THE REPRESENTATION OF MASCULINITY IN
“
TOP
COFFEE INSPIRASI
FEATURING IWAN FALS”
COMMERCIAL: A SEMIOTICS STUDY
A THESIS
By:
Brian Fajar Mauladhika
121112068
ENGLISH DEPARTMENT
FACULTY OF HUMANITIES
UNIVERSITAS AIRLANGGA
SURABAYA
THE REPRESENTATION OF MASCULINITY IN
“
TOP
COFFEE INSPIRASI
FEATURING IWAN FALS”
COMMERCIAL: A SEMIOTICS STUDY
A THESIS
Submitted as Partial Fulfillment of the Requirements
for the Sarjana Degree of English Department
Faculty of Humanities
Universitas Airlangga
Surabaya
By:
Brian Fajar Mauladhika
Student Number: 121112068
ENGLISH DEPARTMENT
FACULTY OF HUMANITIES
UNIVERSITAS AIRLANGGA
SURABAYA
ACKNOWLEDGEMENT
First of all, I would like to thank my god, Allah swt. I am nothing without Him and it is impossible to finish my thesis without His permission. I am grateful for the life, family, friends, and people that Allah gives to me. I am also thankful for the knowledge and the opportunity He has given me, thus I could finish my thesis.
Second, I would like to thank my thesis advisor, Dra. Nur Wulan, Ph. D., for guiding, advising, and also for providing me her time to help me doing my thesis. I also would like to thank Ms. Diah Ariani Arimbi as my Independent Studies on Cultural studies lecturer and Mrs. Nurul Fitri Hapsari, M.A., who help me and guide me a lot in doing my thesis. Finally, I would like to thank all lecturers of English Department for all the knowledge, advice and critics during my time as student.
Third, I would like to thank the most important treasure that I would not trade with anything in the whole world, my family. Thank you for my mom, dad, brother and sister who give me so much affection and support in my whole life and in finishing my thesis.
Last but not least, I would thank Nur Fita Sari for supporting and helping me in doing this thesis. Without her, I would struggle in finishing this thesis. Thank you for your love, patience, and companion through the dark times of becoming a thesis fighter and I hope to be in the receiving end of your love and companion until the end of time.
Surabaya, 5th January 2016
TABLE OF CONTENTS
Inside Cover Page ... i
Inside Title Page ... ii
Declaration Page ... iv
Dedication Page ... v
Advisor Approval Page ... vi
Examiner Approval Page ... vii
Acknowledgement ... viii
Epigraph ... ix
Table of Contents ... x
List of Figures ... xiii
Abstract ... xiv
CHAPTER 1: INTRODUCTION ... 1
1.1 Background of the Study ... 1
1.2 Statement of the Problem ... 11
1.3 Objective of the Study ... 11
1.4 Significance of the Study ... 12
1.5 Definition of Key Terms ... 12
CHAPTER 2: LITERATURE REVIEW ... 14
2.1 The Pattern of Masculinities ... 14
2.2 Hegemonic Masculinity ... 17
2.4 Related Studies ... 20
CHAPTER 3: METHOD OF THE STUDY ... 24
3.1 Research Approach ... 24
3.2 Data Source ... 24
3.3 Technique of Data Collection ... 25
3.4 Technique of Data Analysis ... 26
3.4.1 Semiotics ... 26
4.1 Finding and Discussion ... 30
4.1.1 Linguistic Message in the Monologue ... 30
4.1.2 The First Selected Scene of the TOP Coffee Commercial ... 35
4.1.3 The Second Selected Scene of the TOP Coffee Commercial ... 45
4.1.4 The Third Selected Scene of the TOP Coffee Commercial ... 58
4.2 Interpretation ... 68
4.2.1 The Form of Masculinity in TOP Coffee Commercial ... 68
4.2.2 The Representation of Masculinity by Iwan Fals ... 72
4.2.3 The Negotiation of Gender Role ... 75
LIST OF FIGURES
Figure 1.1 ... 4
Figure 1.2 ... 10
Figure 4.1 ... 35
Figure 4.2 ... 39
Figure 4.3 ... 39
Figure 4.4 ... 45
Figure 4.5 ... 51
Figure 4.6 ... 58
Figure 4.7 ... 58
ABSTRACT
Masculinity is cultural; its form depends on culture and geographical location. The pattern of masculinity has always changed and repeated, mostly affected by political, economic or social changes in a specific time; from Elvis Pressley era in the 1950s to the millennium era in the 2000s. In this research, the writer analyzes the representation of masculinity depicted by Iwan Fals in coffee commercial
entitled ―TOP Coffee Inspirasi Featuring Iwan Fals‖. The purpose of this research is to find the representation of masculinity in TOP Coffee commercial using semiotics by Roland Barthes and hegemonic form of masculinity by R.W Connell. Qualitative approach is used in this research because the writer did in-depth analysis of the TOP Coffee commercial video which is the primary data source for this research. The population is the TOP Coffee Inspirasi Featuring Iwan Fals commercial while the sample is the selected scenes of the commercial that contains the representation of masculinity. After the data are gathered, the writer then analyzes it using semiotics method to find the signs, images and symbols in the selected scenes of the commercial related to masculinity representation. This research proves that in this advertisement, the main ideology is still patriarchy which shows male domination and old men‘s authority over young men.
