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Rahmaida, Hana Fauzia
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Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Multimodalitas Representasi Laki-Laki pada Iklan Skincare di Media Sosial Instagram Somethinc Tafrijiyah, Kaamilah; Rahmaida, Hana Fauzia
Jurnal Studi Jurnalistik Vol 7, No 1 (2025): Jurnal Studi Jurnalistik
Publisher : Faculty of Da'wa and Communications Sciences

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/jsj.v7i1.43229

Abstract

Penelitian ini bertujuan untuk menganalisis representasi laki-laki dalam poster campaign produk kecantikan “Somethinc”. Metode yang digunakan adalah pendekatan kualitatif dengan metode deskriptif. Data dikumpulkan menggunakan purposive sampling yang diolah dengan analisis teori multimodalitas Kress dan Leeuwen. Data berupa gambar poster iklan yang diperoleh dari akun media sosial Instagram Somethinc. Hasil penelitian pada aspek linguistik, visual, spasial, dan gestur menunjukkan bahwa figur laki-laki pada poster iklan produk tersebut ditampilkan dengan membangun kesan laki-laki yang stylish dan karismatik.
Multimodalitas Representasi Laki-Laki pada Iklan Skincare di Media Sosial Instagram Somethinc Tafrijiyah, Kaamilah; Rahmaida, Hana Fauzia
Jurnal Studi Jurnalistik Vol. 7 No. 1 (2025): Jurnal Studi Jurnalistik
Publisher : Faculty of Da'wa and Communications Sciences

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/jsj.v7i1.43229

Abstract

This study aims to analyze the representation of men in the campaign poster of the beauty product "Somethinc". The method used is a qualitative approach with a descriptive method. Data were collected using purposive sampling, which was then analyzed in conjunction with Kress and Leeuwen's multimodality theory. The data are in the form of advertising poster images obtained from the Instagram social media account Somethinc. The results of the study on the linguistic, visual, spatial, and gestural aspects show that the male figures in the product's advertising poster are portrayed as stylish and charismatic. Keywords: Instagram, advertising, Kress and Leeuwen's multimodality theory, representation, visual communication
Co-Authors Tafrijiyah, Kaamilah