%0 Thesis
%9 Skripsi
%A Muti’ah Firdausi Al ‘Ulya, NIM.: 16730105
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2023
%F digilib:59422
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Perempuan, Stereotipe, Semiotika, Dekonstruksi, Femvertising
%P 141
%T DEKONSTRUKSI STEREOTIPE PEREMPUAN KARIER DALAM IKLAN YOUTUBE (ANALISIS SEMIOTIKA PADA IKLAN OLAY ‘SAMPAI KAPAN DITANYA ‘KAPAN’?’)
%U https://digilib.uin-suka.ac.id/id/eprint/59422/
%X Woman's appearance in advertisements is portrayed as an object through  socially constructed stereotypes. These stereotypes often obstruct women to develop  themself in the realm of work or in the family. Stereotypes that evolve are that women  have a dependency, are not competitive, passive, like to be led and protected. Women  that decide to have a career always discriminated against in family or work  environments. Therefore, an agent of change is needed to deconstruct those  stereotypes. There are not many advertisements that try to break women stereotypes  to replace social life reality. Olay advertisement titled Sampai Kapan Lebaran  Ditanya ‘Kapan’? have the courage to deconstruct career women stereotypes to open  the new knowledge about career women through creative ideas with femvertising  concepts. This study was conducted to reveal the deconstruction phenomenon in  career women stereotypes in Olay advertisement that are portrayed in audio-video  advertisements uploaded in YouTube platform. Qualitative research with a critical  paradigm refers to the structural semiotic research method by Roland Barthes that is  two codes analysis applied to women stereotypes in advertisements. Then, text (dialog  in advertisement) analyzed with deconstruction theory by Jacques Derrida to know  the deconstruction form of women's career stereotype in advertisements. From the  research findings that were conducted, researcher conclude that there is a  deconstruction process of women stereotypes in Olay advertisement titled Sampai  Kapan Lebaran Ditanya ‘Kapan’?.
%Z Pembimbing: Achmad Zuhri, M.I.Kom.