Abstract:

During pandemic periode, access to radio media is the good choice. By accessing various broadcast programs on the radio, radio listeners can use the health procedure by keeping a distance and avoiding crowds with many numbers of people. Through radio broadcasts, information and entertainment can be obtained through broadcast or advertising programs. The process of gender socialization can be carried out through advertisements on the radio to listeners which can also affect the listener's environment. There are a number of examples of advertisements that do not support gender equality. Efforts to find examples of advertisements that support gender equality formulate the problem in this study. The location of the research was carried out on Radio Swaranusa Bahagia and Radio Bahana Sangkakala in Jayapura City. There are eleven advertisements were highlighted as sources of information besides literary techniques and observations. There are a number of advertisements supporting gender equality. Among them are equal access and opportunity to buy computers, computer credit, worship, get information and care for health related to the prevention of Covid-19. It is hoped that by knowing this advertisement that supports gender equality, listeners can understand gender equality and apply it appropriately to their family, social and work environment. By producing the results of research on radio advertisements that support gender equality, further research can be developed in the future. Future research related to radio advertising that supports gender equality can also be carried out on television and print media in Jayapura City, Papua Province.

Keywords: