Relasi Gender dan Hegemoni Laki-laki dalam Iklan Tropicana Slim Edisi Ramadhan 2024

Bibliographic Data

ID22258155
AuthorsAnugrah Fajar Mustofa (Muhammadiyah University of Yogyakarta), Inaya Erwansyah Fitri (Muhammadiyah University of Yogyakarta), Suci Maulia (Muhammadiyah University of Yogyakarta), Erwan Sudiwijaya (0000-0001-7179-4790, Muhammadiyah University of Yogyakarta)
Year2025
Volume6
Issue2
Pages278-285
Publication date2025-06-25
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJurnal Audiens (JOURNAL)
Journal identifiersISSN: 2722-4856 • E-ISSN: 2722-4856
PublisherUniversitas Muhammadiyah Yogyakarta (PUBLISHER)
DOI10.18196/jas.v6i2.551
OpenAlexW4411839749
LanguageEN
References cited5

This research aims to understand how gender relations and male hegemony are portrayed in the Tropicana Slim advertisement for the 2024 Ramadan edition. By using gender and hegemony theory to explore how these gender relations and hegemony manifest. This research uses Roland Barthes' semiotic research method to discuss and identify the signs that appear in the Tropicana Slim Ramadan 2024 advertisement. The study finds that the Tropicana Slim Ramadan 2024 advertisement represents the positions of men and women within the family environment. Gender equality is about obtaining rights, obligations, treatment, evaluation, and opportunities for both men and women in their work. The relationship between husband and wife still influences harmony within the family environment, because they each have roles that must be fulfilled

Art · Food Security and Socioeconomic Dynamics · Gender and Women's Rights · SMEs Development and Digital Marketing

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