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All Journal Rekam : Jurnal, Fotografi, Televisi Animasi Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora Jurnal Ilmu Komunikasi Channel : Jurnal Komunikasi Komunikator Jurnal Orasi Masyarakat, Kebudayaan dan Politik Arty: Jurnal Seni Rupa Al Ishlah Jurnal Pendidikan Jurnal SOLMA Abdimas Dewantara specta: Journal of Photography, Arts, and Media Tuturrupa : Bertutur Apik, Berkata Rupa An-Nida : Jurnal Komunikasi Islam NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Acintya Gelar : Jurnal Seni Budaya Jurnal Penelitian Pers dan Komunikasi Pembangunan Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat Jurnal Profetik Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) Jurnal Pengabdian Kepada Masyarakat MEMBANGUN NEGERI Jurnal Ilmu Komputer dan Desain Komunikasi Visual NOTION: Journal of Linguistics, Literature, and Culture Avant Garde Communications International Journal of Communication and Society International Journal of Visual and Performing Arts Citradirga : Jurnal Desain Komunikasi Visual dan Intermedia Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Mimesis MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Borobudur Jurnal PIKMA : Publikasi Ilmu komunikasi Media dan Cinema Mavis : Jurnal Desain Komunikasi Visual Journal of Pragmatics and Discourse Research Jurnal Ilmu Komunikasi Dan Media Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia JURNAL PARADIGMA: Journal of Sociology Research and Education Lektur, Jurnal Ilmu Komunikasi Jurnal Dinamika Ilmu Komunikasi Jurnal Kawistara CHANNEL: Jurnal Komunikasi INJECT Interdisciplinary Journal of Communication
Wibowo, Arif Ardy
Universitas Ahmad Dahlan
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Journal : Acintya

 1 
Representasi Kesetaraan Gender Axe Pocket Parfume Versi ‘Dijemput Si Cantik: Kajian Semiotika Barthes Rahmah, Rizka Fatchur; Wibowo, Arif Ardy
Acintya Vol. 15 No. 1 (2023)
Publisher : Institut Seni Indoensia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33153/acy.v15i1.5102

Abstract

As a mass media with a mirror function, advertising can reflect social reality formed from the media’s construction. Gender issues shaped by advertisements that are aired repeatedly will enter into the mindset of the people. In 2020, AX Indonesia published an ad for its newest product, the AX Pocket Perfume version of ‘Dijemput Si Cantik,’ which shows a female online motorcycle taxi driver picking up male customers. In  contrast  to  the  representation  of  women  in  previous  advertisements,  which  always  showed  women doing household activities. This study aims to determine the depiction of gender equality in the ad for the AX Pocket Perfume version of ‘Dijemput Si Cantik.’ A qualitative approach is used with descriptive explanations. The analysis theory used is Roland Barthes’ semiotic analysis. The data collection technique in this study was to use the documentation method, namely to collect data from books, e-books, journals, and information from official sites on the internet as well as audio and visual materials, advertisements for the AXE Pocket Perfume version of ‘Dijemput Si Cantik.’ The results indicate that the depiction of gender equality in the ad for the AXE Pocket Parfume version of ‘picked up by the beauty’ is incomplete. This advertisement presents gender equality but contains gender bias.Keywords: advertisement, gender equality, representation, semiotic
Representasi Kesetaraan Gender Axe Pocket Parfume Versi ‘Dijemput Si Cantik: Kajian Semiotika Barthes Rahmah, Rizka Fatchur; Wibowo, Arif Ardy
Acintya Vol. 15 No. 1 (2023)
Publisher : Institut Seni Indoensia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33153/acy.v15i1.5102

Abstract

As a mass media with a mirror function, advertising can reflect social reality formed from the media’s construction. Gender issues shaped by advertisements that are aired repeatedly will enter into the mindset of the people. In 2020, AX Indonesia published an ad for its newest product, the AX Pocket Perfume version of ‘Dijemput Si Cantik,’ which shows a female online motorcycle taxi driver picking up male customers. In  contrast  to  the  representation  of  women  in  previous  advertisements,  which  always  showed  women doing household activities. This study aims to determine the depiction of gender equality in the ad for the AX Pocket Perfume version of ‘Dijemput Si Cantik.’ A qualitative approach is used with descriptive explanations. The analysis theory used is Roland Barthes’ semiotic analysis. The data collection technique in this study was to use the documentation method, namely to collect data from books, e-books, journals, and information from official sites on the internet as well as audio and visual materials, advertisements for the AXE Pocket Perfume version of ‘Dijemput Si Cantik.’ The results indicate that the depiction of gender equality in the ad for the AXE Pocket Parfume version of ‘picked up by the beauty’ is incomplete. This advertisement presents gender equality but contains gender bias.Keywords: advertisement, gender equality, representation, semiotic
Co-Authors Abraz, Firza El Widad Agy Firda Sandi Ahmad, Nani Hartina Ajar Pradika Ananta Tur Akbar, M. Aditya Zuhri Akhsan, Rifai Nur Aldairasyah Aldairasyah Ana Nadhya Abrar Ananda, Dhea Citra Ananda, Tiara Wirman Annisa Ishlahtus Shohwah Annisya, Ika Rizna Apriyani, Tristanti Ardian Indro Yuwono Ariantini, Tiyas Arliananda, Diva Aisha Az-Zahra, Alifia Wanda Azmi, Mohammad Ardya Noor Bai Long Bambang Kasatriyanto Bambang Kasatriyanto Bambang Robi'in Bambang Robiin Bambang Robi’in Bambang Robi’in Budi, Audita Dwi Prasetyoning Budiman, Arif Imam Dani Fadillah Dina Astuti Dina Astuti Dinda Destiana Fahma Ayu Dwi Shadillah Talentania Putri Wiyono Ega Arfiansyah Erviana, Vera Yuli Gibbran Prathisara Hadi, Khaiqal Hamumpuni, Laksono Bintang Ida Puspita Iis Suwartini Iis Suwartini Ika Suryani Purba Kariska U Marasabessy, Maulidya kusuma, nala tri Luo Zhenglin Maheswari, Anindya Izza Maulana, Thoriq Muhammad Rasikh Noor ‘Alim Muhammad Zaffwan Idris Muhammad Zaffwan Idris, Muhammad Zaffwan Nasir, Roziani Nasir, Roziani Mat Nashir @ Mohd Novi Rahmawati Nugrahani, Rahina Nugroho Heri Cahyono Nugroho, Aji Santoso Nunik Hariyati Oscar Samaratungga Peter Ardhianto Pratishara, Gibbran Probosiwi, Probosiwi Putri Sekar Diani Qirom, Rizqi Latiful Rachim, Ilmiawan Noor Rahina Nugrahani Rahina Nugrahani Rahmah, Rizka Fatchur Rasikh Noor ‘Alim, Muhammad Ratih Ayu Pratiwinindya Roziani Mat Nashir Roziani Mohd Nasir Roziani Nasir Samsuddin, Mat Redhuan Samsudin, Mat Redhuan Sari, Syifa Naurah Shofia, Resa Suryani Purba, Ika Syahani, Isfiya Syfa Amelia Ulaya Ahdiani Vera Yuli Erviana Vera Yuli Erviana Wandah Wibawanto Wijayanti, Annisa Alifiana