Semiotic Analysis of the Objectification of Women in Selected Pakistani Advertisements

2020 ◽  
Vol 2 (1) ◽  
pp. 1-18
Author(s):  
Khalid Ahmed ◽  
Anila Tariq ◽  
Arfan Akram
Keyword(s):  
Physical Appearance ◽  
Electronic Media ◽  
Research Tool ◽  
Western World ◽  
Semiotic Analysis ◽  
Multiple Meanings ◽  
Objectification Of Women

This study explored the objectification of women in Pakistani advertisements of print and electronic media. The objectification and presentation of women in the advertisements of the western world has been extensively studied but this area lacks research in Pakistan. Semiotic analysis was used as the research tool in order to explore how multiple meanings and beliefs are built in a society by advertising sex. In this research, five advertisements from different Pakistani TV channels and newspapers were selected as sample. These commercials were selected because they presented women in a specific way. For analysis, Barthian semiotic analysis on two levels of significance, that is, the denotative and connotative levels, was employed. The findings of this paper revealed that advertisements in Pakistan focus on the physical appearance and depiction of women body.

scholarly journals Semiotic Analysis of the Objectification of Women in Selected Pakistani Advertisements

2021 ◽  
Vol 2 (1) ◽  
pp. 1-18
Author(s):  
Khalid Ahmed ◽  
Anila Tariq ◽  
Arfan Akram
Keyword(s):  
Physical Appearance ◽  
Electronic Media ◽  
Research Tool ◽  
Western World ◽  
Semiotic Analysis ◽  
Multiple Meanings ◽  
Objectification Of Women

This study explored the objectification of women in Pakistani advertisements of print and electronic media. The objectification and presentation of women in the advertisements of the western world has been extensively studied but this area lacks research in Pakistan. Semiotic analysis was used as the research tool in order to explore how multiple meanings and beliefs are built in a society by advertising sex. In this research, five advertisements from different Pakistani TV channels and newspapers were selected as sample. These commercials were selected because they presented women in a specific way. For analysis, Barthian semiotic analysis on two levels of significance, that is, the denotative and connotative levels, was employed. The findings of this paper revealed that advertisements in Pakistan focus on the physical appearance and depiction of women body.

Fashioning an elite entrepreneurial identity via the endorsement of gendered, designer dress codes and artefacts of success

2021 ◽  
pp. 146575032110270
Author(s):  
Robert Smith
Keyword(s):  
Identity Formation ◽  
Physical Appearance ◽  
Semiotic Analysis ◽  
Visual Data ◽  
Analysis Techniques ◽  
Dress Codes

Despite the recent proliferation of articles on entrepreneurial identity in the last decade, little consideration has been given to the semiotics and aesthetics of how such identity formation is operationalised via the adoption of artefacts of success and sartorial signifiers of such success to construct, fashion and influence such identities. Using semiotic analysis techniques this article explores the deliberate fashioning of gendered elite entrepreneurial identities in the blogs of an American entrepreneur and influencer Jana Arnold. Visual data was collected and analysed to illustrate the processes involved. The findings indicate that the possession of branded clothing and artefacts, combined with their physical appearance can lead to the formation of a distinctive ‘aesthetic capital’ which confers a visual legitimacy which can be commodified as a commercialised identity. The findings also suggest that the juxtaposition of selective dress, props and settings combine to create a form of branded, elitist expressiveness conveyed via the presentation of designer fashion, branded artefacts and high value marques and products. Collectively these can coalesce to form an authenticated entrepreneurial identity for those entrepreneurs who can afford to buy and maintain the monetised identity.

scholarly journals Representasi Maskulinitas Dalam Iklan Televisi Pond’s Men #Lelakimasakini (Analisis Semiotika Roland Barthes Terhadap Representasi Maskulinitas)

2017 ◽  
Vol 9 (1) ◽  
pp. 16
Author(s):  
Friska Dewi Yuliyanti ◽  
Atwar Bajari ◽  
Slamet Mulyana
Keyword(s):  
Physical Appearance ◽  
Roland Barthes ◽  
Semiotic Analysis ◽  
Television Commercials ◽  
Analysis Methods ◽  
Research Show

This research aims to know the meaning of denotation, the connotation and the myth or ideology in television commercials POND'S Men that represent the masculine with #LelakiMasaKini edition. The method used in this research is the Semiotic analysis methods. The Semiotic analysis used in this research is the Semiotic Roland Barthes. The results of this research show that there are; meaning denote, the connotation and the myth or ideology in television commercials POND'S #LelakiMasaKini. The results obtained from the signs of the dominant in the preview scenes that are taken in accordance with the criteria that have been determined. Advertising on Rio Dewanto version described three meaning denotes, three meaning of the connotations and three myths. On the version of the advertisement, Keenan Pearce described three meaning denotes, three the meaning of the connotations and three myths or ideologies and on the version of the Marshall Sastra described three meaning denotes, three the meaning of the connotations and 3 myths or ideologies. Concluded the side or the form of masculinity is promoted of the physical appearance of the type of men who tend to metrosexual, the dream of women, the leader success, lack men who think creatively and have hobbies.Penelitian ini bertujuan untuk mengetahui makna denotasi, konotasi serta mitos atau ideologi dalam iklan televisi POND’S Men yang merepresentasikan maskulinitas dengan edisi #LelakiMasaKini. Metode yang digunakan dalam penelitian ini adalah metode analisis semiotik. Analisis Semiotik yang digunakan dalam penelitian ini adalah analisis semiotik Roland Barthes. Hasil dari penelitian ini menunjukkan bahwa terdapat makna denotasi, konotasi serta mitos atau ideologi pada iklan televisi POND’S Men #LelakiMasaKini. Hasil itu diperoleh dari tanda-tanda dominan pada cuplikan adegan-adegan yang diambil sesuai dengan kriteria yang telah ditentukan. Pada iklan versi Rio Dewanto digambarkan 3 makna denotasi, 3 makna konotasi, dan 3 mitos. Pada iklan versi Keenan Pearce digambarkan 3 makna denotasi, 3 makna konotasi dan 3 mitos atau ideologi dan pada versi Marshall Sastra digambarkan 3 makna denotasi, 3 makna konotasi dan 3 mitos atau ideologi. Disimpulkan sisi atau bentuk maskulinitas yang dipromosikan adalah tampilan fisik tipe laki-laki yang cenderung metroseksual, dambaan wanita, pemimpin yang cerdas dengan kesuksesan, lak-laki yang berpikir kreatif dan memiliki hobi. 

scholarly journals Representation of Gender in Documentary Saving Face: A Semiotic Analysis

2020 ◽  
Vol V (III) ◽  
pp. 72-85
Author(s):  
Faiza Rehman ◽  
Liaqat Iqbal ◽  
Yusra Mukhtar
Keyword(s):  
Gender Roles ◽  
Public Sphere ◽  
Physical Appearance ◽  
Theoretical Framework ◽  
Body Language ◽  
Semiotic Analysis ◽  
Camera Angle ◽  
Saving Face ◽  
Stereotypical Roles

The purpose of the current study is to analyze how gender is represented in the documentary Saving Face through the use of different signs. The study of the portrayal of gender in Pakistani documentary has been conducted through the analysis of signs. For this purpose, 8 visuals from Saving Face were analyzed using elements of the stills such as camera angle, character's body language, physical appearance, gestures, dressing, background objects or props and colors. Employing the theoretical framework of Peirce's theory of signs on documentary, various types of signs such as iconic, indexical and symbolic signs representing gender and sketching out distinct aspects of gender roles in Pakistan, were unearthed. Two major findings were deduced: (1) laid in the domestic and public sphere, Pakistan men are more celebrated and respected than women; and (2) the existing gender roles have observed a breach of unconventionality from the stereotypical roles.

scholarly journals A Study Of Spectators Perception About The Women Objectification In Commercials Of Pakistani Electronic Media

2020 ◽  
Vol 8 (1) ◽  
Author(s):  
Huma Afaque ◽  
Nasreen Aslam Shah
Keyword(s):  
Survey Research ◽  
Sexual Satisfaction ◽  
Electronic Media ◽  
Television Advertising ◽  
Research Field ◽  
Point Of View ◽  
Television Commercials ◽  
Representation Of Women ◽  
Objectification Of Women ◽  
Sex Object

The Western media has conducted extensive research on the objectification of women and has now become an established research field for feminist scholars. However, in Pakistan, the representation of women in television advertising and their objectification has received little attention. This research paper tries to describe the point of view of the spectators in contrast to the women objectification in TVCs. Survey research technique has been applied for the examining the views of 200 respondents of the survey and were classified based on gender. Usually, the advertisers use women as the marketing object to attract the attention of the consumers .The study reveals that women are portrayed as sex object for sexual satisfaction due to male chauvinist society. This study concludes that portrayal of women in advertisements is objectified sexually and uses women as commodity to capture the consumers. Overall evidence of female portrayal as a sex object is found in television commercials in Pakistani media and these commercials do not reflect culture and traditions of Pakistan.

scholarly journals Pornografi dan Pornoaksi Persfektif Hukum Islam

2019 ◽  
Vol 11 (2) ◽  
pp. 303-325
Author(s):  
Shohibul Adib
Keyword(s):  
Islamic Law ◽  
Science And Technology ◽  
Electronic Media ◽  
Modern Technology ◽  
16Th Century ◽  
Western World ◽  
The Political ◽  
Pornography Use ◽  
The Law ◽  
The Republic

The progress of science and technology that can not be avoided, print and electronic media and the potential to contribute greatly to the spread of the problem and pornoaksi and pornografi. The results of this study show three subjects. First, in the 16th century, the roots of pornography in the Western world is considered as a balance between the political and sexual. Pornography share the progress with the development of civilization and modern technology. Second, the discussion of the perspective of Islamic law against pornography use two approaches, namely the normative and juridical approach. From the normative refers to the two main sources of Islam, namely the Qur'an and Sunnah to see the Quranic verses and hadiths of the Prophet related to pornography. While the juridical explanation will refer to the MUI fatwa and the Law of the Republic of Indonesia No. 44 2008 on pornography. Third, pornography and porno-action perspective of Islamic law are forbidden, it is clearly a normative based on several verses in the Qur'an. And some of the traditions of the Holy Prophet are strictly prohibited.

scholarly journals Citra Perempuan Di Dalam Majalah Popular (Analisis Wacana Terhadap Artikel Di Majalah Popular Edisi Mei 2019)

Koneksi ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 168
Author(s):  
Rosalin Febriyanti ◽  
Ahmad Junaidi ◽  
Nigar Pandrianto
Keyword(s):  
Roland Barthes ◽  
Analysis Framework ◽  
Semiotic Analysis ◽  
Sexual Values ◽  
Popular Magazine ◽  
Objectification Of Women ◽  
Beauty Myth ◽  
Sexual Form ◽  
Woman's Body

This study is entitled "Women's Image in Magazine Photos (Semiotic Analysis of Photos in Popular Magazine May 2019 Edition)". The object of this research is a photo in the May 2019 issue of Popular magazine. This study uses Rholand Barthes's semiotic analysis framework. The purpose of this research is to find out how the depiction of the objectification of women in the photo model of the May 2019 Popular Magazine and expose the myths contained in the photos. There is objectification in the sexual form which makes a woman's body an object to be observed, valued, and enjoyed by her sexual values. The myth that can be unearthed from the meaning of the sign in the photographs is the beauty myth that defines women's beauty in uniform criteria. Penelitian ini mengangkat tentang citra wanita dalam foto di majalah. Objek penelitian ini adalah foto di Majalah Popular Edisi Mei 2019. Kerangka analisis yang digunakan pada penelitian ini yaitu Analisis Semiotika Roland Barthes yang memiliki tujuan pencitraan perempuan dalam foto, serta menggali kebenaran tentang adanya pemaknaan tanda dalam foto-foto keanggunan wanita sesuai dengan porsi yang sama. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana penggambaran objektifikasi perempuan dalam model foto di Majalah Popular dan memaparkan mitos-mitos yang terkandung dalam foto. Terdapat objektifikasi dalam bentuk seksual yang membuat tubuh wanita menjadi objek untuk diamati, dihargai, dan dinikmati oleh nilai-nilai seksualnya. Mitos yang dapat digali dari makna tanda dalam foto adalah mitos kecantikan yang mendefinisikan kecantikan wanita dalam kriteria seragam.

Modernism in Indian Literature

2018 ◽  
Author(s):  
E. V. Ramakrishnan ◽  
Udaya Kumar
Keyword(s):  
Social Reality ◽  
Initial Orientation ◽  
Oral Traditions ◽  
Western World ◽  
Literary Modernism ◽  
Indian Literature ◽  
Literary Cultures ◽  
Multiple Meanings ◽  
Regional Languages

Modernism in Indian literature, like Indian modernity, resists tidy definitions. Just as experiences of modernity outside the Western world have prompted accounts of ‘alternative,’ ‘colonial,’ or ‘vernacular’ modernities, literary modernism in India calls for a recognition of historical and locational specificities. A perplexing diversity of languages, communities and literary cultures, the continued life of oral traditions and uneven levels of literacy, and complexities of political and economic realities in postcolonial India confront attempts to chart modernism’s career in India. The category itself is Protean, displaying multiple meanings and accents in various regions and contexts; what follows is no more than a preliminary map aimed at an initial orientation. Modernist departures in Indian writing, from their beginnings in the 1920s and 1930s, moved away from idealized visions of the human and dominant idioms of nationalist belonging. The thirties also saw the emergence of Marxist literary efforts, with their insistent, critical foregrounding of social reality. The Progressive Writers Association was founded in Lucknow in 1936, and similar outfits came up in many regional languages. Incipient modernism and early progressive writing overlapped in their stark estimation of reality and rejection of literary decorum. Urdu modernists like Sa’adat Hasan Manto and Ismat Chughtai had close associations with the progressives before they parted ways. The Kallol generation poets in Bengal provoked criticism not only for formal innovations but also for their preoccupation with ‘poverty and lust.’

scholarly journals The images of gemstones in the lyrics of Âşık Ömer

2020 ◽  
pp. 137-145
Author(s):  
Urie Refatovna Kadyrova
Keyword(s):  
Research Methodology ◽  
Noble Metals ◽  
Semiotic Analysis ◽  
Xvii Century ◽  
Pain And Suffering ◽  
The Subject ◽  
Multiple Meanings ◽  
Descriptive Method

The subject of this research is the peculiarities of representation of the images of gemstones in lyrics of the prominent poet of the XVII century – Âşık Ömer. The object of this research is his lyrics. The depth and diversity of Âşık Ömer’s poetic system makes his work especially relevant at present. The goal this article consists in the analysis of images pf gemstones, and determination of their role in the lyrics of Âşık Ömer. The images of gemstones and noble metals in his poetry are analyzed in three descriptive aspects: external description of beauty of the beloved; description of suffering of the love mate; description of cruelty of the beloved and pain of the love mate. The research methodology is based on the hermeneutical-interpretational, descriptive method and semiotic analysis of the texts. The relevance is defined by frequency, important semantic charge, and special artistic role of the images of gemstones in the poetry of Âşık Ömer, as well as the need for their consideration and analysis. The scientific novelty consists in the fact that this article is first to carry out the analysis of gemstone images in the lyrics of Âşık Ömer. It was revealed that gemstones and noble metals are more often used for describing the beauty of the beloved, her specialty and sublimity (values). In the image of the love mate, they symbolize pain and suffering. The poet may use the same stone or metal in describing both images, but it conveys a different meaning in each case. Such expressive means are an important component of the poet's lyrics, as they imply multiple meanings.

scholarly journals REPRESENTASI FOTO KAMPANYE CALON PRESIDEN PADA MAJALAH TEMPO EDISI 19 – 25 NOVEMBER 2018 (Analisis Semiotika Charles Sanders Peirce)

2019 ◽  
Vol 13 (1) ◽  
Author(s):  
Arvy Verian ◽  
Ilona V. Oisina Situmeang
Keyword(s):  
Print Media ◽  
Electronic Media ◽  
Charles Sanders Peirce ◽  
Semiotic Analysis ◽  
Political Campaign ◽  
Emotional Closeness ◽  
Candidate Pair ◽  
Key Word ◽  
Word Representation ◽  
The Way

<p>ABSTRACT<br />A Head of the election is used as a political campaign to introduce the candidat pairs, vision and mission, ideas that are held by all election candidat. The campaign photos of eah candidate pair were seen in various electronic media: radio and televison and print media one of which was ini a magazine. This study aims to examine the presentation of the campaign phoyos of president candidate in the Tempo Magazine on November 19-25 November 2018 editions by Charles Sanders Pierce Semiotic analysis. The researcher analyzes each journalistic photo by three trichotomies from Charles Sanders Pierce semiotics that is sign (qualisign, sinsign and legisign), object (icon, decisign and argument). In presenting Joko Widodo who was close to people without distance that depicted from the campaign photo. Prabowo campaign photo is representing who has emotional closeness with Susilo Bambsng Yudhoyono. These campaign photo is one of the way for candidates pair to attract the attention of the publics so the candidates pair can be chosen.<br />Key word: Representation, Campaign Photo, Semiotic Analysis, Charles Sanders Pierce Semiotic Analysis, Tempo Magazine.</p><p> </p><p>ABSTRAK<br />Menjelang Pemilu digunakan sebagai kampanye politik untuk memperkenalkan calon, visi-misi dan gagasan-gagasan yang dimiliki untuk peserta calon Pemilu. Foto Kampanye dari masing-masing calon terlihat diberbagai media elektronik seperti televisi, radio dan media cetak seperti salah satunya di majalah.Dalam penelitian ini meneliti tentang representasi foto kampanye calon presiden pada majalah Tempo edisi 19-25 November 2018dengan menggunakan analisis semiotika Charles Sanders Peirce. Peneliti menganalisis masing–masing foto jurnalistik dengan tiga trikotomi yang dikemukakan oleh Semiotika Charles Sanders Peirce yaitu Sign (Qualisign, Sinsign dan Legisign), Object (Ikon, indeks, dan simbol) dan Representament (rhema, decisign dan argument).Dalam merepresentasikan foto jurnalistik Joko Widodo, majalah Tempo tampak ingin merepresentasikan seorang Joko Widodo yang dekat tanpa jarak dengan tim kampanye yang tergambar dalam foto kampanye tersebut. Foto kampanye Prabowo Subianto, merepresentasikan Prabowo Subianto sebagai seorang yang mempunyai kedekataan emosional dengan Susilo Bambang Yudhoyono. Foto kampanye ini merupakan salah satu cara pasangan calon untuk menarik perhatian masyarakat agar pasangan calon dapat terpilih.<br />Key Word: Representasi, Poto Kampanye, Analisis Semiotika, Semiotika Charles Sanders Peirce, Majalah Tempo.<br /><br /></p>

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