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in partial society at every level is affecting women’s access to get jobs and education. Now, underestimation is not only about whether they have capability or
not, but also about their appearance. They become the victim of the male gazes for satisfaction.
During Miss America beauty contest in the 1968, the feminist protestors criticized the system that measured female value by appearance. They considered
that treatment was like an animal market that placed women as the sexual object. Based on that unfairness treatment, in this dominancy patriarchal system the
feminists have goal-seeking to break women stigma from men gaze. By their movements, feminism can be a way to accommodate all women issues and bring
enlightenment in the society. Its goal is to heal the wrong assumptions like people narrow-mindedness in seeing women in every level of life. As Bressler
1998:180 said that feminism is to change the degrading view of women. So that, unfair conservative thoughts like stereotypes and sexual objectification that
shackled them for years can be vanished.
2.2 Capitalism
2.2.1 The History of Capitalism
The birth of capitalism has to do with Greek and Rome culture. Based on the history, Rome was expansionistic nation that caused desires to improve their
authority as wide as possible. They became one of the great nations with large occupational territory at that time. Giddens 1991:36 said that Rome had not been
separated from the influence of land ownership. They had an economic system such as slavery that lead the growth of big farming corporations, called
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Latifundiae. It was a system in farming production which was cultivated for markets in greatly amount. Guiltlessly, the aristocracy enslaved common people
to get benefit as much as possible. Therefore, problems appeared among the society in Rome because of the struggle between the aristocracy and the common
people. Furthermore, Giddens 1991:36 said that the attachment of Barbarian
toward Rome caused disrepair in the nation. Then, the fallen emperor caused feudalistic society born in Rome. The basic of feudalism itself was farming in
small scale. It was cultivated by farmers including slaves. But, this system was not effective enough to increase the economy of state. Then, this era was falling down
in the 12
th
century. Dobb 1991::37 argued that it happened because it did not work efficiently as a system of production that was related to the need of tax in
government class. Finally, revolutionary happened at that time, and that was the beginning of capitalism era.
Then, the history of Europe became more dynamic after 1600 until the beginning of 20
th
century. The changes of economic sector from traditional turned to be capitalism system needed long time to spread out through the countries in
world wide. It was started from west Europe and then came to America, Africa, Japan and finally Indonesia.
2.2.2 The Definition of Capitalism
The advancement of capitalism is spread out to many countries, some of them are England and Europe. The 14
th
century was the beginning of capitalism in Italy, whilst in England was 15
th
century. However, the production of capitalism
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was still limited in certain sector of trading at that time. Europe had a new innovative way of production since Karl Marx named it as capitalism. Salam
2000:148 stated that it was started in the sector of textile approximately in the 1250 in west Europe.
Capitalism caused people to be classified based on their capability in working. Salam 2000:148 defined that it is a relationship between producer and
the customer, which occur in detail system. Besides, the advertisement becomes a very advanced technique to support its progression. Therefore, it is a new
economic system that leads production widely through country. In addition, Eagleton 1996:335 argued that capitalism spread authority in
the new sectors of world wide. Inequality between the poor and the rich caused a dramatic gap between them. The marginal society had been exploited intensively.
The rich would be capitalist who laid investment and the poor would be labor with low wages. This system gave benefit only for those who had strong financial,
while, the marginal people become depressed. Furthermore, Salam 2000:149 explained that Karl Marx divided capitalism into
two classes, they were big class and small class. The big class was consisted of common people who had physical power to work, whilst the small class was
people who had financial capital. This big class became workers of the small class as the producers. They were forced to work hardly to obtained high rate target of
the product. Again, Salam explained that this condition caused a competition between fellow producers. For example, they had to try to produce economic
products as much as they can, and sell them to get profit as much as possible.
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2.2.3 The Influence of Capitalism
