Feminism and Gender Construction in Modern Asia

Molony, Barbara

doi:10.1002/9781119535812.ch32

Cited by 3 publications

(3 citation statements)

References 12 publications

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“…Gender has made the distinction of roles, positions, duties, and division of labour between men and women based on the nature of women and men. It is regarded as suitable according to societal norms, practices, beliefs, or habits (Molony, 2020). Males are expected to be strong, aggressive, and dominating (Liu, 2022).…”

Section: Discussionmentioning

confidence: 99%

Brand Slogan and Tagline with Masculinity Role in L-Men Platinum Advertisements

2023

Media Education (Mediaobrazovanie)

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The study focuses on the construction of gender roles in L-Men advertisements. Using a cultural studies approach and a modified circuit of culture as a methodological and theoretical framework, this study aims to identify how gender roles are associated with production, representation, identity, and consumption. Furthermore, it can facilitate a broad contextual understanding of the Indonesian male identity's complexities and contradictions. L-Men is an Indonesian brand that produces a protein-rich drink that is intended to assist men in gaining muscle mass. The gender roles in L-Men Platinum advertisements are investigated in this study. The study reveals that advertising constructs the identity of ideal masculinity in Indonesian society through representation. L-Men advertising builds a toxic mindset in society, especially for males, by consistently using muscular models or actors in the advertisement. Also, it is stated in every L-Men advertisement from time to time that it still consistently uses the tagline "Trust me, It works", which implicitly instils a perception of its achievement in accomplishing a body goal for its customers. Thus, advertising has become an effective medium for commercializing products and constructing gender roles in society, particularly for men.

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Section: Discussionmentioning

confidence: 99%

Brand Slogan and Tagline with Masculinity Role in L-Men Platinum Advertisements

2023

Media Education (Mediaobrazovanie)

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“…This puts the condition of women under men's control, which makes them powerless to the point of being discriminated against because of the power of men who dominate them. Due to gender, duties, obligations, and the division of labor between men and women are differentiated and regarded as suitable by customs, norms, beliefs, or habits (Molony, 2020). This condition makes gender equality highly sought after by women.…”

Section: Discussionmentioning

confidence: 99%

The Construction of Feminist Movement Culture for Tackling Casual Sexism on Twitter

2023

Media Education (Mediaobrazovanie)

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This study investigates the phenomena of casual sexism that goes undetected in several tweets, comments, and other forms on Twitter and its relation to feminist movement culture. The study aims to analyze the tweet, comments, or texts that contain casual sexism and examine the data by looking at the feminist movement culture to prevent the existence of casual sexism on social media. The theory of feminism, which is formed from several feminist movements connected to attempts to eradicate gender-based discrimination and prejudice that mostly affects women daily, is used in this study. The result shows that, the feminist movement culture has a big role in realizing gender equality not only in society but also in social media. From several tweets containing casual sexism, it was found that each of these accounts voiced their opinion regarding the casual sexism phenomenon they encountered. In conclusion, Twitter has become a platform for many people to express themselves and voice opinions through writing and images. The data was collected in the form of texts, comments, and tweets on Twitter. Furthermore, whether intentionally or unintentionally, the feminist movement exists and keeps expanding in order to achieve gender equality and take steps to prevent casual sexism.

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“…Gender, which is socially and culturally constructed for a very long time, has made women stay with society's social norm. Moreover, gender has made the differentiation of roles, positions, responsibilities, and division of labor between men and women on the nature of women and men, and deemed appropriate according to norms, customs, beliefs, or habits of the community (Molony, 2020).…”

Section: Discussionmentioning

confidence: 99%

YouTube as a New Culture in Indonesia: The Construction of Gender Role in the Lens of the Circuit of Culture

Rosida,

Azwar

2021

IJMIL

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This study explores the construction of gender roles performed in The Irvandi's YouTube channel. By deploying cultural studies approach and working within the framework of the circuit of culture by Stuart Hall, this study aims to show how gender role is regulated, produced, consumed, and represented, which then constructs Indonesian women's identity. The result shows that the gender role is regulated through religion by which Islamic teachings are applied in her daily life and the social construction rooted within the patriarchal ideology. Next, the video's content is produced as the content creator accepts the gender roles tightly related to the regulation. Further, the video is consumed by its viewer where power, ideology, gender, and social class have shaped each other. Within its consumption, the video reveals the gender stereotyping and brings the effect of empowering women. As an interrelated element, the circuit of culture represents Indonesian women as ideal Muslim women (shaleha). The identity of women in the video is constructed through representation. She constructs her identity as a religious woman and shaleha. Besides, showing viewers where she usually buys home furnishing products indicates that she shows her middle social class. In conclusion, YouTube has become a new culture in Indonesia and has created an Islamic cultural industry as the content is presenting a series of images, practices, and religious values which is marketed especially to Muslim women. Then, this kind of YouTube video is re-strengthening and re-emphasizing the role of women in the family. The differentiation of roles between men and women is reconstructed and reproduced within this online video sharing platform.

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Feminism and Gender Construction in Modern Asia

Cited by 3 publications

References 12 publications

Brand Slogan and Tagline with Masculinity Role in L-Men Platinum Advertisements

Brand Slogan and Tagline with Masculinity Role in L-Men Platinum Advertisements

The Construction of Feminist Movement Culture for Tackling Casual Sexism on Twitter

YouTube as a New Culture in Indonesia: The Construction of Gender Role in the Lens of the Circuit of Culture

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