Maria Catherine Sirait, . (2026) REPRESENTASI AYAH DALAM IKLAN GOJEK INDONESIA DENGAN ANALISIS MULTIMODAL KRESS DAN VAN LEEUWEN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze representation of fathers in two Gojek Indonesia advertisements based on audio elements, such as background music, sound effects, and dialogue, as well as visual elements, such as setting, appearance, body movement, lighting and color, filming techniques, and verbal elements. The two Gojek commercials selected are titled ‘Pesan dari Rumah Buat Kita yang di Jalan’ and ‘Ungkapkan yang di Hati, Kirimkan yang Berarti’. Data were collected through documentation of 12 selected key scenes from both commercials. The research method used in this study is the multimodal analysis by Kress and van Leeuwen. Data analysis was conducted in three stages: identification, coherence analysis, and knowledge production. The results reveal that representation of father is ideologically constructed and not neutral. Based on McAdoo’s (1993) concept, dominant roles of provider and protector were identified in the first commercial. Meanwhile, beyond this concept, representations of the father were found to include as a replacing mother due to the absence of a maternal figure, being self-sacrificing, providing conditional physical affection, maintaining emotional distance in communication, and exhibiting emotional vulnerability. This combination of discourses underscores a negotiation between production old knowledge and production new knowledge. From a critical perspective, it is evident that these shifts in gender roles and the portrayal of the father’s vulnerability are essentially coopted by Gojek as commercial tools to manipulate the audience’s emotions and reinforce dependence on its services.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411100] [Pembimbing: Nuril Ashivah Misbah] [Penguji 1: Dewanto Samodro] [Penguji 2: Luqman Hakim] |
| Uncontrolled Keywords: | Representation of Fathers, Gojek Ads, Multimodal Analysis |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HQ The family. Marriage. Woman |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | MARIA CATHERINE SIRAIT |
| Date Deposited: | 31 Aug 2026 06:44 |
| Last Modified: | 31 Aug 2026 06:44 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52717 |
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