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All Journal Ultimacomm: Jurnal Ilmu Komunikasi Emerging Markets : Business and Management Studies Journal
Simorangkir, Deborah Nauli
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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THE INDONESIAN IBUISM IDEOLOGY AND GENDER PORTRAYAL: THE CASE OF THE 2015 RINSO ANTI-NODA TV COMMERCIAL Odellia, Jessica; Simorangkir, Deborah Nauli
Emerging Markets : Business and Management Studies Journal Vol 5 No 2 (2018)
Publisher : Academic Research Centre Services

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (16577.333 KB) | DOI: 10.33555/ijembm.v5i2.94

Abstract

In order to efficiently reach its targeted market, advertisers often package their messages in a manner so as to be easily understood. These massages often contain subliminal meanings using stereotypes. Based on Erving Goffman?s work on gendered advertisement, this research analyzes the Rinso Anti Noda television commercial. Therefore, this research seeks to answer the following question: How is gender represented in the 2015 Rinso Anti Noda television commercial titled ?Belajar Untuk Makan Sendiri? (Learning to eat by oneself)?. Based on the first author?s research thesis under the supervision of the second author, involving a semiotic analysis on the Rinso Anti Noda TV commercial, complemented by In-depth interviews with a number of Indonesian mothers, data were then analyzed using the Goffman?s gendered advertisement and Indonesia?s Ibuism ideology perspectives. Results show that the role of a women in the advertising is as a mother and her place is in the domestic realm.
Gender-bender: Perceptions of College Students in Tangerang on the Portrayal of Gender Roles in Popular Media Widjaya, Juan Osbert Ethan; Simorangkir, Deborah Nauli
ULTIMA Comm Vol 15 No 2 (2023): Ultimacomm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v15i2.3672

Abstract

Media representation defines social reality by virtue of meanings negotiated through symbols, creating symbolic boundaries that define identities, one of which is gender. Symbolic boundaries of gender have revolved around the roles of masculinity and femininity, much of which were socialized by the media. Dove Cameron's "Breakfast” music video (2022) challenges symbolic boundaries by portraying boundary-crossing through the role reversal of men and women. Through focus group discussions with male and female participants, this study sought to evaluate the way messages of symbolic gender boundaries are portrayed, and how Indonesian young audiences respond to modern representations of gender boundaries. Data were analyzed using the Stuart Hall's Reception Analysis perspective. Results showed that Indonesian younger audiences -male and female- react positively and are receptive to the messages of gender boundary-crossing, and they actively reconstruct the symbolic boundaries of gender. The study finds that participants have progressive definitions of gender, with various aspects of their background influencing their views on gender. The symbolic boundaries of gender include characteristic traits, appearance, and sexualities. Ultimately, similar results were gleaned from both the male and female groups.
Co-Authors Odellia, Jessica Widjaya, Juan Osbert Ethan