GENDERING THE MEDIA: ANALISIS REPRESENTASI RUANG BERGENDER DI DALAM TIGA IKLAN GO-JEK

Abstract

Advertising as a product of popular media is often used to promote and represent a
product. Three Go-Jek advertisements presented a gendered space concept. The
purpose of this paper is to describe the daily life of the people in the upper middle
class related to Go-Jek. The analysis in this study uses representation theory and
social class construction in advertisements related to symbols in messages or texts.
The writing method is carried out in several stages. First, watching and observing
Go-Jek advertisements on Go-Jek's Youtube channel. A total of 25 advertisements
released by PT Go-Jek Indonesia were collected from Go-Jek Indonesia's Youtube
channel from 2019 to 2021. Of the 25 advertisements that describe the daily life of
urban communities, there are only three advertisements "Rahasia Siap Jadi Suami
#Rumahtanggap" ad, "Pesan dari rumah buat Bang Jeki", and "Pesan dari rumah
buat kita yang di jalan." The conclusion shows that the three Go-jek advertisements
display the concept of gendered space that separates the spaces and practices of the
middle class in the daily lives of Indonesian people.