Proceedings of the 3rd International Conference on Creative Media, Design and Technology (REKA 2018)

The Persistence of Traditional Gender Roles in Online Shopping App Advertisement

Authors
Asnurul Novia Narendra, Sri Kusuma Habsari, Deny Tri Ardianto
Corresponding Author
Asnurul Novia Narendra
Available Online November 2018.
DOI
https://doi.org/10.2991/reka-18.2018.50How to use a DOI?
Keywords
advertisement changes, culture industry, online shopping, traditional gender roles
Abstract

The form of advertisements of Indonesian online shopping apps changes from display products in 2014 to cultural value display in 2017-2018. This study aims to point out the persistence of traditional gender roles in Tokopedia, despite the changing form of the ads. This study used descriptive qualitative method with semiotics approach by Roland Barthes to find the message and myth about gender role in seven Tokopedia ads. The study shows that while the form of ads have turned into display of cultural values, the rules of gender roles used in the ads remain the same. Even though women in ads are portrayed with the freedom of choice, they remain constrained by beauty myths and norms of society that keep them in second position as subdivision, passive, and consumptive, while men are superior, active, and productive. Although Tokopedia ads have begun to act as a field of business and turn shopping concept from passive consumptive to active productive, users must still shop first as a way to find self- identity, matching business, or ideals. It means the ads forever remains as it is, a public incentive tool to buy something for profit but not to contribute to changes in the norms of society, especially as feminism movement

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

Volume Title
Proceedings of the 3rd International Conference on Creative Media, Design and Technology (REKA 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
November 2018
ISBN
978-94-6252-612-9
ISSN
2352-5398
DOI
https://doi.org/10.2991/reka-18.2018.50How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Asnurul Novia Narendra
AU  - Sri Kusuma Habsari
AU  - Deny Tri Ardianto
PY  - 2018/11
DA  - 2018/11
TI  - The Persistence of Traditional Gender Roles in Online Shopping App Advertisement
BT  - Proceedings of the 3rd International Conference on Creative Media, Design and Technology (REKA 2018)
PB  - Atlantis Press
SP  - 224
EP  - 227
SN  - 2352-5398
UR  - https://doi.org/10.2991/reka-18.2018.50
DO  - https://doi.org/10.2991/reka-18.2018.50
ID  - Narendra2018/11
ER  -