Analisis Perubahan Representasi Gender Dalam Iklan Televisi Di Indonesia

Arfian Suryasuciramdhan; Lapina Lena; Khansa Luqyana Meida; Yesya Vatria Barasa

doi:10.47861/tuturan.v2i3.1010

Authors

Arfian Suryasuciramdhan Universitas Bina Bangsa
Lapina Lena Universitas Bina Bangsa
Khansa Luqyana Meida Universitas Bina Bangsa
Yesya Vatria Barasa Universitas Bina Bangsa

DOI:

https://doi.org/10.47861/tuturan.v2i3.1010

Keywords:

Media, Advertisement, Gender, Social Change, Representation, Stereotype

Abstract

Utilizing a qualitative descriptive methodology, this study investigates the Change in Gender Representation in Television Advertisements in Indonesia. The analysis we have conducted reveals how social constructions of gender are reflected and influenced by television advertisements through the semiotic lens of Roland Barthes. The results of this study indicate that gender representation in television advertisements has shifted from traditional stereotypes to more balanced and realistic roles, reflecting changes in the way society views gender. Advertisements serve not only as a communication tool but also influence societal understanding of gender equality. The findings suggest that mass media plays a significant role in shaping and conveying messages about gender. Thus, television advertisements can assist the audience in understanding gender roles in society in a more inclusive and autonomous manner.

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