UNIVERSITAS AIRLANGGA



Detail Article

Allusion

ISSN 2301-5829

Vol. 2 / No. 1 / Published : 2013-02

Order : 5, and page :31 - 38

Related with : Scholar   Yahoo!   Bing

Original Article :

‘beautiful aging’: disciplinary practices and perceptions of aging women in surabaya toward anti-aging product tv advertisements

Author :

  1. Ila Ferdiana *1
  2. Arum Budiastuti*2
  1. Mahasiswa Fakultas Ilmu Budaya
  2. Dosen Fakultas Ilmu Budaya

Abstract :

The concept of beauty as seen in beauty product advertisements apparently applies not only to young people but also older women. The ubiquitous images of ‘beautiful’ women at their 40s and 50s in our screens at home attempts to ‘naturalize’ the idea that being ‘pretty’ is a must for women of all ages. This study  aims to find out how older women perceive the beauty product TV advertisements and how the perceptions help shape their conducts regarding beautiful aging in daily life. This research uses qualitative method and employs semi-structured interviews to collect the data. The informants recruited were 22 women, aged 40-60 years old, consisting of 11 working women and 11 non working women in Surabaya. Using Foucault’s discourse, the research finds that most of middle-aged women interviewed agree with the concept of beautiful aging women offered by anti-aging products in TV advertisements, which leads the women to perform disciplinary practices by using the products. The most interesting point is that the majority of the interviewees perceive using anti-aging products as ‘unnatural’, but  they still consume it to gain acceptance and recognition from the society.  

Keyword :

Advertisements, Aging, Anti Aging Products, Beauty, Disciplinary Practice,


References :

Bartky, Sandra L.,(1998) Foucault, Femininity, and the Modernization of Patriarchal Power New York : Oxford University Press

Clarke, L Hud & Meridith Griffin,(2007) ‘The Body Natural and The Body Unnatural:Beauty Work and Aging’, Journal of Aging Studies vol 21, pp. 187-201 - : -

Hildebrand, Peter,(1995) Beyond Mid-Life Crisis London : Sheldon Press

Prabasmoro, Aquarini Priyatna,(2006) Kajian Budaya Feminis:Tubuh, Sastra dan Budaya Pop Yogyakarta : Jalasutra

Wolf, Naomi,(2002) How Images of Beauty Are used Against Women New York : Perennial





Archive Article

Cover Media Content

Volume : 2 / No. : 1 / Pub. : 2013-02
  1. Gender Performativity In Ekachai Uekrongtham’s Beautiful Boxer
  2. Feeding Sensuality Through Food: Male Audience Responses In Surabaya Toward Vindy Lee’s Culinary Segment In Antv’s “jakarta Belum Tidur”
  3. The Portrayal Of Modern Women In David Nicholls’ One Day
  4. The Portrayal Of Female Character In Tom Stoppard’s The Real Thing
  5. ‘beautiful Aging’: Disciplinary Practices And Perceptions Of Aging Women In Surabaya Toward Anti-aging Product Tv Advertisements
  6. The Portrayal Of Women’s Poses On Fashion Photography Of Fotografer.net’s Gallery: Roland Barthes’ Camera Lucida Analysis
  7. Negotiating Traditional Gender Roles In Laura Ingalls Wilder’s Little Town On The Prairie
  8. Gender Stereotypes And Reinforcement Of Patriarchy In The Reality Show Pilik-pilih Mantu
  9. The Resistance Toward Patriarchal Performed By Anne Boleyn In The Other Boleyn Girl Film By Justin Chadwick
  10. The Male Gaze In Chicago Film (2002)

Information detail_jurnal.php/ALLUSION