UNVEILING GENDER BIAS: AN ANALYSIS THE DECONSTRUCTION OF MEANING IN ADVERTISING THROUGH CRITICAL DISCOURSE ANALYSIS

Abstract

Society's current views on gender equality have become a crucial topic of in-depth discussion, especially those widely promoted by modern society in advertising. It proves that the meaning of gender equality recognized in society has shifted from its true meaning. This research aims to raise the issue of gender equality by deconstructing the meaning of gender equality in advertising from a feminist perspective using Critical Discourse Analysis. This research uses a descriptive qualitative research design with a critical discourse analysis approach by Fairclough, which focuses on three dimensions: the textual, discursive, and sociocultural practice dimensions. The data collection technique in this research uses the SBLC (Simak Bebas Libat Cakap) and note-taking techniques, in which the researcher listens to the utterances contained in the advertisement and records the utterances that will be used as data objects. Data sources were obtained from advertisements published on YouTube, totaling four advertisements with the theme of gender equality. The results of this study provide a deep understanding of the meaning of gender equality in the media and society. They can build different stereotypes or realities and be well-accepted by society. In addition, the deconstruction of meaning allows us as researchers or academics to look more critically at the discourse in these advertisements and whether gender equality always puts men in a position that dominates women.