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All Journal Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner Amorti: Jurnal Studi Islam Interdisipliner
Rr. Siti Kurnia Widiastuti
Universitas Islam Negeri Sunan Kalijaga Yogyakarta
Religion Humanities Education Library & Information Science Social Sciences Other

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Konstruksi Sosial Peran Domestik Perempuan dalam Unggahan Instagram Produk Rumah Tangga di Indonesia Rr. Siti Kurnia Widiastuti
Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner Vol. 5 No. 3 Agustus 2026: Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner
Publisher : Yayasan Azhar Amanaa Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59944/jipsi.v5i3.1241

Abstract

Digital media serves as both a tool for marketing communication and a social environment where ideas about gender are formed and continually reinforced. While gender representation in television advertising or digital campaigns has been the primary focus in previous studies, there is little research on how household product brands construct women's domestic roles on Instagram. This study tackles that gap by looking at how gender is represented through the viewpoints of Social Construction Theory and Gender Performativity. The study employs a qualitative interpretive method to examine official Instagram posts from household product brands in Indonesia, such as detergents, dishwashing liquids, cooking seasonings, children's milk, and baby diapers. The analysis examines visual images, the individuals depicted, everyday household tasks, and the underlying gender ideas present in online content. The study shows that women are still mostly shown as the main people doing household cleaning, cooking meals, and taking care of children, while men are more often depicted as helpers, people who benefit from these tasks, or only sometimes involved in housework. Despite this, there are several posts that show men taking part in cooking, taking care of children, and doing household tasks, which suggests a growing effort to achieve more equal gender roles. The results indicate that Instagram posts serve as both commercial channels and a means for Indonesians to perpetuate and reestablish their gender roles in the digital age. The study adds value to the field of gender and media research by building on earlier work about digital advertising, specifically through an analysis that compares different categories of Instagram content related to household products. The results also offer useful guidance for advertisers and digital content creators to create more balanced and gender-inclusive portrayals in their digital marketing messaging
Negosiasi Maskulinitas dalam Keluarga Santri: Studi Kasus Pada Keluarga Santri Generasi Z di Yogyakarta Hasan Daulah; Rr. Siti Kurnia Widiastuti
Amorti: Jurnal Studi Islam Interdisipliner Vol. 5 No. 3 Juli 2026: Amorti: Jurnal Studi Islam Interdisipliner
Publisher : Yayasan Azhar Amanaa Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59944/amorti.v5i3.1235

Abstract

This study looks at how men in married generation Z Islamic boarding school families handle their roles as family leaders, considering the changes happening in society today. The study is driven by the change in how masculinity is seen, moving from a traditional view that focuses on male strength and control to a more connected and equal way of understanding manhood, influenced by religious beliefs and new ideas about gender. A descriptive case study was used, which involved detailed interviews with married Generation Z santri families in Yogyakarta. The data were looked at using Judith Butler's idea about how gender is performed to see how men's identities are made and shown in family life. The study shows that the way Generation Z santri express masculinity is a positive form of masculinity. It includes being responsible, communicating well, working together with others, and making decisions together with their spouses. Islamic boarding schools play an important role in helping families develop strong leadership by teaching important Islamic values, a sense of moral duty, and how to treat others with respect. Masculinity is worked out through talking and mutual understanding, which helps avoid conflict and creates more peaceful and fair family relationships. This research adds to the existing knowledge about masculinity, how genders relate to each other, and studies on Islamic families. It shows that for generation Z santri, being a man in an Islamic way isn't just following old, male-dominated traditions. Instead, it's a way of adapting and acting out being a man that mixes religious beliefs with today's ideas about gender. The results also offer practical recommendations for improving family education and promoting gender-responsive debate within Islamic boarding schools through the promotion of family leadership models that prioritize communication, mutual responsibility, and collaborative partnership
Co-Authors Hasan Daulah