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All Journal Jurnal Bahasa, Sastra, dan Studi Amerika
Yudhistira Yehezkiel
Universitas Sebelas Maret
Languange, Linguistic, Communication & Media

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Eli Rezkallah’s “In a Parallel Universe” Photography: Attempting Reversal Gender Stereotype in Mad-Men Era Advertising Anisa Debby Oktaviani; Yudhistira Yehezkiel; Thoby Pramudito
Jurnal Bahasa, Sastra, dan Studi Amerika Vol 25, No 1 (2019)
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/jbssa.v25i1.31538

Abstract

Sexism and gender stereotype turns out to be political term that refers to descrimination of women in society despite their sex and gender. Thus, contexts in sexism are coming from different background and subjects. One way to express the sexism is towards advertising industry. This paper focuses on a photography work by Lebanon-based artist and photographer, named Eli Rezkallah, who made an outstanding work of recreating the advertisement picture from the mad-man era, which depicts about sexism between men and women in workforce, especially in domestic sphere. Eli Rezkallah attempted gender reversal of sexist advertisement of products in the 1950s United States. The original picture depicts feminine submission to the dominant and hegemonic masculinity. His attempt is to depict a reversed role, or in other words, female masculinity. This article analyzes the original & reversed pictures using semiotic analysis, and comes to the conclusion that the gender reversal attempt does not succeeded and does not depict female masculinity, only depicting a different form of sexism.Key words: Gender, Masculinity, Sexism, Female, Advertising
Co-Authors Anisa Debby Oktaviani Thoby Pramudito