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All Journal Emerging Markets : Business and Management Studies Journal Jurnal Bisnis dan Kewirausahaan (Journal of Business and Entrepreneurship)
Simorangkir, Deborah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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THE IMAGE OF FLIGHT ATTENDANTS FROM THE FLIGHT ATTENDANTS AND AIRLINE CONSUMERS’ POINTS OF VIEW Simorangkir, Deborah
Emerging Markets : Business and Management Studies Journal Vol. 8 No. 1 (2020)
Publisher : Directorate of Academic Research and Community Services

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33555/embm.v8i1.155

Abstract

The flight attendant profession is dominated by women, which may lead to the notion that this profession is one of the few in which women are not experiencing gender discrimination. However, research findings have shown that over time, feminization leads to a decline in status and remuneration, and thus must be understood and monitored because it may be camouflaging the continuous reality of gender inequity. This paper revisits the issue of gender stereotypes in flight attendants given new views of what makes for effective flight attendance. The work of flight attendants has been long regarded as ‘women’s work’, focusing on performing a commercialized version of the caring and service activities carried out for centuries in the domestication of women. Some images of female cabin crew in the past have included: nurse, mother, and sexual objects. Though major changes have occurred in the Western airline industry in the 1970s, Asian airlines, however, still enforce such restrictions as height, weight, age, and beauty on their female cabin crew members. Three Indonesian flight attendants from major Asian airlines were interviewed to analyze their perceptions of their profession and how they think Indonesia society views them. A survey was also conducted on 100 Indonesians to analyze their perception on the identity of flight attendants. Interview results show that while, flight attendants believe that Indonesian society still cling on to the old images of flight attendants as air hostesses who are often regarded as sex objects, whereas survey results actually show that this image has changed.
THE INFLUENCE OF POPULAR MEDIA ON YOUNG INDONESIAN WOMAN WEARING HIJAB Simorangkir, Deborah
Journal of Business And Entrepreneurship Vol. 12 No. 1 (2024): JOURNAL OF BUSINESS AND ENTREPRENEURSHIP (May 2024 Edition)
Publisher : APPS Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46273/4mgxer41

Abstract

Indonesia has been experiencing a rise in Islamic conservatism, and with that, a rapid increase in the number of women wearing the hijab. There has also been an increase in the production and consumption of Islamic content in popular media targeted at young Indonesians. This study analyzes how popular media influences girls in their decision to wear hijab. Findings from in-depth interviews with 10 university hijab-wearing students show that though they decided to wear the hijab because they believe it to be proper Islamic behavior, still, family, friends, and celebrities have also been influential in their decision. Indonesian popular media portray women in hijab in a positive light. All respondents agreed that throughout their experience wearing the hijab, popular media has served them in various ways, including style inspiration. Based on Stuart Hall’s Reception Theory, most respondents have taken the Dominant-Hegemonic position when consuming media messages pertaining the hijab. A small minority, however, took the Negotiated position because they feel that the media should portray women who wear the hijab just as any other woman.
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