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All Journal Buletin Al-Turas LiNGUA: Jurnal Ilmu Bahasa dan Sastra SALAM: Jurnal Sosial dan Budaya Syar-i English and Literature Journal Insaniyat: Journal of Islam and Humanities Lontar : Jurnal Ilmu Komunikasi Muslim English Literature
Syahriyani, Alfi
UIN Syarif Hidayatullah Jakarta, Indonesia
Religion Arts Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : Insaniyat: Journal of Islam and Humanities

 1 
Challenging the Patriarchal Norms: Examining Hegemonic Masculinity in Dickinson TV Series Andieni Rahmawati; Alfi Syahriyani
Insaniyat : Journal of Islam and Humanities Vol 7, No 1 (2022): Insaniyat Journal of Islam and Humanities
Publisher : Faculty of Adab and Humanities, Syarif Hidayatullah State Islamic University of Jakarta.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/insaniyat.v7i1.26810

Abstract

In the 19th century, hegemonic masculinity and patriarchal system were part of the society and even became the norms that people believed and obeyed. Emily Dickinson, a female character in Dickinson series, had to deal with gender discrimination practiced by the patriarchal society, specifically hegemonic masculine figure. This research aims to investigate the hegemonic masculinity experienced by the main female character in Dickinson season 1, and how she challenged the notion of hegemonic masculinity. The writer uses descriptive qualitative method as well as the theory of hegemonic masculinity by Raewyn Connell. This study found that there were various traits of hegemonic masculinity that Emily had to face from the hegemonic masculine figure, namely authority, aggression, technical competence, and subordination of women. It also showed that the character in the series tried to challenge the hegemonic masculinity performed by her hegemonic father. The acts proved that the female character put effort in fighting againts the injustice and discrimination toward her as a woman.  
Creative Moves in Cimory's Milk Billboard Ads Targeting Young Adults and Adults: A Genre Analysis Sunandar, Crystalina Malika; Darajat, Kurnia Fahma Zakia; Yulizar, Kessya; Syahriyani, Alfi
Insaniyat : Journal of Islam and Humanities Vol 9, No 2 (2025): Insaniyat Journal of Islam and Humanities
Publisher : Faculty of Adab and Humanities, Syarif Hidayatullah State Islamic University of Jakarta.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/insaniyat.v9i2.44894

Abstract

As a recognized advertising medium, billboards serve as one of the strategic choices for companies to promote their products and convey their communicative purposes. Cimory Milk, a dairy brand, uses billboard advertisements in unique and creative ways to engage their target market. This is evident in how Cimory Milk billboard advertisement serves the unusual discourse by playing with the generic conventions of the advertisement genre. Thus, the creative ways are leading through some specific intention that Cimory Milk tries to convey, which is related to the adults and youth discourse community. To explore this, the present study employs a qualitative approach, drawing on Bhatia’s genre analysis and Kress & Leeuwen’s multimodal discourse analysis. Using these frameworks, three Cimory Milk billboard advertisements were analyzed in terms of their moves, creative elements, and the relationship between creativity and audience engagement. This study found that although Cimory billboard advertisements adhered to the general conventions of the advertising genre, some creative strategies such as bending and blending were evident in the advertisement. These creative elements are designed to attract young adults to adults, through features such as the minimalist design, humor, strategic placement, and references to social and lifestyle issues. Overall, the result of this study illustrates how Cimory Billboard analysis uses creativity to engage young adults and adults as their target consumers. These findings may also offer valuable insight for advertisers to identify consumer’s perceptions and improve their marketing strategy. 
Creative Moves in Cimory’s Milk Billboard Ads Targetting Young Adults and Adults: A Genre Analysis Sunandar, Crystalina Malika; Darajat, Kurnia Fahma Zakia; Yulizar, Kessya; Syahriyani, Alfi
Insaniyat : Journal of Islam and Humanities Vol. 9 No. 2 (2025): Insaniyat: Journal of Islam and Humanities
Publisher : Faculty of Adab and Humanities, Syarif Hidayatullah State Islamic University (UIN) Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/4mdwvc90

Abstract

As a recognized advertising medium, billboards serve as one of the strategic choices for companies to promote their products and convey their communicative purposes. Cimory Milk, a dairy brand, uses billboard advertisements in unique and creative ways to engage their target market. This is evident in how Cimory Milk billboard advertisement serves the unusual discourse by playing with the generic conventions of the advertisement genre. Thus, the creative ways are leading through some specific intention that Cimory Milk tries to convey, which is related to the adults and youth discourse community. To explore this, the present study employs a qualitative approach, drawing on Bhatia’s genre analysis and Kress & Leeuwen’s multimodal discourse analysis. Using these frameworks, three Cimory Milk billboard advertisements were analyzed in terms of their moves, creative elements, and the relationship between creativity and audience engagement. This study found that although Cimory billboard advertisements adhered to the general conventions of the advertising genre, some creative strategies such as bending and blending were evident in the advertisement. These creative elements are designed to attract young adults to adults, through features such as the minimalist design, humor, strategic placement, and references to social and lifestyle issues. Overall, the result of this study illustrates how Cimory Billboard analysis uses creativity to engage young adults and adults as their target consumers. These findings may also offer valuable insight for advertisers to identify consumer’s perceptions and improve their marketing strategy.
Co-Authors Abdurossyid, Abdurrosyid Aini, Azka Nurul Amelia Zakiyyatun Nufus Andieni Rahmawati Andini Suandi Putri Anzalas Sakinata Arafat, Salsabila Benj Darajat, Kurnia Fahma Zakia Ismi Ana Nurazizah Mahendra, Radya Rakha Nasira, Nurina Nawawi Nawawi Novikasandra, Maidhotul Kaifa Pratiwi, Yulya Era Rahmatun Nisa, Rahmatun Roudhoh Nur Fatimah Sunandar, Crystalina Malika Theresya, Pingky Untung Yuwono Wastono, Afdol Tharik Yulizar, Kessya Yulya Era Pratiwi