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All Journal Jurnal Ilmiah Komunikasi Makna JURNAL ILMU SOSIAL Jurnal Transformatika Jurnal Kajian Komunikasi Jurnal ASPIKOM Semar: Jurnal Pengabdian Kepada Masyarakat
Yuliyanto Budi Setiawan
Universitas Semarang
Humanities Computer Science & IT Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : jurnal aspikom

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Transgender Narrative in Public Service Announcement Anna Puji Lestari; Yuliyanto Budi Setiawan
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 5, No 2 (2020)
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1477.319 KB) | DOI: 10.24329/aspikom.v5i2.706

Abstract

After changing its city branding several times, Semarang now has a new city branding, namely "Semarang Variety of Culture." However, the city branding reaped contra from academics and cultural figures because Semarang was considered not sufficient yet in terms of representing its cultural diversity. Responding to this, the Semarang City Government and the Semarang City Public Works Department created a public service advertisement on CCTV socialization for flood control in the city of Semarang with a transgender figure as the ad star. This research was qualitative research designed with Seymour Chatman's Narrative Analysis. The research found a commodification and objectification of transgender people who imitated the feminine style of women in the advertisement. In other words, the public service announcement of Semarang CCTV socialization lowered the femininity, which is synonymous with women.The public service advertisement also violated the moral codes adopted by the majority of the Indonesian people.
Co-Authors Anna Puji Lestari Anna Puji Lestari Dhavin Shaaka Abiyoga Muhammad Syauki As Syahid Raihan Wreksa Dimeitri