Pergeseran Wacana tentang Konstruksi Kecantikan :(Studi pada Klinik Kecantikan Natasha Skin Clinic Center)

Yudith Ramaniya S, Heru Nugroho

2015 | Skripsi | Sosiologi

Abstracts Beauty is an identity of women. The meaning of beauty has been constructed by corporations all over time. The discourse of beauty can not be seperated from glolablization and the beauty become homogeneous phenomena in popular culture. The homogeneous discourse of beauty is always claimed as an ideal beauty. Beautiful women is women who can present their appearence based on same criteria produced by global corporations. In presenting the construction of beauty, advertisement plays an important role on influencing to women. Continuous construction produced by the media on beauty push women to present to be beautiful in such a way. This mode of construction then be used by Natasha Skin Clinic Center to answer the need of women appearence. This type of clinic then repoduced trend on popular beauty. This research focuses on the role of Natasha Skin Clinic Center in construct the beauty to be an identity among their consumer and create some dependence of the consumer on the clinic. Popular culture, language and body theory and also body politics are used in anlysing the data. This research use qualitative methode and descriptive approach. The field of research is on some branches of natasha skin clinic center in Yogyakarta. Five informants who are one years as consumer of the clinic are interviewed and also the advertisement agency. The research found that through the advertisements media, the Natasha Skin Clinic Center be able to control the discourse of beauty parallel with the global trend. The discourse then become rezime of the beauty that conntrol the consumers. The Natasha Skin Clinic Center can also build korean identity among the consumers as known globally in popular culture. In other way, the natasha can also create any dependency among the consumers to use its products in order to maintain their identity in society. Key words: discourse of the beauty, popular culture, the clinic, advertisement.

Kata Kunci : Perempuan; Kecantikan