Rizqi, Andini Hasriyanty (2025) NARASI PEREMPUAN INSPIRATIF DALAM DIGITAL STORYTELLING PADA KONTEN #WARDAHBRAVEBEAUTIES (Analisis Isi Kualitatif pada Akun Instagram @wardahbravebeauties). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research analyzes the narrative construction of “inspiring women” in the #WardahBraveBeauties campaign on Instagram, as a case study of a femvertising strategy in digital marketing communication. Along with the rise of this phenomenon, brands are leveraging the discourse of empowerment to build emotional connections with their audiences. The objectives of this study are (1) to dissect how this narrative is constructed through the practice of digital storytelling, and (2) to critically analyze the function of this empowerment discourse by juxtaposing it against the social reality of Indonesian women and the competitive brand landscape. Using a qualitative content analysis approach on 40 purposively selected content pieces from a population of 160 posts, this research applies Joe Lambert's Seven Components of Digital Storytelling framework and the critical lenses of postfeminism and commodity feminism. The findings indicate that Wardah systematically applies storytelling components to build a “Brave Beauties” archetype, which is defined through four dimensions: leadership, resilience, social contribution, and empowerment. However, further analysis reveals that this ideal archetype stands in significant tension with the structural realities faced by Indonesian women (such as gender-based violence and economic disparity). Comparatively, Wardah's strategy occupies a unique middle-ground position between The Body Shop's political activism and Dove's media critique. It is concluded that the #WardahBraveBeauties campaign is a sophisticated, culturally-adapted manifestation of commodity feminism. The campaign serves a dual function: presenting a positive representation of women, while simultaneously commodifying the idea of empowerment to build brand equity and avoiding more complex structural issues. Keywords: Digital Storytelling; Inspiring Women; Wardah; Femvertising; Digital Marketing Communication
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Andini Hasriyanty | ||||||||
| Date Deposited: | 09 Sep 2025 04:46 | ||||||||
| Last Modified: | 09 Sep 2025 04:46 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40267 |
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