Membongkar makna independensi perempuan melalui kampanye #ChangeDestiny SK-II

Noor, Raden Annisa (2017) Membongkar makna independensi perempuan melalui kampanye #ChangeDestiny SK-II. Masters thesis, Universitas Pelita Harapan.

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Abstract

As a beauty product brand, SK-II lifted a phenomenon in Shanghai, China, called Sheng Nu, through their #ChangeDestiny social campaign, and put it in a YouTube-uploaded video titled "Marriage Market Takeover". Sheng Nu literally means leftover woman, since she is over 27 years old and unmarried. In the video, Sheng Nu will be "sold" on a marriage market by their parents. As a communist country, China is experiencing very rapid progress, reflecting the capitalist lifestyle in its society. However, from the video, we can examine that the patriarchal system still occurs in China, and underlies the occurrence of discrimination and gender inequality of women, with the ideology of power that instantly participates in strengthening it. This phenomenon leads the author to the meaning of women's independence which can be analyzed through the concept of liberal feminism, which was initiated by Naomi Wolf. Wolf believes that with access to education and decent work, women can make it a force for them to be independent in achieving their dreams and successes. / Sebuah merek produk kecantikan SK-II, mengangkat sebuah fenomena di Shanghai, China, yaitu Sheng Nu, melalui kampanye sosial mereka yang bertajuk #ChangeDestiny, dan menuangkannya dalam video yang diunggah di Youtube dengan judul “Marriage Market Takeover”. Sheng Nu secara literal memiliki arti perempuan yang tersisa (leftover woman), karena sudah berusia di atas 27 tahun dan belum menikah. Dalam video tersebut, perempuan-perempuan Sheng Nu akan “dijual” pada sebuah pasar pernikahan oleh orangtua mereka. Sebagai negara komunis, China banyak mengalami kemajuan yang sangat pesat, hingga tercermin gaya hidup kapitalis pada masyarakatnya. Namun, dari video tersebut, kita bisa mengkaji bahwa sistem patriarki masih terjadi di China, dan melatarbelakangi terjadinya diskriminasi dan ketidaksetaraan gender terhadap perempuan, dengan ideologi kekuasaan yang serta merta ikut memperkuatnya. Fenomena ini mengarahkan penulis pada makna independensi perempuan yang dapat dikaji melalui konsep feminisme liberal, yang digagas oleh Naomi Wolf. Wolf percaya bahwa dengan akses pendidikan dan pekerjaan yang layak, perempuan dapat menjadikan hal tersebut sebagai kekuataan untuk mereka menjadi independen dalam meraih mimpi dan kesuksesannya.

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