Peran Instagram dalam membangun kesadaran perempuan dewasa muda tentang standar kecantikan

Rachelia, Viones (2024) Peran Instagram dalam membangun kesadaran perempuan dewasa muda tentang standar kecantikan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan media sosial, khususnya Instagram memberikan perubahan dalam pertukaran informasi yang semakin mudah dan cepat. Ditambah lagi, adanya berbagai fitur Instagram yang memberikan nilai tambah bagi para pengguna untuk lebih aktif berpartisipasi dalam menciptakan konten. Konten yang diciptakan oleh para pengguna (UGC) memiliki peran dalam membentuk pandangan perempuan dewasa muda. Salah satunya adalah konstruksi standar kecantikan perempuan yang terus berlanjut dari media massa ke media sosial. Untuk itulah penelitian ini dilakukan dengan tujuan mengetahui bagaimana peran Instagram dalam membangun kesadaran perempuan dewasa muda tentang standar kecantikan. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian fenomenologi. Pengumpulan data dilakukan melalui wawancara mendalam, observasi partisipan, dan data sekunder berupa artikel, jurnal, buku, dan website. Wawancara ini dilakukan kepada para perempuan dewasa muda yang aktif menggunakan Instagram sebagai informan penelitian. Hasil penelitian ini menunjukkan bahwa Instagram berperan sebagai media pencarian informasi kecantikan, media penyebar awareness, dan media munculnya influencer. Ketiga hal tersebut yang membangun kesadaran perempuan dewasa muda akan standar kecantikan. / The evolution of social media, especially Instagram, has provided changes in exchanging information that is increasingly easier and faster. There are also various Instagram features that provide added value for users to actively participate in creating content. User generated content (UGC) plays a role in shaping the views of young adult women. One of them is the construction of women's beauty standards which continues from mass media to social media. Therefore, this research was conducted with the aim of understanding the role of Instagram in building awareness among young adult women about beauty standards. This research uses a qualitative approach with phenomenological research methods. Data collection involves in-depth interviews, participant observation, and secondary data such as articles, journals, books, and websites. This interview was conducted with young adult women who actively use Instagram as research informants. The results of this research show that Instagram plays a role as a medium for searching beauty beauty information, a medium for spreading awareness, and a medium for the emergence of influencers. These three things build young adult women’s awareness of beauty standards.

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