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All Journal Kinesik Jurnal IPTEK-KOM (Jurnal Ilmu Pengetahuan dan Teknologi Komunikasi) ARISTO Jurnal Komunikasi dan Kajian Media Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) Jurnal Riset Komunikasi Jurnal Jurnalisa : Jurnal Jurusan Jurnalistik Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Nivedana : Jurnal Komunikasi dan Bahasa Jurnal Abdimas Komunikasi dan Bahasa Jurnal PIKMA : Publikasi Ilmu komunikasi Media dan Cinema Jurnal Komunikasi Global Jurnal Komunikasi Pemberdayaan Jurnal Pengabdian Masyarakat Bangsa Journal of Content and Engagement
Stara Asrita
Universitas AMIKOM Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Energy Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences

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Journal : Jurnal Jurnalisa : Jurnal Jurusan Jurnalistik

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REPRESENTASI MASKULINITAS DALAM IKLAN TELEVISI (ANALISIS SEMIOTIKA IKLAN NIVEA MEN ‘BERUBAH EXTRA CERAH’ VERSI ADIPATI DOLKEN) Fadly Siswoyo; Stara Asrita
Jurnal Jurnalisa: Jurnal Jurusan Jurnalistik Vol 7 No 1 (2021)
Publisher : Fakultas Dakwah dan Komunikasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/jurnalisa.v7i1.20515

Abstract

This research discusses the representation of masculinity in the advertisement of Nivea Men "Changing Extra Bright" and the Adipati Dolken Version of Gatsby Styling Pomade which aims to identify and reveal the meaning of masculinity behind the message. This type of research is qualitative research with Roland Barthes' semiotic model which has core concepts, namely signs, denotations, connotations and myths. The results are masculinity depicted in the two advertisements is divided into two types of masculinity, namely traditional masculinity and new (metrosexual) masculinity. With the myths that were found, namely: (a) Nivea Men 'advertisement' Turns Extra Bright: Self-confidence increases after washing your face and masculinity which is macho. (b) Adipati Dolken version of the Gatsby Styling Pomade: Men today who pay attention to appearance and men with their automotive world. For the analysis of commodification found, namely: (a) Commodification of Content and (b) Commodification of Audiences.
Co-Authors Ajeng Nur Fauziah Ajeng Nur Fauziah Andreas Tri Pamungkas Deani Prionazvi Rhizky Fadly Siswoyo Kris Hardi Yanti Indra Meswara Muhammad Syah Tegar Alreswara Novita Ika Purnamasari Wahyu Anggraini