The Ideal Image of Girls in The Fashion Rubric of  Gadis 2020 Annual Edition

Sonia Indra Leitte Paula

doi:10.9744/katakita.9.3.372-379

The Ideal Image of Girls in The Fashion Rubric of Gadis 2020 Annual Edition

Sonia Indra Leitte Paula^(1*),

(1) Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
(*) Corresponding Author

Abstract

Gadis is the oldest girl’s magazine in Indonesia. In 2020, Gadis published its annual edition with its trademark theme that is Fashion and Beauty. As part of the media, Gadis must select certain pictures to be published in the magazine, thus the pictures are the ideal portrayal of girls. I used Semiotics theory by Roland Barthes to know the girls’ ideal image and how Gadis constructed it. I found out that confidence, friendliness, and playfulness are three ideal images in the fashion rubric of Gadis 2020 Annual Edition. The finding of my analysis is that: girls’ ideal image that Gadis represents is influenced by the characteristics of generation Z who are the target market of Gadis, as well as Indonesian culture that is being friendly.

Keywords: Girls’ magazine, Gadis magazine, Ideal Image, Semiotics

Full Text:

PDF

References

Adam, H. & Galinsky, A.D. (2012). Enclothed cognition. Journal of Experimental Social Psychology, 48 (4), p.918. https://doi.org/10.1016/j.jesp.2012.02.008.

Barthes, R. (1972). Mythologies. A. Lavers, Trans. Jonathan Cape Ltd. (Original work published 1957).

Barthes, R. (1972). Mythologies. A. Lavers, Trans. Jonathan Cape Ltd. (Original work published 1957), p.113.

Bourn, J. (2010). Color meaning blog series. Bourn Creative. https://www.bourncreative.com/.

Bourn, J. (2011). Color meaning blog series. Bourn Creative. https://www.bourncreative.com/.

Bucci, J. (2017). Fashion archives: a look into the history of the graphic t-Shirt. Startup Fashion. https://startupfashion.com/fashion-archives-a-look-at-the-history-of-the-graphic-tee/.

Buttress, J. (2013). Chapter two: lace as a metaphor. The metaphorical value of lace in contemporary art: the transformative process of a practice-led inquiry (pp. 24-25). http://irep.ntu.ac.uk/id/eprint/350/1/213728_Joy%20Buttress.pdf.

Fatmawati, Y. (n.d). 30 Indonesian cultural values-characteristics. Facts of Indonesia. https://factsofindonesia.com/indonesian-cultural-value.

Gadis. (n.d.). About us. GADIS.co.id. https://www.gadis.co.id/about.

Hackl, C. (2020). Gen-Z and the future of work and play. Forbes. https://www.forbes.com/sites/cathyhackl/2020/09/07/gen-z--the-future-work--play/?sh=59d23b62142e.

Hill, Z.B. (2014). Optimism and self-confidence. Mason Crest. https://www.google.co.id/books/edition/Optimism_and_Self_Confidence/xwmQBQAAQBAJ?hl=en&gbpv=1.

Kim, A., Mclnerney, P., Smith, T.S, & Yamakawa, N. (2020). What makes Asia-Pacific gen-Z different?. McKinsey & Company. file:///C:/Users/asus/Pictures/what-makes-asia-pacifics-generation-z-different.pdf.

Kusumamingrum, K. (2003). Trend mode remaja dalam iklan (Undergraduate thesis). https://eprints.uns.ac.id/2239/1/62361506200912161.pdf.

Larasaty, P. N. (2016). Kebijakan redaksional majalah gadis dalam membuat konten digital. Jurnal UltimaComm, 8(1), 61-75.

Marini, B. (2020). Why your feminine traits might be your ticket to success. The Female Factor.https://www.femalefactor.global/post/why-your-feminine-traits-are-your-ticket-to-success.

Musayeva, J. (2020). How to have a good posture and walk elegantly (deportment, part 1). [Video]. YouTube. https://www.youtube.com/watch?v=GuO2RznvZBQ.

Oetama, J. (2001). Media massa perempuan Indonesia: Pia Alisjahbana. Humanisme dan Kebebasan Pers,5, 190-199.

Pease, A. & Pease, J., (2004). The definitive book of body language. Pease International. https://e-edu.nbu.bg/pluginfile.php/331752/mod_resource/content/0/Allan_and_Barbara_Pease_-_Body_Language_The_Definitive_Book.pdf.

Stewart, S., Stewart C., Kowaltzke, A. (2007). Representation. Media: new ways and meanings (p.35). John Wiley & Sons Australia. http://www.jaconline.com.au/media/downloads/chap03.pdf.

Tranggono, H. (2020). Gadis 2020 annual edition. PT. Gaya Favorit Press, pp. 12-13.

Tranggono, H. (2020). Gadis 2020 annual edition. PT. Gaya Favorit Press, pp. 79-81.

Wang, S., & Aamodt, S. (2012). Play, stress, and the learning brain. Cerebrum: The Dana forum on Brain Science, 12. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3574776/#.

Whiteley. S., & Wright, J.D.(Eds.). (2015). Counterculture: The classical view. Elsevier. https://doi.org/10.1016/B978-0-08-097086-8.32032-3.

DOI: https://doi.org/10.9744/katakita.9.3.372-379