STUDENT’S PERCEPTION ON GENDER ISSUE AMONG PUBLIC RELATIONS PRACTITIONER (A Descriptive Study on PR Students 2003 of University of Muhammadiyah Malang)

Anugerah Palupi, Oki (2007) STUDENT’S PERCEPTION ON GENDER ISSUE AMONG PUBLIC RELATIONS PRACTITIONER (A Descriptive Study on PR Students 2003 of University of Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

Nowadays, Public Relations (PR) is dominated by female which eventually creates a term called the velvet ghetto. It supposed to be a celebration of female existence within public setting. On the contrary, past researches found the emergence of three main genderbased issues, those are the glass ceiling phenomenon, which leads to the salary gap and stereotyping. Students of Public Relations hold the expectation as the future PR practitioner. In addition students are agent of change, who could, by intellectuality, change gender bias perspectives. Hence, it is necessary to reveal student’s perception, in order to know exactly what they percept related to this social phenomenon and why did perception happen. This research supported by several important theories, especially theory on perception and feminist theory. Along the same line, it also consist of explanation on PR, PR practitioner, women in development, concept of gender and definitively three main issues as researcher has mention previously. Researcher utilized the descriptive qualitative approach. In order to find potential informants, researcher relied on the Snowball technique. Eventually researcher determined five informants who gave oral and written approval to be interviewed and had enough knowledge and experience related to researcher’s point of interest. These informants were PR students academic year 2003 who already completed the field work in advanced. Students argued that the glass ceiling phenomenon happen because of the patriarchal culture within a company, where PR practitioner would represent it. It remain consider unfair and definitively showed inequality. While the salary determination should rely on the working result, not by gender role that most people usually attributed towards each sex, male and female. Informant percept on the stereotyping that each practitioner should have awareness when facing tough choices, between professionalism and pride. All of those perceptions were influenced by cultural background, past experience, believed values and the news. The feminist theory used to explain where did the gender issue stemmed. Along the same line, it emphasized on gender inequality. Hence, feminist theory has a connection to the gender issue within PR world. In addition, media has a strong influence on gender construction, which shown through its presentation within society. Researcher believed that this issue had already positioned within social dynamic. Researcher expects PR students to conduct similar topic, only much better, broader and deeper in analyzing. Researcher also expects to enhance knowledge in its implementation not just within academic life but also social and professional life.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Zainul Afandi
Date Deposited: 04 May 2012 07:36
Last Modified: 04 May 2012 07:36
URI: http://eprints.umm.ac.id/id/eprint/4267

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