Representasi Ketidakadilan Gender Perempuan Dalam Iklan Shopee

Prawida, Herdinta Arya and , Yudha Wirawanda, S.I.Kom., M.A (2022) Representasi Ketidakadilan Gender Perempuan Dalam Iklan Shopee. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The role of patriarchy in advertisements often shows a form of gender injustice experienced by women. The many patriarchal cultures that still appear in society are used by companies to represent them in advertisements. The representation of gender inequality in advertisements is more easily accepted by the public because it is in accordance with the conditions that exist in society. The purpose of this study is to find a form of representation of gender inequality experienced by women in the Kartini edition of Shopee Indonesia advertisements. This research uses a qualitative descriptive method with the Semotics theory approach of Roland Barthes through a two-stage process of signification, namely denotation and connotation and myth levels in the capture of scenes in advertisements, this process will be explained by three categorization of gender inequality, namely violence, marginalization, and double burden. The results of this study indicate that there is a representation of gender inequality experienced by women in these three categorizations.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Representation, Women, Advertisement, Shopee, Gender
Subjects:	H Social Sciences > HT Communities. Classes. Races
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	HERDINTA ARYA PRAWIDA
Date Deposited:	20 May 2022 06:30
Last Modified:	20 May 2022 06:30
URI:	http://eprints.ums.ac.id/id/eprint/100196

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