The Femme-Masculinity in The Marjan Ramadan Advertising Series

Abstract

Femme-masculinity is a gender terminology to describe a woman who identifies herself between the feminine and masculine genders. This femme-masculine gender is represented in the Marjan Ramadan 2022 Ad Series Versions “Marjan, Bangkitkan Harapanâ€, “Marjan, Berbuka Penuh Harapanâ€, dan “Marjan, Rayakan Kemenanganâ€. This study aims to dismantle the representation of femme-masculinity in the Marjan Ramadan 2022 Ad Series Versions “Marjan, Bangkitkan Harapanâ€, “Marjan, Berbuka Penuh Harapanâ€, and “Marjan, Rayakan Kemenanganâ€. The theory used is Stuart Hall’s Representation Theory, using a qualitative approach and Roland Barthes’s Semiotic Analysis method, namely denotation, connotation, and myth. The results of this study found that femme-masculinity in Marjan’s advertisements is represented as an androgynous figure, an intelligent figure, a heroic figure, a warrior figure, a leader figure, and a brave figure. Marjan’s advertisements seem to represent a femme-masculine figure in their advertisements, but this is nothing more than just for profit. Thus, the representation of femme-masculinity in Marjan’s Commercial Series is only a false reality.