DEKONSTRUKSI STANDAR KECANTIKAN DOMINAN OLEH BEAUTY INFLUENCER DI MEDIA SOSIAL (Analisis Semiotika Roland Barthes Terhadap Konten TikTok @Syibung)

Social media plays a significant role in shaping public perception, particularly regarding beauty. However, beauty standards in Indonesia have historically been dominated by a standard that requires women to have white skin. Consequently, women who fall outside this standard frequently receive negative stigma or hate speech on social media. This study aims to analyze and deeply understand the deconstruction of meaning as a form of resistance against the dominant beauty standard, which is represented through signs and visual meanings in the content of the @syibung account. This research employs a qualitative approach utilizing Stuart Hall's Representation theory and Roland Barthes' semiotic analysis method to dissect the meanings of denotation, connotation, and myth in the TikTok content of @Syibung.

The results of this study indicate that the efforts to deconstruct the meaning of beauty as a form of resistance against the dominant white skin beauty standard are built through visual and narrative elements. Denotatively, it is displayed through the visuals of a woman engaging in activities in public spaces, the use of clothing that contrasts with her skin color, and the success of a tan-skinned woman as a model. At the connotative level, these activities carry meaning as a form of self-acceptance and a woman's courage to be proud of her identity. At the level of myth, the dominant beauty standard where "beautiful must be white" is instead presented differently through the visuals of a dark-skinned woman. This demonstrates that beauty does not have to follow standards, and beauty is not judged based on a specific skin color. Through the use of visuals and narrative text, @syibung utilizes TikTok as a space of resistance to rebuild a broader standard of beauty for all women in Indonesia.