Representasi Stereotip Gender dan Budaya Patriarki dalam Iklan MR.DIY Indonesia Bulan Ramadan Tahun 2024 di YouTube

Hartono, Renata Julianty
Prayogi Restu Adiguno
Nada Nadiah Aulia
Fajar Junaedi

Kinesik
Vol. 12 No. 2 (2025): August

Digital advertisements often serve as a medium for reproducing gender stereotypes and hidden patriarchal power relations. This research aims to explore the representation of gender stereotypes and patriarchal culture in MR.DIY Indonesia advertisements titled "Urusan Berbenah Jadi Mudah" and "Urusan Lebaran Jadi Mudah" through semiotic analysis. Using a qualitative approach and Roland Barthes' orders of significance theory framework, the research dissects the hidden mechanisms behind the construction of meaning in both advertisements. The research findings reveal that gender stereotypes and patriarchal dominance do not disappear, but rather transform into more subtle and disguised forms of representation. Advertisements do not merely showcase products, but present social narratives that perpetuate traditional gender hierarchies.