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All Journal PROSIDING Prosiding Seminar Nasional
Eny Kustiyah Burhanudin Ahmad Yani
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BIAS-BIAS KULTURAL DALAM WARNA PUTIH IDEAL Burhanudin Ahmad Yani, Eny Kustiyah
PROSIDING Vol 1, No 01 (2014): Prosiding Seminar Nasional Vol.01 No.01. 2014
Publisher : PROSIDING

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Abstract

This research aims at revealing cultural biases in the whitening cream advertisements on television. The method of the research is descriptive qualitative. The primary sources of data are four whitening cream advertisements which consist of Shireen Sungkar‟s Fair and Lovely, Laudya Cyntia Bella‟s Garnier Light Complete, Agnes Monica‟s Olay Natural White, and Paramitha Rusadi‟s Magic Plus White Cream. The present researcher employs library research and note-taking technique to collect the data. Whereas the type of data are words, phrases, clauses, sentences and narration. Postcolonial theory used to analize the data in this research. The present researcher employs semiotics approach for deeper understanding. The outcome of the research is that there are cultural biases in the formulation of white as beauty ideal which turn into racialized beauty.Key words: cultural biases, white skin
BIAS-BIAS KULTURAL DALAM WARNA PUTIH IDEAL Burhanudin Ahmad Yani, Eny Kustiyah
Prosiding Seminar Nasional Vol 1, No 1 (2014): Seminar Nasional for Call Papers UNIBA No.01 Vol.01 Tahun 2014
Publisher : Prosiding Seminar Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (14.618 KB)

Abstract

This research aims at revealing cultural biases in the whitening cream advertisements on television. The method of the research is descriptive qualitative. The primary sources of data are four whitening cream advertisements which consist of Shireen Sungkar‟s Fair and Lovely, Laudya Cyntia Bella‟s Garnier Light Complete, Agnes Monica‟s Olay Natural White, and Paramitha Rusadi‟s Magic Plus White Cream. The present researcher employs library research and note-taking technique to collectthe data. Whereas the type of data are words, phrases, clauses, sentences and narration. Postcolonial theory used to analize the data in this research. The present researcher employs semiotics approach for deeper understanding. The outcome of the research is that there are cultural biases in theformulation of white as beauty ideal which turn into racialized beauty.
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