Using women's bodies in product marketing advertisements is nothing new. The female body is deliberately presented as a marketing strategy. In practice, it is not uncommon for women to be categorized into three trinities, namely, girl, wife, and entertainer. What's worse, this is justified and reproduced by various media. The Gadis Kretek novel is a literary work that juxtaposes the female body with cigarette advertisements. This research was conducted to uncover how women's bodies are selected, used, and displayed for marketing activities of cigarette products that are attached to men by society and become a symbol of masculinity. The method that will be used as a data analysis tool is Norman Fairclough's critical discourse analysis, which focuses on aspects of linguistic practice, discursive practice, and social practice. The results of this study indicate that in product promotion, the female body is used as a desire production machine that will attract potential buyers. Women in ad frames are also categorized based on the Girl-Wife-Entertainer trinity, where the three of them have their own identities but are still presented as complements to men. From this research, it can be seen that literary works also commodify discourses on beauty and the female body. The female body seems to be an affirmation of the construction of masculinity.
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Pub Date : 2020-03-01DOI: 10.22146/sasdayajournal.54563
Bambang Purwanto
Dunia pendidikan tinggi di Indonesia akhir-akhir ini diramaikan oleh munculnya slogan baru “Kampus Merdeka” seiring dengan pengembalian unsur pendidikan tinggi dari Kementerian Riset, Teknologi, dan Pendidikan Tinggi pada Kabinet Presiden Joko Widodo pertama ke Kementerian Pendidikan dan Kebudayaan pada Kabinet Presiden Joko Widodo yang kedua. Pengembalian itu tentu saja akan memiliki kelebihan dan kekurangan, tergantung perspektif yang digunakan untuk memahaminya. Tapi satu hal yang pasti, dunia pendidikan tinggi sekarang memiliki dua rumah, yaitu rumah pertama di Kementerian Pendidikan dan Kebudayaan, dimana Direktorat Pendidikan Tinggi berada. Kemudian rumah kedua adalah Kementerian Riset dan Teknologi/Badan Riset Nasional, dimana melekat nomenklatur unsur penelitian dan pengembangan ilmu, yang juga merupakan identitas utama dari pendidikan tinggi. Dalam keadaan seperti ini, kecerdasan intelektual dan sekaligus kecerdasan budaya diharapkan mampu menjadikan situasi yang ada sebagai ruang untuk terus mengembangkan inovasi akademik secara menyeluruh
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