Aulia, Maulidya Rahmatika (2022) Inklusivitas Kecantikan Dalam Kampanye Digital #MEaningful Lamida Indonesia di Instagram @LAMIDA.ID (Analisis Tekstual Semiotika Roland Barthes). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The existence of beauty standards that appear in society constrict the public’s view about the meaning of beauty. This was born from how the media shows beauty in their television shows, films, or advertisements. Beauty products often use models with certain body criteria such as slim, fair skin, and straight hair. Therefore, people who do not have those body criterias, often feel ugly, lose confidence, unloved and tend to chage their body to fill the standards. This has become a concern for beauty brands to speak about beauty inclusivity. One of them is Lamida Indonesia. Lamida Indonesia is a beauty commerce that has been operated since 2020 in selling beauty products. In their launching day, Lamida Indonesia created a digital campaign about beauty on its Instagram @Lamida.id called #MEaningful. The #MEaningful campaign collaborated with nine beauty influencers who have various body shapes and skin colors. This study is about how beauty inclusivity is depicted in #Meaningful campaign. Beauty inclusivity itself is a concept of beauty that sees beauty more broadly, no longer just looking at the color skin, body shape or things that are physical. This research was conducted using Roland Barthes' semiotics method which looked at the denotative, connotative meanings and myths which result shows the beauty inclusivity in two ways, outer beauty and inner beauty. Lamida Indonesia through #MEaningful campaign also provides a new perspective for the public to see beauty not only physically but also from non-physical aspects such as how a person loves, accepts and see themselves positively. Keyword : Beauty inclusivity, Roland Barthes’ Semiotics, Digital campaign.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Maulidya Rahmatika Aulia | ||||||||
| Date Deposited: | 18 Jan 2022 06:17 | ||||||||
| Last Modified: | 18 Jan 2022 06:17 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/4425 |
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