ANALISIS WACANA KRITIS TERHADAP REPRESENTASI GOOD LOOKING DALAM IKLAN LOWONGAN KERJA DI INSTAGRAM

This study aims to analyze the representation of the term “good looking” in job vacancy advertisements across five industrial sectors: beauty, food service, retail, fashion, and banking. This research employs a qualitative approach using Norman Fairclough’s Critical Discourse Analysis and Stuart Hall’s theory of representation. The data consist of job vacancy advertisement texts collected from social media, particularly Instagram, supported by interview data. Data collection techniques include documentation and interviews, while data analysis is conducted through three dimensions: text analysis, discursive practice, and social practice. The findings reveal that the term “good looking” does not have an objective and universal meaning but is socially constructed through representational practices. At the textual level, the term is ambiguous yet discursively powerful in shaping appearance standards. At the level of discursive practice, meaning is produced by companies, distributed through social media, and interpreted by audiences based on socio-cultural experiences. At the level of social practice, this representation contributes to shaping standards of appearance and professionalism in the workplace. Cross-sector analysis shows that the meaning of “good looking” is contextual depending on industry characteristics, yet generally positions the worker’s body as a medium representing institutional values. The study also identifies implications such as normalization of appearance standards, body commodification, and social selection affecting access to employment. Therefore, the representation of “good looking” not only reflects industrial demands but also shapes social realities in the modern workplace.