Representation of Ageism and Gen-Z Exploitation Issues in E-commerce Advertising Design in Indonesia

DOI

10.2991/978-2-38476-038-1_21How to use a DOI?

Keywords

representation; ageism; gen-z exploitation; postmodern; e-commerce advertising design

Abstract

The Internet of Thing discourse and the emergence of digital natives are forcing significant behavioural changes, especially with Gen-Z discourse as the primary commodity in this era. The rise of Gen-Z visualization as an e-commerce advertising design model in Indonesia is not only to introduce services and products but also brings the issue of ageism. This study describes why e-commerce advertising design in Indonesia has become a media ageism and Gen-Z exploitation issue. Furthermore, it also discusses how the mechanism of visual exploitation occurs in the design of e-commerce advertisements in Indonesia. This study uses a qualitative approach with close textual analysis, which investigates the visual exploitation of advertisements explicitly broadcast on the YouTube platform, namely SHOPEE Indonesia. This research involves a postmodernism approach, limited to aesthetic idioms in the form of deconstruction, hyperreality, simulation, intertextuality, kitsch, and pastiche. The analysis process starts from observing audio-visual advertisements, followed by elaboration by taking several elements, namely images, text, and audio in the specified time position, and also the discourse of Gen-Z in Indonesia. The data in this study were collected by audience studies from YouTube and interviews. The study’s results found indications of ageism and the issue of universal exploitation that was received positively by the audience in Indonesia. The presence of visual codes and Gen-Z social images in SHOPEE Indonesia ads emphasizes ageism and the issue of Gen-Z exploitation through aesthetic idioms, which create contradictions and paradoxes related to these issues.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Joni Agung Sudarmanto
AU  - Adzrool Idzwan bin Ismail
PY  - 2023
DA  - 2023/04/14
TI  - Representation of Ageism and Gen-Z Exploitation Issues in E-commerce Advertising Design in Indonesia
BT  - Proceedings of the International Seminar on Language, Education, and Culture (ISoLEC 2022)
PB  - Atlantis Press
SP  - 190
EP  - 201
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-038-1_21
DO  - 10.2991/978-2-38476-038-1_21
ID  - Sudarmanto2023
ER  -