Citra Tubuh Feminis di Takarir Instagram Victoria’s Secret Kampanye “Kepositifan Tubuh"
DOI:
https://doi.org/10.17977/um021v10i12025p96-113Keywords:
Citra Tubuh Feminis, Kepositifan Tubuh, Standar Kecantikan, Takarir InstagramAbstract
Penelitian ini bertujuan untuk mengidentifikasi caption postingan Instagram Victoria’s Secret tahun 2021 hingga 2022 sebagai kampanye body positivity bagi wanita di seluruh dunia. Penelitian kali ini menggunakan pendekatan analisis data kualitatif interaktif yang dikembangkan oleh Miles dan Huberman, menggunakan analisis tekstual McKee dengan perspektif feminisme mengenai citra tubuh. Studi tersebut mengungkapkan bahwa kampanye kepositifan tubuh oleh Victoria Secret di Instagram memuat pesan-pesan yang mematahkan stigma standar kecantikan patriarki dengan takarirnya wanita tidak dapat didefinisikan, meningkatkan kepercayaan diri wanita dengan meninggikan suara wanita, dan mendukung kesehatan wanita melalui pengaruh seksi tidak kurus. Oleh karena itu, meskipun tujuan utama akun Instagram Victoria's Secret adalah untuk memasarkan pakaian dan tata rias wanita, Victoria Secret juga memberikan dukungan dengan menyisipkan citra feminis mengenai tubuh perempuan, yang dapat menginspirasi perempuan untuk tidak terobsesi dengan standar kecantikan, menginspirasi perempuan untuk percaya diri, dan mendukung kesehatan wanita.
References
Ariantini, K. P., Suwastini, N. K. A., Adnyani, N. L. P. S., Dantes, G. R., & Jayantini, I. G. A. S. R. (2021). Integrating social media into English language learning: How and to what benefits according to recent studies. NOBEL: Journal of Literature and Language Teaching, 12(1), 91–111. https://doi.org/https://doi.org/10.15642/NOBEL.2021.12.1.91-111
Avalos, L. C., & Tylka, T. L. (2006). Exploring a model of intuitive eating with college women. Journal of Counseling Psychology, 53(4), 486–497. https://doi.org/10.1037/0022-0167.53.4.486
Banda, O. (2020). Diskriminasi Ras dan Hak Asasi Manusia di Amerika Serikat: Studi Kasus Pembunuhan George Floyd. Jurnal Sosiologi Pendidikan Humanis, 5(2), 120–133.
Boepple, L., & Thompson, J. K. (2016). A content analytic comparison of fitspiration and thinspiration websites. International Journal of Eating Disorders, 49(1), 98–101. https://doi.org/10.1002/eat.22403
Bray, I., Slater, A., Lewis-Smith, H., Bird, E., & Sabey, A. (2018). Promoting positive body image and tackling overweight/obesity in children and adolescents: A combined health psychology and public health approach. In Preventive Medicine (Vol. 116, pp. 219–221). Academic Press Inc. https://doi.org/10.1016/j.ypmed.2018.08.011
Cohen, R., Fardouly, J., Newton-John, T., & Slater, A. (2019). #BoPo on Instagram: An experimental investigation of the effects of viewing body positive content on young women’s mood and body image. New Media and Society, 21(7), 1546–1564. https://doi.org/10.1177/1461444819826530
Cohen, R., Newton-John, T., & Slater, A. (2017). The relationship between Facebook and Instagram appearance-focused activities and body image concerns in young women. Body Image, 23, 183–187. https://doi.org/10.1016/j.bodyim.2017.10.002
Cohen, R., Newton-John, T., & Slater, A. (2021). The case for body positivity on social media: Perspectives on current advances and future directions. Journal of Health Psychology, 26(13), 2365–2373. https://doi.org/10.1177/1359105320912450
Cwynar-Horta, J. (2016). The Commodification of the Body Positive Movement on Instagram. In Politics/Technology (Vol. 8, Issue 2). http://journals.sfu.ca/stream
Dewi, K. R., Suwastini, N. K. A., Supir, I. K., & Utami, I. A. M. I. (2022). The characterizations of Merida in Disney’s 2012 Brave. Dharmasmrti, 22(2), 136–145.
Dixon, S. J. (2023, August 29). Number of social media users worldwide from 2017 to 2027 (in billions). Statista.
Fakhrian, A., & Islamiyati, D. N. (2017). Reading the values of liberal feminism in Hillary Clinton’s speech at the democratic national convention 2016. Okara: Jurnal Bahasa Dan Sastra , 11(2), 277–236. https://www.aauw.org/research/barriers-and-
Faludi, S. (2006). Backlash: The Undeclared War Against Women. Crown Publishing Group.
Friedan, B. (1963). The Feminine Mystique. Dell Publishing.
Frisén, A., & Holmqvist, K. (2010). What characterizes early adolescents with a positive body image? A qualitative investigation of Swedish girls and boys. Body Image, 7(3), 205–212. https://doi.org/10.1016/j.bodyim.2010.04.001
Gamble, S. (2004). The Routledge Companion to Feminism and Postfeminism. In The Routledge Companion to Feminism and Postfeminism. Routledge. https://doi.org/10.4324/9780203011010
Gamble, S. (2006). Postfeminism. In S. Gamble (Ed.), The Routledge Companion to Feminism and Postfeminism. Routledge.
Garaika, & Margahana, H. (2019). Self efficacy, self personality and self confidence on entrepreneurial intention: Study on young enterprises. Journal of Entrepreneurship Education, 22(1). https://www.bernas.id/64070-anak-muda-jogja-berpotensi-
Gill, R., & Elias, A. S. (2014). ‘Awaken your incredible’: Love your body discourses and postfeminist contradictions. International Journal of Media and Cultural Politics, 10(2), 179–188. https://doi.org/10.1386/macp.10.2.179_1
Haines, J., & Neumark-Sztainer, D. (2006). Prevention of obesity and eating disorders: A consideration of shared risk factors. In Health Education Research (Vol. 21, Issue 6, pp. 770–782). https://doi.org/10.1093/her/cyl094
Hanbury, M., Cain, Á., & Mayer, G. (2023, June 26). The rise, fall, and latest stumbles of Victoria’s Secret. Business Insider.
Holland, G., & Tiggemann, M. (2016). A systematic review of the impact of the use of social networking sites on body image and disordered eating outcomes. In Body Image (Vol. 17, pp. 100–110). Elsevier Ltd. https://doi.org/10.1016/j.bodyim.2016.02.008
Hong, J. C., Liu, X., Cao, W., Tai, K. H., & Zhao, L. (2022). Effects of Self-Efficacy and Online Learning Mind States on Learning Ineffectiveness during the COVID-19 Lockdown. Educational Technology and Society, 25(1), 142–154.
Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.808525
Joseph, S. (2023, September 9). 15 Pictures That Define the New Era of Victoria’s Secret . Popsugar.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Prentice Hall.
Kumalaningtyas, N., & Sadasri, L. M. (2018). Citra tubuh positif perempuan dalam iklan video digital (Studi femvertising pada iklan Dove real beauty). Diakom Jurnal Media Dan Komunikasi , 1(2), 62–73.
Maheshwari, S., & Friedman, V. (2021, August 5). Victoria’s Secret Swaps Angels for “What Women Want.” Will They Buy It? The New York Times.
McBride, C., Costello, N., Ambwani, S., Wilhite, B., & Austin, S. B. (2019). Digital Manipulation of Images of Models’ Appearance in Advertising: Strategies for Action Through Law and Corporate Social Responsibility Incentives to Protect Public Health. American Journal of Law & Medicine, 45(1), 7–31. https://doi.org/10.1177/0098858819849990
McKee, A. (2003). Textual Analysis: A beginner’s guide. SAGE Publications.
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis: A methods sourcebook (H. Salmon, K. Perry, K. Koscielak, & L. Barret, Eds.; 3rd ed.). SAGE Publications.
Neumark-Sztainer, D. R., Wall, M. M., Haines, J. I., Story, M. T., Sherwood, N. E., & van den Berg, P. A. (2007). Shared Risk and Protective Factors for Overweight and Disordered Eating in Adolescents. American Journal of Preventive Medicine, 33(5). https://doi.org/10.1016/j.amepre.2007.07.031
Nurfaidah, R. (2013). Dari Biasa menjadi luar biasa: Victoria’s secret. Literasi, 3(1), 44–51.
Nursyifa, A., & Hayati, E. (2020). Upaya Pencegahan Perceraian Akibat Media Sosial dalam Perspektif Sosiologis. Jurnal Sosiologi Pendidikan Humanis, 5(2), 144–158.
Puhl, R., & Suh, Y. (2015). Health Consequences of Weight Stigma: Implications for Obesity Prevention and Treatment. In Current obesity reports (Vol. 4, Issue 2, pp. 182–190). https://doi.org/10.1007/s13679-015-0153-z
Refiani, A. S., & Mustikasari, A. (2020). Analisis Pengaruh Sosial Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Studi pada This! By Alifah Ratu Tahun 2020. E-Proceeding of Applied Science, 2753–2758.
Robinson, L., Prichard, I., Nikolaidis, A., Drummond, C., Drummond, M., & Tiggemann, M. (2017). Idealised media images: The effect of fitspiration imagery on body satisfaction and exercise behaviour. Body Image, 22, 65–71. https://doi.org/10.1016/j.bodyim.2017.06.001
Sastre, A. (2014). Towards a radical body positive: Reading the online “body positive movement.” Feminist Media Studies, 14(6), 929–943. https://doi.org/10.1080/14680777.2014.883420
Smink, F. R. E., Van Hoeken, D., & Hoek, H. W. (2012). Epidemiology of eating disorders: Incidence, prevalence and mortality rates. Current Psychiatry Reports, 14(4), 406–414. https://doi.org/10.1007/s11920-012-0282-y
Suwastini, N. K. A. (2013). Perkembangan Feminisme Barat dari abad kedelapanbelas hingga Postfeminisme: Sebuah kajian teoretis. Jurnal Ilmu Sosial Dan Humaniora, 2(1), 198–208. https://doi.org/http://dx.doi.org/10.23887/jish-undiksha.v2i1.1408
Suwastini, N. K. A., Banjar, I. D. A. O. V. J., Tienty, L. P. C. A., Sasmita, I. M. D. G., & Nitiasih, P. K. (2020). Rachel Chu as liberal feminist in Kevin Kwan’s Crazy Rich Asians (2013). International Journal of Language and Literature, 4(3), 123–132.
Tiggemann, M., & Zaccardo, M. (2018). ‘Strong is the new skinny’: A content analysis of #fitspiration images on Instagram. Journal of Health Psychology, 23(8), 1003–1011. https://doi.org/10.1177/1359105316639436
Tylka, T. L., & Homan, K. J. (2015). Exercise motives and positive body image in physically active college women and men: Exploring an expanded acceptance model of intuitive eating. Body Image, 15, 90–97. https://doi.org/10.1016/j.bodyim.2015.07.003
Webb, J. B., Wood-Barcalow, N. L., & Tylka, T. L. (2015). Assessing positive body image: Contemporary approaches and future directions. Body Image, 14, 130–145. https://doi.org/10.1016/j.bodyim.2015.03.010
Wood-Barcalow, N. L., Tylka, T. L., & Augustus-Horvath, C. L. (2010). “But I Like My Body”: Positive body image characteristics and a holistic model for young-adult women. Body Image, 7(2), 106–116. https://doi.org/10.1016/j.bodyim.2010.01.001
World Health Organization. (2024, March 1). Obesity and overweight. World Health Organization.
Xodabande, I. (2017). The effectiveness of social media network telegram in teaching English language pronunciation to Iranian EFL learners The effectiveness of social media network telegram in teaching English language pronunciation to Iranian EFL learners. Cogent Education, 6(1). https://doi.org/10.1080/2331186X.2017.1347081
