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Abstract

Digital advertisements often serve as a medium for reproducing gender stereotypes and hidden patriarchal power relations. This research aims to explore the representation of gender stereotypes and patriarchal culture in MR.DIY Indonesia advertisements titled "Urusan Berbenah Jadi Mudah" and "Urusan Lebaran Jadi Mudah" through semiotic analysis. Using a qualitative approach and Roland Barthes' orders of significance theory framework, the research dissects the hidden mechanisms behind the construction of meaning in both advertisements. The research findings reveal that gender stereotypes and patriarchal dominance do not disappear, but rather transform into more subtle and disguised forms of representation. Advertisements do not merely showcase products, but present social narratives that perpetuate traditional gender hierarchies.

Keywords

Digital advertisements Gender representation Patriarchal culture YouTube

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Author Biographies

Renata Julianty Hartono, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Yogyakarta

Prayogi Restu Adiguno, Universitas Muhammadiyah Yogyakarta

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Yogyakarta

Nada Nadiah Aulia, Universitas Muhammadiyah Yogyakarta

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Yogyakarta

Fajar Junaedi, Universitas Muhammadiyah Yogyakarta

Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Muhammadiyah Yogyakarta

How to Cite
Hartono, R. J., Prayogi Restu Adiguno, Nada Nadiah Aulia, & Fajar Junaedi. (2025). Representation of Gender Stereotypes and Patriarchal Culture in MR.DIY Indonesia’s Ramadan 2024 Advertisements on YouTube. Kinesik, 12(2), 67-77. https://doi.org/10.22487/ejk.v12i2.1667

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