Representasi Perempuan dan Budaya Konsumen dalam Iklan Shopee 9.9 2024

Bibliographic Data

ID22258018
AuthorsSheilla Ekawati (Muhammadiyah University of Yogyakarta), Farrel Aditya Daksa (Muhammadiyah University of Yogyakarta), Abdurrohman Naufal Azzuhdi (Muhammadiyah University of Yogyakarta), Erwan Sudiwijaya (0000-0001-7179-4790, Muhammadiyah University of Yogyakarta)
Year2025
Volume6
Issue1
Pages118-130
Publication date2025-03-31
Open AccessYes
TypeARTICLE
VenueJurnal Audiens (JOURNAL)
Journal identifiersISSN: 2722-4856 • E-ISSN: 2722-4856
PublisherUniversitas Muhammadiyah Yogyakarta (PUBLISHER)
DOI10.18196/jas.v6i1.566
OpenAlexW4409507974
LanguageEN
References cited4

This research analyzes the representation of women and consumer culture in the Shopee 9.9 advertisement of 2024. Using semiotic methods, this research explores how women are portrayed in the advertisement, particularly in relation to gender stereotypes. The research findings indicate that the portrayal of women reinforces conventional beauty standards and passive femininity, as well as promotes a culture of consumption through visual cues and product placement. These representations play an important role in shaping the image of femininity and shopping activities, in line with societal trends in digital consumption. This representation not only shapes society's perception of women as symbols of aesthetics but also influences consumer decisions regarding the advertised products. Moreover, the elements of consumer culture in this advertisement reflect a glamorous lifestyle, trends in luxury goods consumption, and online shopping habits as part of the modern consumer identity

Art · Cultural and Artistic Studies · Impulse Buying and Technology Impacts · SMEs Development and Digital Marketing

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Open DOIOpen Access