The social resistance to homosexuality in McCafe Taipei's advertising
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Keywords:
Advertising, Homosexuality, Social Resistance
Abstract
Advertising is not a tool to sell a product. The ideology that has been carried by the advertising creator is used to resist the common ideology. Homosexuality is
still thought of as a sexual deviation and a crime. This research’s purpose is to disassemble the homosexuality in the Taipei McCafe’s advertising. This
research is using popular culture, and Barthes’s analysis. From the second order of signification (denotation, connotation, and myth) it is shown that having
a gay son is a shame condition for a parent commonly. It is a hard situation for each parent to find out that his son loves a guy too. Through this study, the
researcher also found that homosexuals are part of the family whose existence must be accepted by parents. Homosexuals in this advertisement are
considered as people who can determine their right to choose their partners and can be accepted as part of the family. In the beginning, advertising is only a
tool to sell the product, but this situation shows that becoming gay is a common thing. Homosexuality is just the sexual preference. Homosexuality it is not a
sexual deviation. So, parent nowadays, has to accept their son’s sexual preference. From this advertising, the advertisers are trying to resist the ideology about refusing the homosexuality.
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Vera, N. (2014). Semiotika dalam Riset Komunikasi. Bogor: Ghalia Indonesia.
Adihartono, W. (2021). Defining gay-friendly city as a space of resistance for Indonesian gays in Paris and Jakarta. Jurnal Simulacra Vol. 4, Issue 2 November 2021.
Chattophadyay, B. (2017). Reconstructing atmospheres: Ambient sound in film and media production. Communication and the Public 2017, Vol. 2(4) 352–364.
Cobley, P, Litza Janz. (2002) Mengenal Semiotika For Beginners. Bandung: Mizan.
Danesi, M. (2012). Pesan Tanda dan Makna. 2004. Yogyakarta: Jalasutra.
Devereux, E. (2007). Understanding the media (2nd Ed). London: The Sage Publication Ltd.
Huang, Yu Te. (2020). Lesbian, Gay, and Bisexual (LGB) Young Adults’ Relational Well-Being Before and After Taiwanese Legalization of Same-Sex Marriage: A Qualitative Study Protocol. International Journal of Qualitative Methods Volume 19, June 2020.
Ho, Min-sho. (2019). Taiwan's Road to Marriage Equality: Politics of Legalizing Same-sex Marriage. The China Quarterly , Volume 238 , June 2019.
Lobodally, A. (2018). The Commodification of Considerate in Jollibee’s Commercial Break Valentine Series: Date. International Journal of Engineering & Technology. Vol 7 No. 4. 28. 225-230
Mediboina, A. (2020). Are We Thinking Too Straight? Why We Need More LGBTQ+ Studies in India: A Perspective. Journal of Asia Medical Student Association 2020 Volume 9.
McLuhan, M. (1967). The Medium is the Massage: an Inventory of Effects. UK: Penguin Books.
Mokhtar, M, Wan Sukeri, Zulkifli Latiff. Social Media Roles in Spreading LGBT Movements in Malaysia. Asian Journal of Media and Communication Volume 3, Number 2, October 2019.
Petit, T, Alan Zakon. (1962). Journal of Marketing. 16-18.
Peluso, M. (2021). The Functional Approach, Semiotics, and Professional Discourse. Training, Language and Culture Volume 5 Issue 2, 2021, pp. 62-72.
Sanders, D. (2020). Sex and Gender Diversity in South East Asia. Journal of Southeast Asian Human Rights, Vol.4 Issue.2 December 2020 pp. 357-405.
Saskia E. Wieringa, Saskia E. (2010). Keanekaragaman Gender di Asia: Pertarungan Diskursif dan Implikasi Legal. Jurnal Gandrung Vol.1. No. 2.
Sobur, A. (2012) Analisis Teks Media: Suatu Pengantar Analisis Wacana, Analisis Semiotik, dan Analisis Framing. Yogyakarta: PT Remaja Rosdakarya.
Sobur, A. (2009) Analisis Teks Media: Suatu Pengantar Analisis Wacana, Analisis Semiotik, dan Analisis Framing. Yogyakarta: PT Remaja Rosdakarya.
Strinati, D. (2007). Popular Culture: Pengantar Menuju Teori Budaya Populer. Yogyakarta: JEJAK.
Zhang, J. (2020). Piano sound formation as a parameter of performing intonation. Problems of Interaction Between Arts Pedagogy and the Theory and Practice of Education 57.
Vera, N. (2014). Semiotika dalam Riset Komunikasi. Bogor: Ghalia Indonesia.
Published
2022-05-27
How to Cite
Lobodally, A. (2022). The social resistance to homosexuality in McCafe Taipei’s advertising. Jurnal Komunikasi Profesional, 6(2), 109-118. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4482
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