MEREVIEW PARADIGMA PEMBANGUNAN YANG DOMINAN (STUDI ATAS KAPITALISME TUBUH PEREMPUAN DALAM IKLAN TELEVISI)

Abstract

Appearance of women in public spaces is a positive thing because the media helped carry the image and dignity of those who originally only in the domestic sector and are considered to have no significance for social institutions. However, in the context of the world capitalist economy, especially the role of women experiencing ad space dilemma. On one side of the image mangangkat ads and dignity of women by sitting parallel to the men but on the other hand they are still positioned as the object of his capital interest. Although it is undeniable that the presence of women in advertising is an achievement in the public sector but we need to be able to be critical of the politicization of hidden behind it, however there is accumulation of capital behind the exploitation of women through advertising, so there are at least 3 things that need to be highlighted in a TV ad that showed a gender bias that character is shown, the role of the region, and the relationship is shown between male and female More specifically female characters who appear still lies in the aspect of softness, beauty and elegance of the body. Exploitation of women's bodies in advertising telivisi if to be binoculars the feminist perspective gives a new meaning of symbolic violence as to attract the attention of advertising telivisi sometimes must rely on eroticism and body attractiveness. Efforts integrative movement between men and women to raise awareness of the position of women in the arena
of capitalist economy is shared responsibility.