REPRESENTASI FEMINISME DALAM IKLAN GOJEK VERSI AKIBAT WFH TAS KERJA JADI GABUT

Abstract

In the new normal era, Gojek is again aggressively advertising with a unique and interesting concept. In November 2021, Gojek published an advertisement for the version of Due to WFH's Work Bag So Coarse on its official YouTube account. This ad represents women in responding to the new normal with a great desire to work in the office as usual, outside the home and bored with working systems from inside the home. Therefore, the writer is interested in knowing how the representation of this feminism in the Gojek advertisement version Due to WFH's Work Bags Becomes Gabut. The research method was carried out by the author with a qualitative approach, by analyzing the data through the semiotics of Roland Bhartes' model. The results show that the meaning of denotation is represented by how the female model acts and complains about the noise of neighbors cutting ceramics, no longer feels at home at home and wants to work outside the house immediately. The connotative meaning is shown that women have the freedom to have a career outside the home and enjoy life outside the home according to what they want. In this context, women have a career outside the home is considered a good thing and do not always have to deal with the domestic area. Myths are shown by efforts to lead public opinion on Liberal Feminism.