REPRESENTASI IDENTITAS PEREMPUAN MELEK TEKNOLOGI DALAM IKLAN SAMSUNG GALAXY S III DAN MITO 680

• Main Authors: , WOELAN SEJATHI TIMOER, , Dr. Ratna Noviani, SIP., M.Si
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/123563/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=63675
• Institution: Universitas Gadjah Mada

This study is aimed at scrutinizing how identity of hi tech women are performed in Samsung Galaxy SIII and Mito 680 ads. This research is particularly intended to identify the ideological meaning behind the representation of hi tech women, and also to analyze how these mobile phone ads constructs the ideal hi tech women. An ads has never been separated from an ideology. Although it occurs implicitly, an ideology in advertisement is able to make someone believe in particular value of life. Ads whether consciously or not, have shaped standardized perceptions where they are directed towards certain ideology. Samsung Galaxy SIII and Mito 680 bring the hi tech women trend is also taken into account. This study takes two mobile phone ads as the corpus, Samsung Galaxy SIII and Mito 680. The study chose the issues of hi tech women. Norman Fairclough�s critical discourse analysis is applied for this research. There are three elements of analysis. First, language analysis is used to expose how language performs of hi tech women which are representation in those ads. Second, interpretations, in which text are associated with social context in Indonesia. Last is, the explanation in which we will debunk the ideology behind the text. The analysis of those mobile phone ads leads to the conclusion that in general, images of women are portrayed as individuals playing a role as �warden of refined and noble civilization�. In average, the concept of ads depicts women�s nature as graceful, elegant, more emotional, and physically weak and whose main responsibility is to produce offspring. There are three images of women illustrated in that ads: the image as being mother nature, always performing captivating look, following the trend in social intercourse and being the object of men�s gratification. Samsung Galaxy SIII and Mito 680 ads still show women�s image viewed as �object� to gratify men�s desires despite the refined (implied) portrayal presents that image. Those ads correspondingly disclose the traditional gender values which maintain the clear limit between men�s and women�s world or at least still regard the typical natures of these two genders.