PEREMPUAN DALAM IKLAN: APLIKASI PENDEKATAN FUNGSIONALISME STRUKTURAL DAN PENTINGNYA PERHATIAN FEMINISME
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Abstract
Maraknya iklan di TV sebagai media bagi sosialisasi komoditas merupakan salah satu indikasi munculnya simulasi dalam membangung kesadaran manusia tentang hakikat dirinya. Iklan telah memposisikan manusia antara ‘komoditas’ itu sendiri dan ‘nilai tukar’, terlebih ketika resistensi gender lebih ditonjolkan dalam membentuk imaji konsumen. Dengan pendekatan struktural-fungsional penulis ingin melihat relasi-relasi struktural antara ketika hal di atas. Di era yang tengah giat membangun paradigma post-strukturalisme, tulisan ini akan melihat bagaimana fenomena perempuan dalam iklan di era post-strukturalisme yang dikaji dengan paradigma strukturalisme.
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