Iklan dan Kekerasan Simbolik

Posted: October 7, 2011 in Uncategorized

pertemuan kali ini dibawakan oleh Dra. Endah Muwarni M.Si.


Endah Muwarni


This study aims to explain the mechanisms of symbolic violence of the reality of a healthy body through advertising. As a foothold theory, used the concept of symbolic violence of Pierre Bourdieu by using reflective dialetik. The results showed that the strategy and dramatization distinction arises from the relationships between actors in the arena of advertising production.Symbolic image of a healthy slim body for women and athletic for a man who produced the ad was perceived as a fairness and kelumrahan. This condition is possible because there is compliance with the public mindset symbolic image ads. Mindset is rooted in the relations of domination within the family, social environment and work environment that make up the awareness of healthy body habitus. Kekeran engine advertising becomes symbolic healthy body of sin.



Abdullah Muhammad Jaubah


The knowledge gap theory was first proposed by Tichenor, Donohue and Olien at the University of Minnesota. They believe that the increase of information in society is not evenly acquired by every member of society: people with higher socio-economic status tend to have better ability to acquire information. This leads to a division of two groups: a group of better-educated people who know more about most things, and those with low education who know less. Lower socio-economic status  people, defined partly by educational level, have little or no knowledge about public affairs issues, are disconnected from news events, important new discoveries, and usually aren’t concerned about their lack of knowledge. What is knowledge gap? What variables included in socio-economic status? Research on the knowledge gap theory need to be done by students of communication science to accept or reject this theory based on the results of empirical research.


(Analisis Framing tentang Perempuan di Majalah KARTINI


Nur Kholisoh


Over the years, communication media serve the purposes of the patriarchy that runs society. Besides, too few women appear in the media and are limited to a few stereotypical roles (for example, housewife, nurse, secretary). There are the underrepresentation of women as media producers and in the corporate decision structure, as well as social norms that prescribe only certain roles for women. For example, women are bombarded by advertising messages that stress their role as consumers of mass-produced goods and unrealistic ideal of feminine beauty that in turn drive sales of products targeted to women.

Magazine, as mass media, still reflect society’s dominant social values and symbolically denigrate women, either by not showing them at all, or by depicting them in stereotypical roles. The women that do appear in media content tend to be  young and conventionally pretty, defined in relationship to their husband, father, son, boss or another man, and portrayed as passive, indecisive, submissive, dependent, etc.

Culture Imperialism in Cosmopolitan Magazine :

The Internalization of Consumerism Value

Irsanti Widuri Asih (irsantiw@yahoo.com)*

Lektor pada Jurusan Ilmu Komunikasi FISIP UT,

mahasiswa Program Pascasarjana Ilmu Komunikasi FISIP UI


Cosmopolitan magazine in Indonesia has no controversy reaction such as Playboy magazine has when this man adult magazine published in Indonesia for the first time. Actually, Cosmopolitan magazine has potential danger, that is, to pursue and to internalized consumerism value. That can lead us to the imperialism of culture.

This article aim to give an explanation about how the article about American life style can bring bad influence to the people in the Third World country.

Keyword : cultural domination, Americanization, pop culture


Ida Fariastuti


In this global village, we can not avoid communication encounters with people from other culture. Because of that we have to really understand the unique and different characteristic in every other cultures. We must understand the culture differences to engage in a good communication. To understand them, we have to know them. To know them, that’s mean we can find a good strategy to communicate with them.

Andi Andya Novita Kuswardhani [14]

taken from http://jurnalwacana.wordpress.com/2010/09/01/abtracts-volume-ix-no-29-mei-2010/#more-67

Abstract. Message in a commercial facility not only information about a product, but a union between the interests, partisanship to ideology. In this study, researchers raised about how the dominance of men over women represented conducts an ad. In this case the researchers chose Axe print ads in two versions. That is, the version of “Tarzan” and the version of “Lusty Librarian” which tries to offer a representation of male dominance over women through the ads.
Researchers used the theory of groups are silenced (Muted Group Theory) included in the critical theory or critical paradigrna. Researchers also rnemakai several concepts such as hegemony and gender. This was a qualitative descriptive approach. Researcher rnenggunakan semiotic analysis of Roland Barthes’s model in-rnakna rnembedah meaning in print advertisements Axe.
After thorough analysis, we obtained results that apparently conducts both print ad version of the Axe, the dominance of men over women is represented by the figure rnenggunakan men and women with all the positions that are illustrated and also written in your ad headline. It was also found that the dominance of that seen in print ads Axe version of Tarzan is a dominance in the physical and mental, and in print ads Axe dorninasi version of “Lusty Librarian” found that women dominated the mental.

(Studi Analisis Semiotika lklan Pemutih Kulit CITRA ,
Edisi 2-15 Januari 2008 di Majalah Smart CHIC)
Ayuningtyas Pratiwi [59]


The use of mass media become a tool of the most effective, efficient and quick way to inform the company in a product or service to the society ‘s, and was mostly done by the company to rnenggunakan rnassa media as a tool to promote products or services to be offered to the public, one of which is print media that this is a magazine in ha1. Most magazines are published mernang comfort women. One reason is because this segment is potential for pernasaran certain products such as cosmetics, clothing, accessories, furniture, cleaning tools rurnah, and others. Women have all the beauty that can be used as an advantage to attract anyone who saw it. Starting from the long black hair, beautiful face, smooth, tall, slim body and smooth-skinned and white. The author would like to investigate further how a beauty product, in this case, Citra Body Lotion, representing the woman as a model of beauty advertising.

(Berfungsi untuk menganalisis dan menjelaskan pentingnya berfikir
secara Transparan dan logis terhadap berbagai aspek komunikasi Bisnis)
Endang Suradi [100]


In a typical days at work or college we are likely to be confronted  with arguments coming in all shapes and sizes.

Reading the newspaper over breakfast or listening to the morning news. We will come under the influence of other persons or organisations trying to convince us of the correctness of their views on everything from the best value cereal to eat to who we should vote for in the next election.

At college, we will be expected to critically judge the value of what we read in books and articles, and be able to produce essays and reports which are logical and well-organised.

At work, we will have reports to read (and write) in which it will be extremely important dto judge whether the conclusions and recommendations reached are correct or not.

As we advance in our careers, this skill of clear thinking becomes ever more important as quick and accurate judgments have to be made on many other people’s arguments and submissions. So important is it to think clearly in relation to our own and others’ ideas that it is difficult to imagine a successful person who does not have this ability.

The purpose of this chapter is to introduce the main types of argument used in everyday life, with a view not only to being able to convincingly demonstrate- to ourselves and our “opponents”- the reasons for such a judgment. Most people have a rough, instinctive idea of the value of argument, but lack the ability to put forward the exact the reasons why the argument is good or bad.

H.M. Abdi Koro [125]


The analysis of the early marriage in regards to the law with the protection of the under age child towards the development of the quality of human resources, that the results of this research was qualified as the legal research that was inter and multi disciplinary, so as the source of the data that came from the bibliography research, was supported by results of field work through the interview. The data was gathered to be analyzed through the juridical analysis method quantitative by depicting the data in accordance with the problem henceforth was interpreted, systemized, as well as was given by the argumentation to get the conclusion.

Results of the research showed evidently the lower age limit for the woman to be married resulted in the rate of the birth being higher, also showed the existence of the life in the household not harmonious. In the implementation of the marriage, the manipulation of the age, without the court’s dispensation happened. Factors that affected it in part, the free association, the culture/the tradition, education, economics, as a result the development of human resources was doubted, become more immature, often quarrelling, the high divorce, and often were being sick. The child was forced to drop out of school, the child lost the cheerful life in the childhood, and hindered to psychological development/the identity of the child was forced to become fast mature as adult. In connection with that then marriage regulations of the number 1 in 1974 determined the age limit to be married, the man in 19 years old whereas the woman is 16 years old.

From ME: I will update it later….


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