SEPAK BOLA DAN KESETARAAN GENDER DALAM KAMPANYE IKLAN NIKE BERTAJUK “NEVER SETTLE, NEVER DONE”

Angga Alvicky, Kukuh Sinduwiatmo

Abstract

With the protests and discussions about gender equality in football and the momentum of Women's EURO 2022, Nike, a clothing brand in the world's biggest sport, released a commercial titled "Never Settle, Never Done" via video 1 minute 12 seconds long, uploaded via his official YouTube channel, featuring freestyler Rocky Hehakaija, England captain Leah Williamson, Alexia Putellas, Magda Erikssonand Marie-Antoinette Katoto. This research musedescriptive qualitative method with the theory of semiotics from Roland Barthes, the researcher aims to understand the meaning and message contained in the advertising video by uncovering the myths constructed by the video maker (Nike) based on the signification system and the symbols shown. Researchers managed to understand that through advertising "Never Settle, Never Done”, Nike is trying to create gender equality by promoting football as an activity that is not only done by men but women can also take part and do it. Nike wants to change the stereotype of football, which is synonymous with masculine words, and creates the fact that football does not look at gender, race and so on.highlighting the speed, technical ability and quality of women's football has never been higher. Nike is showing the world that women's soccer is a force to be reckoned with and it will remain.

Dengan maraknya protes dan diskusi tentang kesetaraan gender dalam sepak bola dan beriringan dengan momentum Women's EURO 2022. Nike, merupakan merek pakaian olahraga terbesar di dunia, merilis kampanye iklan berjudul "Never Settle, Never Done" melalui video berdurasi 1 menit 12 detik, diunggah melalui saluran YouTube resminya, menampilkan freestyler Rocky Hehakaija, kapten Inggris Leah Williamson, Alexia Putellas, Magda Eriksson dan Marie-Antoinette Katoto. Penelitian ini menggunakan metode kualitatif deskriptif dengan teori semiotika dari Roland Barthes, peneliti bertujuan memahami makna dan pesan yang terkandung dalam video iklan tersebut dengan cara mengungkap mitos yang dikonstruksikan oleh pembuat video (Nike) berdasarkan sistem signifikasi dan simbol-simbol yang tertera. Peneliti berhasil memahami bahwa melalui iklan “Never Settle, Never Done”, Nike berusaha menciptakan kesetaraan gender dengan melambungkan sepak bola sebagai aktivitas yang tidak hanya dilakukan kaum laki-laki namun perempuan juga bisa ikut andil dan melakukannya. Nike hendak mengubah stereotip sepak bola yang identik dengan kata maskulin dan menciptakan fakta bahwa olahraga sepak bola tidak memandang gender, ras dan sebagainya dengan menyoroti kecepatan, kemampuan teknis, dan kualitas sepak bola perempuan yang tidak pernah setinggi ini. Nike menunjukkan kepada dunia bahwa sepak bola perempuan adalah kekuatan yang harus diperhitungkan dan akan tetap ada.

Keywords

Nike Advertising, Semiotics, Football, Stereotypes

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DOI: https://doi.org/10.33366/jisip.v12i3.2712

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