PEREMPUAN DAN IKLAN: SEBUAH CATATAN TENTANG PATOLOGI IDEOLOGI GENDER DI ERA KAPITAL
NIRMANA Vol. 3, No. 2, Juli 2001: 123 – 134
Observing commercial ads attentively from gender perspective in mass media in capitalism era, it will soon prove empirically the gloomy side of ‘capital economic politics’ which is existing revolutionarily and globally in this era that is when ads media, turning out to be the most effective profit making machine, has far poked the sensitivity of gender injustice, particularly on women. When commercial ads expression almost always ‘use’ women decoratively within a big narration, not far from stereotype exploitation on womanhood of women, women’s dignity has been incredibly retrenched. Because of this, many times, their beings are recognized negatively. The remaining embodiment is conceived as merely an object being prone to victims due to low bargaining power she holds. Therefore, it is compelling and crucial to raise the issue on reconstructing universal awareness, trying to clear up the gender ideology expression in libidinal economic era, hence it can be dug out as an alternative outlet/release and collective attitude towards absurd gender ideology. The following article is attempting to approach the addressed issue that from certaindiametrical, will sharpen ads reality and mass media as a gender regime and some conceptions from macro-paradigmatic.
Keywords: women, advertisement, gender ideology.
Full Text: perempuan