The Femme-Masculinity in The Marjan Ramadan Advertising Series

Patricia, Yolanda
Lobodally, Altobeli

CONTENT: Journal of Communication Studies
Vol. 2 No. 2 (2024): Digital Communication, Marketing Communication and New Media

Femme-masculinity is a gender terminology to describe a woman who identifies herself between the feminine and masculine genders. This femme-masculine gender is represented in the Marjan Ramadan 2022 Ad Series Versions “Marjan, Bangkitkan Harapan”, “Marjan, Berbuka Penuh Harapan”, dan “Marjan, Rayakan Kemenangan”. This study aims to dismantle the representation of femme-masculinity in the Marjan Ramadan 2022 Ad Series Versions “Marjan, Bangkitkan Harapan”, “Marjan, Berbuka Penuh Harapan”, and “Marjan, Rayakan Kemenangan”. The theory used is Stuart Hall’s Representation Theory, using a qualitative approach and Roland Barthes’s Semiotic Analysis method, namely denotation, connotation, and myth. The results of this study found that femme-masculinity in Marjan’s advertisements is represented as an androgynous figure, an intelligent figure, a heroic figure, a warrior figure, a leader figure, and a brave figure. Marjan’s advertisements seem to represent a femme-masculine figure in their advertisements, but this is nothing more than just for profit. Thus, the representation of femme-masculinity in Marjan’s Commercial Series is only a false reality.