Analysing sexual communication messages in Durex condom advertisement from marital standpoints

Alwi Putra Ramadhan; Novin Farid Styo  Wibowo; Moch Fuad Nasvian; Mohd Hilmi  Bakar

doi:10.25139/jsk.v8i1.7051

Alwi Putra Ramadhan Universitas Muhammadiyah Malang
Novin Farid Styo Wibowo Universitas Muhammadiyah Malang
Moch Fuad Nasvian Universitas Muhammadiyah Malang
Mohd Hilmi Bakar Universiti Teknologi MARA

https://doi.org/10.25139/jsk.v8i1.7051

Abstract views: 118 ,

PDF downloads: 66

Keywords: advertisement, marital relationship, reception analysis, sexual communication

Abstract

This research aims to explore the reception of sexual communication messages within the context of marital relationships in the Durex "Unequal Dinner" advertisement series. The method employed in this study is qualitative-descriptive, utilising Stuart Hall's Encoding-Decoding Theory to understand the reception by the subjects. Data was collected through in-depth interviews with four married female subjects born between 1981 and 1996 from the millennial generation. They reside in East Java, Indonesia, have been married for less than 10 years, and are parents. The research highlights differences in the reception of the subjects, stemming from their diverse experiences and backgrounds. Factors such as geographical distance, societal culture, and sexual education influence how they receive the sexual communication messages presented in the advertisement. Simultaneously, a dominant-hegemonic narrative position was observed in the subjects' receptions, indicating a close alignment between their experiences and the sexual communication messages conveyed by the Durex "Unequal Dinner" advertisement series. However, it does not guarantee the subjects' interest in purchasing Durex products.

References

Abraham, M. (1999). Sexual Abuse in South Asian Immigrant Marriages. Violence Against Women, 5(6), 591–618. https://doi.org/10.1177/10778019922181392

Annur, C. (2023, March 2). Bukan Jakarta, Ini Provinsi dengan Kasus Perceraian Tertinggi di Indonesia pada 2022. Https://Databoks.Katadata.Co.Id/Datapublish/2023/03/02/Bukan-Jakarta-Ini-Provinsi-Dengan-Kasus-Perceraian-Tertinggi-Di-Indonesia-Pada-2022#:~:Text=Jawa%20Timur%20menempati%20peringkat%20kedua,Kasus%20dan%2019.908%20kasus%20perceraian.

Asrori, M. (1996). Problema Seks Suami Istri. Pustaka Antara.

Astuti, S. P. (2017). Persuasi dalam Wacana Iklan. NUSA, 12(1), 38–45.

Auvarda, C., & Irwansyah, I. (2022). Efektivitas iklan pada televisi vs iklan penargetan ulang sebagai media pengingat di masyarakat. Jurnal Studi Komunikasi 6(1), 291–314. https://doi.org/10.25139/jsk.v6i1.3509

Aviani, Y. I., & Primanita, R. Y. (2020). Conflict Resolution Dan Subjective Well Being Pasangan Suami Istri Masa Awal Pernikahan di Kurai Limo Jorong Bukittinggi. Jurnal RAP (Riset Aktual Psikologi Universitas Negeri Padang), 10(2), 193. https://doi.org/10.24036/rapun.v10i2.106266

Avianti, H. P., & Hendranti, F. (2011). Pengaruh keterbukaan komunikasi seksual suami istri mengenai. Jurnal Psikologi, 6(2), 453–464.

Azizah, M. (2013). Etika perilaku periklanan dalam bisnis islam. Jurnal Ekonomi Syariah Indonesia, III(1), 37–48.

Basalamah, A. (2011). Hadirnya kemasan syariah dalam bisnis perhotelan di tanah air. Binus Bussiness Review, 763–769.

Briandana, R., & Azmawati, A. A. (2020). New media audience and gender perspective: A reception analysis of millenials interpretation. International Journal of Humanities and Social Science Research, 6(1), 30–42. https://www.researchgate.net/publication/338674776

Briandana, R., Sofian, M. R., & Azmawati, A. A. (2018). Pay tvs and audience reception: intercultural responses to k-drama on indonesian audience. International Journal of Communication Research, 8(4), 285–293.

Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661. https://doi.org/10.1177/1744987120927206

Caroline, A., & Yunanto, T. A. R. (2020). “ngobrolin seks” dalam persepsi perempuan pada usia dewasa. Intuisi: Jurnal Psikologi Ilmiah, 12(1), 18–26.

Clara, & Murtiningsih, B. S. E. (2022). Strategi akomodasi komunikasi pendidikan seks remaja dalam keluarga kawin campur antar ras. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 6(3), 1023–1040. https://doi.org/10.25139/jsk.v6i3.4981

Crystal Jiang, L., & Hancock, J. T. (2013). Absence Makes the Communication Grow Fonder: Geographic Separation, Interpersonal Media, and Intimacy in Dating Relationships. Journal of Communication, 63(3), 556–577. https://doi.org/10.1111/jcom.12029

Fathurizki, A., & Malau, R. M. U. (2018). Pornografi dalam film: analisis resepsi film “men, women & children.” ProTVF, 2(1), 19–35.

Francesca, E. (2002). AIDS in contemporary Islamic ethical literature. Medicine and Law, 21(2), 381–394.

Hadi Utomo, S. R. (2020). Analisis Wacana Queer pada Iklan Durex Versi Restoran Favorit Baru Hanya Untuknya: #SayangBeneran. Calathu: Jurnal Ilmu Komunikasi, 2(2), 103–114. https://doi.org/10.37715/calathu.v2i2.1572

Hadi Utomo, S. R. (2021). Analisis semiotika judith williamson pada iklan kondom sutra ok versi motor freestyle (2016). In universitas nusa putra (Vol. 3).

Jensen, K. B. (2002). Media audiences Reception analysis: mass communication as the social production of meaning. In K. B. Jensen & N. W. Jankowski (Eds.), A Handbook of Qualitative Methodologies for Mass Communication Research (pp. 135–148). Routledge.

Kartikasari, A., & Setiawati, N. (2020). Bagaimana Komunikasi Orangtua Terkait Pendidikan Seks pada Anak Remaja Mereka? Jurnal of Bionursing, 2(1), 21–27.

Kertamukti, R. (2015). Strategi Kreatif dalam Periklanan: Konsep pesan, media, branding, anggaran. Rajawali Press.

Khasali, R. (1992). Manajemen Periklanan: Konsep dan Aplikasinya di Indonesia. Pustaka Utama Grafiti.

Kim, J.-E., & Johnson, K. (2013). The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination. Journal of Business Ethics, 112. https://doi.org/10.1007/s10551-012-1233-6.

Kisiyanto, S., & Setiawan, J. L. (2018). Relasi Finansial, Resolusi Konflik,dan Kepuasan Pernikahan pada Pernikahan Sepuluh Tahun ke Bawah. Psychopreneur Journal, 2(2), 92–102.

Kristianto, B. R. D., & Marta, R. F. (2019). Simplifikasi ritual haraidan dimensi kultural hofstede dalam iklan forte versi sumo. Bricolage, 5(1), 91–102. http://journal.ubm.ac.id/

Kusumastutie, N. S., & Faturochman. (2004). Analisis Gender Iklan TV. Jurnal Psikologi, 2, 130–141.

Luthfi, M. (2017). Komunikasi Interpersonal Suami dan Istri Dalam Mencegah Perceraian di Ponorogo. Ettisal: Journal Of Communication, 2(1), 51–63. https://doi.org/10.21111/ettisal.v2i1

McQuail, D. (1997). Audience analysis. SAGE Publications, Inc. .

Munfarida, E. (2009). Kritik wacana seksualitas perempuan. Jurnal Studi Gender & Anak , 4(1), 122–139.

Muttamimah, L., & Sujono, F. K. (2023). Female audience reception of sexual educational content by key opinion leader. Jurnal Komunikasi Profesional, 7(1), 98–120. http://ejournal.unitomo.ac.id/index.php/jkp

Novianti, W., & Setiansah, M. (2020). Hambatan Komunikasi Seksual Dalam Perkawinan. www.kejarfakta.com

Nurachmah, E., Afiyanti, Y., Yona, S., Ismail, R., Padang, J. T., Suardana, I. K., Dewit, Y. I., & Kusuma Dharma, K. (2018). Mother-daugther communication about sexual and reproductive health issues in Singkawang, West Kalimantan, Indonesia. Enfermeria Clinica, 28, 172–175. https://doi.org/10.1016/S1130-8621(18)30061-5

Nurjanah, A., & Indah, T. (2022). Analysis of Instagram User Reception Against the Use of Korean Actors as Local Skincare Brand Ambassadors @somethincofficial. IKOMIK: Jurnal Ilmu Komunikasi Dan Informasi, 2(2), 108–115. https://doi.org/10.33830/ikomik.v2i2.3779

Okazaki, S. (2002). Influences of culture on Asian Americans’ sexuality. Journal of Sex Research, 39(1), 34–41. https://doi.org/10.1080/00224490209552117

Prasetyo, A. B. (2011). Maskulinitas dalam l’men. Jurnal Komunikator, 3(2), 205–231.

Pratama, I. G. N. W., Atmajaya, I. P. O., & Adi Negara, G. N. J. (2023). Kepuasan pengguna sistem informasi verifikator sinta universitas dhyana pura menggunakan metode in dept interview. Jutik: Jurnal Teknologi Informasi Dan Komunikasi, 9(1), 63–66.

Riyadi, C. Z. N. (2018). Penerimaan Khalayak Perempuan Mengenai Identitas Perempuan Dalam Iklan Kondom Sutra di Televisi. Universitas Airlangga.

Santoso, E. D., & Larasati, N. (2019). Benarkah iklan online efektif untuk digunakan dalam promosi perusahaan. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 13(1), 28–36. https://doi.org/10.32812/jibeka.v13i1.99

Schnarch, D. M. (1997). Passionate marriage love, sex, and intimacy in emotionally committed relationships. W.W. Wonton.

Seidler, Z. E., Lawsin, C. R., Hoyt, M. A., & Dobinson, K. A. (2016). Let’s talk about sex after cancer: exploring barriers and facilitators to sexual communication in male cancer survivors. Psycho-Oncology, 25(6), 670–676. https://doi.org/10.1002/pon.3994

Sprecher, S., & Hendrick, S. S. (2004). Self-Disclosure in Intimate Relationships: Associations with Individual and Relationship Characteristics Over Time. Journal of Social and Clinical Psychology, 23(6), 857–877. https://doi.org/10.1521/jscp.23.6.857.54803

Sugiasih, I. (2011). Need assessment mengenai pemberian pendidikan seksual yang dilakukan ibu untuk anak usia 3-5 tahun. Proyeksi, 6(1), 71–81.

Sulistyo, R. (1977). Pendidikan sex. Elstar offset.

Tanudjaja, BH. B. (2002). Kreatifitas pembuatan iklan produk rokok di indonesia. Jurnal Nirmana, 4(1), 85–98. Http://puslit.petra.ac.id/journals/design/

Tjiptono, F. (2008). Strategi pemasaran. Penerbit andi.

Tri Amalia, N., & Wenerda, I. (2020). Resepsi masyarakat terhadap pesan halal pada iklan freshcare. In medialog: jurnal ilmu komunikasi (vol. 2020).

Worotitjan, H. G. (2014). Konstruksi kecantikan dalam iklan kosmetik WARDAH. Jurnal E-Komunikasi, 2(2), 1–10.

Yudoko, K. (2015). Rekayasa Visual Iklan Kosmetik. Jurnal Ilmu Komunikasi, 12(2), 141–160.