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

Authors

  • 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

DOI:

https://doi.org/10.22487/ejk.v12i2.1667

Keywords:

Digital advertisements, Gender representation, Patriarchal culture, YouTube

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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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

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Published

2025-09-01

Issue

Section

Articles

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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