Reception of Fintech Lending Advertisements by Young Age Audiences in Indoensia: A Gender Perspective

This study examines how productive-age audiences in Indonesia perceive Fintech Lending advertisements, with a focus on gender portrayal and consumption behavior. Advertisements have the power to either challenge or reinforce societal gender stereotypes. Employing Stuart Hall's reception analysis theory, which includes encoding and decoding stages, this qualitative research engaged eight informants chosen through purposive sampling. Data were analyzed using reception analysis and validated through source triangulation. The results indicate that advertisements often depict women as consumers in domestic roles and as motivators for men to take online loans. The decoding process reveals a split between dominant and oppositional readings, shaped by the informants' diverse experiences.