DEKONSTRUKSI STEREOTIPE PEREMPUAN KARIER DALAM IKLAN YOUTUBE (ANALISIS SEMIOTIKA PADA IKLAN OLAY ‘SAMPAI KAPAN DITANYA ‘KAPAN’?’)

Muti’ah Firdausi Al ‘Ulya, NIM.: 16730105 (2023) DEKONSTRUKSI STEREOTIPE PEREMPUAN KARIER DALAM IKLAN YOUTUBE (ANALISIS SEMIOTIKA PADA IKLAN OLAY ‘SAMPAI KAPAN DITANYA ‘KAPAN’?’). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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’?.

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