Mitos Vagina Ideal dalam Iklan Sabun Kewanitaan
Keywords:
vagina, myth, Purbasari Manjakani Whitening, advertisement, biopower
Abstract
Feminine soap is promoted as a healthy product and has a positive impact on household life, including Purbasari Manjakani Whitening. On the other hand, medical research has shown potential health risks from using vaginal cleansing products. Relatively affordable prices and simulated impacts have made Purbasari indulge in the whitening of the top 5 main products for the past 4 years. The purpose of this study was to dissect the myths related to the vagina from the advertisement of Purbasari Manjakani Whitening. This study uses qualitative descriptive approach with semiology analysis of Roland Barthes. The results of this study indicate that the ideal vagina is one that is tight, white, and fragrant. Myths naturalized thus establishing a panoptic effect for women to keep their vaginas in the submissive body category. Biopower works through family harmony issues. This condition traps women on an endless idealistic journey to fulfill vaginal instructions. The ideal vaginal construction cannot be separated from the power relation in which sexual relations are no longer the satisfaction of both parties, flowing to men as husbands.
References
Adiyanto, W. (2018). Narasi Komunikasi Pengakuan Diri Perempuan Kepada Pasangannya Mengenai Ketidak Perawanan. Universitas Diponegoro.
Afiati, A. I. (2019). Mekanisme Pendisiplinan Tubuh Laki-Laki dan Perempuan Melalui Wacana Fitness di Situs Reps ID. Universitas Diponegoro.
Allan, & Pease, B. (2018). Kitab Bahasa Tubuh. Jakarta: Gramedia Pustaka Utama.
Arivia, G. (2006). Feminisme : Sebuah Kata Hati. Jakarta: Kompas Media Nusantara.
Barthes, R. (2007). Membedah Mitos-itos Budaya Massa. Yogyakarta: Jalasutra.
Barthes, R. (2017). Elemen-Elemen Semiologi (E. A. Iyubenu, Ed.). Yogyakarta: Basa- Basi.
Barthes, R. (2018). Mitologi (Nurhadi, Ed.). Yogyakarta: Kreasi Wacana.
Baswardono, D. (2005). Perawan Tiga Detik. Yogyakarta: Galang Press.
Beauvoir, S. De. (2016). Second Sex : Fakta dan Mitos. Yogyakarta: Narasi Pustaka Promethea.
Belch, G. E., & Michael E. Belch. (2017). Advertising and Promotion : An Integrated marketing Communication Perspective (11th ed.). New York: Mc-Graw Hill.
Bourdieu, P. (2010). Dominasi Maskulin. Yogyakarta: Jalasutra.
Bourdieu, P. (2020). Bahasa dan Kekuasaan Simbolik (Muhammad Ali Fakih, Ed.). Yogyakarta: IRCiSoD.
Braun, V., & Kitzinger, C. (2001). The Perfectible Vagina: Size Matters. Culture, Health, and Sexuality, 3(3), 263–277.
Braun, V., & Sue Wilkinson. (2001). Socio-Cultural Representations of the Vagina. Journal of Reproductive and Infant Pscyhhology, 19(1), 17–32.
Bresler, L. (2013). Knowing Bodies, Moving Minds: Towards Embodied Teaching and Learning. University Illinois Press.
Choi, P. Y. . (2000). Femininity and the Phisically Active Woman. London: Routledge.
CNN Indonesia. (2019). 4 Hal Bikin Wanita Tak Pede saat Berhubungan Intim. Retrieved March 29, 2021, from Cnnindonesia.com website: https://www.cnnindonesia.com/gaya-hidup/20190909154140-255-428806/4-hal-bikin-wanita-tak-pede-saat-berhubungan-intim
Denzin, N. K., & Lincoln, Y. S. (2009). Handbook of Qualitative Research. Yogyakarta: Pustaka Pelajar.
Dewi, B. K. (2016). Waspadai Efek Samping Sabun Pembersih Vagina. Retrieved March 3, 2021, from Kompas.com website: https://lifestyle.kompas.com/read/2016/01/10/192000623/wapadai.efek.samping.sabun.pembersih.vagina?page=all
Foucault, M. (1978). The History of Sexuality Volume 1 : An Introduction. New York: Pantheon Books.
Frye, & Bruner. (2012). The Rhetoric of Food: Discourse, Materiality, and Power. New York: Routledge.
Haryatmoko. (2007). Etika Komunikasi Manipulasi Media, Kekerasan dan Pornografi. Yogjakarta: Kanisius.
Jenkins, A., & O’Doherty, K. C. (2020). The Clean Vagina, The Healthy Vagina, and The Dirty Vagina : Exploring Women’s Portrayals of The Vagina in Relation to Vaginal Cleansing Product Use. Feminism and Psychology, 0(0), 1–20. https://doi.org/10.1177/0959353520944144
Kania, D. (2019). Perawatan Ini Bikin Lubang Miss V Lebih ’Menggigit, Dijamin Suami Makin Sayang. Retrieved March 29, 2021, from okezone.com website: https://lifestyle.okezone.com/read/2019/03/06/485/2026557/perawatan-ini-bikin-lubang-miss-v-lebih-menggigit-dijamin-suami-makin-sayang#
Kasiyan. (2008). Manipulasi dan Dehumanisasi Perempuan dalam Iklan. Yogyakarta: Ombak.
Markula, P., & Pringle, R. (2007). Foucault, Sport & Exercise. London: Routledge.
Monica, & Luzar, L. C. (2011). Efek Warna Dalam Dunia Desain dan Periklanan. Humaniora, 2(2), 1084–1098.
Phillips, M. J. (1997). Ethics and Manipulation in Advertising : Answering a Flawed Indictment. London: Quorum Books.
Primastika, W. (2018). Amankah Produk Pembersih Khusus Area Vagina? Retrieved March 6, 2021, from Tirto.id website: https://tirto.id/amankah-produk-pembersih-khusus-area-vagina-cVmK
Purnamasari, N. I. (2020). Audience reception Related to Freedom of Life Partner in Aladdin Film. Jurnal ISKI, 5(1), 31–41.
Radford, G. P. (2005). On The Philosophy of Communication. Wadsworth: Thomson.
Risman, I. S., & Karim. (2020). Citra Perempuan dalam Iklan Sabun Shinzui. Sang Pencerah, 6(1), 2020.
Rodrigues, S. (2012). From Vaginal Exception to Exceptional Vagina: The Biopolitics of Female Genital Cosmetic Surgery. Sexualities, 15(7), 778–794.
Rosida, I., & Sari, S. W. (2017). The Representation of Islam Identity on the Commercial TV’s Advertisements. International Conference on Culture and Language in Southeast Asia (ICCLAS 2017), 129–131. Jakarta: Atlantis Press.
Simeon, N. P. B. (2018). Pemaknaan Khalayak Terhadap Konstruksi Vagina dalam Iklan Produk Feminine Hygiene Resik V. Jurnal Interaksi, 6(1).
Sobur, A. (2016). Semiotika Komunikasi. Bandung: Remaja Rosdakarya.
Sukmasari, R. N. (2017). Ini Soal Kekhawatiran Jadi “Kendur” Setelah Melahirkan. Retrieved March 29, 2021, from Hai Bunda website: https://www.haibunda.com/kehamilan/20170820090302-49-6957/ini-soal-kekhawatiran-jadi-kendur-setelah-melahirkan
Sunarto. (2009). Televisi, Kekerasan, dan Perempuan. Jakarta: Kompas Media Nusantara.
Tharps, L. L. (2016). The Difference Between Racism and Colorism. Retrieved June 29, 2021, from Time.com website: https://time.com/4512430/colorism-in-america/
Top Brand Awards. (2020). Top Brand Index. Jakarta. Retrieved from https://www.topbrand-award.com/top-brand-index/?tbi_find=purbasari
Virdhani, M. H. (2019). Ketahui 5 Penyebab Miss V Kendur dan Dikeluhkan Suami. Retrieved March 29, 2021, from Jawapos.com website: https://www.jawapos.com/kesehatan/health-issues/08/03/2019/ketahui-5-penyebab-miss-v-kendur-dan-dikeluhkan-suami/
Afiati, A. I. (2019). Mekanisme Pendisiplinan Tubuh Laki-Laki dan Perempuan Melalui Wacana Fitness di Situs Reps ID. Universitas Diponegoro.
Allan, & Pease, B. (2018). Kitab Bahasa Tubuh. Jakarta: Gramedia Pustaka Utama.
Arivia, G. (2006). Feminisme : Sebuah Kata Hati. Jakarta: Kompas Media Nusantara.
Barthes, R. (2007). Membedah Mitos-itos Budaya Massa. Yogyakarta: Jalasutra.
Barthes, R. (2017). Elemen-Elemen Semiologi (E. A. Iyubenu, Ed.). Yogyakarta: Basa- Basi.
Barthes, R. (2018). Mitologi (Nurhadi, Ed.). Yogyakarta: Kreasi Wacana.
Baswardono, D. (2005). Perawan Tiga Detik. Yogyakarta: Galang Press.
Beauvoir, S. De. (2016). Second Sex : Fakta dan Mitos. Yogyakarta: Narasi Pustaka Promethea.
Belch, G. E., & Michael E. Belch. (2017). Advertising and Promotion : An Integrated marketing Communication Perspective (11th ed.). New York: Mc-Graw Hill.
Bourdieu, P. (2010). Dominasi Maskulin. Yogyakarta: Jalasutra.
Bourdieu, P. (2020). Bahasa dan Kekuasaan Simbolik (Muhammad Ali Fakih, Ed.). Yogyakarta: IRCiSoD.
Braun, V., & Kitzinger, C. (2001). The Perfectible Vagina: Size Matters. Culture, Health, and Sexuality, 3(3), 263–277.
Braun, V., & Sue Wilkinson. (2001). Socio-Cultural Representations of the Vagina. Journal of Reproductive and Infant Pscyhhology, 19(1), 17–32.
Bresler, L. (2013). Knowing Bodies, Moving Minds: Towards Embodied Teaching and Learning. University Illinois Press.
Choi, P. Y. . (2000). Femininity and the Phisically Active Woman. London: Routledge.
CNN Indonesia. (2019). 4 Hal Bikin Wanita Tak Pede saat Berhubungan Intim. Retrieved March 29, 2021, from Cnnindonesia.com website: https://www.cnnindonesia.com/gaya-hidup/20190909154140-255-428806/4-hal-bikin-wanita-tak-pede-saat-berhubungan-intim
Denzin, N. K., & Lincoln, Y. S. (2009). Handbook of Qualitative Research. Yogyakarta: Pustaka Pelajar.
Dewi, B. K. (2016). Waspadai Efek Samping Sabun Pembersih Vagina. Retrieved March 3, 2021, from Kompas.com website: https://lifestyle.kompas.com/read/2016/01/10/192000623/wapadai.efek.samping.sabun.pembersih.vagina?page=all
Foucault, M. (1978). The History of Sexuality Volume 1 : An Introduction. New York: Pantheon Books.
Frye, & Bruner. (2012). The Rhetoric of Food: Discourse, Materiality, and Power. New York: Routledge.
Haryatmoko. (2007). Etika Komunikasi Manipulasi Media, Kekerasan dan Pornografi. Yogjakarta: Kanisius.
Jenkins, A., & O’Doherty, K. C. (2020). The Clean Vagina, The Healthy Vagina, and The Dirty Vagina : Exploring Women’s Portrayals of The Vagina in Relation to Vaginal Cleansing Product Use. Feminism and Psychology, 0(0), 1–20. https://doi.org/10.1177/0959353520944144
Kania, D. (2019). Perawatan Ini Bikin Lubang Miss V Lebih ’Menggigit, Dijamin Suami Makin Sayang. Retrieved March 29, 2021, from okezone.com website: https://lifestyle.okezone.com/read/2019/03/06/485/2026557/perawatan-ini-bikin-lubang-miss-v-lebih-menggigit-dijamin-suami-makin-sayang#
Kasiyan. (2008). Manipulasi dan Dehumanisasi Perempuan dalam Iklan. Yogyakarta: Ombak.
Markula, P., & Pringle, R. (2007). Foucault, Sport & Exercise. London: Routledge.
Monica, & Luzar, L. C. (2011). Efek Warna Dalam Dunia Desain dan Periklanan. Humaniora, 2(2), 1084–1098.
Phillips, M. J. (1997). Ethics and Manipulation in Advertising : Answering a Flawed Indictment. London: Quorum Books.
Primastika, W. (2018). Amankah Produk Pembersih Khusus Area Vagina? Retrieved March 6, 2021, from Tirto.id website: https://tirto.id/amankah-produk-pembersih-khusus-area-vagina-cVmK
Purnamasari, N. I. (2020). Audience reception Related to Freedom of Life Partner in Aladdin Film. Jurnal ISKI, 5(1), 31–41.
Radford, G. P. (2005). On The Philosophy of Communication. Wadsworth: Thomson.
Risman, I. S., & Karim. (2020). Citra Perempuan dalam Iklan Sabun Shinzui. Sang Pencerah, 6(1), 2020.
Rodrigues, S. (2012). From Vaginal Exception to Exceptional Vagina: The Biopolitics of Female Genital Cosmetic Surgery. Sexualities, 15(7), 778–794.
Rosida, I., & Sari, S. W. (2017). The Representation of Islam Identity on the Commercial TV’s Advertisements. International Conference on Culture and Language in Southeast Asia (ICCLAS 2017), 129–131. Jakarta: Atlantis Press.
Simeon, N. P. B. (2018). Pemaknaan Khalayak Terhadap Konstruksi Vagina dalam Iklan Produk Feminine Hygiene Resik V. Jurnal Interaksi, 6(1).
Sobur, A. (2016). Semiotika Komunikasi. Bandung: Remaja Rosdakarya.
Sukmasari, R. N. (2017). Ini Soal Kekhawatiran Jadi “Kendur” Setelah Melahirkan. Retrieved March 29, 2021, from Hai Bunda website: https://www.haibunda.com/kehamilan/20170820090302-49-6957/ini-soal-kekhawatiran-jadi-kendur-setelah-melahirkan
Sunarto. (2009). Televisi, Kekerasan, dan Perempuan. Jakarta: Kompas Media Nusantara.
Tharps, L. L. (2016). The Difference Between Racism and Colorism. Retrieved June 29, 2021, from Time.com website: https://time.com/4512430/colorism-in-america/
Top Brand Awards. (2020). Top Brand Index. Jakarta. Retrieved from https://www.topbrand-award.com/top-brand-index/?tbi_find=purbasari
Virdhani, M. H. (2019). Ketahui 5 Penyebab Miss V Kendur dan Dikeluhkan Suami. Retrieved March 29, 2021, from Jawapos.com website: https://www.jawapos.com/kesehatan/health-issues/08/03/2019/ketahui-5-penyebab-miss-v-kendur-dan-dikeluhkan-suami/
Published
2021-08-15
Section
Articles
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
