HEGEMON I ESTETIKA POSTCOLONIAL DALAM REPRESENTASIIKLAN DI MEDIA MASSA CETAK INDONESIA KONTEMPORER
This study is aimed at describing postcolonial aesthetic hegemony in the advertisements of contemporary Indonesianprinted mass media. focussingon three main issues: I) their signifiers and signified representations: 2) variousfactors underlying the strength of postcolonial aesthetics: and 3) strateg...
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[Yogyakarta] : Universitas Gadjah Mada
2012
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| Summary: | This study is aimed at describing postcolonial aesthetic hegemony in the advertisements of contemporary Indonesianprinted mass media. focussingon three main issues: I) their signifiers and signified representations: 2) variousfactors underlying the strength of postcolonial aesthetics: and 3) strategies of cultural resistancepolicy to build possiblecounter-postcolonialaesthetics awareness.The main approach of this study is postcolonial. supported by other relevant approachessuch as semiotics and history.The main instrument of this study is the researchersthemselvesas the human instruments. The researchdata are in the forms of advertisementsfrom printed media. namely:Tempo, Femina,and Kartiniin the periodof2007-2009. Thedata are analyzedby using descriptive qualitative techniques.The resultsof this studyshowthat I) there are threedominant signifier hegemony representations of Western aesthetics in the print media advertising in contemporary Indonesia.associatedwith obsessionsof a) Western physical appearance or Indo |
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