Masyarakat, Kebudayaan dan Politik
ISSN Lama 0216-2407, Baru 2086-7050
Vol. 23 / No. 4 / Published : 2010-10
Order : 7, and page :312 - 323
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Original Article :
Isu ras dan warna kulit dalam konstruksi kecantikan ideal perempuan
Author :
- Ratih Puspa*1
- Departemen Komunikasi, FISIP, Universitas Airlangga, Surabaya
Abstract :
Many research had been conducted to explore the issue of skin color and beauty. So far, thefindings showed that there was a connection between the obsession to obtain the fairer skin with theIndonesians historical roots of colonial past. Those research argued that deep within Indonesiansunconscious mind they were still unable to free themselves from their colonial past. Their obsessionfor a fairer skin was one example that they still worshiped many characteristics of the coloniser,including the fairer skin, considered as the most perfect in human race. On the contrary of thosewhitening products research, this research analyzed the advertisement of tanning lotion products.Tanning lotion products were quite popular cosmetics/ toiletries for men and women in four seasonscountries. Four ads were chosen from various tanning lotion brands: Wet n Wild, Magic Tan,Jergens, and Aveeno. This research used Semiotics Model of Roland Barthes as its textual analysismethod.There were three main findings of this research: first, the darker skin color was consideredsexier, more sensual, and exotic; second, the darker skin color was perceived as healthier due to itsglow and radiance; and third, nowadays race was costumizable, thanks to the avalaibility of tanninglotion products.
Keyword :
race, skin color, women, beauty, advertisement,
References :
Barker, C,(2000) Cultural Studies: Theory and Practice London : Sage
Gauntlett ,(2002) Media, Gender, & Identity: An Introduction. London : Routledge
Loomba, A,(2000) Colonialism/Postcolonialism. New York : Routledge
Archive Article
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 Volume : 23 / No. : 4 / Pub. : 2010-01 |
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