Representasi Perempuan dalam Iklan Produk Kecantikan di Media Sosial (Analisis Semiotika Terhadap Kontruksi Makna dan Ideologi)

Abstract

abstrak—Penelitian ini mengkaji fenomena representasi perempuan dalam iklan digital produk kecantikan Viva Cosmetics di media sosial, yang secara konsisten mereproduksi standar estetika tertentu di ruang publik digital. Tujuan utama penelitian adalah membongkar bentuk-bentuk representasi gender serta menganalisis bekerjanya tanda pada level denotasi, konotasi, hingga formasi mitos dan ideologi kecantikan. Metode yang digunakan adalah kualitatif deskriptif melalui pendekatan semiotika Roland Barthes serta didukung oleh teori representasi Stuart Hall. Data primer dikumpulkan melalui teknik observasi terhadap konten video iklan platform TikTok, dokumentasi adegan (screenshot), serta studi pustaka sebagai data. Hasil analisis menunjukkan bahwa pada tingkat denotasi, iklan menampilkan aktivitas ragawi perawatan diri dan penggunaan kosmetik fungsional. Pada tingkat konotasi, tanda-tanda tersebut dimaknai secara psikologis sebagai representasi kemandirian, bentuk self care, dan kunci penerimaan sosial. Pada tingkat mitos, iklan berhasil menaturalisasi ideologi kecantikan homogen di mana perempuan diidealkan memiliki kulit cerag dan wajah tanpa cela. Konsekuensinya, media sosial tidak sekedar menjadi saluran pemasaran, melainkan arena reproduksi kultural yang memediasi kontrol atas tubuh dan identitas perempuan di Indonesia.

Kata kunci—Representasi Perempuan, Iklan Viva Cosmetics, Semiotika Roland Barthes, Media Sosial, ideologi Kecantikan.

Abstract— This research examines the phenomenon of female representation in digital advertisements for Viva Cosmetics beauty products on social media, which consistently reproduce certain aesthetic standards in the digital public sphere. The primary objective of the research is to unpack forms of gender representation and analyze the operation of signs at the levels of denotation, connotation, and the formation of myths and ideologies of beauty. The method used is descriptive qualitative, using Roland Barthes's semiotic approach and supported by Stuart Hall's theory of representation. Primary data was collected through observation of TikTok video advertising content, scene documentation (screenshots), and literature review. The analysis shows that at the denotative level, the advertisements depict bodily self-care activities and the use of functional cosmetics. At the connotative level, these signs are psychologically interpreted as representations of independence, forms of self-care, and keys to social acceptance. At the mythical level, the advertisements successfully naturalize a homogenous beauty ideology in which women are idealized as having clear skin and flawless faces. Consequently, social media is not merely a marketing channel but also an arena for cultural reproduction that mediates control over women's bodies and identities in Indonesia.

Keywords— Representation of Women, Viva Cosmetics Advertisement, Roland Barthes' Semiotics, Social Media, Beauty Ideology.