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VICTORIA’S SECRET SEBAGAI REPRESENTASI STANDARISASI KECANTIKAN (Analisis Semiotika dalam Akun Instagram dan Youtube Victoria’s Secret)

Kiswari, Lejar Alvianti (2019) VICTORIA’S SECRET SEBAGAI REPRESENTASI STANDARISASI KECANTIKAN (Analisis Semiotika dalam Akun Instagram dan Youtube Victoria’s Secret). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This research was started from the interest of researcher about the meaning of beauty which is still being a problem for woman and still being debated amongs the society at the moment. The development of technology is running rapidly these days, until Social Media has been invented such as the most popular like Instagram and Youtube can affect the definition of beauty amongs the society. One of the social media which contains the meaning of beauty is Victoria’s Secret’s Instagram and Victoria’s Secret Fashion Show which can be access on Youtube. From the background issue there can be found a formula problem which what is the meaning of Victoria’s Secret as a representation the beauty standard from the photo and video on their Instagram and Youtube account, with the purpose is to know what’s the meaning of Victoria’s Secret as a representation of the beauty standard from the photo and video on their Instagram and Youtube account The beauty concept according to Naomi Wolf in her book The Beauty Myth, is a beautiful woman idealized with a thin body, tall, has white skin, has smooth face skin without any stains with a perfect contour. A similar concept is also presented by Mulyana. Mulyana said that female body image that the media has been released over and over again is to be beautiful woman idealized with a “supermodel” body which has a proportional body, tall, and slim. To find out the meaning of beauty standard has been represented by Victoria's Secret and want to explore about conotative signs Victoria's Secret wants to build. To understand, explore and identify the meanings formed in photos on Instagram and Victoria's Secret Fashion Show 2016 video on Youtube, and to break down about the second meaning and definitions of beauty, the appropriate method to use is Roland Barthes's semiotics. Roland Barthes’s Semiotics is known with his two-stage signinificance model, indicating a sign in two levels of meaning, denotative and conotative. Researcher uses the qualitative research method with interpretative type, which is only focusing on signs and texts as a study of the research, and how is the meaning has build on texts and signs. The conclusion of this researched is the beauty standards are still reflect on western culture, it can be seen from the body postures of all the models and angles which have long legs and long skinny body shape. These types of body are a caucasoid race body posture or what white people look like, and also can be seen from the make-up tecnique from the models and angels used which used the make-up technique by Mary Quant according to her book Calssic Make-up and Beauty. Beautiful women are represented with athletics body, who are represented with women by having muscles on their bodies. Having muscular body can be achieved by implementing a healthy life such as diet and exercise which will later support a woman's physical appearance. Then the expanding criteria of the beauty standards which represented through the models and all the angels of Victoria's Secret. Victoria’s Secret does not idealized beauty through color of the skin, color of the hair, kind of hair, and a perfect contour face that women have.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410040311411
Keywords: Semiotics, Beauty, Social Media, Representation
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 18 Mar 2019 02:31
Last Modified: 18 Mar 2019 02:31
URI : http://eprints.umm.ac.id/id/eprint/45277

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