The research is mainly aimed to analyze how the attitude of misogyny in family is portrayed in the animated sitcom entitled AmericanDad. The research chooses the source of data from the episodes of AmericanDad. It involves important components such as dialogues, shots, gestures, camera angles and other elements of cinematography as the main data. Meanwhile, the supporting data are taken from trustable online articles, journals, and books.
This research is a qualitative study. It investigates the portrayal of misogynistic attitudes in AmericanDad using gender approach, semiotic theory and socio-cultural approach. In finding the ways in which misogyny represented in the show, several scenes from selected episodes are analyzed.
It comes up with the result that there are some misogyny attitudes manifested in the show such as sexual objectification, the issue of male privilege that leads to the subordination toward women, the different treatment between men and women, cheating, and sexual harassment which can be categorized as the degradation of women’s value. The finding emphasizes that those attitudes are the reflection of how such issue is alive and has been around in society for a long time.