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All Journal Communicatus: Jurnal Ilmu Komunikasi MUKADIMAH: Jurnal Pendidikan, Sejarah, dan Ilmu-ilmu Sosial Tuturlogi: Journal of Southeast Asian Communication
Noval Sufriyanto Talani
Universitas Negeri Gorontalo
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Tuturlogi: Journal of Southeast Asian Communication

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New Ideologies on Scarlett Whitening Advertisement: Interpreting Symbols of New Masculinity Jihan Ariella; Citra Fransisca Indah Lestari Dano Putrib; Novi R Usu; Noval Sufriyanto Talani
Tuturlogi: Journal of Southeast Asian Communication Vol 3, No 1 (2023): Tuturlogi: Journal of Southeast Asian Communication
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.tuturlogi.2023.003.01.1

Abstract

Masculinity came from the construction of maleness, which means it is made and not born, neither inherent nor natural. The evidence of different masculinity shows in Scarlett Whitening's advertisement. Song Joong Ki, a man and South Korean actor who became the brand ambassador of a skincare brand in Indonesia, shows masculinity in South Korea. The symbols displayed in Scarlett Whitening's advertisement "Get Ready to Meet Song Joong Ki's New Love" were analyzed using a qualitative approach and a tradition of communications, namely semiotics traditions. The theory used Roland Barthes's semiotics, which explores the representation of masculinity symbols. The research results showed that Song Joong Ki had used Scarlett Whitening skincare to support his appearance. In this advertisement, Song Joong Ki still wears typical male accessories. He also features a romantic act, such as giving gifts to the woman he loves. These symbols represent the ideology of new masculinity, which has the potential to break down the understandings of masculinity that have been constructed by society. 
Co-Authors Citra Fransisca Indah Lestari Dano Putrib Dondick Wicaksono Wiroto ferdinand kerebungu Jihan Ariella Juniarti, Gita Muhammad Akram Mursalim Musdalifa Novi R Usu Rahmatiah Rahmatiah Siti Mayasari Pakaya Sri Meylan Mantali Yowan Tamu