i

GOFFMAN’S GENDER STEREOTYPES IN KARTINI 2014-2015

MAGAZINE ADVERTISEMENTS

A Thesis Presented as a Partial Fulfilment of the Requirement to Obtain

the Sarjana Sastra Degree in the Faculty of Language and Arts

by

Fransisca Paramita Kingkin Ing Ratri

Student Number: 11.80.0040

ENGLISH DEPARTMENT

FACULTY OF LANGUANGE & ARTS

SOEGIJAPRANATA CATHOLIC UNIVERSITY

2016

LAMPIRAN: KEPUTUSAN REKTOR UNIVERSITAS KATOLIK SOEGIJAPRANATA

Nomor-fanggal

'Ientang

: 0047/SK.ReklXl2}l3

: 07 Olitober 2013

: PERNYATAAN KEASLIAN SKRIPSI/TUCAS AKHIR DAN T.ESIS

PEITNYATAAN KEASLIAN SKRIPST/TUGAS AKHIR DAN{ TESIS

Dengan ini saya menyatakan bahr,va dalam skripsi yarlg berjudul "Goffman's Gender

Stereotypes in Kurtini 2014-2015 Magazine Advertisements" ini tidak terdapat karya yang

pernah diajLrkan untuk mernperoleh gelar kesarjanaan di suzrtu Perguruan Tinggi, dan sepanjang

pengetahuan saya.jLrga tidak terdapat karya atau pendapat yang pernah ditulis atau diterbitkan

oleh orang [ain. kecr-raliyang secara tertulis diacu dalam naskah ini dan disebLrtkan dalam dattar

pustaka.

Apabiladikemudian hari ternvata terbukti bahr,va skripsi ini sebagian atau seluruhnya merupakan

hasil plagiasi, maka saya rela untuh dibatalkan, dengan segala akibat hukLrmnya sesuai dengan

peratLrran yang berlaku pada Universitas Katolik Soegijapranata dan/atau peraturan perudang-

undangan yang berlaku.

Semarang. 7 November 2016

o,ytt:(Fransisca Paramita Kingkin l.R)

NIM : 11.80.0040

A TIIESIS ON

GOFF'MAN'S GENDER STEREOTYPES IT,{ KARTINI 2OI4-20I5

MAGAZINE ADVERTISEMENTS

by

Fransisca Paramita Kinskin Ins Ratri

Student Number: 11.80.0040

Approved by,

Dr. Ekawati Marhaenny Dukut. M.Hum

Major Sponsor

November 7thr2016

November 7thr2016

Co-Sponsor

A Thesis defended in front of the Board of Examiners on November 7th,

2016 and declared acceptable

BOARD OF'EXAMINERS

Chair Person : Dr. Ekawati MarhaennyDukut, M.Hum.

Secretary : Angelika Riyandari, P.hD.

Member : B. Retang Wohangara, SS., M.Hum.

Semarang, November 7tb, 2016

Faculty of Language and Arts

NPP. 058.1.1996.201

iii

Ljapranata Catholic University

iv

ACKNOWLEDGEMENT

For the first and the most important thing in my life, I would like to

give thanks to my God, my Savior, Jesus Christ for His grace and blessing to

guide me to finish this thesis. I can do all things through Jesus who always

strengthen me.

Second, I would like to express my gratitude to my major Dr.

EkawatiMarhaennyDukut, M.Hum, who has sincerely helped and guided me

patiently to improve and finish this thesis. I would also give thanks to Angelika

Riyandari, PhD, as my co-sponsor who also spared her time to help me

improve my grammar. I could not do all of this process without them.

Third, my sincere thanks also goes to my beloved family members who

always support me. Thanks Mom, Dad, my sister, my brother in law, and my

lovely nephews, Varo and Shilo for your support and for always giving me

strength to pass the challenges in finishing this thesis. I hope you will be proud

of me.

The last, I would like to give my big thanks to my beloved Asshl

Family (Vero, Hani, Alfonsa, Okta, Mbahe, Fandry, Pinem, Pradit), Rio,

Nabella, Neno, Galih, Inka, Mita, Martha,Satria, Indra, Sari, and all of my

other friends who cannot be mentioned individually here. Thanks for always

accompanying me in my ups and downs, with your support and cheeringup.

Thanks for the prayer, encouragement, and all support during my study. I love

you all guys

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TABLE OF CONTENTS

PAGES OF TITLE ....................................................................................... i

PAGES OF APPROVAL ............................................................................. ii

ACKNOWLEDGEMENT ............................................................................ iv

TABLE OF CONTENTS ............................................................................. v

LIST OF FIGURES ...................................................................................... vii

ABSTRACT ..................................................................................................viii

ABSTRAK .................................................................................................... ix

CHAPTER I: INTRODUCTION .................................................................1

1.1 Background of the Study ...............................................................1

1.2 Field of the Study .......................................................................... 4

1.3 Scope of the Study ......................................................................... 4

1.4 Problem Formulation ..................................................................... 4

1.5 Objectives of the Study ..................................................................5

1.6 Significance of the Study ...............................................................5

1.7 Definition of Terms ....................................................................... 5

CHAPTER II: REVIEW OF LITERATURE ............................................... 6

2.1.Magazine Advertisement ............................................................... 6

2.2.Gender Display in Advertisements ................................................ 8

2.3.Goffman’s Theory ......................................................................... 12

2.3.1. Relative Size ....................................................................... 12

2.3.2. Feminine Touch ..................................................................12

2.3.3. Function Ranking ................................................................13

2.3.4. Licensed Withdrawal .......................................................... 14

2.3.5. The Ritualization of Subordination .....................................14

CHAPTER III: RESEARCH METHODOLOGY .........................................16

vi

3.1. Type of Research ...........................................................................16

3.2.Source .............................................................................................17

3.3.Research Procedure ........................................................................17

3.3. Method of Data Analysis and Interpretation .................................18

CHAPTER IV: DATA ANALYSIS AND INTERPRETATION .................19

4.1. Relative Size ..................................................................................19

4.2. Feminine Touch .............................................................................22

4.3. Function Ranking ..........................................................................25

4.4. Licensed Withdrawal .....................................................................31

4.5. The Ritualization of Subordination ...............................................34

CHAPTER V: CONCLUSION .....................................................................37

BIBLIOGRAPHY .........................................................................................40

APPENDIX ...................................................................................................44

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LIST OF FIGURES

Figure 4.1. Relative Size in SariWangi Advertisement .................................20

Figure 4.2. Relative Size in DelMonte Ketchup Advertisement ....................21

Figure 4.3. Relative Size in DelMonte Extra Hot Advertisement .................21

Figure 4.4. Feminine Touch in Garnier Advertisement ................................23

Figure 4.5. Feminine Touch in Himalaya Advertisement .............................24

Figure 4.6. Function Ranking in ElectruxRicecooker Advertisement ...........28

Figure 4.7. Function Ranking in Working Mother Magazine

Advertisement..............................................................................29

Figure 4.8. Function Ranking in Andalan Advertisement .............................30

Figure 4.9. Licensed Withdrawal in Maybelline Advertisement ...................31

Figure 4.10. Licensed Withdrawal in Pixy Advertisement ............................32

Figure 4.11. Licensed Withdrawal in Fashion 1 Advertisement ...................33

Figure 4.12. Licensed Withdrawal in Fashion 2 Advertisement ...................34

Figure 4.13. The Ritualization of Subordination in Air Cooler

Advertisement............................................................................35

Figure 4.14. The Ritualization of Subordination in Fashion 3

Advertisement............................................................................36

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ABSTRACT

My thesis focuses on the representation gender stereotypes in Kartini 2014-

2015 magazine advertisements. To analyze the advertisements, this thesis uses

Goffman’s theory on gender stereotypes in advertisements. Goffman’s theory

is used to explore whether women’s portrayals in advertisements have changed

through time. In his theory, Goffman proposes five categories: Relative Size,

Feminine Touch, Function Ranking, Licensed Withdrawal, and the

Ritualization of Subordination. The results of my study show that eighty-five

advertisements from Kartini 2014-2015 fit with Goffman’s categories. With

regards to gender stereotypes, out of eighty-five advertisements analyzed,

83.5% shows feminine strereotypes and 16.5% shows masculine stereotypes.

This research, thus, proves that in advertisements women are still dominantly

portrayed in subordinate roles even though some women have already been

portrayed as career women.

Keywords: Kartini, advertisements, Goffman’s theory, gender stereotypes

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ABSTRAK

Skripsi saya membahas representasi stereotip jender di dalam iklan majalah

Kartini 2014-2015. Untuk menganalisis iklan tersebut, saya menggunakan teori

yang diusulkan oleh Goffman tentang stereotip jender di dalam iklan. Teori

Goffman digunakan untuk meneliti apakah penggambaran wanita di dalam

iklan telah mengalami perubahan saat ini. Di dalam teorinya, Goffman

membagi stereotip yang ada menjadi lima kategori: Relative Size, Feminine

Touch, Function Ranking, Licensed Withdrawal, dan the Ritualization of

Subordination. Hasil dari penelitian saya menunjukkan bahwa 85 iklan dari

majalah Kartini 2014-2015 sesuai dengan kategori Goffman. Dilihat dari

stereotip jender, dari 85 iklan yang dianalisis, 83.5% menunjukkan stereotip

feminin dan 16.5% menunjukkan stereotip maskulin. Penelitian ini menguatkan

bahwa di dalam majalah wanita masih banyak digambarkan dengan peran

subordinat meskipun beberapa wanita telah digambarkan sebagai wanita karir.

Kata kunci: Kartini, iklan, teori Goffman, stereotip jender.