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REKONSTRUKSI CITRA PEREMPUAN DALAM IKLAN TELEVISI (Analisis semiotik pada iklan “Belvita Breakfast Indonesia”)

Azizah, Nuril Laili (2019) REKONSTRUKSI CITRA PEREMPUAN DALAM IKLAN TELEVISI (Analisis semiotik pada iklan “Belvita Breakfast Indonesia”). Bachelors Degree (S1) thesis, University Of Muhammadiyah Malang.

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PENDAHULUAN.pdf

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Abstract

Media construction has shaped the women’s image always subordinate to male culture. In the social reality women in the mass media have become "male women". While in Belvita advertisements women are shown to be different from being subordinate to culture. Therefore researchers are interested in knowing how to reconstruct women’s images in belvita advertisements. This research uses descriptive qualitative method and Roland Barthes's semiotic analysis, by collecting and explaining the shots that have signs as the reconstruction process are grouped then doing identifying the signs with the table of the meanings the second level of Roland Barthes, namely markers (denotative and connotative) so that known meaning of signs of reconstruction women's image. By obtaining the results of the wife's main obligation in the kitchen, with the development of technology, it has changed the wife's obligations and the distribution of household duties with her husband has been done. The image that is always displayed on advertisements often presents women figures who are busy taking care of households and children, in this advertisement, men in the kitchen and working on women's assignments show that the image has begun to be changed by seeing the reality that exists. The researcher draws the conclusion that in the Belvita Breakfast Indonesia advertisement he wants to present and provide new views or ideas about the women’s image who are independent and are not motivated by a restraining patriarchal relationship and the more harmonious relationship between household production does not burden one party.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201210040311299
Thesis Advisors: Sugeng Winarno (10399110354), Budi Suprapto (10387090041)
Keywords: Reconstruction, Advertisment, Image, Women, Semiotic Analysis
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
H Social Sciences > HQ The family. Marriage. Woman
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: 201210040311299
Date Deposited: 16 Aug 2019 08:37
Last Modified: 16 Aug 2019 08:37
URI : http://eprints.umm.ac.id/id/eprint/48517

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