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All Journal GEMBIRA (Pengabdian Kepada Masyarakat) Jurnal Riset Multidisiplin Edukasi
Nazala Adistya Chandra
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Religion Humanities Civil Engineering, Building, Construction & Architecture Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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MELATIH KEMANDIRIAN EKONOMI PADA KELUARGA IBU ERNA DEMI MEMBANGUN KESEJAHTERAAN KELUARGA Anistia Ines; Nazala Adistya Chandra; Chairunnisa Az-zahra’ Sulaiman; Rifma Ghulam Dzaljad
Jurnal Gembira: Pengabdian Kepada Masyarakat Vol 2 No 03 (2024): JUNI 2024
Publisher : Media Inovasi Pendidikan dan Publikasi

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Abstract

Pemberdayaan adalah proses untuk meningkatkan kemampuan masyarakat agar dapat mencapai potensi tertinggi dalam kehidupan mereka. Tujuannya untuk menciptakan kemandirian dan memposisikan mereka sebagai subjek pembangunan yang efektif. Strategi pemberdayaan ini dirancang untuk meningkatkan kemampuan masyarakat dalam memenuhi kebutuhan sehari-hari dan menyadari banyak peluang yang tersedia Kegiatan pemberdayaan keluarga dhuafa menggerakkan individu untuk saling membantu dalam memenuhi kebutuhan dasar mereka. Dhuafa, yang seringkali hidup dalam kemiskinan dan ketidakberdayaan ekonomi, mendapat perhatian khusus dalam ajaran Al-Qur’an, dengan menekankan pentingnya mencari nafkah, beramal, dan bersedekah.  Kegiatan ini didapat berdasarkan pengamatan langsung dan telah diperoleh bahwa target pemberdayaan kali ini merupakan ibu rumah tangga yang bekerja sebagai kuli cuci gosok dan jasa pijat, yaitu Ibu Erna. Ibu Erna memiliki 3 anak dan suaminya bekerja sebagai buruh harian lepas dengan penghasilan yang tidak menentu. Kegiatan fundraising memanfaatkan media sosial yang kemudian diserahkan dalam bentuk bahan dan barang untuk usaha, peralatan ibadah, kebutuhan sekolah, dan sembako.
DEKONSTRUKSI PEMBERDAYAAN PEREMPUAN DALAM IKLAN WARDAH “OWN YOUR FINISH” (ANALISIS WACANA KRITIS SARA MILLS) Nazala Adistya Chandra; Chairunnisa Az-zahra' Sulaiman; Rifma Ghulam Dzaljad
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 7 (2026): Jurnal Riset Multidisiplin Edukasi (Juli 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i7.2386

Abstract

This study aims to deconstruct the discourse of women's empowerment in Wardah's Own Your Finish advertising campaign using Sara Mills' Critical Discourse Analysis. The campaign was selected because it presents a narrative of women's empowerment by challenging gender stereotypes, particularly through the representation of women in the traditionally masculine sphere of motorsport. This research employs a qualitative method with a descriptive-critical approach. The data consist of static visual elements, including advertising posters, photography, and model poses, as well as verbal elements such as slogans, typography, and advertising copy from the Own Your Finish campaign. Data were analyzed by examining the positions of the subject, object, and reader within the advertising discourse based on Sara Mills' analytical framework. The findings indicate that the campaign constructs an ambivalent discourse of women's empowerment. On one hand, women are represented as autonomous subjects who possess agency, confidence, and the ability to challenge gender stereotypes. On the other hand, the deconstruction of the object position reveals that such empowerment remains embedded within the commercial logic of the beauty industry. Women's strength and independence are commodified while simultaneously required to conform to capitalist beauty standards, such as flawless skin and polished makeup. Furthermore, the reader is positioned to associate personal empowerment with cosmetic consumption, illustrating the practice of commodity feminism. Therefore, the study concludes that the Own Your Finish campaign not only promotes women's empowerment but also transforms feminist values into a marketing strategy that reinforces the commercial interests of the beauty industry.
Co-Authors Anistia Ines Chairunnisa Az-zahra' Sulaiman Chairunnisa Az-zahra’ Sulaiman Rifma Ghulam Dzaljad