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WOMEN AS CONSUMERS OF MEN’S IDEALS IN UPSIDE DOWN FILM
Upside Downis one of fantasy filmstelling about a couple named Adam Kirk and Eden Moore who lived in two twin worldswhich had opposite gravity. Adam hada project idea to create an anti-aging cream productthat couldleadhimto gain a significant position in Transworld. This cream product was produced by men and would be consumed by women. This case brings up a questionwhy anti-aging creamis important to be produced. This is also the evidence that discussing a gender problem in this film especially regarding women as consumers is essential to be done. Women who apply this beauty product are the object of men‟s ideals that must be beautiful by purchasing the product. This research was analyzed by using Marxist Feminist Theory. Moreover, the Film theory was also employed to sharpen the analysis. This is a qualitative research that deploys a qualitative descriptive method. The analysis of woman exploitation is divided into two sides, namely physical exploitation side and economic exploitation side. The researcher concludes that women are exploited as consumers of men‟s ideals in this film. From the physical exploitation side, they are demanded to be ideal women that must be beautiful in some criteria by consuming the beauty cream product. From the economicexploitation side, the oppressiontoward women is when they consume the beauty product, and it means they are hegemonized by the capitalist to be beautiful by buying the beauty product.
FAKULTAS ADAB DAN ILMU BUDAYA, UIN SUNAN KALIJAGA YOGYAKARTA
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