UNIVERSITAS AIRLANGGA



Detail Article

MOZAIK HUMANIORA

ISSN 2442-8469

Vol. 14 / No. 2 / Published : 2014-07

Order : 5, and page :187 - 198

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Original Article :

White” ideology is still colonizing us

Author :

  1. Nurul Syavietri*1
  2. Dadung Ibnu Muktiono*2
  1. ndependent Scholar Jalan Semolowaru Elok K-37, Surabaya
  2. Dosen Fakultas Ilmu Budaya

Abstract :

Artikel  ini  membahas  isu  tentang  konsep  “putih”  di  Indonesia.  “Putih”  sering  dianggap  sebagai simbol kecantikan dan status sosial yang lebih tinggi di Indonesia, sehingga “putih” seakan menjadi obsesi di Indonesia. Citra putih sebagai sesuatu yang ideal dan diinginkan mudah ditemukan di dalam media popular. Obsesi akan “putih” juga tidak dapat dipisahkan dari sejarah, khususnya pada masa penjajahan Belanda. Fenomena tentang bagaimana superioritas “putih” berlaku selama penjajahan Belanda  dan  dalam  masyarakat  Indonesia  kontemporer  penting  untuk  dibahas.  Fokus  artikel  ini adalah bagaimana Belanda menggunakan kulit putihnya sebagai penanda superioritas mereka dan bagaimana kulit putih masih menjadi penanda status sosial di masyarakat Indonesia. Dalam artikel ini digunakan studi teks terhadap iklan-iklan populer di Indonesia tahun 2012-2013 dan penelitian lapangan  di  Surabaya  tahun  2008.  Hasil  penelitian  menunjukkan  bahwa  Belanda  datang  dengan menyebut dirinya sebagai keluarga yang datang untuk memodernisasi saudara muda mereka. Hal tersebut berikutnya digunakan untuk mendiskriminasi ras di masyarakat. Belanda menggunakan kulit putihnya sebagai symbol status mereka yang lebih tinggi. Sekarang ini, media berperan besar mempertahankan ideologi bahwa putih adalah ideal. Mayoritas media menampilkan iklan tentang kulit putih yang menargetkan perempuan.Kata kunci: penjajahan Belanda, “putih”, superioritasAbstractThis article aims to discuss the concept of whiteness in Indonesia. Whiteness is often considered a mark of beauty and higher social status in contemporary Indonesian society. Thus, white becomes an obsession for most Indonesian people. Images of white as ideal and desired are widely spread through  popular  media.  The  obsession  of  white  cannot  also  be  separated  from  historical  context, particularly during the Dutch colonization. The ways in which the superiority of white during the Dutch colonization and in contemporary Indonesia works warrant more attention. This article focuses on how the Dutch marked their superiority through whiteness and how then the white still becomes the marker of social status in contemporary Indonesia. It is based on textual research on popular advertisements in Indonesia and an empirical research among teenagers conducted in Surabaya in 2008. It demonstrates that the Dutch named themselves as older relatives coming to modernize their younger “brothers.” Later, it was used to segregate people racially. The Dutch used their whiteness as symbol of their high social status. On the other hand, nowadays, media play significant role in maintaining  the  idea  that  white  is  the  ideal.  Most  media  present  advertisements  regarding  white targeting women.Keywords: Dutch colonization, superiority, white

Keyword :

Dutch colonization, superiority, white,


References :

Hunter, ML,(2011) Buying Racial Capital: Skin-Bleaching and Cosmetic Surgery in a Globalized World (4): 142-164 : The Journal of Pan African Studies





Archive Article

Cover Media Content

Volume : 14 / No. : 2 / Pub. : 2014-07
  1. The Poetics Of Eka Kurniawan’s Short Stories
  2. A Protrait Of People’s Oppression In Hary Kori’un’s Nyanyian Kemarau
  3. Form And Function Of Bima Language Operator
  4. Humanist Teachings Of Sunan Drajad
  5. White” Ideology Is Still Colonizing Us
  6. Ready To Be Real?: The Construction Of Beauty In Prêt-à-porter’s Film Cinematography By Robert Altman
  7. Japanese Pragmatic Imperative Sentences In Nobuhiro Doi’s Hanamizuki Film
  8. Hammer-sickle In Hero City: The Political Role Of Communists In Surabaya In The Guided Democracy Period 1957-1966
  9. The Centrality Of The King In The Structure Of The Royal Palace In Yogyakarta
  10. The Influence Of Sentence Element Awareness On English Language Proficiency Test’s Score

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