|Penulis||:||Drs. Daru Purnomo, M.Si dkk|
|Unit Peneliti||:||Fakultas Ilmu Sosial dan Ilmu Komunikasi|
|Nama Jurnal||:||Penelitian Sosial (Cakrawala)|
|Penerbit Jurnal||:||Fakultas Ilmu Sosial dan Ilmu komunikasi|
|Alamat Penerbit||:||Jl. Diponegoro 52-60 Salatiga|
|Keyword||:||Representation, Women, Discource Analysis, Program Tupperware She Can! on Radio.|
Mass media has a big role in forming and changing society’s mind, feeling, attitude, opinion and behavior about women. However, women representation in mass media still shows negative stereotype. The existence of radio stations with female target audience which is aimed to empower women is a new hope for women related with the formation for positive image of women through the programs. Female Radio Semarang became one of the radio with female target audience who helped take the role in the formation of positive image of women through a program called Tupperware She Can! On Radio. All of their efforts are absolutely not separated from Female Radio Semarang ideology as a mass media based on gender perspective. This research will analyze how the discourse strategies that apply in the Tupperware She Can! On Radio in representing women.