The Respect For Race and Culture In a Modern Feminist Society: An Analysis of Beauty Product Advertising Messages on Instagram

Zinggara Hidayat (1) , Amanda Lasha Budiman (2) , Yudi Pratama (3) , Shinta Mursiati Annisa (4) , Desri F. N. Tambunan (5) , Virienia Puspita (6)
(1) Department of Communication, Bina Nusantara University , Indonesia
(2) Department of Communication, Bina Nusantara University , Indonesia
(3) Department of Communication, Bina Nusantara University , Indonesia
(4) Department of Communication, Bina Nusantara University , Indonesia
(5) Department of Communication, Bina Nusantara University , Indonesia
(6) Department of Communication, Bina Nusantara University , Indonesia

Abstract

This research aims to analyze how beauty brands communicate their messages through Instagram advertisements and determine whether Indonesian beauty standards have changed. This research uses a qualitative approach because it is still uncommon for a qualitative approach that analyzes how and why messages are formulated in beauty advertising. This research also uses a semiology analysis method to explore the meaning of communication messages based on Roland Barthes's model, which includes denotation, connotation, and myth. The sample of advertisements is eight from the screening results of 82 populations and is classified as visual feminism, women's representation, gender equality, women's empowerment, and natural beauty. The result shows that three beauty brands use signs such as sentences and models that promote differences in beauty standards, and the beauty standards in Indonesia have changed over time. The implications of the results of this study recommend the need for quantitative research to examine consumer opinion and behavior.

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Authors

Zinggara Hidayat
z.hidayat@binus.edu (Primary Contact)
Amanda Lasha Budiman
Yudi Pratama
Shinta Mursiati Annisa
Desri F. N. Tambunan
Virienia Puspita
Author Biographies

Zinggara Hidayat, Department of Communication, Bina Nusantara University

Hidayat is a senior lecturer in the Communication Science Department at Binus University in Jakarta, Indonesia. He has published articles on media audience studies based on cohorts' perspectives, media consumer behavior, cultural studies, data-driven journalism, digital marketing communication, and digital society. He completed his Bachelor of Arts in Agriculture Technology and his Master of Management, and Master of Communication Science. He received his doctorate in Communication at the University of Indonesia, and his Ph.D. in audience cohort studies was the first in any research interest in communication science in Indonesia.

Amanda Lasha Budiman, Department of Communication, Bina Nusantara University

Amanda Lasha Budiman studied for a Bachelor of Communication at Pelita Harapan University. She has finished her master's in Communication Department at Bina Nusantara University, Jakarta, Indonesia. She works as a content creator and entrepreneur.

Yudi Pratama, Department of Communication, Bina Nusantara University

Yudi Pratama studied for a Bachelor of Communication Science at Universitas Pelita Harapan, Jakarta, Indonesia, and now he is an entrepreneur. He finished his master's degree in Communication Department at Bina Nusantara University, Jakarta, Indonesia.

Shinta Mursiati Annisa, Department of Communication, Bina Nusantara University

Shinta Mursiati Annisa completed her Bachelor's degree in Information Systems and finished her study in Communication Science at Bina Nusantara University, Jakarta. After working at CIMB -Niaga Bank, he works as a data quality assurance officer at the Financial Services Authority (OJK) of the Republic of Indonesia.

Desri F. N. Tambunan, Department of Communication, Bina Nusantara University

Desri. F. N. Tambunan completed his Bachelor's degree in Accounting at Nommensen University, Medan, Indonesia, and finished his study in Communication Department at Bina Nusantara University, Jakarta, Indonesia. She now works as an intellectual property rights registrar at Bina Nusantara University.

Virienia Puspita, Department of Communication, Bina Nusantara University

Virienia Puspita is a senior lecturer at Bina Nusantara University, Jakarta, Indonesia. Being a lecturer since February 2000, Virienia is a Subject Content Coordinator at the Communications Department, Binus Postgraduate Program. She is interested in researching Cultural communication, Rhetorical criticism, and Culture-based marketing communications.

Hidayat, Z., Budiman, A. L., Pratama, Y., Annisa, S. M., Tambunan, D. F. N., & Puspita, V. (2023). The Respect For Race and Culture In a Modern Feminist Society: An Analysis of Beauty Product Advertising Messages on Instagram. Journal of Intercultural Communication, 23(3), 82–94. https://doi.org/10.36923/jicc.v23i2.114

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