KOMODIFIKASI SEKS DAN PORNOGRAFI DALAM REPRESENTASI ESTETIKA IKLAN KOMERSIAL DI MEDIA MASSA

Kasiyan, - KOMODIFIKASI SEKS DAN PORNOGRAFI DALAM REPRESENTASI ESTETIKA IKLAN KOMERSIAL DI MEDIA MASSA. Jurnal Penelitian Humaniora, 2 (1).

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Abstract

This research aims at describing commodification of sex and pornography represented in mass media's aesthetics of advertisement, focusing on (1) signifier and signified used, and (2) factors influencing the tendency of the mainstream of phenomena construction of commercial advertisement in mass media commodificating sex appeal and pornography. Method used in this research is qualitative with multidiscipline approach - this model, in Julia Kristeva view, is called intertextuality; focusing more on semiotic and sociologic approach. This research is limited to advertisement in print mass media; Femina and Marta magazines published in 2002 and Kompas newspaper published in 2006 selected purposively. The result of the research can be described as follows. First, visual representation (signifier) and the content (signified) of sex and pornography commodification in advertisement dominantly appear are pictures of women 's body. That body exploitation viewedfrom semiotic and its signifier is in form of outstanding body appeal, both in nature of whole body and certain vital or sensitive parts of body. From the signifier, it can be categorized into two: a) signifier which is related to real need of women such as advertisement of body treatment, and b) those which are not related to women's need at all such as advertisement of mobile phone. Second, related to the causal factors of the tendency in appealing sex and pornography as sign system in commercial advertisement in mass media, it can be said very complex. However, based on hermeneutical interpretation, there are, at east, two basic factors: a) the 'eternality' of sex spirit in influencing human civilization and b) the 'eternality' of primitivism in human culture, especially that which is related to myth.

Item Type: Article
Subjects: Perpustakaan
Divisions: Perpustakaan
Depositing User: Journal Perpustakaan UNY
Date Deposited: 03 Sep 2012 15:44
Last Modified: 03 Sep 2012 15:44
URI: http://eprints.uny.ac.id/id/eprint/4879

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