THE REPRESENTATION OF MASCULINITY IN “TOP COFFEE INSPIRASI FEATURING IWAN FALS” COMMERCIAL: A SEMIOTICS STUDY

Brian Fajar Mauladhika, 121112068 (2016) THE REPRESENTATION OF MASCULINITY IN “TOP COFFEE INSPIRASI FEATURING IWAN FALS” COMMERCIAL: A SEMIOTICS STUDY. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Official URL: http://lib.unair.ac.id

Abstract

Masculinity is cultural; its form depends on culture and geographical location. The pattern of masculinity has always changed and repeated, mostly affected by political, economic or social changes in a specific time; from Elvis Pressley era in the 1950s to the millennium era in the 2000s. In this research, the writer analyzes the representation of masculinity depicted by Iwan Fals in coffee commercial entitled ―TOP Coffee Inspirasi Featuring Iwan Fals‖. The purpose of this research is to find the representation of masculinity in TOP Coffee commercial using semiotics by Roland Barthes and hegemonic form of masculinity by R.W Connell. Qualitative approach is used in this research because the writer did in-depth analysis of the TOP Coffee commercial video which is the primary data source for this research. The population is the TOP Coffee Inspirasi Featuring Iwan Fals commercial while the sample is the selected scenes of the commercial that contains the representation of masculinity. After the data are gathered, the writer then analyzes it using semiotics method to find the signs, images and symbols in the selected scenes of the commercial related to masculinity representation. This research proves that in this advertisement, the main ideology is still patriarchy which shows male domination and old men‘s authority over young men.

Item Type: Thesis (Skripsi)
Additional Information: KKB KK-2 FS.BE.40/16 Mau r
Uncontrolled Keywords: masculinity, hegemonic, advertisement, semiotics
Subjects: P Language and Literature > P Philology. Linguistics > P325-325.5 Semantics
Divisions: 12. Fakultas Ilmu Budaya > Sastra Inggris
Creators:
CreatorsNIM
Brian Fajar Mauladhika, 121112068UNSPECIFIED
Contributors:
ContributionNameNIDN / NIDK
Thesis advisorNur Wulan, Dra., Ph. D.UNSPECIFIED
Depositing User: Guruh Haris Raputra
Date Deposited: 22 Apr 2016 09:08
Last Modified: 22 Apr 2016 09:08
URI: http://repository.unair.ac.id/id/eprint/29828
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