TY - JOUR AU - Widarti, Widarti AU - Andriana, Dina AU - Martana, Ketut PY - 2020/07/02 Y2 - 2024/03/29 TI - ANALISIS DEKONSTRUKSI MASKULINITAS DERRIDA DALAM IKLAN BB CREAM PRIA KOREA JF - JIKE : Jurnal Ilmu Komunikasi Efek JA - Jurnal Ilmu Komunikasi Efek VL - 3 IS - 2 SE - DO - 10.32534/jike.v3i2.941 UR - https://e-journal.umc.ac.id/index.php/jike/article/view/941 SP - 134-144 AB - <p>&nbsp;</p><p>Abstract</p><p>Related to masculinity is inseparable from discussions about gender where gender is different<br>from gender. Gender is considered as a biological construction carried out by each<br>individual from birth, while gender is based on social and cultural construction. Stereotypes<br>about gender are masculine men and feminine women. In the adverts of BB Cream products<br>from Korea, BB Cream is not only used by women but can also be used by men. In the<br>DANDYGUY advertisement they further promote BB Cream products for men&amp;#39;s facial<br>treatments. This product imaged men also need to preen in their daily life by using BB<br>Cream. This study uses qualitative methods that can provide details about phenomena that<br>are difficult to explain by quantitative methods. By analyzing semiotics using Derrida&amp;#39;s<br>theory of deconstruction. This research has an exploratory character, which emphasizes the<br>process of the product.<br>Keywords: Derrida, Masculinity, Gender, Semiotics.</p> ER -