The Construction of Father’s Roles in Family Magazine: Study on Ayahbunda Magazine

Abstract

The figure of a father still dominates the figure of a mother. His role is considered very important as the head of the family, making a father a central authority in the family. This has become a culture among Indonesian society in general, known as patriarchal culture. In the past, most fathers were mostly in the public sector. However, at present time, they are also doing domestic work, such as cooking, washing clothes, caring for children, cleaning the house, and so on. Speaking of the role of father in the family, there is indeed a connection with gender. Gender is very close to patriarchal culture. Gender culture is constructed in various social life. Walby argued that gender culture is actively constructed in all areas of social life, including family, media and school [1]. Discourse of masculinity and femininity is contested in the workplace and the country, as well as individuals. The development of gender culture in society cannot be separated from the role of the mass media. The mass media spread various information, including information about the role of a father in the family. In this regard, a change in the role of a father in the family is presented in various mass media in Indonesia, especially in family magazines, one of which is the Ayahbunda Magazine. The formulation of the research problem is to know how the construction of the father's role in family magazines is, especially in the Ayahbunda Magazine. This study aims to examine the role of fathers from a gender perspective on family magazines. This research is expected to provide input on gender studies in the mass media, especially in the editorial of Ayahbunda Magazine. In this study, the author uses a constructivism paradigm and a qualitative methodology. The research method used is framing using the model of William A. Gamson and Mondigliani. The results of this study reveal that Ayahbunda Magazine constructed the role of fathers, which was originally only in the public domain, but now also is in the domestic realm. Father participated in helping and alleviating a mother's duties. However, father still has dominant power, even though father has a dual role in his life.