PEREMPUAN DAN IKLAN: SEBUAH CATATAN TENTANG PATOLOGI IDEOLOGI GENDER DI ERA KAPITAL
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https://doi.org/10.9744/nirmana.3.2.Abstract
Observing commercial ads attentively from gender perspective in mass media in capitalism era%2C it will soon prove empirically the gloomy side of capital economic politics which is existing revolutionarily and globally in this era that is when ads media%2C turning out to be the most effective profit making machine%2C has far poked the sensitivity of gender injustice%2C particularly on women. When commercial ads expression almost always use women decoratively within a big narration%2C not far from stereotype exploitation on womanhood of women%2C womens dignity has been incredibly retrenched. Because of this%2C many times%2C their beings are recognized negatively. The remaining embodiment is conceived as merely an object being prone to victims due to low bargaining power she holds. Therefore%2C it is compelling and crucial to raise the issue on reconstructing universal awareness%2C trying to clear up the gender ideology expression in libidinal economic era%2C hence it can be dug out as an alternative outlet/release and collective attitude towards absurd gender ideology. The following article is attempting to approach the addressed issue that from certain diametrical%2C will sharpen ads reality and mass media as a gender regime and some conceptions from macro-paradigmatic.Abstract in Bahasa Indonesia :
Menyimak cermati perihal wacana iklan komersial di media massa di era kapital dari perspektif gender%2C maka akan segera memberikan bukti empiris perihal satu sisi buram dari warna politik ekonomi kapital yang amat revolutif dan mengglobal keberadaannya di saat ini%2C yakni ketika wacana iklan sebagai salah satu mesin profit komoditas yang paling efektif%2C ternyata telah terlampau jauh menyinggung sensitivitas ketidakadilan gender%2C terutama bagi kaum perempuan. Ketika ekspresi iklan komersial yang ada hampir selalu memakai dekoratif perempuan dengan segala narasi besarnya%2C yang tak pernah jauh dari makna eksploitasi stereotipi keperempuanan perempuan%2C maka ketika itu pula perempuan sebagai insani sudah demikian jauh tereduksi harkatnya%2C dan oleh karenanya kerap kali menjadi ternegasikan keberadaannya. Ejawantahan yang tersisa kemudian hanyalah tinggal maknawi perempuan sebatas sebagai objek yang akan senantiasa rentan terhadap terminologi korban%2C karena teramat rendahnya gravitasi tawar yang bisa ia (perempuan) genggam. Oleh karena itu merupakan sesuatu yang amat mendesak dan krusial kiranya%2C keberadaan sebuah konstruksi kesadaran baru bersama%2C yang mencoba menjernihi ekspresi ideologi gender dalam era ekonomi libidinal ini%2C sehingga akan dapat digali berbagai alternasi outlet/pelepasan serta penyikapan kolektif bagi kenyataan ideologi gender yang absurd tersebut. Tulisan berikut berupaya untuk mendekatkan dengan hal dimaksud%2C dalam artian pada diametrikal tertentu akan mencoba memberikan penajaman perihal realitas iklan dan media massa sebagai rezim gender dan beberapa konsepsional dari perspektif yang makro-paradigmatik. women%2C advertisement%2C gender ideology.
Published
2004-08-18
How to Cite
Kasiyan, K. (2004). PEREMPUAN DAN IKLAN: SEBUAH CATATAN TENTANG PATOLOGI IDEOLOGI GENDER DI ERA KAPITAL. Nirmana, 3(2). https://doi.org/10.9744/nirmana.3.2.
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