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All Journal Jurnal Audiens
Mustofa, Anugrah Fajar
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Languange, Linguistic, Communication & Media Social Sciences

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Relasi Gender dan Hegemoni Laki-laki dalam Iklan Tropicana Slim Edisi Ramadhan 2024 Mustofa, Anugrah Fajar; Fitri, Inaya Erwansyah; Maulia, Suci; Sudiwijaya, Erwan
Jurnal Audiens Vol. 6 No. 2 (2025): June
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v6i2.551

Abstract

This research aims to understand how gender relations and male hegemony are portrayed in the Tropicana Slim advertisement for the 2024 Ramadan edition. By using gender and hegemony theory to explore how these gender relations and hegemony manifest. This research uses Roland Barthes' semiotic research method to discuss and identify the signs that appear in the Tropicana Slim Ramadan 2024 advertisement. The study finds that the Tropicana Slim Ramadan 2024 advertisement represents the positions of men and women within the family environment. Gender equality is about obtaining rights, obligations, treatment, evaluation, and opportunities for both men and women in their work. The relationship between husband and wife still influences harmony within the family environment, because they each have roles that must be fulfilled.
Co-Authors Fitri, Inaya Erwansyah Maulia, Suci Sudiwijaya, Erwan