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All Journal Unri Conference Series: Community Engagement Jurnal Penyuuhan dan Pemberdayaan Masyarakat (JPPM) Cultural Narratives
Maharani, Angelia Brigita
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Agriculture, Biological Sciences & Forestry Humanities Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Journal : Cultural Narratives

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Decoding the Perpetuation of Patriarchal Culture in the Barbie Movie Myisha, Nabila; Sabila, Dinda; Maharani, Angelia Brigita; Ramadhan, Akira Hilal; Kamalia, Mirza Fathima Jauhar
Cultural Narratives Vol. 1 No. 2 (2023): December
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/cn.v1i2.617

Abstract

This research aims to analyze the representation of patriarchal culture in the Barbie film through a semiotic study that uses Roland Barthes’ theory. Roland Barthes developed semiotic theory into three parts, namely denotation, connotation, and myth, but in this study, the researchers only utilized connotation and denotation. This research uses a descriptive qualitative method. The data was taken from the scenes and script of the Barbie 2023 film. The researchers collected data by watching the film, observing the characters in every scene and the script, then taking some notes to categorize the semiotic symbols based on Roland Barthes' theory and analyzing the research data. The results of this research show that despite the movie "Barbie," association with feminism, it does not change the fact that the movie still embodies a patriarchal culture that harms women. This cultural framework perpetuates traditional gender roles, positioning men as leaders, decision-makers, and primary providers while assigning women subordinate roles. In patriarchal cultures, male privilege is ingrained, leading to the marginalization and subjugation of women. This entrenched culture of male privilege influences deep-rooted misogyny, sexism, and societal expectations.
The Impact of Women Sexual Visualization in E-Sport Brand Ambassadors on Fan Engagement and Team Popularity Sabatini, Yosica Gabrellia; Maharani, Angelia Brigita; Inayah, Rania
Cultural Narratives Vol. 2 No. 2 (2024): December
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/cn.v2i2.1053

Abstract

This study aims to investigate the impact of the sexualized of women brand ambassadors in the e-sports industry on fan perception and engagement. It explores how the sexual visualization of women as brand ambassador shapes fan perceptions, loyalty, and their emotional connection with e-sports teams. This issue is particularly relevant in the context of popular culture and the broader societal debate about the commodification of women in media and entertainment. While e-sports has developed into a significant cultural phenomenon, the sexualized visualization of women brand ambassadors raises questions about its influence on fan loyalty, emotional connection, and perceptions of professionalism. Despite the increasing visibility of women in e-sports, there are still gaps in understanding how it shapes fan engagement and perception. This study uses qualitative methods by applying ethnography. This study use theory of circuit of culture by Hall. The data collection techniques in this study are in-depth interviews with 10 e-sports fans who are involved in e-sport field. The results show that the sexual visualization of women as Brand Ambassadors in e-sports has an initial influence in attracting fans attention, but their loyalty and engagement are not influence by BA sexual visualization, but based on team skill performance, and a balanced between professionalism and visuals in a BA. Fans perceive female BAs as centre of attention who have an attractive appearance, which often this sexuality of appearance is used as a commodification of female BAs in e-sports. This study provides insights into fans' perceptions of sexual representation, emphasizing the need for more balanced and empowering portrayals of women in e-sports. The findings highlight the importance of aligning visual strategy with professionalism to increase inclusivity and sustain meaningful engagement in the e-sports community.
Co-Authors Dheny Jatmiko, Dheny Inayah, Rania kamalia, mirza fathima jauhar Myisha, Nabila Nurhadi, Muizzu Ramadhan, Akira Hilal Sabatini, Yosica Gabrellia Sabila, Dinda