Fatma, Sevi Arya (2024) ANALISIS WACANA SENSUALITAS PEREMPUAN PADA KONTEN PROMOSI AKUN TIKTOK @GOODPONSEL. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
Social media represents a form of technological advancement that permeates all aspects of life, including the world of marketing. One of the most popular social media platforms in Indonesia is TikTok. The company Good Ponsel is among those leveraging TikTok as a promotional medium. In its promotional content, Good Ponsel utilizes female sensuality. This use of female sensuality has sparked controversy, as it displays sensitive parts that should not be shown, especially in the media. This study aims to examine the discourse surrounding the use of female sensuality in Good Ponsel’s TikTok account. The use of female sensuality tends to negatively impact the portrayal of women in the media. Furthermore, popular media like TikTok is accessible to a wide audience, including underage viewers. This research adopts a descriptive qualitative approach to describe the discourse of female sensuality in Good Ponsel’s TikTok content. The study employs Rodney H. Jones's discourse analysis theory, which focuses on text, context, interaction and action, as well as ideology and power. The findings indicate that Good Ponsel’s promotional content includes elements of female sensuality presented through female talents. The constructed context suggests that female sensuality is a key factor in making the content go viral, thus increasing Good Ponsel’s visibility among the public. The interaction with the content evokes both positive and negative responses in the comments section. Ideologically, Good Ponsel’s TikTok content reflects the commodification of female sensuality. Keywords: Female Sensuality, Promotional Content, Discourse Analysis, TikTok
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Sevi Arya Fatma | ||||||||
| Date Deposited: | 12 Dec 2024 07:39 | ||||||||
| Last Modified: | 12 Dec 2024 07:39 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/32989 |
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