Penerimaan Ibu Rumah Tangga Terhadap Iklan Flash Sale Shopee Di Televisi Di Era Pandemi Covid-19

  • Remon Remon Universitas Bengkulu
Keywords: Lifestyle, consumptive behavior, housewife.

Abstract

Changes in people's lifestyles in social interaction through the internet, especially in the economic field. The existence of physical distancing, social restrictions and the application of health protocols make people prefer to use the internet as a support for meeting the needs of daily life. The lifestyle that is felt by the community today is a consumptive lifestyle because of the large number of mass media that intervene in shaping the construction of a lifestyle in society.  With  the  principle  of  Indonesian  society  that  still  adheres  to  a patriarchal  ideology,  of  course  placing  women  as  someone  who  is  easily influenced  by  the  game  of  capitalism.  Through  this  research,  see  how housewives accept the Shopee flash sale advertisement on television in the current pandemic era. This research uses reception analysis research method. The results of this study are women (housewives) are still used as objects and even targets of the capitalist industry with the acceptance of women towards consumer culture through online shopping consumptive behavior. Meanwhile, the media is still a tool used to become women as ideological objects.

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Published
2022-01-14
How to Cite
Remon, R. (2022). Penerimaan Ibu Rumah Tangga Terhadap Iklan Flash Sale Shopee Di Televisi Di Era Pandemi Covid-19. Jurnal Khabar: Komunikasi Dan Penyiaran Islam, 3(2), 131-157. https://doi.org/10.37092/khabar.v3i2.347
Section
Articles