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All Journal INFOKUM Jurnal Pengabdian Masyarakat Indonesia Rolling Jurnal Pengkajian dan Penciptaan Film, Televisi, dan Media Kontemporer Filosofi: Publikasi Ilmu Komunikasi, Desain, Seni Budaya Journal of Community Empowerment for Multidisciplinary (JCEMTY) Retorika: Jurnal Komunikasi, Sosial dan Ilmu Politik
Ningrum, Rara Mustika
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Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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From ‘Damsel in Distress’ to ‘Strong Female Lead’: the Evolution Of Female Representation in Korean Dramas Mustika Ningrum, Rara; Deddy Suprapto; Soekma Yeni Astuti
INFOKUM Vol. 13 No. 05 (2025): Infokum
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/infokum.v13i05.2935

Abstract

This study examines the revolution in the representation of women in Korean dramas from 2010 to 2024, focusing on how female characters are portrayed across three different periods: 2010–2015, 2016–2020, and 2021–2024. Employing a qualitative approach with content analysis, six popular Korean dramas were selected for in-depth examination. The findings reveal a transformation in female representation—from passive figures conforming to patriarchal norms to active, complex characters with full narrative agency. In the early period, characters like Geum Jan-di and Cha Eun-sang were depicted as weak romantic objects reliant on male protagonists. During the transitional period, characters such as Kang Mo Yeon and Do Bong Soon began to exhibit empowerment, although still framed within aesthetics and narratives that compromise with patriarchy. In contrast, the contemporary period presents characters like Moon Dong-eun and Hwang Do Hee as agents of change who control the narrative, challenge gender stereotypes, and enact new forms of gender performativity. These findings suggest that popular media, including Korean dramas, can function as ideological spaces that both construct and deconstruct gender identities. This research contributes to media studies, popular culture, and gender studies in the postfeminist era.
Interrogating the Narrative of New Masculinity in the Media: Remediation of Gender Dichotomy in the ABC Soy Sauce Comercial "Suami Sejati Mau Masak, Terima Kasih Kecap ABC” Mustika Ningrum, Rara
INFOKUM Vol. 13 No. 06 (2025): Infokum
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/infokum.v13i06.3024

Abstract

Advertisements play a significant role in shaping gender representation through the construction of signs and visual meanings. This study is motivated by the phenomenon of shifting gender roles in the domestic sphere, as represented in the ABC Soy Sauce advertisement “Suami Sejati Mau Masak, Terima Kasih Kecap ABC” (“A Real Husband Cooks, Thanks to ABC Soy Sauce”). The research aims to analyze how the advertisement constructs, negotiates, and deconstructs the meanings of masculinity and femininity. A qualitative descriptive method is applied using Jacques Derrida’s deconstruction. The data consist of dialogues, audio narration, and visual representations of characters in the advertisement. The findings reveal that the advertisement portrays the image of a modern man who is willing to cook as an effort to challenge traditional gender dichotomies. However, it simultaneously reproduces subtle patriarchal values. Women remain positioned at the center of domestic labor through the narrative of “helping” and specific visual symbols, while gender equality is commodified through the product’s role as a mediator. The study concludes that the advertisement offers only a pseudo-deconstruction: it appears progressive on the surface but ideologically maintains patriarchal myths within the domestic sphere.
Co-Authors agustina dewi Aris Kartika, Bambang Bambang Aris Kartika, Bambang Aris Deddy Suprapto Fajar Aji, Fajar Rinaldo, Afrizal Romdhi Fatkhur Rozi Soekma Yeni Astuti Suharijadi, Didik Suprapto, Deddy umniyyah, zahratul Yeni Astuti, Soekma