Panopticism of Normal Body Discourse in Advertisement
DOI:
https://doi.org/10.37535/101005120185Keywords:
panopticism, patriarchy, discourse, truth-game, power, advertisementAbstract
This writing aimed to identify panopticism of normal body discourse to advertisement audiences. In addition, this study also aimed to identify the truth game of the normal body discourse in the media. There are some key concepts used as frameworks, particularly Michel Foucault’s panopticism, discipline of bodies, power relations and discourse relations. It also used a framework of advertisement in critical perspectives and the philosophy of bodies to enrich the analysis. The paradigm of this writing was critical constructionism. This was a descriptive qualitative research and the data collection techniques were depth interviews with obese women based on BMI standards. This study identified Patriarchy Panopticism, a game of truth of normal body discourse, and the discourse of normal healthy body in media, especially in advertisement as the results. Patriarchy panopticism occurs when discourse and discipline resides invisibly, without coercion and productively maintain the discourse through self-surveillance. At the end, media is only a way to enlarge of Patriarchy Panopticism and used to perpetuate the ideology of patriarchy in the society.
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Synnott, Anthony. (2003). Tubuh Sosial : Simbolisme, Diri, dan Masyarakat. Yogyakarta: Jalasutra
Tomagola, Tamrin Amal. (1990). Indonesian Women’s Magazine as an Ideological Medium. Disertasi. Depok: FISIP Universitas Indonesia
Turner, Bryan S. (1992). Regulating Body. London & NY: Routledge
Turow, Joseph dan Matthew P. Mcallister. (2009). The Advertising and Consumer Culture Reader. New York: Routledge.
Wolf, Michele A., Sandy Nichols, David F. Decelle. (1997). Mass Media, Body, Self: How Women of Different Sexual Orientations Relates to Mass Media’s Construction of Body. Paper presented at the ANnual Meeting of the Western States Communication Association, February 1997, Monterey, CA
Agustin, Sari Monik. (2009). Foucault dan Komunikasi: Telaah Konstruksi Wacana dan Kuasa Foucault dalam Lingkup Ilmu Komunikasi. Yogyakarta: Jurnal Ilmu Komunikasi UPN “Veteran†Yogyakarta (terakreditasi B).
Agustin, Sari Monik. (2009). Konstruksi Wacana Tubuh Normatif pada Konsep Diri Perempuan Lajang Gemuk Dewasa di Jakarta. Universitas Indonesia: Jurnal Thesis Vol 7 No 3, Sept – Des 2009.
Allan, Kenneth. (2006). Contemporary Social and Sociological Theory. California: Pine Forge Press, Sage Publications, Inc.
Beilharz, Peter. 2003. Teori-teori Sosial. Yogyakarta: Pustaka Pelajar.
Bentham, Jeremy. (1995). The Panopticon Writings. Ed. Miran Bozovic. London: Verso.
Berthens, K. (1996). Seri Filsafat Atmajaya: Filsafat Barat Abad XX jiid II: PRANCIS. Jakarta: PT Gramedia Pustaka Utama.
Blood, Sylvia. (2005). Body Work. London & NY: Routledge
Cook, Guy. (2001). The Discourse of Advertising. USA: Routledge
Coser, Lewis A.. (1977). Masters of Sociological Thought. 2nd ed. USA: Harcourt Brace Jovanovich, Inc.
Daoren. (2006). “Orang Gemuk Lebih Gampang Depresiâ€, dalam http://community.siutao.com/archive/index.php/t-1794.html, 7 agustus 2006, 21:51, diakses 10/03/2012, pkl 06.25
Depkes RI. (2009). Obesitas dan Kurang Aktivitas Fisik Menyumbang 30% Kanker, dalam http://www.depkes.go.id/index.php/berita/press-release/137-obesitas-dan-kurang-aktivitas-fisik-menyumbang-30-kanker.pdf diakses 15/06/2013 pkl 23.55
Dubrofsky, Rachel E. (2011). Surveillance on Reality Television and Facebook: From Authenticity to Flowing Data dalam Communication Theory. ISSN 1050-3293, 111 – 129. DOI 10.1111/j.1468-2885.2011.01378.x, USA: International Communication Association
Dyer, Gillian. (1982). Advertising as Communication. London: Routledge
Febrida, Melly. (2012). Pernikahan bisa membuat Wanita bertambah Gemuk, dalam http://health.liputan6.com/read/456921/pernikahan-bisa-membuat-wanita-bertambah-gemuk 21 November 2012, diakses 15/06/2013, pkl 12.02
Foucault, Michel. (1972). The Archaeology of Knowledge (Translation). London: Tavistock Publications Limited
Foucault, Michel. (1978). History of Sexuality, Volume 1: An Introduction. New York: Pantheon Books
Foucault, Michel. (1995). Discipline and Punish, The Birth of the Prison. Translated by Alan Sheridan. New York: Vintage Books
Foucault, Michel. (1997). Seks dan Kekuasaan. Jakarta: PT Gramedia Pustaka Utama.
Foucault, Michel. (2007). The Politics of Truth. Los Angeles: Semiotext(e)
Gordon, Colin (ed). (1980). Michel Foucault: Power/Knowledge (Selected Interviews and Other Writings, 1972 – 1977). Great Britain: The Harvester Press
Gramsci, Antonio. (1971). Selections from The Prison Notebooks. New York : International Publishers.
Grogan, Sarah. (1999). Body Image. London & NY: Routledge
Gros, Frederic, ed. (2011). Michel Foucault: The Courage of the Truth (The Government of Self and Others II), Lectures at The College de France 1983-1984. UK: Palgrave Macmillan
Hackley, Christopher. (2002). The Panoptic Role of Advertising Agencies in the Production of Consumer Culture. In Consumption, Markets and Culture, 5/3, 211-229 DOI: 10.1080/10253860290031640 (reprinted in Chris Hackley (Ed) Advertising (2009) Vol 2 Advertising Culture, London, Sage, pp 363-388.
Hardiyanta, Petrus Sunu. (1997). Michel Foucault, Disiplin Tubuh, Bengkel Individu Modern. Yogyakarta: LkiS Yogyakarta.
Harian Neraca. (2012). Peningkatan Jumlah Obesitas di Indonesia, dalam http://www.neraca.co.id/harian/article/18956/Peningkatan.Jumlah.Obesitas.di.I ndonesia 22 September 2012, diakses 15/06/2013, pkl 13.59
Hartley, John. (2004). Communication, Cultural, and Media Studies: Konsep Kunci. Yogyakarta: Jalasutra.
Haryatmoko. (2012). Kekuasaan Melahirkan Anti-Kekuasaan. Jakarta: Majalah BASIS edisi Mei-Juni 2002
Hasinoff, Amy Adele. (2012). Book Review of “The Surveillance of Women on Reality Television: Watching The Bachelor and The Bachelorette†dalam Jurnal Popular Communication, Vol 10. No. 3, Juli – September. USA: Routledge.
Hay. (2011). Xtra-L Community: Memupuk Rasa Percaya Diri Mereka yang Ekstrabesar, dalam http://koran-jakarta.com/index.php/detail/view01/72790 diakses Sabtu, 22/06/ 2013, pkl 07.26
Kritzman, Lawrence D., ed. (1988). Michel Foucault. Politics, Philosophy, Culture, Interviews and Other Writings 1977 – 1984. New York: Routledge
Kurniasari, Triwik. (2010). Big is The New Slim, dalam http://www.thejakartapost.com/news/2010/03/28/big-new-slim.html diakses 22/6/13, pkl 07.30
Melliana S, Annastasia. (2006). Menjelajah Tubuh: Perempuan dan Mitos Kecantikan,. Yogyakarta: LkiS.
Mills, Sara. (2004). Discourse. USA: Routledge
Mona, Leila. (2012). Nyarbod: Studi tentang Disiplin Tubuh dalam Pendidikan Karakter di Sekolah Islam Berasrama. Tesis. Depok: Universitas Indonesia
Muwarni, Endah. (2009). Iklan sebagai Kekerasan Simbolik: Studi tentang Relasi Habitus-Field dalam Produksi dan Konsumsi Image Simbolik Tubuh Sehat. Disertasi. Depok: Universitas Indonesia
Neuman, W. Lawrence. (2003). Social Research Methods: Qualitative and QuantitativeApproaches 5th Edition. USA: Pearson Education
Neuman, W. Lawrence. (2011). Social Research Methods: Qualitative and Quantitative Approaches 7th Edition. USA: Pearson Education
Nutricia. (2013). Bila dibiarkan, Kegemukan dan Obesitas akan menjadi Epidemi di Indonesia, dalam http://nutricia.co.id/bila-dibiarkan-kegemukan-dan-obesitas-akan-menjadi-epidemi-di-indonesia/ 12 Juni 2013, diakses 15/06/2013, pkl 16.53
O’Farrell, Clare. (2005). Michel Foucault. London: Sage Publications
Pangkahila, Wimpie, Prof. Dr. dr., sp. And. (2005). “Seks Orang Gemukâ€, KOMPAS Cyber Media, Kamis, 8 Desember 2005, 12:12 WIB, diakses 10/03/2012, pkl 06.10
Patton, Michael Quinn. (2002). Qualitative Research and Evaluation Methods, 3rd Edition. California: Sage Publication
Pitakasari, Ajeng Ritzki. (2011). Perempuan Tambah Gemuk Setelah Menikah? Mungkin Ini Alasannya, dalam http://www.republika.co.id/berita/humaira/ibu-anak/13/06/07/mnz0p1-setelah-menikah-jadi- gemuk-mungkin-ini-alasannya 16 Desember 2011, diakses 15/06/2013, pkl 11.39
Sahabat Sehat. (2013). Cara Menghitung Berat Badan Ideal Dengan Tepat, dalam http://www.sahabatsehat.info/2012/10/cara-menghitung-berat-badan-ideal.html diakses 23/5/2014, pkl. 13.14
Sartika, Ratu Ayu Dewi. (2011). Faktor Risiko Obesitas pada anak 5 -15 Tahun di Indonesia. Depok: Jurnal Makara, Kesehatan, Vol 15. No 1. Juni 2011.
Setyadi, Wawan. (2007). Kebenaran dan Kekuasaan: Menelanjangi Kedok Kebenaran A la Michel Foucault in DRIYARKARA, Jurnal Filsafat. Th. XXIX no 2 / 2007. Diskursus Tentang Kebenaran. Jakarta: STF Driyarkara.
Sugiharto, I. Bambang. (2000). “Penjara Jiwa, Mesin Hasrat: Tubuh Sepanjang Budayaâ€, dalam Menguak Tubuh. Jurnal Kebudayaan KALAM no. 15. Jakarta: Komunitas Utan Kayu
Sunarto, Kamanto. (2009). Sosiologi Kesehatan. Jakarta: Penerbit Universitas Terbuka.
Susi. (2012). Komunitas Besar Indonesia (KOMBES Indonesia): "The Power of BIG",
dalam http://www.tnol.co.id/komunitas/minat/17238-komunitas-besar-indonesia-kombes-indonesia-qthe-power-of-bigq.html diakses 23/06/2013, pkl. 14.40
Suter, W. Newton. (2012). Introduction to Educational Research: A Critical Thinking Approach, Second Edition. USA: Sage Publications
Syafputri, Ella. (2012). 27 Juta Penduduk Indonesia Alami Obesitas, dalam http://www.antaranews.com/berita/319738/27-juta-penduduk-indonesia-alami-obesitas 4 Juli 2012, diakses 15/06/2013, pkl 14.19
Synnott, Anthony. (2003). Tubuh Sosial : Simbolisme, Diri, dan Masyarakat. Yogyakarta: Jalasutra
Tomagola, Tamrin Amal. (1990). Indonesian Women’s Magazine as an Ideological Medium. Disertasi. Depok: FISIP Universitas Indonesia
Turner, Bryan S. (1992). Regulating Body. London & NY: Routledge
Turow, Joseph dan Matthew P. Mcallister. (2009). The Advertising and Consumer Culture Reader. New York: Routledge.
Wolf, Michele A., Sandy Nichols, David F. Decelle. (1997). Mass Media, Body, Self: How Women of Different Sexual Orientations Relates to Mass Media’s Construction of Body. Paper presented at the ANnual Meeting of the Western States Communication Association, February 1997, Monterey, CA
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Published
2019-01-29
How to Cite
Agustin, S. M. (2019). Panopticism of Normal Body Discourse in Advertisement. Communicare : Journal of Communication Studies, 5(1), 65–76. https://doi.org/10.37535/101005120185
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