Rahardja, Aurelia Michelle (2020) Portrayal of masculinity in Gillette "we believe" advertisement = Potret maskulinitas dalam iklan Gilette "we believe". Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The social construction of masculinity and structure of power in patriarchal society has allowed men’s harmful behavior towards women, other men, as well as towards themselves to be normalized. This is due to the masculinity norms and portrayals which believed masculinity to be aligned with domination over women and other men, through socialization as well as mass media representation that shape men’s view of masculinity, be it from film or advertisements. Therefore, research on portrayals of masculinity in advertisement is needed, especially from a company which focuses on men as target market. The research will use qualitative method of content analysis, using semiotics by Peirce to seek the portrayal of masculinity in Gillette “We Believe” short film advertisement, analyzed with hegemonic masculinity theory and social constructionism theory. Data collection will be carried from direct observation of the advertisement video itself as the primary data, with secondary data gathered from books, journals, and articles. From this research, portrayal of masculinity in Gillette “We Believe” advertisement has been found to be similar to the hegemonic masculinity theory; however it’s used to highlight in contrast with forms of masculinity which are against domination and supports gender equality, as the intended message by Gillette. / Konstruksi sosial maskulinitas serta struktur kekuasaan dalam masyarakat patriarki telah membiarkan beberapa perilaku laki-laki yang menyakiti perempuan, laki-laki lain, serta diri sendiri menjadi norma dalam masyarakat. Ini disebabkan oleh norma dan penggambaran maskulinitas yang percaya maskulinitas selaras dengan dominasi atas perempuan dan laki-laki lain, melalui sosialisasi dan representasi media yang membentuk pandangan laki-laki akan maskulinitas, baik melalui film atau iklan. Maka, penelitian akan penggambaran maskulinitas dalam iklan itu diperlukan, terutama dari perusahaan yang ditujukan kepada laki-laki. Penelitian ini akan menggunakan metode kualitatif dengan analisa konten, menggunakan semiotika oleh Peirce untuk mencari penggambaran maskulinitas dalam iklan Gillette “We Believe”, dianalisa menggunakan teori maskulinitas hegemonic serta teori konstruksi sosial. Pengumpulan data diambil dari observasi langsung dari video iklan sendiri sebagai data primer, dan data sekunder dari buku, jurnal, dan artikel. Dari penelitian ini, penggambaran maskulinitas di iklan Gillette “We Believe” telah menemukan kemiripan dengan maskulinitas hegemonic, namun penggambar itu digunakan sebagai kontras dengan bentuk maskulinitas yang menentang kekerasan dan mendukung kesetaraan gender, sebagai tujuan dari iklan dan kampanye dari Gillette sendiri.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | masculinity; hegemonic masculinity; gender; portrayal; Gillette; social construction | ||||||||
Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science |
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Depositing User: | Users 1930 not found. | ||||||||
Date Deposited: | 15 Jan 2020 02:48 | ||||||||
Last Modified: | 28 Jul 2020 15:51 | ||||||||
URI: | http://repository.uph.edu/id/eprint/6166 |
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