Konstruksi Realitas Sosial Perempuan Melalui Iklan Youtube Sariayu Color Trend 2020 Inspirasi Sumba

Authors

  • Monica Mezia Viranti
  • Asep Sugiarto

DOI:

https://doi.org/10.21009/COMMUNICOLOGY.020.09

Keywords:

konstruktivisme, perempuan, semiotika

Abstract

ABSTRACT

The purpose of this research is to explain how mechanism of construction about woman in cosmetic product Youtube advertisement.This research used constructivist paradigm Semiotics Model of Roland Barthes as its visual analysis method. There were three main findings of this research (1) Denotation of this ads is to innsipe Indonesia woman to  o dare to explore with the color of the makeup on their faces to become as beautiful as Sumba Island; (2) Connotation of this advertisement further emphasizes racial inequality in the Indonesian cosmetic market, where only women of the Mongoloid and Austronesian race who are categorized as beautiful use makeup and become the main commodity target of the cosmetics market, not the Melanesian race; (3) The myth that develops among Indonesian women in physical beauty is meant by accentuating white skin, slim body, having a tall posture, having long beautiful hair, sharp nose, sensual lips, and so on has grown into the social reality of women in Indonesia.

Keywords: Constructivism, Semiotics, Woman

 

 

ABSTRAK

Tujuan dari penelitian ini adalah untuk menjelaskan bagaimana mekanisme konstruksi tentang wanita dalam iklan produk kosmetik di Youtube. Penelitian ini menggunakan paradigma konstruktivis Model Semiotika Roland Barthes sebagai metode analisis visualnya. Ada tiga temuan utama dari penelitian ini (1) Denotasi iklan ini adalah untuk menggoda wanita Indonesia agar berani bereksplorasi dengan warna riasan wajah agar seindah Pulau Sumba; (2) Konotasi iklan ini lebih menekankan pada ketimpangan rasial di pasar kosmetik Indonesia, di mana hanya perempuan ras Mongoloid dan Austronesia yang dikategorikan cantik menggunakan makeup dan menjadi komoditas utama sasaran pasar kosmetik, bukan ras Melanesia; (3) Mitos yang berkembang di kalangan perempuan Indonesia dalam kecantikan fisik yang dimaksud dengan menonjolkan kulit putih, tubuh langsing, postur tinggi, rambut panjang indah, hidung mancung, bibir sensual, dan sebagainya telah berkembang menjadi realitas sosial perempuan di Indonesia.

Kata Kunci: Konstruktivisme, Perempuan, Semiotika

 

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Published

2020-12-18

How to Cite

Monica Mezia Viranti, & Asep Sugiarto. (2020). Konstruksi Realitas Sosial Perempuan Melalui Iklan Youtube Sariayu Color Trend 2020 Inspirasi Sumba. Communicology: Jurnal Ilmu Komunikasi, 8(2), 253–266. https://doi.org/10.21009/COMMUNICOLOGY.020.09

Issue

Vol. 8 No. 2 (2020): Communicology: Jurnal Ilmu Komunikasi, Volume 8 No 2 Desember 2020

Section

Articles

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