Analysing sexual communication messages in Durex condom advertisement from marital standpoints
Bibliographic Data
| ID | 22184239 |
|---|---|
| Authors | Alwi Putra Ramadhan (Universitas Muhammadiyah Malang), Novin Farid Styo Wibowo (0000-0002-4185-9634, Universitas Muhammadiyah Malang), Moch Fuad Nasvian (0000-0002-6632-2817, Universitas Muhammadiyah Malang), Mohd Hilmi Bakar (0000-0002-1169-0647, Universiti Teknologi MARA) |
| Year | 2024 |
| Volume | 8 |
| Issue | 1 |
| Pages | 001-010 |
| Publication date | 2024-03-27 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies (JOURNAL) |
| Journal identifiers | ISSN: 2549-7294 • E-ISSN: 2549-7626 |
| Publisher | Dr. Soetomo University (PUBLISHER) |
| DOI | 10.25139/jsk.v8i1.7051 |
| OpenAlex | W4393355614 |
| Language | EN |
| References cited | 29 |
This research aims to explore the reception of sexual communication messages within the context of marital relationships in the Durex "Unequal Dinner" advertisement series. The method employed in this study is qualitative-descriptive, utilising Stuart Hall's Encoding-Decoding Theory to understand the reception by the subjects. Data was collected through in-depth interviews with four married female subjects born between 1981 and 1996 from the millennial generation. They reside in East Java, Indonesia, have been married for less than 10 years, and are parents. The research highlights differences in the reception of the subjects, stemming from their diverse experiences and backgrounds. Factors such as geographical distance, societal culture, and sexual education influence how they receive the sexual communication messages presented in the advertisement. Simultaneously, a dominant-hegemonic narrative position was observed in the subjects' receptions, indicating a close alignment between their experiences and the sexual communication messages conveyed by the Durex "Unequal Dinner" advertisement series. However, it does not guarantee the subjects' interest in purchasing Durex products
Advertising · Business · Condom · Family medicine · Safer sex · Computational and Text Analysis Methods · Gender, Feminism, and Media · Marriage and Sexual Relationships · Medicine · Psychology · Social Psychology
Audience Analysis
Self-Disclosure in Intimate Relationships
Purposive sampling
Efektivitas iklan pada televisi vs iklan penargetan ulang sebagai media pengingat di masyarakat
Strategi akomodasi komunikasi pendidikan seks remaja dalam keluarga kawin campur antar ras
Absence Makes the Communication Grow Fonder
Media audiences Reception analysis
Simplifikasi Ritual Harai Dan Dimensi Kultural Hofstede Dalam Iklan Forte Versi Sumo
Sexual Abuse in South Asian Immigrant Marriages
Influences of culture on Asian Americans' sexuality
| Highly cited | No |
|---|