RizkyNIM01689170001amelia.rakp@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSetijadi, Naniek N.NIDN0327115401naniek.setijadi@gmail.com
Additional Information: T 89-17 AME r
Uncontrolled Keywords: women ; domestic role ; discourse analysis ; semiotics ; sara mills
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 9342 not found.
Date Deposited: 08 Aug 2020 02:40
Last Modified: 01 Mar 2022 02:08
URI: http://repository.uph.edu/id/eprint/9661

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