KESADARAN PLURALITAS REPRESENTASI CANTIK DALAM IKLAN “CLEAN & CLEAR VERSI 1000 SUKU INDONESIA, WARNA KULIT BERBEDA”

LESTARI, ANIK DWI (2019) KESADARAN PLURALITAS REPRESENTASI CANTIK DALAM IKLAN “CLEAN & CLEAR VERSI 1000 SUKU INDONESIA, WARNA KULIT BERBEDA”. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Advertising as a mass media product contains moral, socio-cultural values which are intended to be communicated to the public through symbols in media texts. Researchers see a beautiful shift in the representation of advertising, which indicates a power struggle (counter hegemony). This study aims to understand and uncover the meaning behind a media text production and how media text is represented in it through a sign system, especially in the advertisement "Clean & Clear version 1000 of Indonesian Tribe, Different Skin Colors". Counter hegemony began to appear since Edward Said wrote his phenomenal book, Orientalism (1978) about a view made between "East" as (the Orient) and almost always "West" as (the occident). In this study, researchers uses a critical paradigm by conducting a semiotic analysis of Roland Barthes in understanding and dismantling social practices that occur. Data collection techniques were obtained by observing media texts as primary data and in�depth interviews with Executive Producers of Clean & Clear as secondary data. So that the results obtained, that Clean & Clear is a beauty product advertisement that not only fulfills its entities in the advertising industry, but also as a communication media that has aroused public awareness, especially Indonesian women to break the myth of "white is beauty" through the #BanggaDenganWarnaKulitmu campaign. Because all women are attractive, all women are entitled to the same opportunity, whatever their skin color. Keywords: Counter-Hegemony, Orientalism, Representation of Beauty, Plurality, Semiotics. Iklan sebagai produk media massa mengandung nilai-nilai moral, sosial-budaya yang hendak dikomunikasikan kepada khalayak melalui simbol-simbol dalam teks media. Peneliti melihat adanya pergeseran representasi cantik dalam iklan, yang menunjukkan adanya sebuah perlawan kekuasaan (counter hegemony). Penelitian ini bertujuan untuk memahami dan membongkar makna yang ada dibalik sebuah produksi teks media dan bagaimana teks media direpresentasikan di dalamnya melalui sistem tanda, khususnya dalam iklan “Clean & Clear versi 1000 Suku Indonesia, Warna Kulit Berbeda”. Counter hegemony mulai muncul sejak Edward Said menulis bukunya yang fenomenal, Orientalism (1978) tentang sebuah pandangan yang dibuat antara “Timur” sebagai (the Orient) dan hampir selalu “Barat” sebagai (the occident). Pada penelitian ini peneliti menggunakan paradigma kritis dengan melakukan analisis semiotika Roland Barthes dalam memahami dan membongkar praktik-praktik sosial yang terjadi. Teknik pengumpulan data diperoleh dengan melakukan observasi teks media sebagai data primer dan wawancara mendalam kepada Executive Producer Clean & Clear sebagai data sekunder. Sehingga diperoleh hasil, bahwa Clean & Clear merupakan iklan produk kecantikan yang tidak sekadar memenuhi entitasnya dalam industri periklanan, namun juga sebagai mendia komunikasi yang telah menggugah kesadaran khalayak, khususnya perempuan Indonesia untuk mematahkan mitos “white is beauty” melalui kampanye #BanggaDenganWarnaKulitmu. Karena semua perempuan adalah catik, semua perempuan berhak atas kesempatan yang sama, apapun warna kulitnya. Kata kunci: Counter-Hegemony, Orientalism, Representasi Cantik, Pluralitas, Semiotika.

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