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All Journal Journal of Language and Literature Lingua Cultura
Dewi, Dyani Masita
Bina Nusantara University
Education Languange, Linguistic, Communication & Media Social Sciences

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The Representation of Patriarchy in Indonesian Children Folk Tales from Sumatra Island Dewi, Dyani Masita
Lingua Cultura Vol 13, No 3 (2019): Lingua Cultura
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/lc.v13i3.5646

Abstract

This research aimed to discuss the topic of patriarchal research because it still existed in several countries in the world, especially Asia and more specifically, in Indonesia. This research was conducted to reveal how patriarchal values were reflected in Indonesian children’s folk tales from Sumatra Island. This research used a sociological approach to literature and used semiotic theory to analyze the data obtained. The researcher chose to use a qualitative descriptive method so that the analysis process could be described completely. The main data used in this research are several children’s folk tales originating from Sumatra Island, namely Province of North Sumatra (“Di Balik Derita Si Boru Tombaga”, “Bohong Merinang”, and “Si Kodok Kata Malem, Baik Budi Penawan Hati”), South Sumatra (“Langkuse dan Putri Rambut Putih”), and Jambi (“Legenda Bukit Perak”). This research finds that patriarchal values are represented in how women are associated with domestic works, women are considered as the subordinates and inferiors, as well as showing their dependence on men.
THE HEGEMONY IN INDONESIAN ADVERTISEMENTS: DISCOURSE ANALYSIS Novia Diah Lestari; Dyani Masita Dewi
Journal of Language and Literature Vol 10, No 2 (2022)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/jll.2022.v10i2.7919

Abstract

This paper attempts to investigate the hegemony in Indonesian advertisements. It aims to find out the hegemony contained in advertisements for Indonesian beauty products. How is this hegemony conveyed, as well as the reasons for choosing women who have mixed faces as models for advertising Indonesian beauty products. The writer applies a descriptive qualitative method in which describes and explains the phenomenon or events in the social world, and the objects of this research are Indonesian beauty product advertisements. The advertisements are analyzed into two sections, namely interpretation and social analysis.The hegemony conveyed in the two advertisements is about the concept of beauty for women. The ideological hegemony raises the idea that all women who have fair skin tones are definitely beautiful and Indonesian women must be oriented to these standards. As a matter of fact, the majority of Indonesian women have dark skin. The advertisements make Indonesian people think that they have to follow women from other countries who have light skin to be considered as beautiful. This ideological hegemony resulted in a change in the mindset of Indonesian women which made them always oriented towards foreign women and wanted to make themselves like these women.
Co-Authors Novia Diah Lestari