Jurnal Audiens
Vol. 6 No. 1 (2025): March

Representasi Maskulinitas dalam Iklan Kahf Versi Wajah Cerah dan Berenergi

Handayani, Fadila (Unknown)
Fadhil , Azfa Akbar (Unknown)
Widyatmoko, R. Nanang (Unknown)

Article Info

Publish Date
31 Mar 2025

Abstract

This study investigates the representation of masculinity in Kahf's “Wajah Cerah dan Berenergi” advertisement. This study analyses how the advertisement portrays the image of a modern man who cares about appearance and health, defying traditional stereotypes of masculinity. This is done using Roland Barthes' semiotic approach. The denotative and connotative in the images and text of the ad can be understood through a qualitative descriptive approach. Results show that this advertisement not only promotes the product but also demonstrates a shift in social norms about male identity, where self-care is considered a strong and positive component of masculinity. This study enhances our understanding of gender representation in the media.

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Journal Info
Jurnal Audiens
Website

Abbrev

ja

Publisher

Universitas Muhammadiyah Yogyakarta

Subject

Languange, Linguistic, Communication & Media Social Sciences

Description

Jurnal Audiens focuses on issues of media review, whether print, electronic, film, social media and new media and various on communication including: 1. Advertising, Public Relations, and Broadcasting 2. Social Media, New Media, Information Communication and Technology 3. Health Communications, ...