Qolbu, Fachrul Ainun (2019) Representasi Iklan Sebagai Sara Perlawanan Toxic Masculinity (Analisis Semiotika Roland Barthes Terhadap Iklan Gillette Versi We Believe The Best Man Can Be). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatar belakangi sering ditemukanya hal menarik pada iklan dan perhatian khalayak adalah tentang hal yang kontrovesial, baik berupa bahasa, gambar, dan pesan yang terkandung, terkadang berbau seksualitas. Hal tersebut, menjadikan area privasi perempuan sebagai objek komodifikasi. Hegemoni maskulinitas yang menyebabkan toxic masculinity merupakan fenomena yang terjadi secara universal. Tujuan penelitian ini adalah untuk memaparkan perlawanan tentang toxic masculinity pada iklan Gilette versi we believe the bestman can be. Penelitian ini merupakan penelitian kualitatif yang menggunakan metode semiotika Roland Barthes, dengan paradigma kritis. Jenis penelitian dengan metode semiotika Roland Barthes dengan konsep dua tatanan signifikasi, yaitu mencari tindakan perlawanan yang dilakukan oleh Gillette tentang toxic masculinity. Hasil dari penelitian ini menunjukkan bahwa dalam iklan Gillette menampilkan contoh tindakan yang termasuk dalam toxic masculinity. Pada akhir iklan Gillette melihat laki-laki dewasa sebagai pihak yang paling bermasalah dengan toxic masculinity dan juga ditampilkan sebagai pahlawan dalam tindakan melawan toxic masculinity
English Abstract
This research is backed up often something interesting about the advertising and audience attention is about things that control, both in the form of language, images, and messages contained, sometimes the things that smell sexuality. It is like, making the female privacy area an object of commodification. Hegemony about masculinity that causes toxic masculinity is a universally occurring phenomenon, where males look more superior to women. Advertising Gillette entitled We believe the best man can be. Indirectly in this ad wants to change the perception of society that the masculinity is about the virility and courage of men in fighting, hitting each other, easily to conquer women can then treat women As you wish, and such things are wrong. The purpose of the study was to expose the resistance about toxic masculinity on the Gilette advertisement version we believe the Bestman can be.. This research is a qualitative study using the Semiotic method of Roland Barthes, with a critical paradigm. Type of research with the Semiotic method of Roland Barthes with the concept of two signification settings, but the analysis will be adjusted with the text studied is seeking resistance action is done by Gillette about toxic masculinity. The results of this study show that in the advertising Gillette displays an example of action included in toxic masculinity. At the end of the ad displays resistance to toxic actions masculinity which is considered natural and ordinary by society. Gillette in his ad also sees adult males as the most problematic party with toxic masculinity and also adult males displayed as heroes in action against toxic masculinity.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2020/152/052003206 |
| Uncontrolled Keywords: | Representasi, Iklan, Toxic Masculinity, Gillette, Semiotika Roland Barthes, Representation, Advertising, Toxic Masculinity,Gillette, Semiotics analysis of Roland Barthes |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 15 Nov 2020 12:10 |
| Last Modified: | 26 Aug 2024 07:38 |
| URI: | http://repository.ub.ac.id/id/eprint/180792 |
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