DEKONSTRUKSI STEREOTIP MASKULIN IKLAN PRODUK KOSMETIK DALAM VIDEO IKLAN MS GLOW FOR MAN #SEMUAJUGABISA

  • Destita Mutiara Universitas Gadjah Mada

Abstract

Advertising through the media as a constructor has a great influence on public thinking. Advertising can create a new view of meaning in social reality, including cosmetic advertising. The meaning of handsome in cosmetic advertisements described by advertisers who has become an identity formed by the community. In the case of advertisements for cosmetic products, the meaning of beauty is only related to the physical. The object of this study is the MS Glow for Man advertisement that played by Marshell Widianto X Babe Cabiita through Youtube videos. It is qualitative research with descriptive analytic, to see and analyze the deconstruction and courage of advertisements in deconstructing and creating unusual advertisements. The approach that used is the semiotic approach of Roland Barthes, an analysis of two signs, to see the signs and ideologies that are displayed through advertisements and Derrida's analysis to deconstruct the meaning of masculine and handsome by strengthening #SemuaJugaBisa to see that all can see the same rights for the label of handsome as well as the glow offered by the product. So, the deconstruction is not all the handsome are stocky and white. There is no difference between one man and another in the advertisement.

Downloads

Download data is not yet available.

References

Adam, A. (2017, Agustus 17). Ledakan Industri Kecantikan Pria. Retrieved from https://tirto.id/: https://tirto.id/ledakan-industri-kecantikan-pria-cuZc

Andreas, R. (2019). Konstruksi Kecantikan dalam Akun Instagram @ugmcantik. Media Ne. https://media.neliti.com/media/publications/293312-konstruksi-kecantikan-dalam-akun-instagr-51022652.pdf

Aslinda, C., & Maldo, M. (2017). Representasi Nilai Islam Pada Iklan Bni Syariah “Hasanah Titik!” Medium, 6(1), 49–66. https://doi.org/10.25299/medium.2017.vol6(1).1087 DOI: https://doi.org/10.25299/medium.2017.vol6(1).1087

Azima, D. M., Suadnya, W., & Indiyati, D. (2022). Aplikasi Digital Sebagai Sarana Komunikasi Pemasaran Madu Trigona Desa Salut Melalui PHP2D. Journal of New Media and Communication, 1(1), 16–27. Retrieved from https://journal.sinergiinstitute.com/index.php/JNMC/article/view/4 DOI: https://doi.org/10.55985/jnmc.v1i1.4

Bungin, Burhan. (2007). Penelitian Kualitatif: Komunikasi, Ekonomi, Kebijakan Publik dan Ilmu Sosial Lainnya. Jakarta: Kencana

Doni, D., Yogia, M. A., Wedayanti, M. D., & Purwati, A. A. (2021, February). The Effect of Leadership and Incentives on Employee Performance of Market Retribution. In 2nd International Conference on Social Sciences Education (ICSSE 2020) (pp. 167-171). Atlantis Press. DOI: https://doi.org/10.2991/assehr.k.210222.025

Handaningtias, U. R., Indriyany, I. A., & Nurjuman, H. (2018). Dekonstruksi Makna Maskulinitas pada Trend Korea Pop ( K-POP ) Sebagai Praktik Identitas Remaja. Seminar Nasional Prodi Ilmu Pemerintahan, 267–283. http://repository.fisip-untirta.ac.id/967/1/Naskah 20.pdf

Hidayah, S. M., & Riauan, M. A. I. (2021). Analisis Framing Kebijakan Pemerintah Tetang Rencana Pembelajaran Tatap Muka Di Media Online Cnn Indonesia. Medium: Jurnal Ilmiah Fakultas Ilmu Komunikasi, 9(2), 167-184. DOI: https://doi.org/10.25299/medium.2021.vol9(2).8519

Ispik, A., Yogia, M. A., Wedayanti, M. D., & Purwati, A. A. (2021, February). The Role of Organizational Culture on Employee Satisfaction and Performance. In The 2nd International Conference on Social Sciences Education (ICSSE 2020) (pp. 270-275). Atlantis Press. DOI: https://doi.org/10.2991/assehr.k.210222.044

Kurnia, N. (2004). Representasi Maskulinitas dalam Iklan. Jurnal Ilmu Sosial Dan Ilmu Politik Universitas Gajah Mada, 08, 17–36.

Larasati, M. (2018). MEMBONGKAR DOMINASI LAKI-LAKI TERHADAP PEREMPUAN DALAM NOVEL DRUPADI KARYA SENO GUMIRA AJIDARMA ( KAJIAN DEKONSTRUKSI DERRIDA ) Marina Larasati. Jurnal Sapala.

Liliweri, A. (2003). Makna budaya dalam komunikasi antarbudaya. LKiS Pelangi Aksara.

Liliweri, Alo. (2011). Komunikasi Serba Ada Serba Makna. Jakarta: Kencana Luzar, L. C. (2015). Teori Konstruksi Realitas Sosial. dalam http://dkv. binus. ac. id/2015/05/18/teori-konstruksi-realitas-sosial.

Maraya, E. (2021). DEKONSTRUKSI MAKNA MASKULINITAS MELALUI TREND KOREAN POPULER (K-POP) PADA PENGGEMAR K-POP DI KOTA MAKASSAR (Doctoral dissertation, UNIVERSITAS NEGERI MAKASSAR). http://eprints.unm.ac.id/id/eprint/20410

MS GLOW - Official Website MS GLOW BEAUTY | MSGLOW PRODUK ORI | MSGLOW DISTRIBUTOR RESMI | PUSAT PENJUALAN MSGLOW (msglowid)

Muhadjir, N. (2000). Metodologi Penelitian Kualitatif. Rake Sarasin

Nasri, H., Nurman, N., Azwirman, A., Zainal, Z., & Riauan, I. (2022). Implementation of collaboration planning and budget performance information for special allocation fund in budget planning in the regional development planning agency of Rokan Hilir regency. International Journal of Health Sciences (IJHS) Ecuador, 6(S4), 639-651. DOI: https://doi.org/10.53730/ijhs.v6nS4.5597

Phyana, R. A., & Zinaida, R. S. (2022). Eksistensi Penyiar Program Morning Zone di Radio Trax Fm Palembang. Journal of New Media and Communication, 1(1), 28–42. Retrieved from https://journal.sinergiinstitute.com/index.php/JNMC/article/view/3 DOI: https://doi.org/10.55985/jnmc.v1i1.3

Qurniawati, E. F., & Riauan, M. A. I. (2015). Analisis Framing Pencitraan Pariwisata Indonesia pada Majalah Penerbangan Linker. Editor, 12, 219.

Rahman, A. R. (2017). DEKONSTRUKSI MAKNA CANTIK DALAM IKLAN PRODUK KECANTIKAN POND’S WHITE BEAUTY: ANALISIS WACANA KRITIS. Humanitatis: Journal of Language and Literature, 4(1), 74-85.

Rusli, R., & Nurman, N. (2016). Implementasi Fungsi Koordinasi Camat Dalam Pembuatan Kartu Keluarga Dan Kartu Tanda Penduduk Di Kecamatan Dumai Barat Kota Dumai. Jurnal Kajian Pemerintah: Journal of Government, Social and Politics, 2(1), 27-39. DOI: https://doi.org/10.25299/jkp.2016.vol2(1).9343

Rusmulyadi, R., & Hafiar, H. (2018). Dekonstruksi citra politik Jokowi dalam media sosial. PRofesi Humas, 3(1), 120-140. https://doi.org/10.24198/prh.v3i1.16729 DOI: https://doi.org/10.24198/prh.v3i1.16729

Sari, D. Konstruksi Gender Perempuan Ideal dalam Iklan Sabun Lux Edisi Super Power (dalam kajian semiotika Roland Barthes). https://doi.org/10.32332/jsga.v2i2.2384

Siregar, A. K., & Qurniawati, E. F. (2022). Analisis Framing Pemberitaan Buzzer di tempo.co. Journal of New Media and Communication, 1(1), 1–15. Retrieved from https://journal.sinergiinstitute.com/index.php/JNMC/article/view/1 DOI: https://doi.org/10.55985/jnmc.v1i1.1

Subhayano, T., Yogia, M. A., Wedayanti, M. D., & Zainal, Z. (2021). The Role of the Camat in Coordinating the Administration of Peace and Order in Pangkalan Kerinci District Pelalawan Regency. DOI: https://doi.org/10.2991/assehr.k.210222.041

Sulaiman, A. (2016). Memahami Teori Konstruksi Sosial Peter L. Berger. Society, 4(1), 15–22. https://doi.org/10.33019/society.v4i1.32 DOI: https://doi.org/10.33019/society.v4i1.32

Tresnawati, Y., & Prasetyo, K. (2022). Pemanfaatan Digital Marketing Bagi Usaha Mikro Kecil dan Menengah Bisnis Kuliner. Journal of New Media and Communication, 1(1), 43–57. Retrieved from https://journal.sinergiinstitute.com/index.php/JNMC/article/view/5 DOI: https://doi.org/10.55985/jnmc.v1i1.5

Wiradharma, G., Fatonah, K., & Mahmudah, D. (2020). Dekonstruksi Cerita Rakyat Indonesia dalam Iklan Televisi. Jurnal Studi Komunikasi dan Media, 24(2), 137-152. http://dx.doi.org/10.31445/jskm.2020.3296 DOI: https://doi.org/10.31445/jskm.2020.3296

Yesicha, C., & Irawanto, B. (2020). Dekonstruksi Wacana Subversif Meme# IndonesiaTerserah. Jurnal Komunikasi Global, 9(2), 282-299. https://doi.org/10.24815/jkg.v9i2.17344 DOI: https://doi.org/10.24815/jkg.v9i2.17344

Yuza, A. F. (2014). Policy Dynamics on Subdistricts and Various Post-Reformation Implications.

Zainal, Z., Rambey, R. R., & Rahman, K. (2021). Governance of Household Waste Management in Pekanbaru City. MIMBAR: Jurnal Sosial dan Pembangunan, 37(2). DOI: https://doi.org/10.29313/mimbar.v37i2.7947

Published
2022-04-26
Abstract viewed = 258 times
PDF (Bahasa Indonesia) downloaded = 245 times