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All Journal Jurnal Sinestesia Journal of Feminism and Gender Studies
Syamsul Anam
Universitas Jember
Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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Depiction of Machismo through Castillo Brothers in Oscar Hijuelos’ The Mambo Kings Play Songs of Love Supiastutik Supiastutik; Septania Alya Rakhman; Syamsul Anam
Journal of Feminism and Gender Studies Vol 4 No 1 (2024): Journal of Feminism and Gender Studies
Publisher : Pusat Studi Gender Universitas Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/jfgs.v4i1.46266

Abstract

The Mambo Kings Play Songs of Love (1989) is a novel by Oscar Hijuelos, a Cuban-American writer. It talks about the lives of Cesar and Nestor Castillo, Cuban immigrants who live in America to pursue their dreams as musicians. The novel strongly connects to Latin American culture. The Castillo brothers are known for embracing their "Cubanness" as men. Men in Spanish-speaking countries are recognized for their masculine solid pride. Their strong masculine pride is often associated with an exaggeration of their masculinity. People often call it machismo. Machismo, derived from destructive aspects such as aggressiveness, womanizing, emotional withdrawal, and male chauvinism, is known for having harmful outcomes for men who embed it. Operating Hall's Theory of Representation and Kupers' concept of toxic masculinity, this research aims to show how the Castillo brothers represent machismo and reveal the ideology of Oscar Hijuelos' regarding machismo. This research is conducted as qualitative research, utilizing narratives and dialogues. The study found that Cesar's practice of machismo through the act of being a Latin lover affects his participation in alcoholism and resistance to professional help. Besides, Nestor's practice of machismo for being a "man with muscle" eventually leads him to depression, anxiety, and rejection of therapy. It is acknowledged their status as immigrants heighten their practices of machismo. Through his writing, the author expects to criticize machismo.
Why is so English in Indonesian Cosmetics Advertisements? Deciphering the Commodification of English Hadi Sampurna; Riskia Setiarini; Dewianti Khazanah; Reni Kusumaningputri; Syamsul Anam
Jurnal Sinestesia Vol. 13 No. 2 (2023)
Publisher : Pusat Studi Bahasa dan Publikasi Ilmiah

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Abstract

This article discusses language commodification in cosmetics advertisements. The vast growing of cosmetics business in Indonesian in the last decade has triggered the rampant of the new brands of cosmetics either products of local Indonesia or of foreign countries. The use of English is obviously visible in the cosmetics advertisements, making it opaque to be distinguished which brands are local and which are international. In this, we investigate the commodification of English in the advertisements of local brands. The method we use is qualitative, through observation and documentation. The selected data are in the form of lexes in the advertisements, gained through billboards, signages, and in-store displays in some malls in Jakarta. We select 7 advertisements of 6 brands. Using Peirce’s triadic model of signs, we obtain that English is employed due to its multifaceted functions. We argue that once in a while Bahasa Indonesian replaces English, for its accentuation and clarity of the message is intended to make. This is because the advertisements are for Indonesian consumers. One salient finding is there is a tendency to use English in the names of brands, particularly to soar up the sense of quality and internationality, in terms of making the brands ready for competing with other international brands penetrating Indonesian markets on a vast scale.
Co-Authors Dewianti Khazanah Hadi Sampurna Reni Kusumaningputri Riskia Setiarini Septania Alya Rakhman Supiastutik Supiastutik