Bentuk eksploitasi wanita pada media massa di Indonesia

Khaleb, Elliot (2020) Bentuk eksploitasi wanita pada media massa di Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Dominasi budaya patriarki telah terjadi dari awal mulanya peradaban dan sampai saat ini. Karena ideologi patriarki pun sudah mempengaruhi bidang politik, ekonomi dan sosial. Hal ini ternyata menyebabkan masalah karena media yang seharusnya netral dijadikan alat untuk mempertahankan dominasinya. Pemilik modal menggunakan kekuasaannya untuk menyebarkan pesan-pesan yang berideologi dominasi kaum pria dan pada saat yang bersamaan merendahkan kaum wanita. Pesan-pesan yang akan difokuskan adalah pesan didalam iklan TV yang telah melangar ketentuan KPI dan berkonten "tubuh" wanita. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian kritikal. Pengumpulan data penelitian dilakukan dengan mengobservasi dan menangkap semua sekuen dalam iklan, kemudian akan dicari maknanya menggunakan - First dan Second Order Barthes dan lima Kode Barthes. Hasil penelitian menunjukkan bahwa ada tiga bentuk eksploitasi wanita yang media gambarkan dalam iklan-iklan "biadab" secara konsisten; yang adalah wanita sebagai penggoda, kaum marjinal dan kaum pasrah. / The patriarchal culture domination has occurred from the beginning of time and up to this day. It is due to the fact that patriarchal ideology has also influenced the political, economic and social fields. This turned out to cause problems because the media which was supposed to be neutral were used as a tool to maintain its dominance. The capital owner uses his power to spread messages of man dominance and at the same time denigrate women. The point of focused are in TV commercials messages in which have violated KPI regulations and have a woman "body" content. This study uses a qualitative approach with critical research methods. Research data collection is being done by observing and capturing all sequences in the selected advertisements, then their meaning will be break down using - First and Second Order Barthes and five Barthes Codes. The results showed that there were three forms of female exploitation that the media described in "biadab" advertisements consistently; who are women as seducer, marginal and passive group.

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