KONSTRUKSI HEGEMONI BEAUTY PRIVILEGE DALAM KONTEN TIKTOK AMANDA ZAHRA DALAM PERSPEKTIF TEORI ANTONIO GRAMSCI
DOI:
https://doi.org/10.5281/zenodo.21503038Keywords:
Beauty Privilege, Cultural Hegemony, Multimodal Discourse Analysis, TikTok, Antonio Gramsci, Hegemoni Budaya, Amanda Zahra, Analisis Wacana MultimodalAbstract
The phenomenon of beauty privilege on social media has grown significantly alongside the increasing popularity of beauty-related content that promotes ideal standards of female appearance. Amanda Zahra is one of the content creators who consistently represents these ideals through videos featuring the clean girl aesthetic, body care, skincare routines, and lifestyle content. This study aims to analyze the construction of beauty privilege hegemony in Amanda Zahra's TikTok content and its reproduction by audiences from the perspective of Antonio Gramsci's Neo-Marxist theory of hegemony. This research employed a qualitative approach using Kress and van Leeuwen's Multimodal Discourse Analysis (MDA). The units of observation consisted of six videos, including three videos uploaded by Amanda Zahra and three audience response videos related to the Amandazahranism phenomenon. The analysis focused on three semiotic metafunctions: representational meaning, interactional meaning, and compositional meaning, which were subsequently interpreted through Gramsci's theory of hegemony. The findings reveal that Amanda Zahra's content constructs beauty standards through representations of fair skin, a well-maintained body, an aesthetic lifestyle, and disciplined self-care routines as characteristics of the ideal woman. These representations gain audience consent and develop into common sense, which is reproduced through comments, imitation practices, and audience-generated response content. This study concludes that TikTok functions not only as a platform for representing beauty but also as a space for constructing and reproducing the hegemony of beauty privilege, thereby normalizing specific beauty standards as socially desirable and legitimate. Fenomena beauty privilege di media sosial semakin berkembang seiring maraknya konten kecantikan yang membentuk standar perempuan ideal. Salah satu kreator yang merepresentasikan fenomena tersebut adalah Amanda Zahra melalui konten bertema clean girl aesthetic, body care, skincare routine, dan lifestyle. Penelitian ini bertujuan menganalisis konstruksi hegemoni beauty privilege dalam konten TikTok Amanda Zahra serta bentuk reproduksi hegemoni oleh audiens menggunakan perspektif Neo-Marxisme Antonio Gramsci. Penelitian ini menggunakan pendekatan kualitatif dengan metode Analisis Wacana Multimodal (Multimodal Discourse Analysis) Kress dan van Leeuwen. Unit pengamatan terdiri atas enam video, yaitu tiga video konten Amanda Zahra dan tiga video respons audiens mengenai fenomena Amandazahranism. Analisis dilakukan melalui tiga metafungsi semiotik, yaitu representational meaning, interactional meaning, dan compositional meaning, kemudian diinterpretasikan menggunakan teori hegemoni Antonio Gramsci. Hasil penelitian menunjukkan bahwa konten Amanda Zahra mengonstruksi standar kecantikan melalui representasi kulit putih, tubuh terawat, gaya hidup estetik, dan rutinitas perawatan diri yang dinormalisasi sebagai perempuan ideal. Standar tersebut memperoleh persetujuan (consent) dari audiens dan berkembang menjadi common sense yang direproduksi melalui komentar, praktik imitasi, serta konten respons audiens. Penelitian ini menyimpulkan bahwa TikTok tidak hanya menjadi ruang representasi kecantikan, tetapi juga menjadi ruang konstruksi dan reproduksi hegemoni beauty privilege yang menormalisasi standar kecantikan tertentu sebagai sesuatu yang wajar dan diinginkan.References
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