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All Journal Jurnal Wanita dan Keluarga
Agustin, Nur Shafira
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Humanities Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Analisis Wacana Kritis terhadap Representasi Gender dalam Iklan Elektronik di Era Globalisasi Rizki, Putri Meylina; Agustin, Nur Shafira; Rahmawati, Zulfatri; Sununianti, Vieronica Varbi; Kurniawan, Deni Aries
Jurnal Wanita dan Keluarga Vol 5 No 2 (2024): Desember 2024
Publisher : Pusat Studi Wanita dan Keluarga UGM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jwk.18045

Abstract

Globalization has brought significant changes in various aspects of human life, including the representation of gender in advertisements. This study aims to critically analyze the representation of gender change in electronic advertisements using a qualitative method, analyzed through Norman Fairclough's critical discourse analysis approach. The advertisements chosen for analysis are “Segampang Itu Nyuci Noda Kalau Ada Proclin” and the Sunlight product advertisement featuring a man, “Wih kok bisa Sunlight sebagus ini!”. The analysis is carried out using the three dimensions of discourse analysis identified by Fairclough: text, discourse practice, and social practice. The analysis results show that the representation of gender change in these electronic advertisements indicates that both ads function not only as tools for product promotion but also as instruments for social change. These advertisements support the discourse of gender equality and have the potential to influence public perceptions of gender roles within the household. Thus, advertisements do not merely reflect social reality but can also shape and alter societal views regarding the division of gender roles.
Co-Authors Kurniawan, Deni Aries Rahmawati, Zulfatri Rizki, Putri Meylina Vieronica Varbi Sununianti, Vieronica Varbi