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Estetika dan Mitos Perempuan dalam Iklan
Estetika dan Mitos Perempuan dalam Iklan
Sumbo Tinarbuko
IKLAN sebagai salah satu perwujudan kebudayaan massa tidak hanya bertujuan menawarkan dan mempengaruhi calon konsumen untuk membeli barang atau jasa, tetapi juga turut mendedahkan nilai tertentu yang secara terpendam terdapat di dalamnya. Oleh karena itulah, iklan yang sehari-hari kita temukan di berbagai media massa cetak maupun elektronik dapat dikatakan bersifat simbolik. Artinya, iklan dapat menjadi simbol sejauh imaji yang ditampilkannya membentuk dan merefleksikan nilai hakiki.
2 Comments
There are some problems with the article. Firstly, it seems to me the author sees feminism as single entity. As a result, the author did not include the paradigm shift in feminism from patriarchy to agency. Which feminism does the author refer to? Is it Germaine Greer? How about Catherine Lumby or Elspeth Probyn?
Secondly, i am wondering how well does feminism in Indonesia engage with the feminist debates at international level? It might be fair to argue that feminism in Indonesia is still focusing too much on structure ie patriarchy and ignore the role of agency. Of course patriarchy is entrenched but structure is not self-sustained and there is always room of decoding and deconstructing the hegemonic idea.
This discussion reminds of feminist debates on prostitutions in 19th century England in that feminist movements were divided into two camps. The first group saw prostitutions as victims but the other one thought by coming out of the street they contested the strict gender role in geographical sense (home and work, home and street).
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