Pangestika, Nur Laili Adi (2024) ANALISIS MASKULINITAS PEREMPUAN DALAM IKLAN VALORANT #LETMEEXPLAIN VERSI FLASHES. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.
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Abstract
In its growth, the advertisement not only promote products or services but also becomes one of media that conserve stereotypes of women. The Flashes version of the Valorant #LetMeExplain advertisement was created to provide an overview of strategies for using the Phoenix agent's flashes skills as visualized by women. The figure of Leona Agustine is shown in quite contrast to the performance which tends to be masculine. This study aims to determine the depiction of masculinity's forms in the role of Leona Agustine. The research method is descriptive qualitative with data sources in the form of cut scenes and dialogues in advertisement. The researcher adopted Peter Lehman's concept of masculinity to be used as an analytical knife in the research. Based on the research findings, it shows that Leona Agustine's scenes in advertisements display indicators of masculinity such as courage, power, heroism, and leadership. These masculine characteristics are influenced by experience, environment and social factors.
| Item Type: | Thesis (Skripsi (S1)) |
|---|---|
| Uncontrolled Keywords: | Female masculinity, Advertisement, Valorant #LetMeExplain |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Social Science and Political Science > Department of Communication Science |
| Depositing User: | fisip . userfisip |
| Date Deposited: | 13 Mar 2024 05:47 |
| Last Modified: | 13 Mar 2024 05:47 |
| URI: | http://eprints.umpo.ac.id/id/eprint/13527 |
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