Garuda - Garba Rujukan Digital

Lian Agustina Setiyaningsih

Communication Science Department, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Merdeka Malang

Author-ID : 676225

Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Medicine & Pharmacology Public Health Social Sciences Other

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The Exploitation of Women in Marketing Communications: Strategies for Beginner Entrepreneurs in Gender Literacy Social Media Brand Setiyaningsih, Lian Agustina; Molyo, Priyo Dari; Sulfani, Sulfani
DIALEKTIKA: Jurnal Ekonomi dan Ilmu Sosial Vol 8 No 2 (2023): Dialektika : Jurnal Ekonomi dan Ilmu Sosial
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36636/dialektika.v8i2.3069

This study aims to investigate the exploitation of women in marketing communications and new entrepreneurial strategies for building brand awareness through social media that are more sensitive to gender issues. Social media has become an important platform in marketing communications, enabling customer interaction, building brands, and creating brand awareness. However, there is a phenomenon of exploitation of women in marketing strategies on social media that reinforces gender stereotypes and ignores important issues that affect women. This study uses the literature study method by analyzing 63 journal articles to understand better women's exploitation in business communication and the importance of gender-aware entrepreneurial strategies in building brand awareness through social media. In this study, it was found that novice entrepreneurs must adopt strategies that are gender literate in building brand awareness through social media. This strategy involves using inclusive language, eliminating gender stereotypes in content, and promoting gender equality and diversity in business communications. Through the use of social media that is more sensitive to gender issues, a more inclusive, equal, and fair business environment can be created without reinforcing gender stereotypes and discrimination. Keywords: Exploitation of Women, Social Media, Beginner Entrepreneurs, Brand Awareness.

Mendambakan Kecantikan Ideal Sebagai Penindasan: Analisis Resepsi Iklan ImPerfect Beauty Elshe Skin Effendy, Rochmad; Damayanti, Meirina Aulia; Widayati, Sri; Setiyaningsih, Lian Agustina
Jurnal Komunikasi Nusantara Vol 6 No 1 (2024)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v6i1.471

Involving down syndrome model, Imperfect Beauty ad is called pro-women's advertising. Reception analysis was carried out by employing critical perspective aimed at not only finding dominant meaning, negotiation and opposition but also trying to build audience’s agency to involve them in forming participatory culture. Through interview, focus group discussions and literature searches methods with informants who have backgrounds as student organization activists and are familiar with the entertainment and fashion development, this research found informants who rejected this pro-women advertisement; feelings of psychological insecurity, low self-esteem since they cannot meet ideal beauty standards which leads to self-oppression. Poor media representation of women which prioritizes their physical bodies over their political power leads to symbolic annihilation. Beautifying oneself has become a national and global political matter involving producers, the state and the media. Media naturalized beauty myths as if it were innocent and natural. Abstrak Dilihat dari tajuk dan pelibatan model penyandang down syndrome, reklame Imperfect Beauty merupakan iklan pemberdayaan perempuan. Analisis resepsi terhadap iklan ini dilakukan dengan menerapkan perspektif kritis yang diarahkan tidak hanya menemukan pemaknaan dominan, negosiasi dan oposisi tapi berusaha membangun agensi khalayak demi melibatkan mereka dalam membentuk budaya popular partisipatif. Lewat metode wawancara, diskusi kelompok terarah serta penelurusan pustaka dengan informan berlatarbelakang pegiat organisasi kemahasiswaan dan akrab dengan dunia entertainment dan fashion model, penelitian ini menemukan informan yang menolak iklan pro-perempuan ini (makna oposisi). Mereka merasakan ketidaknyamanan aman psikologis, harga diri yang rendah karena tidak bisa memenuhi standar kecantikan ideal. Dampaknya, mereka menindas diri. Representasi wanita di media yang lebih mengedepankan tubuh fisik daripada kekuatan sosial politiknya dapat mengarah kepada pemusnahan simbolik. Mempercantik diri menjadi masalah politik nasional dan global yang melibatkan produsen, negara dan media. Mitos kecantikan ciptaan industri oleh media dinaturalisasi; seolah alami dan memang demikian seharusnya.

Mendambakan Kecantikan Ideal Sebagai Penindasan: Analisis Resepsi Iklan ImPerfect Beauty Elshe Skin Effendy, Rochmad; Damayanti, Meirina Aulia; Widayati, Sri; Setiyaningsih, Lian Agustina
Jurnal Komunikasi Nusantara Vol 6 No 1 (2024)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v6i1.471

Involving down syndrome model, Imperfect Beauty ad is called pro-women's advertising. Reception analysis was carried out by employing critical perspective aimed at not only finding dominant meaning, negotiation and opposition but also trying to build audience’s agency to involve them in forming participatory culture. Through interview, focus group discussions and literature searches methods with informants who have backgrounds as student organization activists and are familiar with the entertainment and fashion development, this research found informants who rejected this pro-women advertisement; feelings of psychological insecurity, low self-esteem since they cannot meet ideal beauty standards which leads to self-oppression. Poor media representation of women which prioritizes their physical bodies over their political power leads to symbolic annihilation. Beautifying oneself has become a national and global political matter involving producers, the state and the media. Media naturalized beauty myths as if it were innocent and natural. Abstrak Dilihat dari tajuk dan pelibatan model penyandang down syndrome, reklame Imperfect Beauty merupakan iklan pemberdayaan perempuan. Analisis resepsi terhadap iklan ini dilakukan dengan menerapkan perspektif kritis yang diarahkan tidak hanya menemukan pemaknaan dominan, negosiasi dan oposisi tapi berusaha membangun agensi khalayak demi melibatkan mereka dalam membentuk budaya popular partisipatif. Lewat metode wawancara, diskusi kelompok terarah serta penelurusan pustaka dengan informan berlatarbelakang pegiat organisasi kemahasiswaan dan akrab dengan dunia entertainment dan fashion model, penelitian ini menemukan informan yang menolak iklan pro-perempuan ini (makna oposisi). Mereka merasakan ketidaknyamanan aman psikologis, harga diri yang rendah karena tidak bisa memenuhi standar kecantikan ideal. Dampaknya, mereka menindas diri. Representasi wanita di media yang lebih mengedepankan tubuh fisik daripada kekuatan sosial politiknya dapat mengarah kepada pemusnahan simbolik. Mempercantik diri menjadi masalah politik nasional dan global yang melibatkan produsen, negara dan media. Mitos kecantikan ciptaan industri oleh media dinaturalisasi; seolah alami dan memang demikian seharusnya.

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