GOFFMAN’S GENDER STEREOTYPES IN KARTINI 2014-2015 MAGAZINE ADVERTISEMENTS

Ratri, Fransisca Paramita Kingkin Ing (2016) GOFFMAN’S GENDER STEREOTYPES IN KARTINI 2014-2015 MAGAZINE ADVERTISEMENTS. Other thesis, UNIKA SOEGIJAPRANATA.

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Abstract

My thesis focuses on the representation gender stereotypes in Kartini 2014- 2015 magazine advertisements. To analyze the advertisements, this thesis uses Goffman’s theory on gender stereotypes in advertisements. Goffman’s theory is used to explore whether women’s portrayals in advertisements have changed through time. In his theory, Goffman proposes five categories: Relative Size, Feminine Touch, Function Ranking, Licensed Withdrawal, and the Ritualization of Subordination. The results of my study show that eighty-five advertisements from Kartini 2014-2015 fit with Goffman’s categories. With regards to gender stereotypes, out of eighty-five advertisements analyzed, 83.5% shows feminine strereotypes and 16.5% shows masculine stereotypes. This research, thus, proves that in advertisements women are still dominantly portrayed in subordinate roles even though some women have already been portrayed as career women. Keywords: Kartini, advertisements, Goffman’s theory, gender stereotypes

Item Type: Thesis (Other)
Subjects: 800 Literature
800 Literature > 890 Other literatures
Divisions: Faculty of Language and Art > Department of English Literature
Depositing User: Mr Ignatius Eko Budi Setiono
Date Deposited: 30 Mar 2017 05:11
Last Modified: 30 Mar 2017 05:11
URI: http://repository.unika.ac.id/id/eprint/12926

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