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Makna Iklan Di Media Sosial Terhadap Tugas Ibu (Analisis Semiotika Pada Iklan GoPay-Alfamart di Instagram versi #KebahagiaanKecil)

Rahmmawati, Hanny Dwi (2019) Makna Iklan Di Media Sosial Terhadap Tugas Ibu (Analisis Semiotika Pada Iklan GoPay-Alfamart di Instagram versi #KebahagiaanKecil). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

In this research, the writer analyzed the meaning of a commercial that is related to household in terms of gender equality. An advertisement is a reflection of culture in which it can strengthen the patriarchal ideology that roots in society. This research is done using qualitative method with interpretative type and semiotic analysis of Roland Barthes. The examined advertisement is GoPay Indonesia #KebahagiaanKecil commercial that was released on December 24th 2018 through @gopayindonesia instagram account. The result of this research shows that a mother is visualized by various domestic works and acted by male human, such as waking up the children, cooking, ironing, playing, grocery shopping, and picking up the kids from school. The commercial genuinely shows that the duty of being a mother is not viewed as the obligatory duty of women but as a practical profession that can be done by anyone. That being said, meaning behind this is that there is an actual effort to honor a mother’s duty and also to persuade the audience to participate in the movement of domestic works, regardless of their sexuality and gender.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201510040311206
Thesis Advisors: Isnan Dzuhrina (0711058102), Widiya Yutanti (0721017801)
Keywords: Mother's duty, Gender Equality, Commercial, Semiotics
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
H Social Sciences > HQ The family. Marriage. Woman
P Language and Literature > PJ Semitic
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: 201510040311206
Date Deposited: 02 Nov 2019 02:04
Last Modified: 02 Nov 2019 02:04
URI : http://eprints.umm.ac.id/id/eprint/54530

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