Representasi Maskulinitas dalam Iklan

https://doi.org/10.22146/jsp.11056

Novi Kurnia(1*)

(1) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


The phenomenon of hegemonic masculinity have been well understood, despite the fact that mass media in general and advertisement in particular, is a medium for contestation between masculinity and feminity. This article shows that, new feature of masculinity has come due to the adaptation of feminity. The new feature of masculinity has been known as metrosexual.

Keywords


gender; maskulinitas; representasi; dominasi laki-laki; iklan; budaya patriarkhi

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DOI: https://doi.org/10.22146/jsp.11056

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