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All Journal Jurnal Onoma: Pendidikan, Bahasa, dan Sastra Ideas: Jurnal Pendidikan, Sosial dan Budaya Lingua Susastra International Review of Humanities Studies
Rias Antho Rahmi Suharjo, Rias Antho Rahmi
Ilmu Susastra FIB UI
Arts Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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The Beauty Myth and Male Gaze in Emeron Lovely Hand & Body Lotion Advertisements Helnaz, Regina Nopia; Suharjo, Rias Antho Rahmi
Jurnal Onoma: Pendidikan, Bahasa, dan Sastra Vol. 11 No. 2 (2025)
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30605/onoma.v11i2.5683

Abstract

This study critically examines the representation of beauty myth and male gaze in Emeron hand and body lotion advertisements. Grounded in Naomi Wolf’s theory of the beauty myth and Laura Mulvey’s concept of the male gaze, the research analyzes how these frameworks shape the portrayal of women in beauty product marketing. Using Sandelowski’s purposive sampling method, the study selects two beauty advertisements for analysis: Emeron Lovely Step Pink (2013) and Emeron Lovely Naturals (2023), both published on the official YouTube channels of Lion Wings and Emeron Lovely Official. Through visual and narrative analysis, the findings reveal that both advertisements emphasize idealized female beauty, characterized by white, smooth, radiant, soft, moisturized, and fragrant skin, framing these attributes as essential for women’s desirability. Although the products are targeted toward women, the advertisements employ camera techniques such as selective cropping and zoom-ins on body parts like legs, hands, and shoulders, subtly reinforcing the male gaze. These techniques contribute to the objectification of women and suggest that their self-worth and confidence are contingent upon male approval. Furthermore, the female figures in the advertisements appear to internalize and affirm these patriarchal ideals. By highlighting the persistence of gendered power dynamics in beauty advertising, this study contributes to broader discussions in gender and media studies, particularly regarding how commercial media continues to shape and constrain female identity.
THE ABSENCE OF FEMALE REPRESENTATION IN FILM BAMBANG (2022): THE MALE GAZE AND LACANIAN OBJET PETIT A Winasis, Brigitta; Suharjo, Rias Antho Rahmi
International Review of Humanities Studies Vol. 10, No. 2
Publisher : UI Scholars Hub

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Abstract

The discourse of the male gaze in popular culture constructs ideal standards of femininity deemed attractive based on traits and physical appearances that are desired by men. The film Bambang (2022) is an example of media that employs the male gaze as an exclusive tool to present female characters. By applying the mise-en-scène analysis method in film studies, this article explores the problem of female characters representation that is reduced to be desired objects through the concepts of Laura Mulvey's male gaze and Lacanian objet petit a. This article finds that Bambang (2022) utilizes objectifying dialogue by the two main male characters to present and represent the female characters, while intended to create a humorous effect. The female characters are evaluated based on their appearances, regarded as “leftovers” to be contested, and depicted as objects of sexual desire for men. Although the female characters hold crucial roles in the story, their identities can only be imagined based on what the male characters describe. Despite their absence, they remain as desired objects for the male characters.
The Beauty Myth and Male Gaze in Emeron Lovely Hand & Body Lotion Advertisements Helnaz, Regina Nopia; Suharjo, Rias Antho Rahmi
Jurnal Onoma: Pendidikan, Bahasa, dan Sastra Vol. 11 No. 2 (2025)
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30605/onoma.v11i2.5683

Abstract

This study critically examines the representation of beauty myth and male gaze in Emeron hand and body lotion advertisements. Grounded in Naomi Wolf’s theory of the beauty myth and Laura Mulvey’s concept of the male gaze, the research analyzes how these frameworks shape the portrayal of women in beauty product marketing. Using Sandelowski’s purposive sampling method, the study selects two beauty advertisements for analysis: Emeron Lovely Step Pink (2013) and Emeron Lovely Naturals (2023), both published on the official YouTube channels of Lion Wings and Emeron Lovely Official. Through visual and narrative analysis, the findings reveal that both advertisements emphasize idealized female beauty, characterized by white, smooth, radiant, soft, moisturized, and fragrant skin, framing these attributes as essential for women’s desirability. Although the products are targeted toward women, the advertisements employ camera techniques such as selective cropping and zoom-ins on body parts like legs, hands, and shoulders, subtly reinforcing the male gaze. These techniques contribute to the objectification of women and suggest that their self-worth and confidence are contingent upon male approval. Furthermore, the female figures in the advertisements appear to internalize and affirm these patriarchal ideals. By highlighting the persistence of gendered power dynamics in beauty advertising, this study contributes to broader discussions in gender and media studies, particularly regarding how commercial media continues to shape and constrain female identity.
Interpretasi Konsep Accelerationism; Kapitalisme yang Berjalan dalam Film Interstellar (2014) dan The Platform (2019) Syahadah, Amalia Utammi; Tambunan, Shuri Mariasih Gietty; Suharjo, Rias Antho Rahmi
Lingua Susastra Vol 4, No 2 (2023)
Publisher : Departemen Bahasa dan Sastra Indonesia dan Daerah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/ls.v4i2.227

Abstract

Accelerationism plays a significant role in advancing scientific knowledge and the framework of human existence. Its contributions are manifested in facilitating convenient and swift access to information sources, digital communication, and the availability of diverse technological tools aiding various professions. On the contrary, accelerationism leads to a series of disparities between capitalism and modernism. It also results in humans losing control over themselves, time, and life and even contributes to destroying species and the environment. The situational analysis of accelerationism in this study aligned with Liu's findings in "On the Accelerationist Critique of the Problem of Capitalist Modernity" (2022), highlighting the inseparable dual nature of accelerationism concerning capitalism and modernism. The fluid and straightforward concept of accelerationism can be observed in popular cultural products such as movies. Movies like Interstellar (2014) and The Platform (2019) encapsulate the concept of accelerationism within the scope of capitalism from varying perspectives.This content-analysis study aimed to distinguish the interpretations of accelerationism within Interstellar and The Platform as portrayed through scenes, dialogues, and other cinematic elements. The findings of the study, which employed a qualitative descriptive approach, were the interpretation of accelerationism within certain scenes of Interstellar depicting Earth's demise and the agenda of rescuing humanity by journeying to another planet. Accelerationism was also interpreted through dialogues and metaphorical scenes illustrating the concept of the capitalist food-chain mechanism in the prison cells of The Platform.
Strategi Penguatan Gotong Royong Berbasis Kearifan Lokal dalam Meningkatkan Pengelolaan Wisata Danau Kalpataru Nur Khalifah, Melati Rahmaningrum; Tambunan, Shuri Mariasih Gietty; Suharjo, Rias Antho Rahmi
Ideas: Jurnal Pendidikan, Sosial dan Budaya Vol 10 No 2 (2024): Ideas: Pendidikan, Sosial, dan Budaya (Mei)
Publisher : Ideas Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32884/ideas.v10i2.1702

Abstract

The main problem in housing complexes is the lack of awareness of mutual cooperation. The aim of this research is to analyze mutual cooperation actions in the Banjar Wijaya residential area in managing the environment. The method used is qualitative analysis, conducting in-depth literature studies and in-depth interviews (purposive sampling) involving the ketua RW, local residents and tourists. The results of this research are the characteristics of residents in the Banjar Wijaya housing cluster, Cluster Italy, Tangerang City, that local residents in these housing complexes tend to be passive, then become active because they receive an example from the RW chairman who raises high awareness of environmental conditions. This is a driving factor for the creativity of Lake Kalpataru tourism economic activities such as improving infrastructure, managing the environment, urban farming and developing tourist destinations for Lake Kalpataru and other events
Co-Authors Helnaz, Regina Nopia Nur Khalifah, Melati Rahmaningrum Shuri Mariasih Gietty Tambunan Shuri Mariasih Gietty Tambunan Syahadah, Amalia Utammi Winasis, Brigitta