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Journal : PRofesi Humas

Deconstructing the concept of masculinity in Indonesian public service advertisements Hasan, Yassar; Nugroho, Catur; Wulan, Roro Retno
PRofesi Humas Vol 9, No 2 (2025): February 2025
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v9i2.53572

Abstract

Background: The reason for this research is the rise of hate speech attributed to the rigid concept of traditional masculinity, which leads to toxic masculinity. In addition, there are limited Public Service Advertisements in Indonesia that discuss biased concepts of masculinity. Therefore, public service advertisements on sexual harassment and masculinity produced by Indonesian government agencies, the Indonesian Ministry of Education and Culture, such as “#GerakBersama – Ini Gak Lucu” are interesting to analyze further. Purpose: This study examined how masculinity is represented and the message conveyed in the public service advertisement “#GerakBersama – Ini Gak Lucu”. Methods: To see the representation of masculinity and the message, the public service advertisement was divided into several scenes analyzed using Roland Barthes’ semiotics based on primary and secondary meanings. Results: The study found that the public service advertisement “#GerakBersama - Ini Gak Lucu” is intended to introduce a new concept of masculinity, that a man can still embody masculinity even when performing a beautiful and gentle dance. Conclusion: In this public advertisement, masculinity is also portrayed as men who dare to speak up, demonstrate loyalty, and support one another. Implications: Further research is required to assess the advertisement’s effectiveness in reshaping the social perception of masculinity in Indonesian, specifically whether they hold the traditional perception of masculinity or embrace this new perspective.
Co-Authors Adlina Ghassani Ainun Soffani Aisyah Nurul Kusumastuti Aminuyati Amylia Meilani Annisa, Dennisa Teguh April Lia Hananto Aryanto, Dhanu Astari, Dewa Ayu Cistaning Astri Wulandari Atwal Arifin Azis Maulana Bambang Sunarto Bukhori, Rora Arviana Chairunnisa Widya Priastuty Christianto Richardus, Wisma Nugraha Cian Ramadhona Hassolthine Cistaning, Dewa Ayu Deddy Prihadi Deni Hardianto Devi Tassya Tiara Anggreini Dewa Ayu Cistaning Dewa Ayu Cistaning Astari Dien Noviany Rahmatika Durahman, Dudung Eichler, Luiz Emanuela Athalia Febriansyah, Delfin Firman Pribadi Freddy Yusanto Gema Nusantara Bakry Ghema Ajis Saputra Habibi, Burhan Yusuf Hadi Purnama Hadiniyati, Ghina Handriyotopo Handriyotopo Hasan, Yassar Henny Yulianti Huda, Muhammad Chairul I Putu Handara Widya P Ilham Pria Kusuma Ilman Kadori Indra Hutami Irawan, Bei Harira Isnata, Dita Jaka Waskita Jasmine Alya Pramesthi Justicia Chantika Khairunnisa Khairunnisa Khairunnisa Kharisma Nasionalita Kusuma, Ilham Pria Lestari, Dannisa Maulita Martha Tri Lestari Mekeng , Ambros Magnus Rudolf Meyrawati A, Octania Miswadi Miswadi Moch Yunus Kholis Mochamad Afi Adani Moh Faidol Juddi Muchammad Wahyu Adiyanto Mufti Arief Arfiansyah Muhammad Ray Febriano Muna, Fatimath Muslihudin, Muslihudin Mutaqin, Yudha Ibnu Nastain, M Nastain, M. Nastain, Muhamad Nova Nafisatul Maula Nugraha, Pulung Wicaksana Nugraha, Wisma Ch. R. Nur Asma Robiatul Adawiyah Octavia, Dilla Olivya Naldi Permata, Dela Cahyaning Prasetya, Muhamad Anjas Prasodjo, Matias Pratama, Rifta Alifia Putra Pujiono, Bagong Putu Isma Saraswati Qathrunnada, Zalfa Rahmayani, Audina Reformasi, Era Revina, Angelia Rizca Haqqu Roro Retno Wulan Sandi, Kadia Saskita Anzelia Indrawati Shania Nurul Syarifa Silva, Tiago Silvina Novia Purwandari Soleman, Soleman Soni Sadono Sugeng Bayu Wahyono Sugeng Nugroho Sunoto, Noto Susanto, Noto Susilawati, Agnes Dwita Syahid Abdullah Syilfa Fakhira Syilfa Fakhira Tambunan, William Jeans Tatik Harpawati Topik Mulyana Tukino, Tukino Ucuk Darusalam Wa Ode Suci Rahmayani Wibowo, Adi Kusna Wulandari, Arieska Wulandari, Astri Yassar Hasan Yoga Walanda Caesareka Yoga Yogi Kurniawan Zalfa Qathrunnada