Hermawan, Achmad Wildan (2022) Representasi Maskulinitas Pria Dalam Iklan Ms Glow Versi Keanu Di Youtube. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Masculinity is a gender representation that is often used in advertising to persuade consumers. The purpose of this study is to reveal the representation of masculinity in Keanu's version of Ms Glow advertisement on Youtube. This study focuses on how male masculinity is depicted in Keanu's version of Ms Glow's advertisement on Youtube. The data in this study are words, phrases, images, and colors in each scene of Keanu's version of Ms Glow's advertisement on Youtube. This study is included in qualitative research. The approach used in this research is John Fsike's semiotics which involves codes and signs. These signs and codes are assumed to be a form of social practice. The construction of male masculinity that appears is analyzed by paying attention to all aspects that exist in each advertising scene. The analysis carried out in this study was carried out in 3 stages, namely by paying attention to the level of reality, the level of representation, and the level of ideology. The results of this study indicate that the Keanu version of Ms Glow's advertisement on Youtube uses the concept of new masculinity with the masculinity style found in this study, which is shown by showing the figure of a man who looks casual, has bright skin, and gestures that are graceful or waving. This shows the nature that leads to new masculinity. The term new masculinity refers to a modern representation of masculinity. This modern masculine is not only focused on physical appearance but leads to social and cultural aspects.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | ACHMAD WILDAN HERMAWAN | ||||||||
| Date Deposited: | 07 Jun 2022 01:54 | ||||||||
| Last Modified: | 07 Jun 2022 03:55 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6809 |
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