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All Journal Humaniora Imaji: Jurnal Seni dan Pendidikan Seni Publika Budaya Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora LITERASI: Jurnal Ilmu-Ilmu Humaniora Mozaik Humaniora Lakon : Jurnal Kajian Sastra dan Budaya VIVID Journal of Language and Literature KARSA: Jurnal Sosial dan Budaya Keislaman (Journal of Social and Islamic Culture) EDULITE: Journal of English Education, Literature and Culture Panggung RETORIKA: Jurnal Bahasa, Sastra, dan Pengajarannya Proceeding of International Conference on Art, Language, and Culture Haluan Sastra Budaya LEKSIKA Indonesian Journal of English Language Teaching and Applied Linguistics Satwika : Kajian Ilmu Budaya dan Perubahan Sosial JENTERA: Jurnal Kajian Sastra Suar Betang Communicology: Jurnal Ilmu Komunikasi Pioneer: Journal of Language and Literature Paradigma: Jurnal Kajian Budaya Journal Of Humanities Community Empowerment Rolling Jurnal Pengkajian dan Penciptaan Film, Televisi, dan Media Kontemporer Journal of Social Sciences and Cultural Study Jurnal Kawistara Panggung Indonesian Journal of English Language Teaching and Applied Linguistics
Ikwan Setiawan
Fakultas Sastra Universitas Jember
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : LEKSIKA

 1 
RAGAM TUBUH IDEOLOGIS: REPRESENTASI KELELAKIAN DAN KEPEREMPUANAN DALAM IKLAN DI MEDIA CETAK Ikwan Setiawan
Leksika: Jurnal Bahasa, Sastra dan Pengajarannya Vol 2, No 1 (2008)
Publisher : University of Muhammadiyah Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30595/lks.v2i1.2255

Abstract

The media industry opens shared access to man and woman in pursuing their career. The contestation of woman in media is perceived to be the liberation against the patriarchal ideology. The perception cannot be separated from the discourses  of the pubic. Man, since thousand years ago, has been viewed to be more logic and superior than his counterpart. Woman is believe to have no ability to use his logics more than her heart and emotion. This paper tries to focus on the images of woman represented by the advertisement. Employing the foucault’s  discourse theory and Roland Barthes’s  semiotic of myth, it is aimed to disclose how woman represented and the ideology works underlying the representation.     The analysis shows that the ads in the mass media cannot be blamed to be the means to maintain the patriarchal hegemony only. The ads, in fact, are the representation arena pursued by the competing forces of discourse in the society. They, besides functioned to market the product, may provide and offer some ideological content. It means the ads cannot be whole-generalized to be the patriarchal media : they than have a potential  subversive shocking the hegemonic ideology. The feminist discourse evoke in the ads offers the strategic role of woman in the contestation. In sum, the bodies of woman in the ads are the fragmented ideological bodies slice by the negotiation of varying discourses of ideology developing in the society.
Co-Authors A. Sasli, Siti Atiqahgania Agus Sariono Agustin, Yuli Ayu Albert Tallapessy Ali Badrudin Andang Subaharianto Andi Ahmad Fijai Asih Putri Wardhani Bangkit Sandy Pratama Bilqis, Bahiroh Chrisdianto Wibowo Kamandoko Dita Dwi Yulianti Eni Nurhayati Fajar Aji, Fajar Fitriani, Elok Ghanesya Hari Murti Ghassani Auliannnisa Widjajati Hairus Salikin Hartanto, Denny Antyo Hat Pujiati Imam Basuki Indah Wahyuningsih Irana Astutiningsih Kusumayanti, Dina D. Kusumayanti, Dina Dyah Lidiana, Dwi Mery M. Sukarno Muhamad Faizi Prayoga Muhamad Faizi Prayoga, Muhamad Faizi Muhammad Zamroni Mustafa, Moch. Turdi Ni Luh Ayu Sukmawati Nurin Nauvalia Ririn Fatmawati SANTUSO, Santuso Sholihah, Alimah B. Suharto Suharto Sukarno Supiastutik Supiastutik Sutarto . Suwargono, Eko Talapessy, Albert Tarisa Badzlin Amajida Yuyun Wahyuni