GENDER ANALYSIS OF PUBLIC RELATIONS AND ADVERTISING IN INDONESIA

ABSTRACT : This study aims to analyze is public relations predominant feminine or masculine, to analyzethe indication of feminine in Indonesian public relations, and to analyze the indications of masculine inIndonesian public relations. Researchers uses social rules theory and issues of gender in public relations andadvertising to develop a conceptual of gender in public relations and advertising in Indonesia. This research isconducted by phenomenology research design in order to answer the research design in order to answer theresearvch questions. Data has been collected by participant observation, in depth interview, and literaturereview. Findings showed that all respondents in this respondents in this study described that public relations isprodominate masculine because respondent perceived it to male characteristics. They indicated feminine in”women are not thinking long term”, “calm person when they become spoken person in front of public”,”sociable”, and “heedful”. They also indicated masculine refers to make behavior.Likewise in advertisingpractice showing the dominance of female gender is a myth. Women appear in advertisements in different faces.Women are symbols of intelligence, independence and decision makers. There are masculine values that arebuilt in the appearance of today’s women. This research has offerend a new gender conceptualk in theIndonesian public realtions.

KEYWORDS: gender, Indonesian public relation, feminine, masculine, advertising.