REMEDIATION AND COUNTER-HEGEMONY OF GENDER DICHOTOMY IN FAMILY: MULTIMODAL DISCOURSE ANALYSIS OF TWO KECAP ADS

Abstract

Until now gender dichotomy hegemony in Indonesia has worked in various spheres of human life, in various social roles, even in the smallest cells of social organizations: family. The dichotomy was caused by the ideology of "Ibuisme Negara" which was disciplined during the New Order era (Suryakusuma, 2011). Women would play the role of mothers as subject of private work, serving various domestic needs of the family, while men play the right role on the contrary, men would earn a living and play a very large role in the public sector. Masculinity is identified with work in the public space, while femininity is identified with work in the private or domestic space. Discipline works through various media and even formalized through the Undang-Undang Perkawinan Tahun 1974 which explains the role of men and women in marital relations and Panca Dharma Wanita which contains the main points as the foundation of the imagination of ideal women. The disciplination which its effect even worked after the New Order had run aground. Kecap ABC advertisements – Suami Sejati Mau Masak, Terima Kasih Kecap ABC and Kecap ABC Bantu Suami Jadi Pasangan Yang Setara are the efforts to counter-hegemony over gender dichotomy and patriarchal division of work roles. This article uses Kress's multimodal (Gunther) discourse analysis is trying to show how counter ideologies are tried to be remediated through the modalities contained in both of Kecap ABC advertisements. This research elaborates on how these ads represent women as superior in terms of dealing with exploitation that occurs in family, and shows how the renegotiation of domestic work is possible. This research also elaborates on how the male body as a mediator of masculinity is actively mediated through modalities such as speech, gestures and moving images, by showing how men can do domestic work, which is cooking. The conclusions from this study are that both Kecap ABC advertisements succeeded in becoming a medium that mediates the values of gender equality, and that other popular cultural products are needed to be able to ideologically participate in implanting opposition values to patriarchy.