Cantik di Instagram: selegram, feminisme postmodern dan pergeseran manka cantik pada selegram di media sosial Instagram

Ratnaningtias, Nadia (2018) Cantik di Instagram: selegram, feminisme postmodern dan pergeseran manka cantik pada selegram di media sosial Instagram. Masters thesis, Universitas Pelita Harapan.

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Abstract

Along with the development of digital technology, Instagram, as a social media platform with who have a broad user base, presents a social media practice that emphasize on visual aspects of self-expression. One of the important issues raised by the practice is the definition of beauty amongs women. The narrow definition of “beauty ideals” heralded by mass media and refered as the beauty standards by the wider sociaty is considered confining and oppresive towards women. Instagram users are often reproducing these standards in their social media activities. However digital technology, with its emphasize on user-generated contents, also provide spaces for the different definitions, that chalenges and negotiates the hegemonic beauty standards.Through the method of critical discourse analysis this research aims to investigate how the hegemonic beauty standard is chalenged and reinterpretated on Instagram through the postmodern feminism ideology brought by three “selebgram”, @wdkds, @hannamadness, and @eilwa. The results of this research show that non-hegemonic beauty definition receives good reception, indicating that the ideas of women equality and autonomy is readily acceptable in Indonesia. the acceptance is influenced by various factor and enables the construction of diverse beauty standards that no longer defined by certain body shapes, but also by all body shapes. Beauty also no loger constituted by physical appearances but also includes intelectual and mental capacities. / Seiring dengan perkembangan teknologi digital, Instagram, sebagai platform media sosial yang penetrasinya cukup tinggi, menghadirkan praktik bermedia sosial yang menekankan aspek visual dalam menunjukkan eksistensi diri. Salah satu isu yang kerap muncul adalah pemaknaan kecantikan perempuan. Pemaknaan “kecantikan ideal” yang kerap kali diagung-agungkan oleh media massa, dijadikan standar kecantikan yang berlaku di masyarakat, sehingga membuat perempuan terbelenggu. Pengguna Instagram pun kerap kali mereproduksi makna kecantikan ini. Namun teknologi digital, khususnya media sosial yang dicirikan oleh produksi user generated content, memungkinkan terciptanya definisi yang berbeda, yang menantang hegemoni “kecantikan ideal” tersebut. Melalui metode analisis wacana kritis, penelitian ini menyelidiki bagaimana ideologi feminism postmodern yang dimiliki oleh para selebgram mendobrak hegemoni yang ada dan memaknai kecantikan di Instagram, tiga akun selebgram perempuan yang diteliti antara lain @wdkds, @hanamadness, dan @eilwa. Hasil dari penelitian ini menunjukkan bahwa pemaknaan kecantikan nonhegemonik ini mendapat sambutan yang baik, menandakan bahwa ide-ide kesetaraan dan kemandirian perempuan mulai bisa diterima di Indonesia. Penerimaan yang dipengaruhi berbagai faktor ini memungkinkan terbentuknya konstruksi baru kecantikan yang bukan lagi ditentukan oleh bentuk tubuh tertentu, melainkan juga berasal dari berbagai bentuk tubuh. Kecantikan pun tidak lagi dimaknai sebatas penampilan fisik melainkan juga mencakup kecerdasan intelektual dan mental.

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