Record Details

CITRA PEREMPUAN DALAM IKLAN KECAP DI MEDIA MASSA

Islamic Communication Journal

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Field Value
 
Title CITRA PEREMPUAN DALAM IKLAN KECAP DI MEDIA MASSA
 
Creator Susiyanah, Yuli
 
Subject Women's Image, Gender Realtionship, Mass Media, Advetising
 
Description This article examines the image of women in soy sauce advertisements in the  mass media. In general, the image of them in the mass media is depicted by stereotypes and patriarchal cultures inherent in them. They are generally described as agents of domestic roles and sex objects, who must be discriminated and subordinated. The theory used in this paper is gender relationship and mass media with qualitative content analysis. The theory is applied to analyze the positions between men and women in order to realize gender equality. Using qualitative content analysis, ABC soy sauce ads “true husbands want to cook” shows that there is a reconstruction concept of the relationship between men and women from a stereotypical and patriarchal culture to be a culture of gender equality. In this advertisement, the domestic job that is identified with the duty and responsibility of woman being able to be reconstructed into a role that can be performed by all people including men. It can shape public opinion about the image of women who must not be discriminated in the mass media.
 
Publisher Fakultas Dakwah dan Komunikasi Universitas Islam Negeri Walisongo Semarang
 
Contributor Dr. Ilyas Supena, M. Ag (Kaprodi Pasca KPI UIN Walisongo Semarang), Fitri, M. Sos (Dosen KPI UIN Walisongo Semarang)
 
Date 2019-07-07
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://journal.walisongo.ac.id/index.php/icj/article/view/3525
10.21580/icj.2019.4.1.3525
 
Source Islamic Communication Journal; Vol 4, No 1 (2019): EDISI JANUARI - JUNI; 26 - 45
2615-3580
2541-5182
 
Language eng
 
Relation https://journal.walisongo.ac.id/index.php/icj/article/view/3525/pdf
https://journal.walisongo.ac.id/index.php/icj/article/downloadSuppFile/3525/383
 
Rights Copyright (c) 2019 Islamic Communication Journal
http://creativecommons.org/licenses/by-nc-sa/4.0