<![CDATA[ABSTRAK - Penelitian ini berjudul “Represesntasi Eksploitasi Perempuan dalam Iklan New Era versi Boots pada Media Televisi”. Tujuan penelitian ini adalah untuk mengetahui bentuk representasi eksploitasi perempuan yang terdapat dalam New Era versi Boots di media televisi. Teori yang digunakan dalam penelitian ini adalah teori analisis wacana kritis Sara Mills, analisis Sara Mills menekankan pada bagaimana wanita ditampikan dalam teks serta melihat pada bagaimana posisi-posisi aktor ditampilkan dalam sebuah teks. Penelitian ini merupakan jenis penelitian yang menggunakan pendekatan kualitatif yang bersifat deskriptif. Data penelitian ini diperoleh melalui data primer dan data skunder. Data primer dalam penelitian ini adalah cuplikan iklan New Era versi Boots dan data skunder yang merupakan studi literatur dari sumber tertulis maupun online. Dari hasil penelitian terdapat wacana eksploitasi terhadap perempuan pada scene-scene dalam iklan New Era versi Boots. Dalam iklan tersebut para perempuan memperlihatkan gerakan-gerakan yang mengarah ke sensualitas dengan mengeksploitasi tubuhnya, yang diperlihatkan dengan gerakan tubuh (dalam iklan ini seperti tarian) dan ekspresi wajah serta narasi yang ada dalam iklan tersebut. Berdasarkan teori Sara Mills, wacana eksploitasi perempuan dalam penelitian ini di analisis berdasarkan empat posisi aktor yang ditampilkan dalam teks. Posisi subjek dalam penelitian ini yaitu KPI (Komisi Penyiaran Indonesia), posisi objek dalam penelitian ini yaitu perempuan dalam iklan New Era versi Boots, dan posisi penulis yaitu permbuat iklan serta posisi pembaca yaitu penonton iklan New Era versi Boots.Kata Kunci : Representasi, Eksploitasi perempuan, Iklan New Era versi Boots, Televisi. Representation of Women’s exploitation on the Boots version of New Era advertisement on Media of TelevisionABSTRACT - This research was conducted under the title “Representation of Women’s exploitation on the Boots version of New Era advertisement on Media of Television. The aim of this study was to understand the forms of representation of women’s exploitation which was examined from New Era advertisement, particularly its Boots version on the media of television. The theory utilized in this study was so-called critical discourse analysis theory by Sara Mills stressing on how women and the positions of actors were displayed through text. The analysis in this study was using qualitative as well as descriptive, analytical approaches. Moreover, data gained in this research were primary and secondary data. The primary data were derived from the scenes in the Boots version of New Era advertisement meanwhile the secondary data were the literature study from both printed and online resources. The result of this research was that there was the discourse of exploitation towards women which could be seen from the scenes on the Boots version of New Era advertisement. On that ad, those women showed specific movements that led to sensuality by exploiting their bodies through body movements (on this ad it was like dancing) and facial expressions as well as the narrative used within it. Applying Sara Mills’ theory, the discourse of woman’s exploitation in this research was analyzed based on four actors’ positions which were presented in the text. The subject position in this research was Indonesian Broadcasting Committee Komisi Penyiaran Indonesia, and the object of this study was the women who were performing on the advertisement. The advertisement writer position was the director or advertisement maker meanwhile the reader position was the New Era Boots Version viewers. Key words : Representation, women exploitations, the Boots version of New Era advertisement, television]]>
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