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All Journal Komuniti : Jurnal Komunikasi dan Teknologi Informasi Jurnal Pengabdian UntukMu NegeRI Jurnal Ipteks Terapan Perspektif Komunikasi; Jurnal Ilmu Komunikasi dan Komunikasi Bisnis pendidikan, science, teknologi, dan ekonomi Jurnal Komunikasi
Desliana Dwita, Desliana
Universitas Muhammadiyah Riau
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Journal : Komuniti : Jurnal Komunikasi dan Teknologi Informasi

 1 
Gender Equality in Media Television (Semiotics Analysis of Fair and Lovely Advertisement Issue of Marriage or Master Degree) Dwita, Desliana
Komuniti: Jurnal Komunikasi dan Teknologi Informasi Volume 10, No. 1, Maret 2018
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/komuniti.v10i1.5316

Abstract

In many developing countries, most of television advertisements portray a general perception of patriarchy where men take decision for women and no place for gender equality. This work describes an analysis on a courageous ?Fair and Lovely? advertisement in Indonesia that conveys the message of gender equality. A semiotics analysis, qualitative?interpretative method, was used to analysis the signs related to gender equality messages in the episode about choosing between marriage and master degree. It is found that a women was pictured as someone who is confident, expressed bold opinions, like to discuss and exchange ideas, firm and straight forward in speaking, and wise in making a decision. In general, the visual signs used in the ?Fair and Lovely? advertisement convey a message that women should be equal with men especially in education and careers.??????????? Keywords :Advertisement, Gender Equality, Semiotic Analysis Roland Barthes.
Gender Equality in Media Television (Semiotics Analysis of Fair and Lovely Advertisement Issue of Marriage or Master Degree) Desliana Dwita
Komuniti: Jurnal Komunikasi dan Teknologi Informasi Volume 10, No. 1, Maret 2018
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/komuniti.v10i1.5316

Abstract

In many developing countries, most of television advertisements portray a general perception of patriarchy where men take decision for women and no place for gender equality. This work describes an analysis on a courageous “Fair and Lovely” advertisement in Indonesia that conveys the message of gender equality. A semiotics analysis, qualitative–interpretative method, was used to analysis the signs related to gender equality messages in the episode about choosing between marriage and master degree. It is found that a women was pictured as someone who is confident, expressed bold opinions, like to discuss and exchange ideas, firm and straight forward in speaking, and wise in making a decision. In general, the visual signs used in the “Fair and Lovely” advertisement convey a message that women should be equal with men especially in education and careers.            Keywords :Advertisement, Gender Equality, Semiotic Analysis Roland Barthes.
Co-Authors Ade Hidayat Desi Sommaliagustina Fahmi Salsabila Fitria Mayasari Jayus Jayus Jayus Jayus Jupendri Jupendri Jupendri Jupendri Khusnul Hanafi Nazhifah Nazhifah Nolly Medya Putra Novia Gesriantuti Wan Laura Hardilawati