HEGEMONI ESTETIKA POSTCOLONIAL DALAM REPRESENTASI IKLAN Dl MEDIA MASSA CETAK INDONESIA KONTEMPORER

https://doi.org/10.22146/jh.1371

Kasiyan Kasiyan(1*)

(1) 
(*) Corresponding Author

Abstract


This study is aimed at describing postcolonial aesthetic hegemony in the advertisements of contemporary Indonesian printed mass media, focusing on three main issues: 1) their signifiers and signified representations; 2) various factors underlying the strength of postcolonial aesthetics; and 3) strategies of cultural resistance policy to build possible counter-postcolonial aesthetics awareness. The main approach of this study is postcolonial, supported by other relevant approaches such as semiotics and history. The main instrument of this study is the researchers themselves as the human instruments. The research data are in the forms of advertisements from printed media, namely: Tempo, Femina, and Kartini in the period of 2007-2009. The data are analyzed by using descriptive qualitative techniques. The results of this study show that I) there are three dominant signifier hegemony representations of Western aesthetics in the print media advertising in contemporary Indonesia, associated with obsessions of a) Western physical appearance or Indo; b)Western whiteness; and c) the use of English; 2) these phenomena are the results of the existence of Indonesians' strong construction of colonialism syndrome; 3) one of the strategies to build possible counter-postcolonial aesthetics is by improving awareness on local cultures as the foundation to build national culture and identity

Keywords


hegemony, postcolonial aesthetics, advertising, contemporary Indonesian

Full Text:

PDF



DOI: https://doi.org/10.22146/jh.1371

Article Metrics

Abstract views : 724 | views : 1527

Refbacks

  • There are currently no refbacks.




Copyright (c) 2012 Kasiyan Kasiyan

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


About Us

Editorial Team

Journal History

Contact

Publish with Us

Guidelines

Submission

Register Account

Explore

Current Issue

Archives

Our Statistics


Humaniora (Online ISSN 2302-9629; SINTA-2 Indexed) is published by the Faculty of Cultural Sciences, Universitas Gadjah Mada. The layout and the content of this OJS 2 website are customized by and attributable to Moh. Masruhan and Yoga Adwidya, and are licensed under a Creative Commons Attribution-ShareAlike 4.0 International Licence (CC BY-SA).
web counter Humaniora's Stats