从婚姻角度分析杜蕾斯安全套广告中的性传播信息

Alwi Putra Ramadhan, Novin Farid Styo Wibowo, Moch Fuad Nasvian, Mohd Hilmi Bakar
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引用次数: 0

摘要

本研究旨在探讨杜蕾斯 "不平等的晚餐 "系列广告中婚姻关系背景下的性传播信息接收情况。本研究采用定性描述的方法,利用斯图尔特-霍尔的编码-解码理论来了解受试者的接受情况。数据是通过对四位出生于 1981 年至 1996 年的千禧一代已婚女性受试者的深入访谈收集的。她们居住在印度尼西亚东爪哇,结婚不到 10 年,已为人父母。研究强调了受试者因经历和背景不同而产生的接受差异。地理距离、社会文化和性教育等因素影响了他们对广告中性传播信息的接收方式。同时,在受试者的接受过程中也观察到了主导霸权的叙事立场,这表明他们的经历与杜蕾斯 "不平等的晚餐 "系列广告所传达的性传播信息密切相关。然而,这并不能保证受试者有兴趣购买杜蕾斯产品。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analysing sexual communication messages in Durex condom advertisement from marital standpoints
This research aims to explore the reception of sexual communication messages within the context of marital relationships in the Durex "Unequal Dinner" advertisement series. The method employed in this study is qualitative-descriptive, utilising Stuart Hall's Encoding-Decoding Theory to understand the reception by the subjects. Data was collected through in-depth interviews with four married female subjects born between 1981 and 1996 from the millennial generation. They reside in East Java, Indonesia, have been married for less than 10 years, and are parents. The research highlights differences in the reception of the subjects, stemming from their diverse experiences and backgrounds. Factors such as geographical distance, societal culture, and sexual education influence how they receive the sexual communication messages presented in the advertisement. Simultaneously, a dominant-hegemonic narrative position was observed in the subjects' receptions, indicating a close alignment between their experiences and the sexual communication messages conveyed by the Durex "Unequal Dinner" advertisement series. However, it does not guarantee the subjects' interest in purchasing Durex products.
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