Analisis Resepsi Audiens Terhadap Maskulinitas Pria Dalam Iklan Shampoo Head And Shoulder Versi Fadil Jaidi Dan Joe Taslim

Masturoh, Nurul Aen and , Dr. Fajar Junaedi, S.Sos., M.Si (2025) Analisis Resepsi Audiens Terhadap Maskulinitas Pria Dalam Iklan Shampoo Head And Shoulder Versi Fadil Jaidi Dan Joe Taslim. Skripsi thesis, Universitas Muhammadiyah Surakarta.

BACA FULLTEXT
[img] PDF (Surat Pernyataan Publikasi)
Surat pernyataan Nurul Aen-L100190170.pdf
Restricted to Repository staff only
Download (220kB)
[img] PDF (Naskah Publikasi)
Naskah_Publikasi.pdf
Download (582kB)

Abstract

Masculinity is understood as a cultural construction that is depicted as a man who should behave like what and how. Product advertisements use the concept of existing hegemony, one of which is an advertisement for the Head and Shoulder shampoo product as one of the shampoo industry brands that is trying to find a different market share, by utilizing gender constructions that are developing in the general public, especially stereotypical values that have become part of the culture. Therefore, this study was conducted to see how the audience accepts male masculinity in the advertisement using Stuart Hall's analysis theory with a qualitative descriptive method. In collecting data, this study used the techniquepurposive sampling. Data collection by means depth interview. The results of the study show that there is a variety of meanings of masculinity in men with several factors that play a role in the process of the audience interpreting a message such as their social background, education and experience. Fadil Jaidi, Joe Taslim and the criteria for male masculinity are assessed from various aspects, ranging from appearance, attitude, and mindset. This then places the six informants in the position of dominant reading and negotiated reading audiences based on Stuart Hall's reception analysis theory.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Reception Analysis, Advertising, Masculinity
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Communications
Divisions: Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User: NURUL AEN MASTUROH
Date Deposited: 11 Aug 2025 06:24
Last Modified: 11 Aug 2025 06:24
URI: http://eprints.ums.ac.id/id/eprint/136767

Actions (login required)

View Item View Item
UMS ETD-db is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.