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All Journal Journal of Language and Literature International Journal of English and Applied Linguistics (IJEAL)
Novia Diah Lestari
Universitas Gunadarma
Education Languange, Linguistic, Communication & Media Social Sciences

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THE HEGEMONY IN INDONESIAN ADVERTISEMENTS: DISCOURSE ANALYSIS Novia Diah Lestari; Dyani Masita Dewi
Journal of Language and Literature Vol 10, No 2 (2022)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/jll.2022.v10i2.7919

Abstract

This paper attempts to investigate the hegemony in Indonesian advertisements. It aims to find out the hegemony contained in advertisements for Indonesian beauty products. How is this hegemony conveyed, as well as the reasons for choosing women who have mixed faces as models for advertising Indonesian beauty products. The writer applies a descriptive qualitative method in which describes and explains the phenomenon or events in the social world, and the objects of this research are Indonesian beauty product advertisements. The advertisements are analyzed into two sections, namely interpretation and social analysis.The hegemony conveyed in the two advertisements is about the concept of beauty for women. The ideological hegemony raises the idea that all women who have fair skin tones are definitely beautiful and Indonesian women must be oriented to these standards. As a matter of fact, the majority of Indonesian women have dark skin. The advertisements make Indonesian people think that they have to follow women from other countries who have light skin to be considered as beautiful. This ideological hegemony resulted in a change in the mindset of Indonesian women which made them always oriented towards foreign women and wanted to make themselves like these women.
Psychological Conflict Seen through Victor Frankenstein: A Psychoanalytic Theory Cintania Dharma Brillianta; Rafika Zahra; Novia Diah Lestari
International Journal of English and Applied Linguistics (IJEAL) Vol. 6 No. 2 (2026): Volume 6 Number 2 August 2026
Publisher : ITScience (Information Technology and Science)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijeal.v6i2.9117

Abstract

The study aims to analyze the personality structure of the id, ego, and superego as seen through the psychological conflict of Victor Frankenstein, using Sigmund Freud's psychoanalytic theory. This study uses a descriptive-qualitative method. The data analyzed consists of verbal data, such as words, phrases, and sentences in dialogue, as well as visual data in the form of scenes depicting the main character, namely Victor Frankenstein, actions, or expressions in the film Frankenstein (2025). This study shows that Victor Frankenstein's psychological conflict derives from the conflict between the id, ego, and superego in his personality structure. The id is the most dominant personality structure in Victor Frankenstein. The dominance of the id causes Victor to ignore the consequences of his actions, and then fear and regret arise, which cause psychological suffering. Thus, Victor's psychological conflict can be interpreted as a failure to balance his desires (id), rational considerations (ego), and moral responsibility within himself (superego).
Co-Authors Cintania Dharma Brillianta Dewi, Dyani Masita Rafika Zahra