OBJEKTIFIKASI TUBUH DALAM IKLAN REKRUTMEN KERJA DI INSTAGRAM: QUESTIONING WOMEN EMPOWERMENT

Yuniar Galuh Larasati, Henky Fernando

Abstract


Abstrak

Studi ini bertujuan untuk menjelaskan dan merefleksikan gambar, narasi, dan syarat-syarat pekerjaan yang mengobjektifikasi tubuh perempuan dalam iklan rekrutmen kerja di media sosial Instagram. Studi ini bersifat deskriptif kualitatif, sehingga pengumpulan data dilakukan melalui proses pembacaan pada 8.000 postingan iklan rekrutmen kerja dengan menggunakan tagar pencarian #loker di media sosial Instagram. Temuan dalam studi ini memperlihatkan bahwa iklan rekrutmen tidak sedikit mengobjektifikasi tubuh perempuan dalam persyaratannya. Konteks tersebut tidak sedikit diseminasikan melalui gambar, narasi, dan syarat-syarat yang ditentukan dalam iklan rekrutmen kerja yang diseminasikan dalam media sosial Instagram. Studi ini juga merekomendasikan pentingnya pembahasan yang mengkomparasikan bentuk, narasi, maupun persyaratan khusus antara kelompok perempuan dengan kelompok laki-laki yang lebih komprehensif dan empiris lagi.

 

Kata kunci: Objektifikasi, Pemberdayaan perempuan, Rekrutmen kerja, dan Instagram.

 

Abstract

This study aims to explain and reflect on images, narratives, and job requirements that objectify women's bodies in job recruitment advertisements on Instagram social media. This study is descriptive qualitative, so data collection is done through a reading process on 8.000 posts of job recruitment advertisements using the search hashtag #loker on Instagram social media. The findings in this study show that recruitment advertisements objectify women's bodies in their requirements. This context is disseminated through images, narratives, and the requirements specified in job recruitment advertisements disseminated on Instagram social media. This study also recommends the importance of a more comprehensive and empirical discussion that compares the forms, narratives, and specific requirements between female and male groups.

 

Keywords: Objectification, Empowerment of Women, Job Recruitment, and Instagram.


Keywords


Objectification; Empowerment of Women; Job Recruitment; Instagram

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References


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DOI: http://dx.doi.org/10.24014/jmm.v8i2.23159

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