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Alfarabi
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Social Construction of Beauty and Nonverbal Communication in Female Frontliner Recruitment Aulia, Dinda; Alfarabi, Alfarabi; Marlina, Neneng Cucu
Journal of Social Studies Arts and Humanities (JSSAH) Vol 5, No 1 (2025): Vol 5, No 1 (2025): Journal of Social Studies, Arts and Humanities
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jssah.v5i1.12841

Abstract

This study explores the role of nonverbal communication in shaping the “good looking” criteria during the recruitment process of female frontliners at BRI Bank Bengkulu. Appearance and nonverbal cues are often perceived as indicators of professionalism and service quality in the banking sector. Using Berger and Luckmann’s social construction theory, the study analyzes how beauty standards are formed and sustained through the processes of externalization, objectification, and internalization. Employing a qualitative phenomenological approach, data were collected through in-depth interviews with seven informants, consisting of Human Resource staff and prospective female applicants, along with documentation of company recruitment policies. The findings reveal that nonverbal communication elements—such as facial expressions, body posture, grooming, and attire play a significant role in constructing an image of professionalism and trustworthiness. However, the “good looking” standard also creates psychological pressure and perceived discrimination among candidates who do not meet visual expectations. These beauty oriented criteria, while reinforcing the corporate image, tend to overshadow technical competence and merit-based assessment. The study concludes that the overemphasis on physical appearance in recruitment reflects a socially constructed norm that perpetuates inequality and calls for a more balanced evaluation system emphasizing skill, competence, and personality.
Co-Authors Adiella Yangkie Lubis Agustina, Putri Rizki Aldila Vidianingtyas Utami Alfarizi, Erlan Andayani, Dwi Hari Anter Venus Ardhianti, Lisa Aulia, Dinda Ayyash, Muhammad Yahya Dwi Hari Andayani Dwi Hari Andayani Efni Noor Salam Eka Vuspa Firmansyah Firmansyah, Mas Agus Hendro Widodo Idi Warsah Lestari, Salsabila Dwistika Lisa Adhrianti Lisa Adhrianti Lisa Ardhianti Marlina, Neneng Cucu Martadireja, Sonde Maulidia, Yesa Maymunah, Siti Neneng Cucu Marlina Neneng Cucu Marlina Nurlianti Muzni Nuryah Asri Sjafirah Puji Haryadi Mulyana Sukma Puspitasari, Venti Putra, Delfan Eko Putri, Anes Silvia Nurmansah Reko Muhardi Santrian Wibyanto Saragih, Rasiana BR Sartika Sartika Siti Maymunah Sri Murwani, Anis Endang Suminar, Panji Tarmizi Nurhidayat Tarmizi Nurhidayat Utami, Aldila Vidianingtyas Velia Paranta Yogopriyatno, Jatmiko Yuliati -