This research explores gender representation and environmental issues in Marjan’s advertisement “Putri Hijau and the Greed of Tuan Jungkat.” The ad constructs gender identity alongside ecological messages, making it a relevant subject for critical study. The central problem lies in how these representations are built and connected to broader socio-cultural values.
The study applies Judith Butler’s Gender Performativity, which explains gender as constructed through repeated performances, and Environmental Communication theory, which analyzes how ecological meanings are mediated. Together, these theories provide a framework to understand the interrelation of gender and environmental narratives.
The method used is Todorov’s narrative analysis with a constructivist paradigm. This approach deconstructs the advertisement’s story structure—from equilibrium, disruption, and conflict recognition, to the formation of a new equilibrium. Data were obtained through visual analysis of the ad’s scenes to uncover embedded meanings.
Findings show Tuan Jungkat reflects greedy, exploitative masculinity, while Putri Hijau embodies empowered femininity defending ecological harmony. Their conflict exposes the link between exploitative power, gender inequality, and environmental harm.
The study concludes that gender representation in the ad is inseparable from ecological values. Putri Hijau’s performative identity resists domination, while the narrative underscores sustainability. This research contributes to communication studies by highlighting the connection between gender, media, and ecological awareness.