Pengkategorian Identiti dalam Iklan Peribadi: Kajian Representasi Gender Berasaskan Korpus
Abstract
Iklan peribadi menyediakan data yang ideal bagi mengkaji konstruksi identiti dan gender. Ciri-ciri identiti yang dipilih dan ditonjolkan dalam iklan peribadi memberi gambaran idealis personaliti dan tingkah laku individu yang mencari pasangan dalam pelbagai jenis masyarakat dan budaya yang berlainan. Kajian ini meneliti gabungan pengkategorian identiti dengan ekspresi penilaian ATTITUDE dalam penghasilan identiti gender maskulin dan feminin dalam iklan peribadi pengiklan lelaki dan wanita di Malaysia. Dengan menggunakan pendekatan analisis wacana dan teknik korpus linguistik, kajian ini memperlihatkan konstrual identiti gender sebagai satu interaksi kompleks pengkategorian identiti dan himpunan sumber penilaian ATTITUDE dalam teks. Pola lazim identiti gender yang tipikal dan tidak tipikal terhasil dengan membandingkan kategori struktur dan semantik deskripsi pengiklan. Penyataan-I dan kumpulan nominal membentuk titik permulaan analisis dan pola linguistik diklasifikasikan secara semantik mengikut kategori ATTITUDE dari kerangka teori Appraisal dan kerangka Pengkategorian Pelaku Sosial. Dapatan kajian menunjukkan bahawa orientasi pengiklan terarah kepada permintaan bakal pasangan dalam konteks pemilihan pasangan hidup. Pengiklan didapati menghasilkan konstruksi identiti yang selari dengan apa yang dicari oleh lelaki dan wanita secara umum, sebagai contoh ‘wanita penyayang’ dan ‘lelaki berjaya dan stabil kewangan’. Di samping itu, dapatan kajian juga menemukan representasi identiti Malaysia sebagai ‘a simple person’ atau ‘seorang yang sederhana’ yang melangkaui batasan gender. Kajian ini menyumbang kepada bidang gender dan linguistik dengan mengenal pasti kategori dan interaksi fitur linguistik femininiti dan maskuliniti melalui analisis berasaskan korpus iklan peribadi.
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