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All Journal Humaniora Cakrawala Pendidikan Jurnal Kependidikan: Penelitian Inovasi Pembelajaran DIKSI Litera Parole: Journal of Linguistics and Education Nusa: Jurnal Ilmu Bahasa dan Sastra Humanus: Jurnal ilmiah Ilmu-ilmu Humaniora RETORIKA: Jurnal Ilmu Bahasa Indonesian Journal of Applied Linguistics (IJAL) LiNGUA: Jurnal Ilmu Bahasa dan Sastra BAHASA DAN SASTRA Poetika: Jurnal Ilmu Sastra LingTera OKARA: Jurnal Bahasa dan Sastra Indonesian Language Education and Literature EDULITE: Journal of English Education, Literature and Culture Al Ishlah Jurnal Pendidikan Script Journal: Journal of Linguistic and English Teaching RETORIKA: Jurnal Bahasa, Sastra, dan Pengajarannya LLT Journal: A Journal on Language and Language Teaching Eralingua : Jurnal Pendidikan Bahasa Asing dan Sastra IJoLE: International Journal of Language Education Ranah: Jurnal Kajian Bahasa International Journal of Pedagogy and Teacher Education Indonesian Journal of English Language Teaching and Applied Linguistics Adabiyyat: Jurnal Bahasa dan Sastra Linguistik Indonesia Metalingua: Jurnal Penelitian Bahasa Journal of English Language Teaching and Linguistics Piwulang : Jurnal Pendidikan Bahasa Jawa JOLLT Journal of Languages and Language Teaching Britain International for Linguistics, Arts and Education Journal (BIoLAE Journal) Journal of Pragmatics and Discourse Research Indonesian Journal of EFL and Linguistics Asalibuna Widyaparwa JELTEC: Journal of English Language Teaching, Literature and Culture Studies in English Language and Education International Journal of Contemporary Studies in Education Leksema: Jurnal Bahasa dan Sastra REGISTER JOURNAL iRecall Journal Journal of Culture, Literature, and Foreign Language Teaching Sawerigading
Sulis Triyono
Universitas Negeri Yogyakarta
Arts Humanities Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : Journal of Pragmatics and Discourse Research

 1 
Dissecting Gender Bias: Critical Discourse Analysis of Advertisements in Indonesia Rahmani, Irfa Luthfia; Meliana, Riska; Triyono, Sulis
Journal of Pragmatics and Discourse Research Vol 4, No 2 (2024)
Publisher : ppjbsip

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51817/jpdr.v4i2.933

Abstract

This research aims to identify gender equality issues by deconstructing the meaning of gender equality in advertisements from a feminist perspective through Critical Discourse Analysis. This research uses a descriptive qualitative research design with a Critical Discourse Analysis approach developed by Fairclough, which focuses on three main dimensions: textual dimension (microstructural), text production practice dimension (mesostructural), and socio-cultural practice dimension (macrostructural). Research data were obtained through interviews with informants as well as from advertisements related to gender equality aired on YouTube. Data collection techniques include interviews and the method of free listening and listening (SBLC) with note-taking techniques. The data collected was then analyzed using triangulation and deconstruction methods to reveal the ideology contained in the ad text and compare it with the informants' views. The results of this study show that societal norms often undermine women's abilities and limit women's roles to the domestic domain or as companions to their husbands. This research is expected to provide a deeper understanding of the meaning of gender equality in advertising media and help build a new perspective that is more inclusive and acceptable to society in Indonesia. The phenomenon of gender equality remains a challenge in many countries, including Pakistan and Nigeria, although the approaches and responses to this inequality differ in each country. In Pakistan, gender representations in media and advertising tend to reinforce traditional stereotypes, while in Nigeria, women are more active in fighting inequality through platforms such as blogs, which are used to criticize patriarchy and fight for social change. Deconstructing meaning in advertising allows researchers and academics to critically evaluate whether gender equality always places men in a dominant position over women, thus opening space for deeper analysis and more equitable solutions.
Co-Authors 'Ain, Qurrata Abda Abda Adaninggar Septi Subekti Aditya Rikfanto Akmalia, Frida Akmarzhan A. Nogaibayeva Ammar, Faris Faishal Ani Latifah Ani Maghfiroh Ashadi Ashadi, Ashadi Aufa, Novia Nurul Ayu Humairoh Hakim Ayuningtyas, Nawang Asri Aziz, Muhammad Fahruddin Azizah, Hilma Azmi Binar Winantaka Dian Lestari DIAN LESTARI Doni Dwi Hartanto Dwiyanto Djoko Pranowo Endang Nurhayati Eri Kurniawan Erna Andriyanti Fath, Sahnaz Natasya Fikri, Ahmad Rifat Fitri Yuliana Gulzhaina K. Kassymova Haliza, Nur Hasibuan, Hapni Nurliana H.D Hendri Pitrio Putra Herman Dwi Surjono Inike Tesiana Putri Ivan Bachrul Muslim Jannatussholihah, Siti Kastam Syamsi Kusumaningtyas, Vita Latifah, Ani Lia Malia Lusi Nurhayati Maman Suryaman Manalu, Manna Maria Sopiana Manna Maria Sopiana Manalu Margana Margana Meliana, Riska Muhammad Arif Nabillah, Muchamad Rifqi Nabillah Nawang Asri Ayuningtyas Noventi, Kinanti Diahayu Nur Hidayanto Pancoro Setyo Putro Nursanti, Rachmi Retno Prastitasari, Maydita Piety Pratomo Widodo Puspa Fortuna Zulfa Putra, Hendri Pitrio Putra, Rizky Anugrah Rahma Kurnia Novitasari Rahmani, Irfa Luthfia Ramadhan Mahendra Retna Endah Sri Mulyati Rifanda Cynthia Goni Rochma, Anis Firdatul Saiful, Jepri Ali Salsabila, Hanania Saragih, Rode Arta Yuliani Saragupita, Angela Tanjung Sari, Inda Permata Satria, Dadi Setyawan Pujiono Setyoningrum, Vita Diah Sipri Hanus Tewarat Siti Sumarti Sri Megawati Sukarjono, Sukarjono Sulaimon Jamiu Tamitope Sumarjo, Sumarjo Sumaryanto Sumaryanto, Sumaryanto Suwarsih Madya Tema, Nurul Huda Gus Tri Nugroho Budi Santoso Try Mahendra Siregar Wardani, Umi Sismia Wardani, Vistaria Kusuma Wening Sahayu Zahrina Sanni Musahadah Zefki Okta