Indonesian Journal of Cultural and Community Development
Vol 13 (2022): September
Communication Development Articles

Construction Of Gender Role In Advertising Kecap ABC Version "Kecap ABC Help True Husband Respect Wife"
Konstruksi Peran Gender Dalam Iklan Kecap ABC Versi "Kecap ABC Bantu Suami Sejati Hargai Istri"


View Article Suplementary File
Similarity Check Result
  • Mufadhilatul Hidayah,
  • Poppy Febriana*
Mufadhilatul Hidayah
Universitas Muhammadiyah Sidoarjo, Indonesia
Poppy Febriana
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijccd.v13i0.829
Published September 14, 2022
Keywords
  • Construction,
  • Gender Roles,
  • Charles Sanders Peirce Semiotics,
  • Advertising
How to Cite
Hidayah, M., & Febriana, P. (2022). Construction Of Gender Role In Advertising Kecap ABC Version "Kecap ABC Help True Husband Respect Wife". Indonesian Journal of Cultural and Community Development, 13, 10.21070/ijccd2022829. https://doi.org/10.21070/ijccd.v13i0.829

Copyright (c) 2022 Mufadhilatul Hidayah, Poppy Febriana

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Gender construction has resulted in comparisons between men and women. The difficulty in distinguishing gender characteristics is due to the long process of socialization and construction. Just like the gentle women, on the other hand, the mighty men, constructed by citizens or biological natures based on God's decree. This construction then gives rise to divisions of work roles between men and women. This research is a type of descriptive qualitative research using the semiotic analysis method of Charles S. Peirce. Semiotic analysis of Charles S. Peirce To explain the icon, index and symbol in the ABC Soy Sauce Advertisement version of "ABC soy sauce helps real husbands respect their wives". The results of this study indicate that women are not completely free from their stereotypes. The role of women is always depicted as a figure who only works in the domestic sphere so that the space for movement is very limited.

View Article Suplementary File
Similarity Check Result

References

  1. M. Fakih, Analisis Gender & Transformasi Sosial, Yogyakarta: Pustaka Belajar, 1996.
  2. S. S. Sasongko, Konsep dan Teori Gender, Jakarta: BKKBN, 2009.
  3. A. I. Winahyu, "Kesetaraan Gender Di Indonesia Masih Rendah," Oktober 2020. [Online].
  4. R. Widyatama, Bias Gender Dalam Iklan Televisi, Yogyakarta: Media Pressiondo, 2006.
  5. A. Sobur, Analisis Teks Media Suatu Pengantar Untuk Analisis Wacana, Analisis Semiotik, dan Analisis Framing, Bandung : PT REMAJA ROSDAKARYA, 2015.
  6. I. S. W. Wibowo, Semiotika Komunikasi Aplikasi Praktis Untuk Penelitian dan Skripsi Komunikasi (semiotik,komunikasi,penelitian kualitatif), Jakarta: Mitra Wacana Media, 2013.
  7. N. Vera, Semiotika Dalam Riset Komunikasi, Bogor: Ghalia Indonesia, 2015.
  8. I. N. Noer, "Diskriminasi Dan Kesetaraan Gender (Analisis Semiotika Charles S. Pierce Pada Film "Perempuan Berkalung Sorban" Karya Hanung Bramantyo)," Universitas Siliwangi, Tasikmalaya, 2018.
  9. A. Aziz, "Relasi Gender Dalam Membentuk Keluarga Harmoni (Uapaya Membentuk Keluarga Bahagia)," HARKAT, p. 29, 2017.
  10. S. Antelope, "Angle Kamera," Mei 2019. [Online]. Available: https://studioantelope.com/istilah-shot-dalam-film/.
  11. L. Kurniawan, "Mengenal 13 Macam Type Shot Dalam Pengambilan Gambar," Juli 2021. [Online]. Available: https://jepretproduction.co.id/mengenal-13-macam-type-shot-dalam-pengambilan-gambar/.

Most read articles by the same author(s)

1 2 > >>