The objective of this study perceives how the advertising agencies assign women to the position of the company leader as a patriarchal effort (as »the right hand» of the capitalists) to "muted" women in »comfortable» place. This research applies Pierre Bourdieu's Habitus-Field-Capital theory and its implications in the form of symbolic violence. This descriptive research applies constructivism paradigm. Obtained by conducting in-depth interviews with women leaders of advertising agencies, the data are examined using hermeneutic phenomenology. As a result, it becomes more and more difficult for female CEOs in advertising agencies-as a part of the media text producer-to recognize the acts of that violence. They rather duplicate and mimicking the symbolic violence in the texts they produce. Involving women in the agencies does not necessarily yield to the gender-perspective texts as the automatic reflection of their thoughts, habits, and acts. It occurs because each social field is always full of subjective-contestation discourse which potentially generates dominating behaviors among the actors.
|Journal||E3S Web of Conferences|
|Publication status||Published - 12 Dec 2018|
|Event||2018 International Conference Series on Life Cycle Assessment: Life Cycle Assessment as A Metric to Achieve Sustainable Development Goals, ICSoLCA 2018 - Jakarta, Indonesia|
Duration: 24 Oct 2018 → 25 Oct 2018