Nurdiyanto, Deny and , Arif Surya Kusuma, S.I.Kom., M.A (2023) Analisis Resepsi Igeneration Terhadap Maskulinitas Dalam Iklan Head & Shoulders. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Advertising is impersonal communication paid for by sponsors through mass media to persuade or introduce sponsors to consumers. In advertising, Head & Shoulders uses Joe Taslim to star in the advertisement because the figure of Joe Taslim is an inspirational figure. However, the Head & Shoulders advertisement entitled "Joe Taslim x Fadil Jaidi" has a different concept, where the advertisement involves a male figure who is far from the media's standard of masculinity. The purpose of this research is to find out how generation Z interprets masculinity in the Head & Shoulders advertisement “Joe Taslim x Fadil Jaidi. This research method uses descriptive qualitative with reception analysis by Stuart Hall. The sampling method used is a purposive sampling technique with several Generation Z criteria in the age range of 18-26 years in the city of Solo Raya, following style and paying attention to appearance and those who do not follow style and do not pay attention to appearance. Data collection uses semi-structured interview techniques, observation and documentation. The results of this study informants are in two positions, namely Dominant Hegemonic and Negotiated Reading. The Dominant Hegemonic position shows that there is a development of masculinity that is constructed with a body that is not ideal and the gentle behavior of the advertising model is still considered masculine. Then, in the negotiation position, the informant thought that Fadil Jaidi was not present as a masculine man.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Reception Analysis, Masculinity, Advertising |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | DENY NURDIYANTO |
| Date Deposited: | 19 Aug 2023 08:07 |
| Last Modified: | 19 Aug 2023 08:07 |
| URI: | http://eprints.ums.ac.id/id/eprint/116406 |
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