Representasi Perempuan Dalam Iklan Rokok

Arina Rahmatika

doi:10.31332/am.v13i2.1999

Representasi Perempuan Dalam Iklan Rokok

Al-MUNZIR ◽

10.31332/am.v13i2.1999 ◽

2020 ◽

Vol 13 (2) ◽

pp. 179

Author(s):

Arina Rahmatika

Keyword(s):

Gender Equality ◽

Roland Barthes ◽

Cigarette Advertising

AbstracCigarette advertisement is one of the ads that has an interesting concept because it is limited by some laws. So inevitably, demand that cigarette’s advertisement thinks harder in their efforts to display a cigarette without displaying the shape and embodiment of its product. So, don’t be surprised if cigarette advertisement can cause many interpretations and even cause contradiction in society. This case of cigarette advertisement A MILD Edition “Mula Mula Malu-Malu, Lama Lama Mau”. Based on the results of research by using analysis of Roland Barthes, then cigarette advertising shows that the advertisement does not apply of the principle of gender equality and woman’s emancipation, even advertising tend to be patriarchy, bend and change the image of woman in accordance with the product offered. Keyword: Advertisement, cigarette, woman

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Gender Equality Messages in Film Marlina The Murderer In Four Acts

JCommsci - Journal of Media and Communication Science ◽

10.29303/jcommsci.v2i3.57 ◽

2019 ◽

Vol 2 (3) ◽

pp. 136

Author(s):

Husen Mulachela ◽

Aurelius RL Teluma ◽

Eka Putri Paramita

Keyword(s):

Gender Equality ◽

Roland Barthes ◽

Scene Analysis ◽

Unit Of Analysis ◽

Visual Elements ◽

Analysis Process

This research trying to analyze the meaning of symbols in the film Marlina The Murderer in Four Acts based on the indicators of gender equality namely, access, participation, control, and benefits. The unit of analysis in this study includes the audio and visual elements that exist in a selected scene for later analysis using the Roland Barthes semiotic method known as the "two order of signification" to find the meaning of denotation and connotation meanings and myths contained in both order systems. The whole series in this study refers to the framework of thinking with the aim of answering the formulation of the problem in research. From the results of the study, researchers found as many as 17 scenes containing the message of gender equality by including indicators of gender equality both in audio and visual elements. After going through the scene analysis process using the Roland Barthes semiotics method, control indicators in gender equality are found more prominently in films, then followed by indicators of access, participation, and benefits. This shows how the important role of control indicators in gender equality is applied so that other indicators can work.Keywords: Semiotic; film; gender equality; Marlina the Murderer in Four Acts

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The Meaning of Denotation, Connotation, and Myth used in Ariana Grande’s "God is a Woman" Song Lyrics

ELITE: Journal of English Language and Literature ◽

10.33772/elite.v4i1.887 ◽

2021 ◽

Vol 4 (1) ◽

pp. 143-151

Author(s):

Ahmad Jafar ◽

La Aso ◽

Neil Amstrong

Keyword(s):

Gender Differences ◽

Gender Equality ◽

Roland Barthes ◽

Primary Data ◽

Qualitative Descriptive ◽

Song Lyrics ◽

Descriptive Method

Ariana Grande was determined to be a light on her song lyrics and no one has needed that light more than Ariana Grande herself. Her song Lyrics were loaded with deep meanings. Ariana Grande sung about relationships, love, and dating, and through it all, there were moments of meaning spread throughout. The lyric writer wanted to suggest a certain mood or emotion. This study focused on God is a woman song Lyrics. The writer took song lyrics as primary data and used qualitative descriptive method that explained descriptively how the meaning used in Ariana Grande’s God is a woman song lyrics. The theory used in the study is semiotics, in particular, is the theory used by Roland Barthes. Roland Barthes developed his theory into two levels, namely Denotation as the first level in the sign, connotation as the second level in the sign which is accompanied by a myth (marking a society). The result of this study based on Roland Barthes Semiotic’s theory in a way of denotative it is about sex and how she claims the chemistry will be so incredible that the guy is going to think she is God and in a way of connotative Ariana Grande campaigned for a struggle for gender equality and she showed off women's energy and independence. While the myth is God is a woman which this sentence represents about gender differences in life. The answer to dismantling patriarchy is not raising a matriarchy in its place. But building our understanding of, as Ariana Grande puts it, "God as a woman," will help counterbalance almost every human's internalized beliefs that our creator is a man, a father, a guy in the sky. God is our mother, our father, our parents. Come to think of it, if God can be referred to with the masculine pronoun “he”, why is not okay for us to also used the female pronoun “she” when referring to God.

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Analisis Film Kartini Dalam Perspektif Kesetaraan Gender

JURNAL SOSIAL Jurnal Penelitian Ilmu-Ilmu Sosial ◽

10.33319/sos.v21i1.48 ◽

2020 ◽

Vol 21 (1) ◽

pp. 1-10

Author(s):

Fansier Hamdja ◽

Fathul Qorib ◽

Sulih Indra Dewi

Keyword(s):

Gender Equality ◽

Roland Barthes

The purpose of this study was to determine the efforts of gender equality contained in the Kartini film through the semiotic study of Roland Barthes. Roland Barthes's analysis is used to find out the meaning of denotation, connotation, and myth in an image contained in artistic visualization, act, and dialogue in the film "Kartini". The results of this study that the connotation meaning of the Kartini film in the perspective of gender equality is an effort to fight for gender equality by Kartini as a woman who likes to write and teach literacy to others while denotative meaningthe effort to fight for gender equality in Kartini's film is that Kartini struggles through the path of literacy because literacy is a good way to fight for gender equality, with literacy she breaks Javanese culture which considers women unequal to men andhave abilities below men.Keywords: Semiotics, Kartini, Gender equality. Keywords—: Semiotics; Kartini; Gender Equality.

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IDIOM ESTETIKA DALAM HIPEREALITAS IKLAN ROKOK

Brikolase Jurnal Kajian Teori Praktik dan Wacana Seni Budaya Rupa ◽

10.33153/bri.v9i1.2107 ◽

2018 ◽

Vol 9 (1) ◽

Author(s):

Tristan Alfian

Keyword(s):

Middle Class ◽

Roland Barthes ◽

Lower Middle Class ◽

Fantasy Fiction ◽

Class Society ◽

Cigarette Advertising ◽

Visual Concepts ◽

To Come ◽

The Aesthetic ◽

Aesthetic Concepts

Pembuatan iklan rokok bertujuan untuk menyampaikan pesan dan wacana citra atau brand produk rokok. Bukan hal mudah untuk memunculkan ide kreatif dalam sebuah iklan rokok mengingat peraturan iklan rokok semakin ketat. Idiom estetika yaitu Pastiche, Parodi, Kitsch, Camp, dan Skizofrenia yang terkandung dalam iklan rokok menimbulkan konsep-konsep estetik sebagai model pemuatan makna-makna pada pesan iklan yang disampaikan. Hasil dari penelitian menunjukkan bahwa masyarakat Indonesia pada masyarakat menengah bawah lebih tertarik pada iklan rokok yang mengandung idiom parodi dibandingkan dengan idiom-idiom yang lain. Parodi merupakan fenomena sederhana yang diangkat dari kehidupan masyarakat, sehingga menghibur dan mudah dipahami. Sedangkan untuk masyarakat kelas menengah atas lebih tertarik pada iklan yang mengekploitasi objek laki-laki yang berwibawa, gagah, dan elegan. Analisis yang digunakan adalah teori estetika dan semiotika Roland Barthes. Iklan rokok merupakan wacana hiperealitas yang mereproduksi objek-objek tidak nyata. Penampakan objek-objek dalam iklan rokok berbaur dan melebur dengan fantasi, fiksi, danÂ halusinasi. Idiom-idiom estetika dalam iklan rokok tersebut mengakibatkan keindahan konsep visual yang mempunyai implikasi kepada masyarakat sebagai konsumen.Kata kunci: iklan, idiom estetika, hiperealias, rokokCigarette advertising aims to convey the message and the discourse of the image or brand of cigarette products. It is not an easy thing to come up with a creative idea in a cigarette advertisement considering that cigarette advertising rules are getting tougher. The five aesthetic idioms, namely Pastiche, Parody, Kitsch, Camp, and Schizophrenia contained in cigarette advertisements give rise to aesthetic concepts as models of loading meanings on advertised advertising messages. The results of the study show that Indonesian in lower-middle-class society is more interested in cigarette advertisement containing parody idiom compared to other idioms. Parody is a simple phenomenon that is lifted from the life of society, so it is entertaining and easy to understand. Meanwhile, the upper middle class society is more interested in advertisement that exploits the object of men who are authoritative, handsome, and elegant. The analysis used in this research is the theory of aesthetics and semiotics Roland Barthes. Cigarette advertisement is a discourse of hyperreality that reproduces unreal objects. The appearance of objects in cigarette advertisements blends in with fantasy, fiction, and hallucinations. The aesthetic idioms in cigarette advertisements result in the beauty of visual concepts that have implications for society as consumers.Keywords: advertising, aesthetic idiom, hyper reality, cigarettes

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MITOS TOKOH PEREMPUAN LAKON ABDULMULUK JAUHARI TEATER DULMULUK TUNAS HARAPAN

Gelar : Jurnal Seni Budaya ◽

10.33153/glr.v15i2.2220 ◽

2018 ◽

Vol 15 (2) ◽

Author(s):

Tri Puji Handayani ◽

I Nyoman Murtana

Keyword(s):

Women Leaders ◽

Gender Equality ◽

Gender Ideology ◽

Roland Barthes ◽

Female Character ◽

Female Characters ◽

Cultural Symbols ◽

Female Figure ◽

Hair Style ◽

Semiotic Theory

Penelitian berjudul “Mitos Tokoh Perempuan Lakon Abdulmuluk Jauhari Teater Dulmuluk Tunas Harapan” ini menganalisis tentang tokoh perempuan yang dimainkan oleh aktor laki-laki dan mitos tokoh perempuan dalam lakon Abdulmuluk Jauhari. Dengan menggunakan teori semiotika untuk menjawab permasalahan tersebut maka peneliti membuat pertanyaan dalam rumusan masalah yang berkaitan dengan: bagaimana materi mitos wicara tokoh perempuan dalam lakon Abdulmuluk Jauhari pertunjukan teater Dulmuluk kelompok Tunas Harapan. Penelitian ini menggunakan teori semiotika Roland Barthes untuk melihat analisis tokoh perempuan dalam lakon Abdulmuluk Jauhari. Hasil penelitian ini memberikan pemahaman yaitu (1) Tokoh perempuan yang dimainkan oleh aktor laki-laki menampilkan sosok perempuan dengan menggunakan kostum, make-up, hair style, gerak dan nada yang menyerupai perempuan. Tunas Harapan dalam menampilkan tokoh perempuan melalui aktor laki-laki memiliki simbol-simbol kebudayaan yang disampaikan melalui tokoh perempuan. (2) Tunas Harapan menampilkan tokoh perempuan berdasarkan ideologi gender yang menghadirkan mitos perempuan, yaitu perempuan sebagai kesetaraan gender, perempuan sebagai sosok pemberani, perempuan sebagai sosok penguasa, dan perempuan sebagai penyelamat.Kata kunci: Teater Dulmuluk, Tokoh Perempuan, Mitos. The research entitled “ Mitos Tokoh Perempuan Lakon Abdulmuluk Jauhari Teater Dulmuluk Tunas Harapan “ analyzed the female characters played by male actors and the myth of a female character in Abdulmuluk Jauhari’s play. By using semiotic theory to answer these problems, the researcher makes a question in the formulation of the problem related to: how is the material of the myth of the talk of female characters in Abdulmuluk Jauhari’s play Dulmuluk theater group Tunas Harapan. This study uses Roland Barthes’s semiotic theory to look at the analysis of female characters in Abdulmuluk Jauhari’s play. The results of this study provide understanding, namely (1) The female figure played by male actors displays a female figure using costumes, make-up, hair styles, movements and tones that resemble women. Tunas Harapan in presenting female characters through male actors has cultural symbols conveyed through female characters. (2) Tunas Harapan presents women leaders based on gender ideology that presents myths of women, namely women as gender equality, women as brave figures, women as figures of rulers, and women as saviors.Keywords: Theater Dulmuluk, Female Leader, Myth.

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