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THE OPERATION OF HEGEMONY IN VICTORIA AVEYARD’S RED QUEEN Rachmawati, Ulul Azmi; Astutiningsih, Irana; Suwargono, Eko
ISLLAC : Journal of Intensive Studies on Language, Literature, Art, and Culture Vol 7, No 1 (2023)
Publisher : Jurusan Sastra Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um006v7i12023p127-145

Red Queen by Victoria Aveyard is dystopian, young adult fantasy novel setting up in the Kingdom of Norta where the construction of a class in society is determined by blood color; Silver and Red. In this novel, there is a depiction on how power and ruling position could be achieved by utilizing a process of negotiating beliefs and values rather than conducting a full coercive domination. The Silvers as the dominant class indoctrinating ideology using hegemonic apparatuses before finally gaining concensus and achieving ruling position from the Reds as subordinate class. This study uses qualitative research method. As the theoretical framework to analyze the data in the novel, this study utilizes the theory of hegemony by Antonio Gramsci. The purpose of this study is to discover how hegemony operation is constructed by the ruling class to subordinate class and to find out the ideological construction in Red Queen. The result of this study elaborates that hegemony operation works through several stages. This study also discover that hegemony operation depicted in the novel is correlatively related to the issue of racial discrimination and white supremacy in the United States. The ideological construction that is built in the Red Queen novel is to resist the totalitarian government with Silvers’ ideology that put the Reds powerless and inferior. From this result, it can be concluded that Red Queen as a cultural product acts as one of the hegemonic apparatuses to spread certain ideology of the author to the reader.

THE DIASPORIC LIFE OF PAKISTANI-AMERICAN GIRL IN DUR E AZIZ AMNA’S AMERICAN FEVER Sugiarto, Diktha Aurilya Ghardini Novi; Astutiningsih, Irana; Sukarno, Sukarno
ISLLAC : Journal of Intensive Studies on Language, Literature, Art, and Culture Vol 7, No 2 (2023)
Publisher : Jurusan Sastra Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um006v7i22023p352-374

American Fever is a novel that tells the story of a high school girl from Pakistan named Hira who joins a student exchange program for 1 year in America. As a diaspora subject, Hira's arrival to America raises issues related to identity. Hira is seen as a stranger and she also has difficulty to adapt in a new environment with the different culture from Pakistan. Therefore, Bhabha's theory of postcolonialism is applied in this study. This thesis aims to reveal the cultural strategy undertaken by Hira to survive in America by connecting with contextual conditions and to find out the author's views on diaspora issues through the novels she wrote. This thesis is a critical-qualitative study. Primary data are from novels and secondary data are from the internet, books and articles. The results of the analysis of this novel show that as a diaspora subject, Hira experiences a phase of 'unhomeliness' caused by her first arrival to America. Then, to overcome this condition, Hira applies a cultural adjustment known as mimicry. The result of mimicry is that Hira has hybrid identity, as a Pakistani and an American. Amna, as the author of this novel conveyed her idea regarding the issue of diaspora that he experienced in 2008 that diaspora subjects will experience 3 phases namely 'unhomeliness', mimicry, and hybridity when they come to the host country. In conclusion, Bhabha's postcolonial theory is related to the events in American Fever which are the depiction of the author's personal experience as a diaspora subject in the past.

Women’s objectification in Charles Bukowski’s post office Wardani, L Dyah Purwita; Ardiansyah, Mohammad Ridho; Astutiningsih, Irana
KEMBARA: Jurnal Keilmuan Bahasa, Sastra, dan Pengajarannya Vol. 9 No. 1 (2023): April
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/kembara.v9i1.23097

This study aimed to evaluate the discourse of women's objectification as portrayed in Charles Bukowski's Post Office novel. Many problems occur in the story, especially problems that revolve around women. They receive adverse treatment from men, both physically and mentally, and are also sexualized. It is critical to consider how literary work contributes to resolving social problems such as women's objectification, male gaze, sexual harassment, and other forms of abuse. The portrayal of women's objectification is traced through Stuart Hall's theory of representation, notably Michel Foucault's discursive approach. The findings of this study demonstrate how the Post Office novel objectifies women as a type of sexual freedom. The Post Office solely shows the female body's external features, focusing specific attention on the sexual organs. These features of women's unfavorable behavior help to objectify them. Bukowski assumed that women are prepared to be mistreated, particularly as sexual objects, in the name of sexual freedom. The Post Office represents male characters, objectifying female characters. Furthermore, some female characters normalize the way they are sexualized, from self-objectification to condescendingly stigmatizing other women. Female characters in the story face sexual objectification, rape, and sexual abuse in the name of sexual freedom.

MARKETING CONFLICT AND SHARPENING ANTAGONISM: DOCUMENTING AND PRESERVING SOCIAL DIVISION IN THE FILM 3 HATI DUA DUNIA SATU CINTA Hartanto, Denny Antyo; Murti, Ghanesya Hari; Sukmawati, Ni Luh Ayu; Astutiningsih, Irana
Capture : Jurnal Seni Media Rekam Vol. 14 No. 2 (2023)
Publisher : Seni Media Rekam ISI Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33153/capture.v14i2.4982

This research analyzes the 2010 film 3 Hati Dua Dunia Satu Cinta (3 Hearts Two Worlds One Love) amidst the social phenomenon indicating increased religious intolerance. Additionally, this study seeks to analyze social urban society's phenomenon and disparity through the film's narrative and characters. This research also seeks to understand the film's impact on urban society's heterogeneity from the spatial politics perspective. The study employed the qualitative method with narrative and discourse analysis approaches using Laclau-Mouffe's antagonistic framework. Data was collected by watching and directly analyzing the film and through relevant literature studies. The research results indicate that the film 3 Hati Dua Dunia Satu Cinta successfully utilized the social phenomenon as a marketing strategy, maintained disparity through its narrative and characters, resulted in subject dislocation towards a certain hegemonic identity, and influenced the heterogeneity of urban society from the perspective of spatial politics.

MARKETING CONFLICT AND SHARPENING ANTAGONISM: DOCUMENTING AND PRESERVING SOCIAL DIVISION IN THE FILM 3 HATI DUA DUNIA SATU CINTA Hartanto, Denny Antyo; Murti, Ghanesya Hari; Sukmawati, Ni Luh Ayu; Astutiningsih, Irana
Capture : Jurnal Seni Media Rekam Vol. 14 No. 2 (2023)
Publisher : Seni Media Rekam ISI Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33153/capture.v14i2.4982

This research analyzes the 2010 film 3 Hati Dua Dunia Satu Cinta (3 Hearts Two Worlds One Love) amidst the social phenomenon indicating increased religious intolerance. Additionally, this study seeks to analyze social urban society's phenomenon and disparity through the film's narrative and characters. This research also seeks to understand the film's impact on urban society's heterogeneity from the spatial politics perspective. The study employed the qualitative method with narrative and discourse analysis approaches using Laclau-Mouffe's antagonistic framework. Data was collected by watching and directly analyzing the film and through relevant literature studies. The research results indicate that the film 3 Hati Dua Dunia Satu Cinta successfully utilized the social phenomenon as a marketing strategy, maintained disparity through its narrative and characters, resulted in subject dislocation towards a certain hegemonic identity, and influenced the heterogeneity of urban society from the perspective of spatial politics.

Penerapan Strategi Manajemen dan Pemasaran Digital pada Usaha Mahasiswa Beady-Eyed di Era Ekonomi Kreatif Alfira Cindy Ramadhani; Bintang Putra Hidayatullah; Farras Shidqi; Nur Laili Rahmania; Jessinta Dwi Alexa Nanda; Irana Astutiningsih
Journal of Management, Accounting, and Administration Vol. 2 No. 3: 2026
Publisher : Sekolah Tinggi Agama Islam Nurul Islam Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52620/jomaa.v2i3.206

Di era ekonomi kreatif, strategi manajemen dan pemasaran digital menjadi faktor utama dalam meningkatkan daya saing usaha kecil, terutama bagi pelaku usaha mahasiswa. Artikel ini bertujuan untuk menjelaskan penerapan strategi manajemen dan promosi digital pada usaha mahasiswa Beady-Eyed, yang bergerak di bidang aksesoris handmade. Kegiatan dilakukan menggunakan metode pengumpulan data melalui observasi aktivitas promosi digital, wawancara dengan pemilik usaha, serta analisis interaksi pelanggan dan hasil penjualan. Strategi promosi yang diterapkan meliputi penggunaan media sosial Instagram sebagai platform utamadengan konsep puzzle feed, konten visual interaktif, serta pemanfaatan WhatsApp Business sebagai saluran komunikasi dan layanan pelanggan. Hasil kegiatan menunjukkan bahwa penerapan promosi digital dengan desain visual konsisten, interaksi real-time, dan kemasan produk yang mengandung elemen sastra mampu meningkatkan keterlibatan pelanggan serta memperkuat identitas merek. Selain itu, terdapat peningkatan signifikan dalam penjualan pada periode promosi kedua setelah strategi digital diterapkan secara terencana dan berkelanjutan. Kesimpulan dari kegiatan ini menegaskan bahwa integrasi antara manajemen usaha, kreativitas visual, dan teknologi digital berperan penting dalam memperkuat efektivitas promosi, meningkatkan loyalitas pelanggan, serta mendorong pertumbuhan usaha mahasiswa di era ekonomi kreatif yang kompetitif dan dinamis.

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