Representasi Ketimpangan Gender Dalam Iklan Pinjaman Online

Ningrum, Eka Surya and , ⁠Rino Andreas, S.I.Kom., M.A (2025) Representasi Ketimpangan Gender Dalam Iklan Pinjaman Online. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study analyzes the representation of gender inequality in online loan advertisements using Roland Barthes' semiotic approach. Four ads from Akulaku, Kredivo, Line Indonesia, and Shopee Indonesia, uploaded on their official YouTube channels, are analyzed using a descriptive qualitative method through the stages of denotation, connotation, and myth. The results show gender stereotypes, such as women as receivers of needs and men as providers, as well as the division of space between women (domestic) and men (public). The study also finds the objectification of women through the Male Gaze perspective and the portrayal of women as subjects of consumption within consumerist culture. These findings affirm that advertisements not only reflect social reality but also construct and perpetuate gender inequality through signs and symbols, in line with Stuart Hall’s theory of representation.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Representation, Gender Inequality, Semiotics, Advertisement, Online Loan
Subjects:	H Social Sciences > HE Communications H Social Sciences > HE Communications > Jurnalistik > Media Online H Social Sciences > HE Communications > Social Media H Social Sciences > HF Commerce
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	EKA SURYA NINGRUM
Date Deposited:	16 Aug 2025 03:10
Last Modified:	16 Aug 2025 03:10
URI:	http://eprints.ums.ac.id/id/eprint/137992

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