scholarly journals A Semiotic Analysis of Gender Discursive Patterns in Pakistani Television Commercials

2018 ◽  
Vol 8 (4) ◽  
pp. 192
Author(s):  
Muhammad Haseeb Nasir
Keyword(s):  
Theoretical Foundation ◽  
Meaning Making ◽  
Reliability And Validity ◽  
Social Institutions ◽  
Sampling Technique ◽  
Semiotic Analysis ◽  
Television Commercials ◽  
Men And Women ◽  
Purposive Sampling ◽  
Discursive Patterns

The study is multidisciplinary that ventures into the domains of semiotics, linguistics and cultural studies. Media has become one of the most viable social institutions of disseminating information to a wider audience. It has got power to (re)frame the ideology of larger audience through its visual/linguistic content and to pave the way to social change. The current study aims to investigate the manifestation of gender discursive patterns in the Pakistani television commercials. This study draws its theoretical foundation on the theory of semiotics propounded by Dyer (1982) in her book Advertising as Communication. Semiotics is conceived an appropriate tool for the critical inquiry of the televised commercials because of its wide ranging acceptability and reliability in the meaning making process. Williamson (1978), Dyer (1982) and Jhally (1990) not only recommended but they also practically employed semiotics as a tool of investigation for critically examining the meaning making process in the commercials that enhances the reliability and validity of semiotics as a tool of inquiry. The data for the current study comprises television commercials broadcasted on famous Pakistani television channels. The sampling technique is based on non-probability purposive sampling. The rationale of choosing purposive sampling technique is to include only those commercials which reflect gender representation. The findings of the study highlight that the commercials present layers of meanings via semiotic modes at symbolic level where men and women are displayed in stereotypical manner. The existing gender narratives in the Pakistani commercials subscribes to patriarchal structures. The study presents recommendations about the change in the content of the televised material and also highlights the unexplored avenues which can be brought under considerations by the future researchers.

scholarly journals Manifestation of Gender-Binaries in Pakistani Television Commercials: A Semiotic Analysis

2018 ◽  
Vol III (I) ◽  
pp. 355-375
Author(s):  
Muhammad Haseeb Nasir ◽  
Muhammad Safiullah ◽  
Sana Hussan
Keyword(s):  
Social Change ◽  
Meaning Making ◽  
Social Institutions ◽  
Sampling Technique ◽  
Media Discourse ◽  
Semiotic Analysis ◽  
Television Commercials ◽  
Theoretical Underpinning ◽  
Men And Women ◽  
Gender Binary

The current study investigates the prevalent gender-binary narrative in Pakistani television commercials. It tends to portray the dominant gender representational mechanisms which are implicitly employed by the advertisers. Television commercials, having the power to (re)frame the ideology of larger audience through visual/linguistic content and agency to pave the way for social change have become one of the most viable social institutions of disseminating information to a wider audience. The theoretical underpinning of the study is based on the theory of semiotics outlined by Dyer in “Advertising as Communication”. Semiotics is considered a critical tool for investigating meaning making process in media discourse because of its wideranged acceptability and reliability. The data for the current study comprise television commercials which are broadcast on popular Pakistani television channels. The sampling technique is purposive in nature including only those commercials which largely reflect gender representation. The study finds the commercials presenting layers of meanings at symbolic level of semiotic modes where men and women are displayed in stereotypical manner, subscribing to patriarchal structures.

scholarly journals Construction Of Female Identity In Pakistani Television Commercials (November, 2015-April, 2016): A Semiotic Analysis

2017 ◽  
Vol 14 (1) ◽  
pp. 81-110
Author(s):  
Moneeba Iftikhar ◽  
Mehwish Islam
Keyword(s):  
Belief System ◽  
Sampling Technique ◽  
Female Identity ◽  
Semiotic Analysis ◽  
Television Commercials ◽  
Policy Makers ◽  
Time Period ◽  
Pakistani Women ◽  
Tv Commercials ◽  
Sex Object

This study explores how TV commercials in Pakistan construct female identity in the present era. Advertising becomes an essential part in moulding and shaping our behaviour, attitude, values towards lifestyle and advertisers use visual, semiotic and printed text aims to convey their specific messages. This work attempts to analyze how the belief system of "flawless" and "perfect" society is created and constructed in and through advertisements. This study employed semiotic analysis as a research method to examine Pakistani TVCs. With stratified sampling technique, ten TVCs selected that appeared during intervals breaks of famous TV serials ,obtained from main three private Pakistani channels, on a week after week premise for a time of six months. TVCs were analyzed with reference to the representation of Pakistani women in selected time period. As sign frameworks are included in the construction of meaning and advertising utilizes these signs to transmit its message. The ideologically developed messages, TVCs not only depict the image of women but have additionally made that image into the affirmed part of the female identity in the society. The overall findings reveal that women identity thrive in TV commercials that repeatedly represent women as glamorized sex object, there by not reflecting the different and progressive roles of women. This study is an effort to examine the advertising practice in Pakistan that how it constructs and depicts Pakistani women. Most commercials reveal today’s Pakistani women as an independent glamorous and liberal object. This study would be significant for communication experts as well as for the policy makers who can apply it as a basis for creating and executing advertisements in future.

scholarly journals Covid-19 and Media Representation: A Multimodal Study of Positive Discourse in Pakistani Television Commercials

2021 ◽  
Vol VI (I) ◽  
pp. 197-205
Author(s):  
Muhammad Haseeb Nasir ◽  
Ejaz Mirza
Keyword(s):  
Social Institutions ◽  
Sampling Technique ◽  
Peak Time ◽  
Television Commercials ◽  
Mainstream Media ◽  
Data Collection Process ◽  
Multimodal Text ◽  
Multiple Resource ◽  
The Masses ◽  
Popular Television

The present study seeks to highlight the role of mainstream media in the dissemination of positive discourse, creating awareness among the masses with regard to the outbreak of COVID-19 in Pakistan. Media discourse plays a significant role in promoting ideology at a larger scale due to its vast viewership across the country. These ideological narratives are implicitly employed by the advertisers through several multiple resource systems. Electronic media has the power to (re)frame the ideology of a larger audience via significant visual/linguistic content and paves the way for social change through viable social institutions. The study follows the theoretical stance of Multimodal Text Analysis propounded by Kress and Leeuwan (2006). The data is comprised of some popular television commercials which are broadcast on the most viewed channels during the peak time viewership in the Pakistani context. The purposive sampling technique has been employed for the data collection process, including only those commercials that largely reflect COVID-19 patterns. The study finds that the commercials present layers of meanings via several orders of signification where the representation has been aimed at creating awareness to a greater extent among the general public so that they can take essential precautions and help to fight against the pandemic.

scholarly journals Selective Exposure Media Sosial Pada Ibu dan Perilaku Anti Sosial Anak

2021 ◽  
Vol 3 (1) ◽  
pp. 1-11
Author(s):  
Lian Agustina Setiyaningsih ◽  
Muhammad Hanif Fahmi ◽  
Priyo Dari Molyo
Keyword(s):  
Social Media ◽  
Social Behavior ◽  
Rapid Development ◽  
Reliability And Validity ◽  
Sampling Technique ◽  
Selective Exposure ◽  
Purposive Sampling ◽  
Use Of Technology ◽  
Negative Effect ◽  
The Impact

Abstract: The rapid development of technology has accelerated the adaptation to the use of technology. Especially the use of technology on social media that affects family communication, namely on behavior change. The impact depends on the selective exposure (duration and frequency). Mothers often experience commodification and are identified with groups that are not well literate in the use of social media. So that raises the hypothesis of the effect of selective exposure on mothers on their children's anti-social behavior. This quantitative descriptive study uses a quasi-experimental method by providing initial insights to respondents. As many as 82 respondents of mothers in Malang Raya were involved in this study with the criteria of productive age, have children aged 5-12 years and have used social media for about 3 years. The sampling technique uses purposive sampling because it refers to the above criteria. This study conducted a test of reliability and validity, while in data analysis using linear regression and t test. The results of this study indicate that mothers are positioned under the control of technology which brings a trickle effect so that it can create a negative effect on children. Selective social media exposure to mothers has a significant effect 56,7% and correlation 1,568. Anti-social behavior is generated in form of refusal to interact with environment, aggressive, impulsive, quiet and has no regrets making mistakes. Keywords: selective exposure; social media; mother; anti-social; children Abstrak: Perkembangan teknologi yang cepat menyebabkan percepatan adaptasi atas penggunaan teknologi. Terutama pemanfaatan teknologi pada media sosial yang berpengaruh terhadap komunikasi keluarga yakni pada perubahan perilaku. Dampak yang ditimbulkan bergantung pada selective exposure (durasi dan frekuansi). Ibu sering mengalami komodifikasi dan diidentikan dengan golongan yang tidak terliterasi dengan baik dalam penggunaan media sosial. Sehingga memunculkan hipotesis adanya pengaruh selective exposure pada ibu terhadap perilaku anti sosial anaknya. Penelitian dekriptif kuantitatif ini menggunakan metode kuasi eksperimen dengan memberikan wawasan awal kepada responden. Sebanyak 82 responden ibu di Malang Raya terlibat dalam penelitian ini dengan kriteria usia produktif, memiliki anak usia 5-12 tahun dan telah menggunakan media sosial kurang lebih 3 tahun. Teknik sampling menggunakan purposive sampling karena merujuk pada kriteria di atas. Penelitian ini melakukan uji reliabilitas dan validitas, sedangkan dalam analisis data menggunakan regresi linier dan uji t. Hasil penelitian ini menunjukkan ibu diposisikan di bawah kendali teknologi yang membawa trickle effect sehingga mampu menciptakan pengaruh negatif terhadap anak. Selective exposure media sosial pada ibu berpengaruh signifikan sebesar 56,7% dengan korelasi sebesar 1,568. Perilaku anti sosial yang ditimbulkan berupa penolakan berinteraksi dengan lingkungan, agresif, impulsif, pendiam serta tidak memiliki penyesalan ketika berbuat kesalahan. Kata kunci: selective exposure; media sosial; ibu; anti sosial; anak

scholarly journals Visual representation of COVID-19 in Children‘s Literature: A Semiotic Analysis

sjesr ◽  
2021 ◽  
Vol 4 (2) ◽  
pp. 423-430
Author(s):  
Huda Tufail ◽  
Dr. Mamona Yasmin Khan ◽  
Prof. Dr. Uzma Qureshi
Keyword(s):  
Visual Representations ◽  
Sampling Technique ◽  
Qualitative Approach ◽  
Global Level ◽  
Semiotic Analysis ◽  
Purposive Sampling ◽  
Children's Book ◽  
The People ◽  
Global Discourse ◽  
Holistic Interpretation

The massive spread of Coronavirus has badly affected the entire globe and lives of the people irrespective of age or gender. Children in this regard are no exemption. They are affected not only physically but also emotionally and mentally due to the virus and quarantine period. This study aims to provide a semiotic analysis of the visual representations of Covid-19 in the children’s book covers selected on a global level. These covers are new emerging literature and serve to narrate a global discourse related to COVID-19. The researchers have followed the qualitative approach and the data have been collected using purposive sampling technique to provide a holistic interpretation of the selected covers. Framework, selected for the study, is ‘Semiotic Analysis’ by Kress and van Leeuwen (2006). The findings revealed that the participants’ actions and overall circumstances in these covers are highly meaningful. The action narrative and colorful illustrations aim to motivate the young audience in a positive manner. Furthermore, they communicate a message of hope and urge them to fight against the virus. The visuals in these covers are therefore quite significant in their meanings and interpretations.

Efektivitas Aroma Terapi Lemon untuk Menangani Emesis Gravidarum

2019 ◽  
Vol 11 (4) ◽  
pp. 277-284
Author(s):  
Vitrianingsih Vitrianingsih ◽  
Sitti Khadijah
Keyword(s):  
Pregnant Women ◽  
Sampling Technique ◽  
T Test ◽  
The Body ◽  
Nausea And Vomiting ◽  
P Value ◽  
Purposive Sampling ◽  
Body Tissues ◽  
Quasi Experimental ◽  
Paired T Test

Studi memperkirakan emesis gravidarum terjadi pada 50-90% kehamilan. Mual muntah pada kehamilan memberikan dampak yang signifikan bagi tubuh dimana ibu menjadi lemah, pucat dan cairan tubuh berkurang sehingga darah menjadi kental (hemokonsentrasi). Keadaan ini dapat memperlambat peredaran darah dan berakibat pada kurangnya suplay oksigen serta makanan ke jaringan sehingga dapat membahayakan kesehatan ibu dan janin. Salah satu terapi yang aman dan dapat dilakukan untuk mengurangi keluahan mual muntah pada ibu hamil adalah pemberian aromaterapi lemon. Penelitian bertujuan untuk mengetahui efektifitas aroma terapi lemon untuk menangani emesis gravidarum. Penelitian ini menggunakan rancangan Quasi experiment  dengan  one group pre-post test design. Populasi penelitian adalah ibu hamil yang mengalami emesis gravidarum di Kecamatan Berbah, Sleman. Jumlah sampel 20 ibu hamil trimester pertama yang diambil dengan teknik purposive sampling. Pengukuran mual muntah dilakukan debelum dan setelah  pemberian aromaterapi lemon menggunakan Indeks Rhodes. Analisa data menggunakan uji Paired t-test. Hasil penelitian didapatkan rata-rata skor mual muntah sebelum pemberian aromaterapi lemon berdasarkan Indeks Rhodes pada Ibu Hamil dengan emesis gravidarum yaitu 22,1 dan terjadi penurunan skor setelah pemberian aromaterapi lemon menjadi 19,8. Ada pengaruh pemberian aromaterapi lemon dengan pengurangan mual muntah pada ibu hamil (p-value = 0.017). Berdasarkan hasil penelitian dapat disimpulkan pemberian aromaterapi lemon efektif untuk mengurangi emesis gravidarum pada ibu hamil trimester pertama.  Kata kunci: aromaterapi lemon, emesis gravidarum THE EFFECTIVENESS OF LEMON AROMATHERAPY FOR HANDLING EMESIS GRAVIDARUM   ABSTRACT Studies estimate that nausea and vomiting (emesis gravidarum) occur in 50 – 90% of pregnancies. Nausea and vomiting of pregnancy have a significant impact on the body in which it makes a mother becomes weak, pale, and decreasing body fluid so that the blood becomes thick (hemoconcentration). This situation can slow down blood circulation and inflict the lack of oxygen and food supplies to the body tissues so that it can endanger the health of the mother and fetus. One of the therapies that is safe and can be conducted to reduce nausea and vomiting of pregnancy is by giving the lemon aromatherapy treatment. The research aims to determine the effectiveness of the aroma of lemon therapy to deal with emesis gravidarum. This study applied quasi-experimental research with one group pretest-posttest design. The population of this study was pregnant women who experienced emesis gravidarum. Furthermore, samples were 20 mothers from Berbah, Sleman taken by using a purposive sampling technique. Nausea and vomiting were assessed between before and after giving lemon aromatherapy using the Rhodes Index. The data were analyzed using the paired t-test. The mean score of nausea and vomiting before giving lemon aromatherapy on mother with emesis gravidarum based on the Rhodes Index was 22.1. However, it decreased after given lemon aromatherapy treatment to 19.8. Therefore, there was an effect on giving lemon aromatherapy treatment toward the decrease of nausea and vomiting for pregnant women (p-value = 0.017). Lemon aromatherapy is effective to reduce emesis gravidarum.  Keywords: lemon aromatherapy, emesis gravidarum

Narcissism, Personality Traits and Conspicuous Consumption of Brand in Youth

1970 ◽  
Vol 2 (3) ◽  
pp. 20-28
Author(s):  
Sabeen Khan ◽  
Ruhi Khalid
Keyword(s):  
Gender Differences ◽  
Personality Traits ◽  
Research Design ◽  
Quantitative Research ◽  
Sampling Technique ◽  
Conspicuous Consumption ◽  
Purposive Sampling ◽  
The Relationship

The aim of the study was to investigate the relationship among Narcissism, personality traits and conspicuous consumption of brands in youth. This used quantitative research design with a sample consisting of 50 Men and 50 Women. The age ranged between 18 – 22 years. A purposive sampling technique was used to select participants. The findings revealed that there was a relationship among conspicuous consumption and traits of personality. It was also uncovered that there are gender differences in conspicuous consumption of brands, narcissism and personality traits. Further it was concluded that narcissism is positively associated with conspicuous consumption of brands. Narcissism was likely to be a positive predictor of conspicuous consumption of brands and personality traits are likely to be a predictor of conspicuous consumption of brands.

PERSPEKTIF HALAL DAN SOSIAL MEDIA PADA PEMBELIAN KOSMETIK

2020 ◽  
Vol 3 (1) ◽  
pp. 45-55
Author(s):  
Larassanti Eka Putri ◽  
K. Bagus Wardianto ◽  
Ghia Subagia
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Likert Scale ◽  
Quantitative Approach ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
Female Consumers ◽  
Simultaneous Testing

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran logo halal dan iklan media sosial Instagram terhadap keputusan pembelian produk kosmetik.  Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen wanita yang menggunakan kosmetik Wardah di Bandar Lampung, dengan sampel sebanyak 100 responden. Teknik pengambilan sampel menggunakan purposive sampling. Data dikumpulkan menggunakan kuisioner, dan dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa kesadaran logo halal, dan iklan media sosial Instagram berpengaruh signifikan secara parsial maupun silmultan terhadap keputusan pembelian kosmetik. Kehalalan dapat menjadi branding yang semakin kuat, jika didukung dengan promosi melalui media sosial, yang mampu menjangkau segmentasi pasar yang lebih luas terhadap produk lokal.   ABSTRACT This study aims to determine the effect of Awareness of the Halal Logo and Instagram Social Media Ads on Wardah Cosmetics Purchasing Decisions. This type of research used in this research is explanatory research with a quantitative approach. The population in this study is female consumers who use Wardah cosmetics in Bandar Lampung. The sampling technique uses purposive sampling with a sample of 100 respondents. The data was obtained from a questionnaire using a Likert scale. The results of this study explain that Awareness of the Halal Logo, and Instagram Social Media Ads significantly influence Wardah Cosmetics Purchasing Decisions. Simultaneous testing results showed that Halal Logo Awareness and Instagram Social Media Ads had a significant effect on Wardah Cosmetics Purchasing Decisions.

PROGRAM BIMBINGAN UNTUK MENINGKATKAN MOTIVASI BELAJAR SISWA

2017 ◽  
Vol 17 (1) ◽  
pp. 55
Author(s):  
Ismaniar Ismaniar Ismaniar
Keyword(s):  
Experimental Design ◽  
Quantitative Research ◽  
Sampling Technique ◽  
Learning Motivation ◽  
Control Group ◽  
Research Approach ◽  
Purposive Sampling ◽  
Guidance Program ◽  
Quasi Experimental ◽  
11Th Grade

The present study is aimed at developing effective guidance program for increasing student’s learning motivation. The present study applies quantitative research approach with nonequivalent pre-posttest control group quasi-experimental design, and nonrandom-purposive sampling technique. The data were collected using inventory, interview, and documentary study. The study comes up with the main finding that the tested guidance program is proven to be effective for increasing learning motivation students of 11th grade at SMA Kartika XIX-2 Bandung.

Menurunkan Dismenoreaa Primer melalui Hipnoterapi pada Siswi Sekolah Menengah Pertama

1970 ◽  
Vol 3 (2) ◽  
Author(s):  
Oyoh O ◽  
Jenita Sidabutar
Keyword(s):  
High School ◽  
High School Students ◽  
Junior High School ◽  
Junior High ◽  
Sampling Technique ◽  
P Value ◽  
Primary Dysmenorrhea ◽  
School Students ◽  
Purposive Sampling ◽  
Average Value

Kejadian dismenorea primer di Indonesia sekitar 54,89%, sisanya 45,11% dismenorea sekunder. Dismenorea primer  pada siswi SMP X dari 35 siswi 25 siswi mengalami disminor bila haid. Salah satu pengobatan dismenorea secara non-farmakologis yaitu hipnoterapi. Hipnoterapi merupakan salah satu cara yang mudah, cepat, efektif, dan efisien dalam menjangkau pikiran bawah sadar. Penelitian ini bertujuan untuk mengetahui pengaruh hipnoterapi terhadap dismenorea pada siswi SMP. Metode penelitian yang digunakan adalah Pre Eksperimental dengan rancangan penelitian one group pre-test-post-test. Jumlah populasi yang didapat 117 orang dan jumlah sampel yang diambil 20 orang, dengan teknik purposive sampling. Pengumpulan data diperoleh secara langsung dari responden dengan menggunakan alat ukur Verbal Descriptor Scale (VDS). Analisis data melalui dua tahapan, yaitu univariat dan bivariat dengan menggunakan uji t-dependen. Hasil penelitian didapatkan nilai rata-rata skala dismenorea sebelum diberikan intervensi adalah 6,50 dan nilai rata-rata sesudah diberikan intervensi adalah 1,35, terdapat pengaruh hipnoterapi terhadap dismenorea (t=17,596, p-value= 0,001). Hipnoterapi dapat disarankan untuk diterapkan sebagai tindakan nonfarmakologis untuk mengatasi dismenorea.Kata kunci: Dismenorea primer, hipnoterapi, SMP.Effect of Hypnotherapy on Alleviating Primary Dysmenorrhea in Junior High School StudentsAbstractThe incidence of primary dysmenorrhea in Indonesia amounts to approximately 54.89%, while another 45.11% is secondary dysmenorrhea. 25 out of 35 female students at SMP Patriot Bangsa (Patriot Bangsa Junior High School) experience primary dysmenorrhea when menstruating. One of nonpharmacological treatments for dysmenorrhea is hypnotherapy. Hypnotherapy is an easy, fast, effective, and efficient way to treat dysmenorrhea by reaching the subconcious. This research aimed to identify the effect of hypnotherapy on dysmenorrhea in junior high school students. This research used a pre-experimental method with one group pretest- posttest design. The population of this research was 117 students and 20 students were chosen as sample with purposive sampling technique. Data were collected from respondents using Verbal Descriptor Scale (VDS) instrument. Data were analyzed in two steps, univariate and bivariate with t-dependent test. The results showed that the average value of dysmenorrhea before intervention is 6.5 and after intervention is 1.35. Hypnotherapy was found to have an effect on dysmenorrhea (t=17,596, p-value 0,001). It was suggested to the school that they should conduct nonpharmacological interventions such as hypnotherapy as treatment of dysmennorhea.Key words: Dysmenorrhea primer, hypnotherapy, SMP.

Sign in / Sign up

Export Citation Format

Share Document