View
0
Download
0
Category
Preview:
Citation preview
THE USE OF FASHION BRAND BY THE CAPITALIST IN
HEGEMONIZING WOMEN AS DEPICTED IN THE NOVEL THE
DEVIL WEARS PRADA BY LAUREN WEISBERGER
THESIS
Submitted to Meet a Part of the Requirements for Sarjana Sastra
Degree from English Department Faculty of Cultural Sciences Sebelas
Maret University
By:
ERNI NUGRAHA DIWATI
C0310021
ENGLISH DEPARTMENT
FACULTY OF CULTURAL SCIENCES
SEBELAS MARET UNIVERSITY
SURAKARTA
2016
ii
iii
iv
PRONOUNCEMENT
Name : Erni Nugraha Diwati
Number : C0310021
I announce that the thesis entitled The Use of Fashion brand by the Capitalist
System in Hegemonizing Women as Depicted in American Women’s Novel
The Devil Wears Prada by Lauren Weisberger is my own work. It is not
plagiarism nor written by others. Any materials and theories used as references in
this thesis are written in direct quotations and/or in paraphrase and contained in
bibliography. I would take the responsibility, if it is proved that I do cheating.
Surakarta, January 20th
, 2016
The Researcher
Erni Nugraha Diwati
v
MOTTO
“Remember your Lord in yourself humbly and fearfully, without loudness
of voice, morning and evening. Do not be of the headless ones.”
(Q.S Al-A’raf : 205)
“It’s not the broken dreams that break us; it’s the ones we don’t dare to
dream.”
(Will Schuester ‘Glee’)
“In reaching your success, there will be a test to prove your
appropriateness. Walk through it. Face it. Enjoy the process. Hope Allah
SWT always guides you. Amen.”
(YIF, Kudus, July 29th
2015)
“Who can decide what they dream? And dream I do.”
(Amy Lee)
vi
DEDICATION
With all of my heart, I dedicate this thesis to:
My Beloved Family,
My Lecturers,
My Friends,
Myself,
and American Studies Scholars
vii
ACKNOWLEDGEMENT
Bismillahirrahmanirrahim.
First of all, I would like to give my best praise as the biggest gratitude and
blessing by saying Alhamdulillah to Allah SWT who gives me guidance for every
aspect in my life. I would also like to give my deepest thanks to those who
contribute in conducting and finishing my thesis. I would like to extend gratitude
to:
Prof. Drs. Riyadi Santosa, M.Ed., Ph.D as the Dean of Faculty of Cultural
Sciences, Sebelas Maret University Surakarta.
Drs. Agus Hari Wibowo, M.A., Ph.D as the Head of English Department,
Faculty of Cultural Sciences, Sebelas Maret University Surakarta.
Dra. Susilorini, M.A as my thesis consultant, I thank from the deepest of my
heart for the time, the suggestions, the precious knowledges, and the patience in the
process of my thesis arrangement. Thanks for giving me the great guidance so I
would not be lost in uncertainty.
Dra. Sri Kusumo Habsari, M.Hum, Ph.D as the head of examiners, Dra.
Rara Sugiarti, M.Tourism as the secretary, and Dra. Nani Sukarni, M.S as the
second examiner, I say thanks for the corrections, suggestions, and guidance during
my thesis defense.
Agus Dwi Priyanto, S.S., M.CALL as my academic supervisor, I say
thanks for the assistance during my study for years and always supporting me.
viii
Thank for being a very great academic supervisor and the kindness of being helpful
all the time.
English Department’s lecturers, especially American Studies lecturers (Drs.
Bathoro Moh. Sardjana, M.A.; Fitria Akhmerti Primasita, S.S., M.A.; Dra. Sri
Kusumo Habsari, M.Hum., Ph.D.; and M. Taufiq Al Makmun, S.S., M.A, Karunia
Purna Kusciati, S.S., M.Si) I would like to say thank for giving me meaningful
lessons and sharing the valuable knowledge when I study in English Department.
Thanks for always being great and magnificent lecturers in American Studies.
My beloved parents, Ir. Didik Nugroho P, S.P and Sutarni, thanks from the
deepest of my heart for always loving me, understanding me, supporting me and
praying for me in every single day. Thanks for always give me a ‘punch’ whenever
I am down.
My sister and my brother-in-law, Rani Nugraha Ningrum and Fatchur Rozi
thanks for always accompanying me and support me. Thanks for always being
patient whenever I become a mischief-maker. My life would be so much quiet
without both of their existence.
My first dearest brother, Yogie Arya, thanks for always giving me support
and motivation on how to be a tough girl. I would not dare to dream without his
support. Thanks for being my brother for years.
My second beloved brother, Yusril Ihza Fahrizal, thanks for the caring, the
‘punch’, the time, the support, the advice, and other things which you always give
ix
me. Thanks for always guiding me from the start. My life is complete when I have
him around and I hope that he will be my best buddy eternally.
My cousins, Skolastika Ellen Mada Ariani and Stefanus Yogi Aryanta Putra
Utama, I thank for their willingness of being ‘crazy’ with me. My life would not be
this complete without both of them.
My big guy, Pratama Dharmika Nugraha, thanks for accompanying me
passes the graduation in June. I really appreciate that. We walk through the process
together.
My friends of English Department 2010 and American Studies 2010 who
cannot be mentioned one by one, thanks for the fun time we had together. My
special thanks fall to Desi Nursita, Dian Ratna Sari, Alvin Dian Wardhana, Sheren
Hall, Qadriana Armaningtyas, Siti Fathiyatus, Dita Ikasari, Tyas Nuriska, Haikal
Pradana, Adhi Irnawan, Chandra Kartika, Culayla Ayu, Esty Diah Imaniar, Nadia
Rimadhani, Fitriana Wulaningrum, Siska Azari, Fariz Dheonata, and Cahyo Adi
Nugroho thanks for always standing next to me and support me. I really love all of
them.
In the end part of this acknowledgement, I know that the thesis is not fully
perfect. Nevertheless, I do hope that the thesis will be useful for all readers. All
kinds of suggestions and criticisms are welcomed.
The Researcher
x
Erni Nugraha Diwati
TABLE OF CONTENTS
COVER .................................................................................................................. i
APPROVAL OF THESIS CONSULTANT ....................................................... ii
APPROVAL OF BOARD OF EXAMINERS .................................................... iii
PRONOUNCEMENT .......................................................................................... iv
MOTTO ................................................................................................................. v
DEDICATION ...................................................................................................... vi
ACKNOWLEDGEMENT ................................................................................... vii
TABLE OF CONTENTS ..................................................................................... x
ABSTRACT .......................................................................................................... xii
CHAPTER I: INTRODUCTION ........................................................................ 1
Research Background ................................................................................. 1
Scope of the Research ................................................................................ 7
Research Question ...................................................................................... 8
Research Objective ..................................................................................... 8
The Significance of the Research ............................................................... 8
Research Methodology ............................................................................... 9
Type of Research ........................................................................... 9
xi
Source of Data ............................................................................... 9
Technique of Collecting and Analyzing Data ........................................... 10
Theoretical Approach ................................................................................. 11
Thesis Organization .................................................................................... 16
CHAPTER II: LITERATURE REVIEW .......................................................... 17
A. Chick-lit: Genre and Its Formula .......................................................... 17
B. The Devil Wears Prada as a Chick-lit .................................................. 20
C. The Concept of Hegemony ................................................................... 23
D. Women and Fashion ............................................................................. 26
CHAPTER III: ANALYSIS ................................................................................ 32
A. Capitalist’s Exercise of the Concept of Working in the
Workplace in The Devil Wears Prada.................................................. 33
B. The Exploitation of Women’s Belief in Beauty and Power in
Producing Brand Image in The Devil Wears Prada ............................. 44
CHAPTER IV: CONCLUSION .......................................................................... 71
A. Conclusion ............................................................................................ 71
B. Suggestion ............................................................................................ 73
BIBLIOGRAPHY................................................................................................. 7
xii
THE USE OF FASHION BRAND BY THE CAPITALIST IN
HEGEMONIZING WOMEN AS DEPICTED IN THE NOVEL THE
DEVIL WEARS PRADA BY LAUREN WEISBERGER
ABSTRACT
This research was accomplished to explain how the capitalist used
fashion brand to hegemonize American women, which was represented by
the main character Andrea Sachs, as depicted in the novel The Devil Wears
Prada. The objective of the research was to analyze how The Devil Wears
Prada presents the exploitation towards women labors and the use of
fashion brand by the capitalist in hegemonizing women.
This research is a descriptive qualitative research. The source data is
a novel written by Lauren Weisberger The Devil Wears Prada which was
published in 2003. The main data are sentences, phrases, expressions,
atmosphere, plot, characters, and paragraphs in the dialogues, narrations,
and illustration in the novel The Devil Wears Prada. Also, the supporting
data are obtained from books, magazines, journal, and internet websites
about brand, fashion, women, hegemony, exploitation, and capitalism.
The research is conducted under American Studies as the
interdisciplinary studies. This research applies literary approach to analyze
the literary text, capitalism theory to analyze the strategies of the capitalist,
concept of hegemony to describe the domination of the power, and semiotic
theory to identify symbols in the novel.
The conclusion is that the capitalist has some strategies in
hegemonizing women through the fashion brand. The strategies aim to
secure its position and to influence the way of thinking of those women.
The fashion brand becomes the instruments to hegemonize women.
Keywords: Hegemony, Exploitation, Capitalist, Ideology, Women, Novel.
Recommended