Representation of Gender Stereotypes and Patriarchal Culture in MR.DIY Indonesia's Ramadan 2024 Advertisements on YouTube

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Published: 2025-09-01
DOI: https://doi.org/10.22487/ejk.v12i2.1667
Keywords:
Digital advertisements, Gender representation, Patriarchal culture, YouTube

Main Article Content

Renata Julianty Hartono
, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
Prayogi Restu Adiguno
Muhammadiyah University of Yogyakarta image/svg+xml
Nada Nadiah Aulia
Muhammadiyah University of Yogyakarta image/svg+xml
Fajar Junaedi
Muhammadiyah University of Yogyakarta image/svg+xml

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.

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Article Details

Issue

Vol. 12 No. 2 (2025): August

Section

Articles

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, Muhammadiyah University of Yogyakarta

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

Nada Nadiah Aulia, Muhammadiyah University of Yogyakarta

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

Fajar Junaedi, Muhammadiyah University of Yogyakarta

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

How to Cite

Representation of Gender Stereotypes and Patriarchal Culture in MR.DIY Indonesia’s Ramadan 2024 Advertisements on YouTube. (2025). Kinesik, 12(2), 67-77. https://doi.org/10.22487/ejk.v12i2.1667

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