Pengguna Naavagreen sebagai Agen Wacana Kecantikan

Sayekti Nugrahaning Rahmanti, Partini

2015 | Skripsi | Sosiologi

ABSTRACT Beauty should be maintained naturalness has now changed. Natural beauty is not only aimed at the physical appearance, but also referred to as inner beauty. However, when this happens, the concept has undergone a shift beautiful can be said that every individual, especially women bloom vying to beautify the physical beauty and appearance only. The phenomenon that occurs is rampant users of products and services in a beauty skincare or commonly referred to skincare. This condition has not become exclusive anymore, because almost all people use skincare services. This study focused on the skincare Naavagreen users in the city of Yogyakarta. The reason for choosing these skincare because of considerations such as: researchers easily obtain information from informants related to the existence of a relation which is the user, member or user has more than with other skincare, and has more than one branch in Yogyakarta. Thus, these categories can assist in this research, which focuses skincare users as an agent "carrier" beauty discourse that has "power" to influence others to believe in the discourse by them. In this context, the discourse of beauty that they create formed by "spread" discourse or reproduction termed a discourse that is in question in this study, which could be said of this research looking for the workings of the agency. So, do research with qualitative approach with 4 way data collection techniques like observation, interviews, and field documentation. In keeping with the focus of the search, the obtained results are: motivation variety of informants in the selection Naavagreen skincare treatments, how the agents in the reproduction process of discourse beauty with verbal communication such as stories to others, as well as through writing using Internet technology is through social media and blogs. There is also a reproduction process through the visual beauty of discourse, namely the "showcase" uploaded a picture of yourself in social media so that it can be said to be an advanced real evidence of how beauty discourse by agents spread to others. Keywords: Skincare, Naavagreen, members, agents, beauty discourse

Kata Kunci : Perempuan; Kecantikan