TUBUH DIKOREAKAN: K-BEAUTY MENGGIRING CITRA KECANTIKAN INDONESIA

Allison, Hazkiah Alfatih (2026) TUBUH DIKOREAKAN: K-BEAUTY MENGGIRING CITRA KECANTIKAN INDONESIA. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini membahas fenomena K-Beauty sebagai bagian dari Korean Wave yang telah memengaruhi cara perempuan Indonesia memaknai kecantikan, tubuh, dan gaya hidup. Masuknya standar kecantikan Korea yang menekankan kulit putih, wajah tirus, tubuh ramping, dan penampilan flawless tidak hanya mengubah preferensi estetika, tetapi juga membentuk persepsi tubuh serta praktik konsumsi perempuan Indonesia. Permasalahan utama dalam penelitian ini adalah bagaimana K-Beauty bekerja sebagai standar kecantikan baru yang menggiring citra kecantikan perempuan Indonesia dalam konteks globalisasi budaya. Tujuan penelitian ini adalah menganalisis pengaruh K-Beauty terhadap perubahan persepsi kecantikan dan citra tubuh perempuan Indonesia, serta memahami proses negosiasi identitas yang terjadi di tengah benturan antara nilai lokal dan standar kecantikan global. Landasan konseptual penelitian ini bertumpu pada teori The Beauty Myth dari Naomi Wolf, yang memandang kecantikan sebagai konstruksi sosial dan mekanisme kontrol terhadap tubuh perempuan. Teori ini digunakan untuk menjelaskan bagaimana standar kecantikan beroperasi melalui media, industri kecantikan, dan representasi visual, sehingga menciptakan tekanan sosial dan psikologis bagi perempuan. Selain itu, penelitian ini juga memanfaatkan kajian tentang Korean Wave, budaya populer, dan body image sebagai kerangka pendukung analisis. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis wacana kritis. Data dikumpulkan melalui studi pustaka, analisis konten media sosial, serta penelaahan representasi K-Beauty dalam iklan dan budaya populer. Validasi data dilakukan melalui triangulasi sumber, sementara analisis data difokuskan pada pembacaan kritis terhadap narasi dan simbol kecantikan yang direproduksi secara berulang. Rencana temuan penelitian menunjukkan bahwa K-Beauty berfungsi sebagai mitos kecantikan modern yang menormalisasi standar tubuh tertentu dan mendorong perempuan Indonesia untuk menyesuaikan diri secara terus-menerus. Penelitian ini juga diharapkan menghasilkan rekomendasi berupa penguatan literasi media dan promosi konsep kecantikan yang lebih inklusif dan berakar pada keberagaman lokal./This study discusses the phenomenon of K-Beauty as part of the Korean Wave that has influenced how Indonesian women perceive beauty, the body, and lifestyle. The introduction of Korean beauty standards, which emphasize fair skin, a slim face, a slender body, and a flawless appearance, has not only changed aesthetic preferences but also shaped perceptions of the body as well as the consumption practices of Indonesian women. The main issue in this study is how K-Beauty operates as a new beauty standard that guides the image of Indonesian women's beauty in the context of cultural globalization. The aim of this study is to analyze the influence of K-Beauty on changes in Indonesian women's perceptions of beauty and body image, as well as to understand the process of identity negotiation that occurs amid the clash between local values and global beauty standards. The conceptual foundation of this research is based on Naomi Wolf's The Beauty Myth theory, which views beauty as a social construct and a mechanism of control over women's bodies. This theory is used to explain how beauty standards operate through the media, the beauty industry, and visual representations, thereby creating social and psychological pressure on women. In addition, this study also utilizes research on the Korean Wave, popular culture, and body image as a supporting framework for analysis. This research uses a qualitative approach with a critical discourse analysis method. Data were collected through literature review, social media content analysis, and examination of K-Beauty representation in advertisements and popular culture. Data validation was conducted through source triangulation, while data analysis focused on a critical reading of narratives and beauty symbols that are repeatedly reproduced. The research findings suggest that K-Beauty functions as a modern beauty myth that normalizes certain body standards and encourages Indonesian women to continuously adjust themselves. This study is also expected to produce recommendations in the form of strengthening media literacy and promoting a concept of beauty that is more inclusive and rooted in local diversity.

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