Perempuan dalam Iklan Pariwisata Indonesia

Arista Nur Widiastuti

Abstract


Research about gender in advertising has already done a lot, but it more focused on quantitative research. Tourism research being conducted because it relates to culture. Tourism ads showed tourism activities carried out by the community, included many different cultures in each area and this is also relates to social roles. This research is a descriptive qualitative research by using content analysis to examine about the portrayal of women in the tourism advertising. The study was conducted by the deductive approach of gender advertisment categorization according to Goffman. Categorization of Goffman (1979) consisted of Relative Size, Feminine Touch, Function Rank, The Ritualization of Subordination, The Family and  Licenced Withdrawal. The object of this research is Indonesia’s tourism ads uploaded in youtube accounts “ Indonesia.Travel”, since 2010, there are 211 videos uploaded on the account. The samples used for the research are 10 videos. The ads are taken with the technique of purposive and continued by random. The results showed that there is still a depiction of women who defended the role of traditional stereotype, but there are categories that is already starting to show the woman out of the role of stereotype.

Keywords


gender, tourism, women, stereotypes

Full Text:

PDF

References


Allan, K., & Coltrane, S. (1996). Gender Displaying Television Commercials: A Comparative Study of Television Commercials in the 1950s and 1980s. Sex Roles, 185-203.

Belknap, P., & II, W. M. (1991). A Conceptual Replication and Extension of Erving Goffman’s Study of Gender Advertisements. Sex Roles, 103-118.

Bell, P., & Milic, M. (2002). Goffman’s Gender Advertisements revisited: combining content analysis with semiotic analysis. Visual Communication, 203-222.

Boer, K. M. (2012). Nude Photography, Eksploitasi Tubuh Pengatasnamaan Seni. Jurnal Komunikator .

Goffman, E. (1979). Gender Advertisements. New York: Harper & Row.

Gunarso, S. D., & Gunarso, Y. S. (2004). Psikologi Praktis: Anak, Remaja, dan Keluarga. Jakarta: PT BPK Gunung Mulia.

Kusuma, R. S., & Vitasari, Y. (2017). Gendering the Internet: Perempuan pada Ruang Gender yang Berbeda. Jurnal Ilmu Komunikasi, 125-142.

Lombard, M., Duch, J. S., & Bracken, C. C. (2002). content analysis in mass communication assessment and reporting of intercoder reliability. Human Communication Research, 587-604.

Masse, M. A., & Rosenblum, K. (1988). Male and Female Created They Them: The Depiction of Gender In the Advertising of Traditional Women’s and Men’s Magazines. Women’s Studies Int., 127144.

Pribadi, M. H. (2013). Konstruksi Sensualitas Model Perempuan Pada Komunitas “Bukan Fotografer”.

Pritchard, A. (2001). Tourism and Representation: a Scale for Measuring Gendered Portrayals. Leisure Studies, 79-94.

Rubin, K. H., Dwyer, K. M., Booth-LaForce, C., Kim, A. H., Burgess, K. B., & Rose-Krasnor, L. (2004). Attachment, Friendship, and Psychosocial Functioning in Early Adolescence. Early Adolescence, 326-356.

Sirikaya, E., & Sonmez, S. (2015). Gender Images in State Tourism BrochureAs:An Overlooked Area in Socially Responsible Tourism Marketing . 353-362.

Sun, Z. (2017). Exploiting Femininity in a Patriarchal Postfeminist Way: A Visual Content Analysis of Macau’s Tourism Ads. International Journal of Communication, 2624–2646.

Wagner, L. C., & Banos, J. B. (1973). A Woman’s Place: A Follow-up Analysis of the Roles Portrayed by Women in Magazine. American Marketing Association.

Wijayanto, A., & Fauziati, E. (2006). Sexist Language dalam Buku LKS Bahasa Inggris untuk Siswa SLTP di Surakarta. Jurnal Penelitian Humaniora, 133151.

Wirartha, I. M. (2000). Ketidakadilan Gender yang Dialami Pekerja Perempuan di Daerah Pariwisata. Jurnal Sosial-Ekonomi Pertanian.




DOI: https://doi.org/10.29313/mediator.v11i2.3836

Refbacks

  • There are currently no refbacks.

Comments on this article

View all comments




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

Flag Counter