Bias Gender dalam Iklan Attack Easy di Televisi

Rahmawati, Alvi Septi and Tripambudi, Sigit and Lestari, Puji (2010) Bias Gender dalam Iklan Attack Easy di Televisi. Jurnal Ilmu Komunikasi Terakreditasi, 8 (3). pp. 221-232. ISSN 1693-3029

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Abstract

Abstract The gender imbalance toward the female in household is something that occurs in the past until now among the Indonesians. The gender imbalance was occurs because the existing male domination toward female, and also supported by paternalistic values. Actually, the female was inflicted from this domination, until occur the imbalance in household’s work sharing, which is male or husband was always placed at above female or wife. In this advertising, there was the paternalistic values were supported and performed by female. This research will understand how the message purpose about the gender bias in household that contained in Attack Easy version “Mymother is beauty when washing” at television media.According Roland Barthes semiology methods, this research finds : This advertising is presenting the existing of gender equivalent, that was the female capable performed the hard work which usually performed by male. But in fact, this advertising still has a meaning the gender imbalance with presenting the typical stereotype that placed at female as the housewife. Abstrak Selama ini di Indonesia telah terjadi ketidakseimbangan gender terhadap perempuan dalam rumah tangga.Hal ini terjadi karena dominasi laki-laki terhadap perempuan yang dikuatkan dengan nilai-nilai paternalistik. Perempuan berada dalam posisi yang dirugikan, sehingga terjadi ketidakseimbangan dalam pembagian pekerjaan rumah tangga. Laki-laki atau kepala rumah tangga selalu berada di atas perempuan atau ibu rumah tangga. Nilai-nilai tersebut juga sering muncul dalamiklan. Penelitian ini mendeskripsikan bias gender dalam iklan televisi Attack Easy versi “IbukuCantik saat Mencuci” dengan analisis semiologi Roland Barthes. Hasilnya terdapat kesetaraan gender dan ketidakseimbangan gender. Perempuan mampu mengerjakan pekerjaan berat yang biasa dikerjakan lakilaki, namun masih ditempatkan sebagai ibu rumah tangga. Kata kunci : gender, perempuan, ibu rumah tangga, iklan

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