REPRESENTASI MASKULINITAS DALAM IKLAN SHOPEE 9.9 SUPER SHOPPING DAY (ANALISIS SEMIOTIKA ROLAND BARTHES)

• Main Author: Yohanes Aria Reksanegara, (Author)
• Format: Book
• Published: 2020-07-14.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upnvj.ac.id/17482/1/ABSTRAK.pdf; http://repository.upnvj.ac.id/17482/2/AWAL.pdf; http://repository.upnvj.ac.id/17482/3/BAB%20I.pdf; http://repository.upnvj.ac.id/17482/4/BAB%20II.pdf; http://repository.upnvj.ac.id/17482/5/BAB%20III.pdf; http://repository.upnvj.ac.id/17482/6/BAB%20IV.pdf; http://repository.upnvj.ac.id/17482/7/BAB%20V.pdf; http://repository.upnvj.ac.id/17482/8/DAFTAR%20PUSTAKA.pdf; http://repository.upnvj.ac.id/17482/9/RIWAYAT%20HIDUP.pdf; http://repository.upnvj.ac.id/17482/10/LAMPIRAN.pdf; http://repository.upnvj.ac.id/17482/11/HASIL%20PLAGIARISME.pdf; http://repository.upnvj.ac.id/17482/12/ARTIKEL%20KI.pdf
• Keywords: H Social Sciences (General); HF Commerce

The title of this research is "Representation of Masculinity in Shopee 9.9 Super Shopping Day Ads (Semiotic Analysis of Rolan Barthes). The purpose of this study is to reveal the representation of masculinity in Shopee 9.9 Super Shopping Day advertisements and prove that advertising can be used as an alternative learning media. This study uses the characteristics of masculinity that was raised by Robert Brannon and Deborah David, that is, not using women's goods (no sissy stuff), being a figure or someone who is important (be a big wheel), being someone who has power (be a big wheel) sturdy oak), shows courage (give em hell) which is then used as a concept as the meaning of masculinity representation by the author. The author uses primary data collection techniques as a method in collecting data in this study. The primary data is in the form of Shopee 9.9 Super Shopping Day advertisements selected into five analysis units. The collected data will be analyzed the meaning of denotation, connotation, and myth using the Roland Barthes semiotic approach. After the denotative and connotative meanings are obtained, the writer analyzes the representations of masculinity by harmonizing the meanings that have been obtained with the characteristics of masculinity that are used as concepts in this study. In this study, the authors found five representations of new masculinity that became the uniqueness of this study, namely men must be mature in decision making, professionalism of men, satisfaction of a man, control over themselves, and men as a friendly figure. With the representation of the characteristics of masculinity in the five scenes in the Shopee 9.9 Super Shopping Day advertisement confirms and also confirms the background of the research problem, that this ad can be used as an alternative learning medium for advertising agency practitioners or for someone who wants to learn about masculinity representations in advertising.