Representation of feminine symbols in filter cigarette products

Shinta Dewi; Ghalib Muhammad Syukri Al-Ghiffary

doi:10.61511/jgedsic.v2i1.2024.1042

Authors

Shinta Dewi Interdisciplinary Islamic Studies Program, Postgraduate, Universitas Islam Negeri Sunan Kalijaga Yogyakarta, Sleman Regency, Yogyakarta 55281, Indonesia
Ghalib Muhammad Syukri Al-Ghiffary Interdisciplinary Islamic Studies Program, Postgraduate, Universitas Islam Negeri Sunan Kalijaga Yogyakarta, Sleman Regency, Yogyakarta 55281, Indonesia

DOI:

https://doi.org/10.61511/jgedsic.v2i1.2024.1042

Keywords:

filter cigarettes, feminine symbols, gender equality

Abstract

Background: Today, cigarettes are used as a consumer product by both men and women. In the past, smoking was often associated with its use by men. Over time, cigarette consumption has shifted culturally, with women becoming consumers of cigarettes with designs that emphasize elegance and a shift in consumer base. The tobacco industry adapted and began to release products aimed specifically at women, such as cigarettes with slimmer filters and more feminine packaging designs. This article discusses the changing role of filter cigarettes, which were originally associated as a symbol of femininity and are now increasingly used by men. Methods: The method used in this research is a literature study that collects, analyzes, and evaluates various relevant literature sources. Findings: This article illustrates how filter cigarettes have changed the representation of femininity and masculinity in tobacco consumption culture. Filter cigarettes were originally designed and promoted as a product that emphasized elegance, grace, and feminine imagery. However, filter cigarette consumption has shifted significantly over time, and more and more men are adopting filter cigarette products. Conclusion: Cigarette use is also influenced by the trend of e-cigarettes and the influence of social media on cigarette marketing which may lead to an increase in the number of female smokers. Novelty/Originality of this Study: This study investigates the symbolic representation of femininity in filter cigarettes, elucidating how the tobacco industry strategically employs gendered marketing to appeal to female consumers. By examining the evolution of these marketing strategies and their effects on gender norms and consumer behavior, the research offers a distinctive perspective on the intersection of gender and tobacco advertising.

References

Achmad, P. W., & Saputro, K. A. (2017). Kajian Semiotika Terhadap Maskulinitas Dalam Foto Iklan Rokok Gudang Garam Djaja Edisi ‘Rahasia Djaja’tahun 2015. Specta: Journal of Photography, Arts, and Media, 1(2), 149-162. https://doi.org/10.24821/specta.v1i2.1906

Amos, A., & Haglund, M. (2000). From social taboo to “torch of freedom”: The marketing of cigarettes to women. Tobacco Control, 9(1), 3–8. https://doi.org/10.1136/tc.9.1.3

Anindya, A., & Defhany, D. (2019). Feminisme dan stereotip gender dalam iklan produk kecantikan. JESS (Journal of Education on Social Science), 3(2), 113-123. https://doi.org/10.24036/jess/vol3-iss2/159

Arjanto, D. (2022, March 17). Menengok Lagi Regulasi Iklan Rokok di TV, Taktik Buat Pangkas Prevalensi Perokok. https://gaya.tempo.co/read/1572065/menengok-lagi-regulasi-iklan-rokok-di-tv-taktik-buat-pangkas-prevalensi-perokok

Azizah, U. N. (2023, November 15). Kisah Mas Nitisemito, Bapak Kretek Indonesia Asal Kudus. https://www.detik.com/jateng/budaya/d-7038537/kisah-mas-nitisemito-bapak-kretek-indonesia-asal-kudus

Barbara, N. L. (2020). Systematic Review Dalam Kesehatan: Langkah Demi Langkah. Deepublish.

Bendix, A. (2020, February 20). Vintage ads show the hidden legacy of the Marlboro Man. The brand forst became popular as a woman’s cigarette. https://www.businessinsider.com/marlboro-man-cigarette-brand-history-vintage-ads-2020-2

Boyle, P. (Ed.). (2004). Tobacco and public health: science and policy. Oxford University Press.

Bungin, M. B. (2008). Konstruksi sosial media massa: kekuatan pengaruh media massa, iklan televisi dan keputusan konsumen serta kritik terhadap Peter L. Berger & Thomas Luckmann. Kencana.

Chapman, S., & Egger, G. (1983). Myth in Cigarette Advertising and Health Promotion. Health and Wellbeing, 32(3), 218–227. https://doi.org/10.1007/978-1-349-22493-7_23

CNN. (n.d.). A Brief History Of Tobbaco. http://edition.cnn.com/US/9705/tobacco/history/#:~:text=(CNN)%20%2D%2D%20Tobacco%20was%20first,for%20medicinal%20and%20ceremonial%20purposes.

Craig, S. (1999). Torches of freedom’: Themes of women’s liberation in American cigarette advertising. A paper presented to the gender studies division Southwest/Texas Popular Culture Association.

Eliot, R. E. (2001). "Destructive but sweet": cigarette smoking among women 1890-1990 (Doctoral dissertation, University of Glasgow). https://theses.gla.ac.uk/1091/

Goodman, J. (2005). Tobacco in history: The cultures of dependence. Routledge. https://doi.org/10.4324/9780203993651

Gulati, M., & Wenger, N. K. (2018). You’ve come a long way, baby. In Clinical Cardiology (Vol. 41, Issue 2, pp. 171–172). https://doi.org/10.1002/clc.22879

Hikami, I. (2020, January 27). Mari Mengenal Kembali Apa Perbedaan Kretek dan Rokok. https://komunitaskretek.or.id/opini/2020/01/mari-mengenal-kembali-apa-perbedaan-kretek-dan-rokok/

Hilton, M. (1995). " Tabs"," Fags" and the" Boy Labour Problem" in Late Victorian and Edwardian Britain. Journal of Social History, 28(3), 587-607. https://doi.org/https://doi.org/10.1353/jsh/28.3.587

Hunt, K., Hannah, M. K., & West, P. (2004). Contextualizing smoking: Masculinity, femininity and class differences in smoking in men and women from three generations in the west of Scotland. Health Education Research, 19(3), 239–249. https://doi.org/10.1093/her/cyg061

Jenson, P. M. (1994). A history of women and smoking. Canadian Woman Studies/les cahiers de la femme, 14(3).

Kania, D. (2024). Menuju Pengendalian Lebih Ketat: Mengatur Generasi Baru Produk-produk Tembakau. https://www.who.int/indonesia/id/news/detail/25-04-2024-toward-tighter-controls--regulating-the-next-generation-of-tobacco-products

Khotimah, S. U., Handayani, M. U., & Kusumaningrum, E. (2022). An Analysis of Gender Stereotype in Television Commercial Advertisements in Indonesia. International Proceedings of Nusantara Raya, 1, 58-62. https://doi.org/10.24090/nuraicon.v1i1.103

Kurnia, N. (2004). Representasi maskulinitas dalam iklan. Jurnal Ilmu Sosial dan Ilmu Politik, 8(1), 17-36. https://doi.org/10.22146/jsp.11056

Kusuma, D., Ahsan, A., Nurjanah, & Wulan, W. R. (2022, May 31). Riset: paparan iklan rokok elektrik di media sosial terbukti mendorong penggunaannya di Indonesia. https://theconversation.com/riset-paparan-iklan-rokok-elektrik-di-media-sosial-terbukti-mendorong-penggunaannya-di-indonesia-183981

Lee, S. (2023, September 16). Women and Cigars: Breaking Stereotypes. https://sethshumidor.com/women-and-cigars-breaking-stereotypes/

Life, T. F. (2016). History of Tobacco. https://tobaccofreelife.org/tobacco/tobacco-history/

Lutfiyah, L. Z., & Kinanti, K. P. (2020). Perbandingan Stereotipe Gender dalam Iklan: Kajian Semiotika Roland Barthes. BELAJAR BAHASA: Jurnal Ilmiah Program Studi Pendidikan Bahasa dan Sastra Indonesia, 5(2), 211-220. https://doi.org/10.32528/bb.v5i2.3349

Muhaimin, A., & Shammania, S. (2018). Citra Perempuan Pada Produk Rokok di Era Tahun 1930-1950. Jurnal Studi Sosial Dan Politik, 2(2), 122–135. https://doi.org/10.19109/jssp.v2i2.4057

Nangoi, J. P., & Daeli, O. O. (2023). Studi Etnografi Tentang Stigmatisasi dan Konformitas Perempuan Perokok dalam Budaya Patriarki. Focus, 4(1), 45–60. https://doi.org/10.26593/focus.v4i1.6473

Oktavia, S., Banowati, L., Anindita, M. W., Musa, D. T., & Alamri, A. R. (2023). Motif Penggunaan Rokok Elektrik (vape) Studi Kasus Mahasiswi Antropologi Sosial FISIP UNTAN. SOSIETAS, 13(1), 13–24. https://doi.org/10.17509/sosietas.v13i1.58906

Quitsure Team. (2023, February 8). History of Cigarettes: How it All Began. https://www.quitsure.app/post/history-of-cigarettes-how-it-all-began

Rosemary, R. (2024, May 29). Riset: stigma negatif perempuan perokok di Indonesia halangi usaha pengendalian tembakau. https://theconversation.com/riset-stigma-negatif-perempuan-perokok-di-indonesia-halangi-usaha-pengendalian-tembakau-224280

Saguni, F. (2014). Pemberian stereotype gender. Jurnal Musawa IAIN Palu, 6(2), 195-224.

Shofa, F., & Utami, M. A. (2017). Menyingkap makna dan tanda dalam iklan rokok a-mild versi “Hasrat”: Kajian semiotika. Ranah: Jurnal Kajian Bahasa, 6(2), 180-197. https://doi.org/10.26499/rnh.v6i2.266

Sunaryo, T. (2013). Kretek Pusaka Nusantara. Serikat Kerakyatan Indonesia (SAKTI).

Susanna, D., Hartono, B., & Fauzan, H. (2003). Penentuan Kadar Nikotin Dalam Asap Rokok. Jurnal Ekologi Kesehatan, 2(3), 272–274. https://repository.badankebijakan.kemkes.go.id/id/eprint/1198/

Syaifullah, J. (2017). Representasi Kuasa Maskulinitas Dalam Iklan Rokok Gudang Garam Internasional Pria Punya Selera di Media Iklan Luar Ruang Di Soloraya. Jurnal Ikon, 1(5), 31-41. https://ikon.poltekindonusa.ac.id/index.php/view/article/view/30

Tedjasukmono, W., & Susanto, E. H. (2019). Fenomenologi Pengguna Vape pada Perempuan di Komunitas @Dragoncloudz.id. Koneksi, 3(2), 442. https://doi.org/10.24912/kn.v3i2.6451

Vintage Everyday. (2021, Januari 2). “You’ve Come A Long Way, Baby” - 40 Virginia Slims Cigarette Ads From The Early 1970s. https://www.vintag.es/2021/01/virginia-slims-ads.html#sidr-main

Waldron, I. (1991). Pattern and Causes of Gender Differences in Smoking. Social Science and Medicine, 32(9), 989–100. https://doi.org/https://doi.org/10.1016/0277-9536(91)90157-8

Windiaz, J. (2021, February 17). 3 Merek Cerutu Murah Yang Ada di Indonesia. https://komunitaskretek.or.id/ragam/2021/02/3-merek-cerutu-murah-yang-ada-di-indonesia/

WHO. (2021). Comparison Fact Sheet Indonesia 2011 & 2021. Global Adult Tobacco Survey, 1–2. https://www.who.int/publications/m/item/2021-gats-fact-sheet-indonesia-(2011-comparison)