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Lobodally, Altobeli
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences

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Journal : CONTENT: Journal of Communication Studies

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The Femme-Masculinity in The Marjan Ramadan Advertising Series Patricia, Yolanda; Lobodally, Altobeli
CONTENT: Journal of Communication Studies Vol. 2 No. 2 (2024): Digital Communication, Marketing Communication and New Media
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/cjcs.v2i02.16335

Abstract

Femme-masculinity is a gender terminology to describe a woman who identifies herself between the feminine and masculine genders. This femme-masculine gender is represented in the Marjan Ramadan 2022 Ad Series Versions “Marjan, Bangkitkan Harapan”, “Marjan, Berbuka Penuh Harapan”, dan “Marjan, Rayakan Kemenangan”. This study aims to dismantle the representation of femme-masculinity in the Marjan Ramadan 2022 Ad Series Versions “Marjan, Bangkitkan Harapan”, “Marjan, Berbuka Penuh Harapan”, and “Marjan, Rayakan Kemenangan”. The theory used is Stuart Hall’s Representation Theory, using a qualitative approach and Roland Barthes’s Semiotic Analysis method, namely denotation, connotation, and myth. The results of this study found that femme-masculinity in Marjan’s advertisements is represented as an androgynous figure, an intelligent figure, a heroic figure, a warrior figure, a leader figure, and a brave figure. Marjan’s advertisements seem to represent a femme-masculine figure in their advertisements, but this is nothing more than just for profit. Thus, the representation of femme-masculinity in Marjan’s Commercial Series is only a false reality.
Co-Authors Alfreda, Evan Alyatalatthaf, Muhammad Dicka Ma'arief Baskoro, Edgar Delliana, Santi Donant Alananto Iskandar, Donant Alananto DYAH KUSUMAWATI Hafizd, Ikhlassul Haloho, Heppy New Year Hermawan, Surya Dharma Humaira, Rabitha Ignatius Ario Sumbogo, Ignatius Ario Parlindungan, Davis Roganda Patricia, Yolanda Putri, Natalia Faradheta Widjaja, Mardyan