Abstract

Women have been stereotyped as the producers of food; yet, as time has progressed, the position of women has come to be perceived differently as socio-cultural situations change. This research intends to analyze the ideology of the position of the woman in the design of food souvenir packaging at different periods of Bandung’s socio-cultural conditions, based on gender stereotype. The method of research used is a semiotic analysis that is related to levels of meaning and ideology. The result will be used as a reference for women’s studies in order to understand the relationship between ideology shown on food packaging and the socio-cultural situation in Bandung, Indonesia, at different periods of time. Through this research, it can be seen that the ideological practice of a patriarchal nature still occurs in Indonesia. Nevertheless, this ideology is shown in different ways over time, being adapted to particular socio-cultural conditions. In the tourism industry, the patriarchal ideology is seen through the representation of women in the design of souvenir food packaging. It has become a marketing device to reveal authentic local values on the packaging of souvenir food. Gender representation is powerful in creating qualifications of products for certain markets. that are targeted at particular sectors of people. Packaging that reveals gender has a high-performance quality and is connected to a wider cultural process.