Pergeseran Representasi Maskulinitas Dalam Iklan Produk Perawatan Kulit Laki-Laki Men’s Biore

Putri, Talita Leilani and , Rina Sari Kusuma, S.Sos., M.I.Kom (2024) Pergeseran Representasi Maskulinitas Dalam Iklan Produk Perawatan Kulit Laki-Laki Men’s Biore. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to analyze and determine the shift in the representation of masculinity depicted through advertisements for men's skin care products, Men's Biore. Roland Barthes' semiotic theory is used in this research, by identifying signs which are then associated with the meaning of masculinity. This research analyzed 4 advertising videos from Men's Biore that circulated in 2008, 2010 and 2023, and produced the following conclusions. The representation of masculinity depicted in the 2008 Men's Biore advertisement is through the figure of a man who is athletic, dashing and muscular. In that year's advertisement, the advertisement's representation of the concept of masculinity was very skewed towards the physical form of a man. However, as eras change and time passes, media representation, especially advertising media, regarding the concept of masculinity has changed quite significantly. This can be seen in the Men's Biore advertisement circulating in 2023, where masculinity is depicted through the figure of a man who has a metrosexual appearance and is socially minded. The concept of depicting masculinity with these characteristics is often called the concept of new masculinity. With these differences, the representation of masculinity in mass media, especially advertising, will always change along with changing eras.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	representation, masculinity, denotation, conotation, myth, semiotics.
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	TALITA LEILANI PUTRI
Date Deposited:	13 Aug 2024 03:30
Last Modified:	13 Aug 2024 03:30
URI:	http://eprints.ums.ac.id/id/eprint/126625

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