FORM OF STANDARDIZATION AND STEREOTYPING PRACTICES THROUGH MESSAGE OF VIDEO ADS BUAVITA

Authors

  • Asnurul Novia Narendra Universitas Sebelas Maret Surakarta
  • Sri Kusuma Habsari Universitas Sebelas Maret Surakarta
  • Deny Tri Ardianto Universitas Sebelas Maret Surakarta

DOI:

https://doi.org/10.33153/capture.v10i2.2243

Keywords:

framework, conceptual framework, qualitative research

Abstract

This research focuses on the symbols contained in the four Buavita video ads, namely Buavita Mix Berries, Buavita Kelapa, Buavita Mangga, and Buavita Jambu. These ad videos seem to be able to segment the community into a type of society. The research aims to prove the existence of certain symbols in the Buavita advertisement video as a practice of hegemony and perpetuating gender inequality. This research uses descriptive qualitative method with four theories of cultural studies as the theoretical basis. The results showed that Buavita's ad-style healthy lifestyle became a trick of capitalism in inviting people to consume symbols and make profits. The video presentation of Buavita's advertisement is also a medium for the perpetuation of the concept of the traditional gender role that positions women as domestic agents, passive and consumptive, while men as non-domestic, active, and productive agents. 

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Author Biographies

Asnurul Novia Narendra, Universitas Sebelas Maret Surakarta

Pascasarjana Kajian Budaya

Sri Kusuma Habsari, Universitas Sebelas Maret Surakarta

Pascasarjana Kajian Budaya

Deny Tri Ardianto, Universitas Sebelas Maret Surakarta

Pascasarjana Kajian Budaya

References

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Published

2019-07-22

Issue

Vol. 10 No. 2 (2019)

Section

Articles

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