FEMINISM IN ‘AFTER 11’ AN ADVERTISIMENT OF BUKALAPAK

Rully ., Abdul Basit, Muji Prabella

Abstract


Abstrak. Perkembangan era digital saat ini telah memperlihatkan transformasi nyata dari perubahan ruang periklanan. Iklan dalam bentuk film telah menjadi bagian dari media massa sebagai salah satu media representasi yang merupakan cerminan dari masyarakat. Bukalapak melalui YouTube, membalut makna feminisme dalam kemasan film AFTER 11 yang sekaligus merupakan iklan untuk membangun pandangan agar masyarakat lebih berdaya. Dengan memperlihatkan figur perempuan seorang ibu yang tidak hanya berkiprah di ranah domestik, namun dapat melakukan aktifitas ataupun pekerjaan yang bersifat maskulin. Karakter perempuan yang menyadari kebebasannya membuat menarik untuk menguak dan menelitinya dari sisi feminisme, dengan menggunakan analisis semiotika Roland Barthes yang memaparkan denotasi, konotasi dan mitos. Kesimpulan dari penelitian ini menunjukan bahwa ada ideologi feminisme yang ingin dibawa oleh Bukalapak melalui media iklan dalam film AFTER 11, bahwa perempuan saat ini dapat beraktifitas sebebas-bebasnya tanpa perlu khawatir dan mampu berperan ganda dalam memenuhi kebutuhan anaknya, selain itu juga Bukalapak ingin mendobrak stereotip menjadi pengusaha harus dengan modal yang besar dan biasanya hal ini hanya dapat dilakukan oleh kaum kapitalis, namun dengan Bukalapak, UKM atau individu, ataupun hanya seorang ibu rumah tangga, dapat berdaya dan tangguh.


Abstract. The development of the digital era today has shown a real transformation of the changing advertising space. Advertising in the form of films has become part of the mass media as one of the media representations that are a reflection of society. Bukalapak through YouTube, wrapped the meaning of feminism in the AFTER 11 film packaging which is also an advertisement to broaden views so that people are more empowered. By showing a female figure as a mother who not only takes part in the domestic sphere, but also carry out activities or jobs that are masculine. The character of women who realize their freedom makes it interesting to uncover and examine it from the side of feminism, using Roland Barthes's semiotic analysis which presents denotations, connotations and myths. The conclusion of this study shows that there is an ideology of feminism that Bukalapak wants to bring through the advertising media in the film AFTER 11, that women today can work as freely as possible without worrying and being able to play a dual role in meeting their children's needs, besides that Bukalapak also wants to break stereotypes being an entrepreneur must be with big capital and usually this can only be done by the capitalists, but with Bukalapak, UKM or individual, or just a housewife, can be empowered and resilient.



Keywords


Feminism, AFTER 11, Femvertising, E-commerce, Semiotic.

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DOI: https://doi.org/10.14421/pjk.v13i1.1963

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Published by:
Program Studi Ilmu Komunikasi
Fakultas Ilmu Sosial dan Humaniora
UIN Sunan Kalijaga Yogyakarta Indonesia