MISTIK IDENTITAS DIGITAL : RHODE – HAILEY BIEBER DALAM HYPE GLOBAL

Cerya, September (2026) MISTIK IDENTITAS DIGITAL : RHODE – HAILEY BIEBER DALAM HYPE GLOBAL. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan globalisasi digital telah menghadirkan dinamika baru dalam pembentukan identitas sosial, di mana tokoh public dan merek dagang berperan sebagai aktor non-negara yang membentuk cara pandang, pilihan, dan pemaknaan di tingkat global. Penelitian ini berangkat dari fenomena Hailey Bieber dan merek kecantikannya, Rhode yang tidak hanya berkembang sebagai produk kecantikkan, tetapi juga sebagai symbol identitas digital lintas negara yang memperoleh respons yang signifikan di Amerika Serikat di Indonesia. Penelitian ini bertujuan untuk menganalisis bagaiamana interaksi simbolik, narasi digital, dan representasi visual Rhode serta Hailey Bieber membangun bentuk iddentitas digital baru dalam perspektif konstruktivisme, serta menjalankan mekanisme pembentukan makna global melalui media digital. Landasan teoritis penelitian ini bertumpu pada konstruktivisme Nicholas Onuf yang memandang identitas sebagau hasil konstruksi intersubjektiv melalui diskursus, simbol, dan pertukaran makna, bukan semata ditentukan oleh factor material. Kerangka tersebut dikonstektualisasikan dengan globalisasi digital untuk menjelaskan bagaimana estetika, standar kecantikan, dan figur publik beroperasi sebagai sistem pemaknaan kontemporer. Penelitian ini menggunakan metode analisis wacana kritis Teun A. Van Dijk yang mencakup analisis teks, kognisi sosial dan konteks sosial. Data dikumpulkan melalui wawancara pengguna Rhode di Indonesia serta meninjau konten digital Rhode yang kemudian divalidasi melalui triangulasi sumber. Temuan awal menunjukkan bahwa Rhode berfungsi sebagai pembentuk identitas digital melalui estetika minimalis bahwa Rhode berfungsi sebagai pembentuk identitas digital melalui estetika minimalis, representasi autensitas, dan narasi budaya kecantikan global, yang berdampak pada internalisasi pada internalisasi standar kecantikan lintas negara./The expansion of digital globalization has generated new dynamics in the formation of social identity, in which public figure and commercial brands operate as non-state actors shaping perception, preferences, and meaning-making processes at the global level. This study is motivated by the phenomenon of Hailey Bieber and her beauty brand, Rhode, which has evolved beyond a beauty product into a symbol of transnational digital identity that resonates strongly in the United States and Indonesia. The research aims to analyze how symbolic interactions, digital narratives, and visual representations constructed by Rhode and Hailey Bieber produce new forms of digital identity from a constructivist perspective, while also examining how global meaning-making processes operate within digital media. The theoretical framework is grounded in international constructivism as developed by Nicholas Onuf, which conceptualizes identity as an intersubjective construction shaped through discourse, symbols, and shared meanings rather than material factors. This framework is contextualized within digital globalization to explain how aesthetics, beauty standards, and public figure representations function as contemporary systems of meaning. The study employs Teun A. van Dijk’s critical discourse analysis, focusing on textual structures, social cognition, and social context. Data are collected through digital content analysis of Rhode, interviews with users in Indonesia and the United States, and interviews with government institutions related to the digital sphere and the creative economy. Data validity is ensured through source triangulation. Preliminary findings indicate that Rhode functions as a digital identity constructor through minimalist aesthetics, representations of authenticity, and global beauty narratives, contributing to the internalization of transnational beauty standards.

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