UNIVERSITAS BINA DARMA, UNIVERSITAS BINA DARMA (2022) GENDER EQUALITY IN MEDIA TELEVISION (SEMIOTICS ANALYSIS OF FAIR AND LOVELY ADVERTISEMENT ISSUE OF MARRIAGE OR MASTER DEGREE). GENDER EQUALITY IN MEDIA TELEVISION (SEMIOTICS ANALYSIS OF FAIR AND LOVELY ADVERTISEMENT ISSUE OF MARRIAGE OR MASTER DEGREE).
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Abstract
n many developing countries, most of television advertisements portray a general perception of patriarchy where men take decision for women and no place for gender equality. This work describes an analysis on a courageous “Fair and Lovely” advertisement in Indonesia that conveys the message of gender equality. A semiotics analysis, qualitative– interpretative method, was used to analysis the signs related to gender equality messages in the episode about choosing between marriage and master degree. It is found that a woman was pictured as someone who is confident, expressed bold opinions, like to discuss and exchange ideas, firm and straight forward in speaking, and wise in making a decision. In general, the visual signs used in the “Fair and Lovely” advertisement convey a message that women should be equal with men especially in education and careers.
| Item Type: | Article |
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| Subjects: | H Social Sciences > H Social Sciences (General) T Technology > T Technology (General) |
| Divisions: | Faculty of Engineering, Science and Mathematics > School of Electronics and Computer Science |
| Depositing User: | Mr Edi Surya Negara |
| Date Deposited: | 21 Jun 2022 05:02 |
| Last Modified: | 21 Jun 2022 05:02 |
| URI: | http://eprints.binadarma.ac.id/id/eprint/13680 |
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