Emak-Emak Representation in Start-Up Ads: Verbal and Non-Verbal Analysis of Indonesian Moms

Antonius Setyawan Sugeng Nur Agung, Monika Widyastuti Surtikanti, Erna Andriyanti, Pipit Muliyah, Fitria Wulan Sari, Arif Nugroho and Fitriya Dessi Wulandari

World Journal of English Language, 2025, vol. 15, issue 1, 180

Abstract: Women stereotyping is always interesting to be discussed. This paper is concerned with verbal and non-verbal meanings to portray Indonesian moms, or Emak-Emak represented in two official videos of GoMart and GrabMart. This study owes the framework of Halliday's transitivity system (2014) to analyse the verbal meaning and Kress & Leeuwen's interpretation of visual grammar to analyse the non-verbal meanings. The outcome of the verbal analysis using transitivity shows that the procedures used by GrabMart and GoMart are focused differently. While GrabMart focuses more on the material process of "doing" rather than "happening", GoMart tends to emphasis on the relational process of "attributive" and primarily on "identification". GoMart portrays Emak-Emak's stereotypes more objectively, whereas GrabMart is more subjective to shape the viewer's perception of them. This study offers recommendations for future research by taking a comprehensive approach to the phenomenon of gender stereotyping in online audio-visual advertisements, analyzing the interaction of verbal and non-verbal meanings in various advertisements, thoroughly examining the relevant stream of metafunctions, and proposing ideas.

Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.sciedupress.com/journal/index.php/wjel/article/download/26500/16396 (application/pdf)
https://www.sciedupress.com/journal/index.php/wjel/article/view/26500 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jfr:wjel11:v:15:y:2025:i:1:p:180

Access Statistics for this article

World Journal of English Language is currently edited by Joe Nelson

More articles in World Journal of English Language from Sciedu Press
Bibliographic data for series maintained by Sciedu Press ().