HEGEMONIC MASCULINITY IN COMMERCIAL SYSTEM
Kata Kunci:
Advertisement, Gender, Hegemony, Masculinity, SportAbstrak
The television commercial in case to promote some product sometimes has their own target market. In this case it happen to several commercial which is for certain target market. Female product only for female and male product only for male. In this case masculinity here can be a specific term that must followed by several stereotype from society. Male product can has sense: strong, freedom, brave and masculine. This research found several advertisement that had specific sense for masculinity such as: sport product, supplement, and cigarettes.
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