Indonesian masculinities : images of men in Indonesian TV advertising

Clark, Marshall 2004, Indonesian masculinities : images of men in Indonesian TV advertising, Review of Indonesian and Malaysian affairs, vol. 38, no. 2, pp. 9-37.

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Title Indonesian masculinities : images of men in Indonesian TV advertising
Author(s) Clark, Marshall
Journal name Review of Indonesian and Malaysian affairs
Volume number 38
Issue number 2
Start page 9
End page 37
Publisher University of Sydney
Place of publication Sydney, N.S.W.
Publication date 2004
ISSN 0815-7251
Summary This article examines images of men in Indonesian popular culture, focussing on TV advertising in particular.  Extending previous feminist scholarship on gendered representations in the Indonesian media, this article suggests that on the surface, Indonesian TV commercials reinforce and streobrthen male dominance in Indonesian society, promoting the notion that a man's primary roles are public ones, and a woman's primary roles are domestic ones. However, this investigation also suggests that so-called 'domesticated' women are also represented as actors in the public sphere, in roles as earners and spenders. This observation correlates with the argument that from the late New Order period, in media representation - and in some small sections of society, even in practice - women and men in Indonesia were becoming increasingly more equal (Sen, 1994, 2002). But is the pendulum of gender relations now swinging the other way? By examining Indonesian popular culture from the perspective of what it reveals about men and masculinity, this paper argues that a significant number of TV commercials may point towards another emergent trend in contemporary Indonesian popular culture: the rise of misandry, which is defined as a negative or contemptuous attitude towards men, 'the sexist counterpart of misogyny' (Nathanson and Young 2001, ix).

Language eng
Field of Research 190299 Film, Television and Digital Media not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
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