Kajian Semiotik Terhadap Nilai-nilai Gender Dalam Desain Iklan

Martadi

Jurusan Seni Rupa, Fakultas Bahasa dan Sastra
Universitas Negeri Surabaya

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ABSTRAK
Pencarian nilai-nilai lama yang diluruhkan oleh iklan-iklan di majalah Femina dan mengkaji pula nilai-nilai baru gender yang sedang dibangun pada majalah tersebut. Hasil analisa menunjukan bahwa secara umum citra perempuan digambarkan sebagai insan yang memiliki peran menjadi “penjaga nilai-nilai halus dan adiluhung” di rumah. Konsep iklan rata-rata menggambarkan bahwa kondrat perempuan sebagai makhluk dengan tugas utama penyambung keturunan, lemah lembut, anggun, pandai memasak, lebih emosional, dan fisiknya kurang kuat. Secara garis besar ada lima citra perempuan yang digambarkan dalam iklan tersebut, yaitu: citra perempuan sebagai pengurus utama keluarga citra perempuan sebagai pengemban tugas-tugas di dapur, citra perempuan yang selalu ingin tampil memikat, Citra perempuan yang selalu harus mengikuti pergaulan, citra perempuan sebagai obyek untuk menyenangkan (pemuas) laki-laki. Pada beberapa iklan, masih memperlihatkan citra perempuan yang dipandang sebagai “obyek” untuk memuaskan kaum laki-laki, meskipun dalam iklan di majalah Femina citra tersebut digambarkan secara lebih halus (tersirat). Pada beberapa iklan masih memperlihatkan secara jelas adanya nilai-nilai gender lama yang masih mempertahankan penarikan garis batas yang jelas antara dunia laki-laki dengan dunia perempuan atau sekurang-kurangnya yang masih menganggap adanya ciri kodrati dari kedua jenis kelamin tersebut. Nilai-nilai gender baru dalam iklan tidak terlalu banyak ditampilkan. Beberapa nilai-nilai gender baru yang dicoba untuk dibangun yaitu perempuan digambarkan harus mengikuti perkembangan berita-berita aktual, selalu tampil sesuai perkembangan jaman, dan selalu mementingkan kepentingan anggota rumah tangganya, dari pada kepentingan dirinya sendiri.

Kata kunci: Citra perempuan, iklan di majalah.

ABSTRACT
This writing is about a search for conventional values cast off by ads in Femina magazines and an analysis on the new gender eminence constituted by that magazine. The analysis shows that in general, images of women are portrayed as individuals playing a role as ‘warden of refined and noble civilization’ in family. In average, the concept of ads depicts women’s nature as graceful, elegant, good at cook, more emotional, physically weak and whose main responsibility is to produce offspring. There are five images of women illustrated in that ads: the image as being family caretaker, carrying out duties in the kitchen, always performing captivating look, following the trend in social intercourse and being the object of men’s gratification. Some ads still show women’s image viewed as ‘object’ to gratify men’s desires despite the refined (implied) portrayal Femina magazine presents that image. Other ads correspondingly disclose the traditional gender values which maintain the clear limit between men’s and women’s world or at least still regard the typical natures of these two genders. The new gender values in ads are spotted not too many. A few of these values are tried to be constructed that is women are depicted as to follow actual recent news, appear trendy, and put family’s importance above her own.

Keywords: women’s image, magazine’s advertisement.

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Bagaimana kita bisa membebaskan perempuan dari tirani pesan-pesan media yang mengungkung kehidupannya sebatas tungku dan rumah?

Gaye Tuchman
Hearth and Home, 1978

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Download > Citra Perempuan dalam Iklan di Majalah Femina Edisi Tahun 1999

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Sumber: Desa Informasi > Pusat Penelitian (Research Centre) Petra Christian University

“Desa Informasi” or “Information Village” is the name adopted for the Local eContent (digital information resources with local flavor) development project being carried out in Petra Christian University Library.

“Desa Informasi” can also play an important role in preserving (at least) digitally local historical and cultural heritage, thus preserving the collective memory of a local society.

All Local eContent collections are available for everyone through the Internet for free. Some Local eContent collections are currently available in “Desa Informasi,” such as Surabaya Memory, Digital Theses, eDIMENSI, Petra@rt Gallery, Petra iPoster, and Petra Chronicle.

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ABOUT INTERNATIONAL WOMEN’S DAY (8 March 2009)

International Women’s Day has been observed since in the early 1900’s, a time of great expansion and turbulence in the industrialized world that saw booming population growth and the rise of radical ideologies.

1908
Great unrest and critical debate was occurring amongst women. Women’s oppression and inequality was spurring women to become more vocal and active in campaigning for change. Then in 1908, 15,000 women marched through New York City demanding shorter hours, better pay and voting rights.

1909
In accordance with a declaration by the Socialist Party of America, the first National Woman’s Day (NWD) was observed across the United States on 28 February. Women continued to celebrate NWD on the last Sunday of February until 1913.

1910
n 1910 a second International Conference of Working Women was held in Copenhagen. A woman named a Clara Zetkin (Leader of the ‘Women’s Office’ for the Social Democratic Party in Germany) tabled the idea of an International Women’s Day. She proposed that every year in every country there should be a celebration on the same day - a Women’s Day - to press for their demands. The conference of over 100 women from 17 countries, representing unions, socialist parties, working women’s clubs, and including the first three women elected to the Finnish parliament, greeted Zetkin’s suggestion with unanimous approval and thus International Women’s Day was the result.

1911
Following the decision agreed at Copenhagen in 1911, International Women’s Day (IWD) was honoured the first time in Austria, Denmark, Germany and Switzerland on 19 March. More than one million women and men attended IWD rallies campaigning for women’s rights to work, vote, be trained, to hold public office and end discrimination. However less than a week later on 25 March, the tragic ‘Triangle Fire’ in New York City took the lives of more than 140 working women, most of them Italian and Jewish immigrants. This disastrous event drew significant attention to working conditions and labour legislation in the United States that became a focus of subsequent International Women’s Day events. 1911 also saw women’s ‘Bread and Roses’ campaign.

1913-1914
On the eve of World War I campaigning for peace, Russian women observed their first International Women’s Day on the last Sunday in February 1913. In 1913 following discussions, International Women’s Day was transferred to 8 March and this day has remained the global date for International Wommen’s Day ever since. In 1914 further women across Europe held rallies to campaign against the war and to express women’s solidarity.

1917
On the last Sunday of February, Russian women began a strike for “bread and peace” in response to the death over 2 million Russian soldiers in war. Opposed by political leaders the women continued to strike until four days later the Czar was forced to abdicate and the provisional Government granted women the right to vote. The date the women’s strike commenced was Sunday 23 February on the Julian calendar then in use in Russia. This day on the Gregorian calendar in use elsewhere was 8 March.

1918 - 1999
Since its birth in the socialist movement, International Women’s Day has grown to become a global day of recognition and celebration across developed and developing countries alike. For decades, IWD has grown from strength to strength annually. For many years the United Nations has held an annual IWD conference to coordinate international efforts for women’s rights and participation in social, political and economic processes. 1975 was designated as ‘International Women’s Year’ by the United Nations. Women’s organisations and governments around the world have also observed IWD annually on 8 March by holding large-scale events that honour women’s advancement and while diligently reminding of the continued vigilance and action required to ensure that women’s equality is gained and maintained in all aspects of life.

2000 and beyond
IWD is now an official holiday in China, Armenia, Russia, Azerbaijan, Belarus, Bulgaria, Kazakhstan, Kyrgyzstan, Macedonia, Moldova, Mongolia, Tajikistan, Ukraine, Uzbekistan and Vietnam. The tradition sees men honouring their mothers, wives, girlfriends, colleagues, etc with flowers and small gifts. In some countries IWD has the equivalent status of Mother’s Day where children give small presents to their mothers and grandmothers.

The new millennium has witnessed a significant change and attitudinal shift in both women’s and society’s thoughts about women’s equality and emancipation. Many from a younger generation feel that ‘all the battles have been won for women’ while many feminists from the 1970’s know only too well the longevity and ingrained complexity of patriarchy. With more women in the boardroom, greater equality in legislative rights, and an increased critical mass of women’s visibility as impressive role models in every aspect of life, one could think that women have gained true equality. The unfortunate fact is that women are still not paid equally to that of their male counterparts, women still are not present in equal numbers in business or politics, and globally women’s education, health and the violence against them is worse than that of men.

However, great improvements have been made. We do have female astronauts and prime ministers, school girls are welcomed into university, women can work and have a family, women have real choices. And so the tone and nature of IWD has, for the past few years, moved from being a reminder about the negatives to a celebration of the positives.

GoogleAnnually on 8 March, thousands of events are held throughout the world to inspire women and celebrate achievements. A global web of rich and diverse local activity connects women from all around the world ranging from political rallies, business conferences, government activities and networking events through to local women’s craft markets, theatric performances, fashion parades and more.

Many global corporations have also started to more actively support IWD by running their own internal events and through supporting external ones. For example, on 8 March search engine and media giant Google some years even changes its logo on its global search pages. Year on year IWD is certainly increasing in status. The United States even designates the whole month of March as ‘Women’s History Month’.

So make a difference, think globally and act locally !! Make everyday International Women’s Day. Do your bit to ensure that the future for girls is bright, equal, safe and rewarding.

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