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All Journal Jurnal Komunikasi Indonesia CHANNEL: Jurnal Komunikasi
Fithria, Khoirunnisa Nur
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Arts Humanities Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Representation of LGBTQ Identity on Social Media: Multimodality Analysis on Instagram Account @yayasangayanusantara Fitri Andika, Muhammad Fauzi; Indriastuti, Ana; Fithria, Khoirunnisa Nur; Hernanto, Pramudya Ardhika; Wijayanti, Tutik
JURNAL KOMUNIKASI INDONESIA
Publisher : UI Scholars Hub

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Abstract

This research examines the representation of LGBTQ identity on Instagram using multimodal content analysis on the @yayasangayanusantara account. Using Muted Theory, this study highlights how LGBTQ identities are formed and presented in social and digital contexts. Instagram was identified as an essential platform for authentic and multidimensional LGBTQ identities by challenging conventional stereotypes and discrimination in traditional media. The research methodology involves qualitative analysis of various forms of content (text, images, and videos). The main focus is how LGBTQ individuals use social media to express themselves, seek support, and build solidarity. The findings show that Instagram is not just a passive means of interaction, but a robust advocacy and education tool. This research also highlights the role of social media in promoting inclusivity and a more positive understanding of the LGBTQ community. These findings challenge traditional assumptions regarding the silencing of minority groups, showing that they actively construct and negotiate their identities in digital public spaces. Theoretically, this research expands understanding of identity construction in the digital era and highlights the critical role of Instagram as an empowerment tool. Practically, these findings provide the basis for more effective advocacy strategies, more inclusive policies, and new approaches to education and social dialogue regarding LGBTQ issues in Indonesia.
Decoding Inclusive Beauty: Audience Reception to Beauty Standards and Disability in Digital Media Advertisements Fithria, Khoirunnisa Nur; Sarwono, Billy K
CHANNEL: Jurnal Komunikasi Vol. 13 No. 1 (2025): CHANNEL: Jurnal Komunikasi 26th Edition
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/channel.v13i1.1080

Abstract

This study explores how Indonesian audiences interpret beauty standards in digital advertisements featuring models with disabilities and examines how digital media shapes perceptions of beauty and diversity. Drawing on a qualitative approach grounded in a constructivist paradigm, this research applies Stuart Hall’s reception theory and Roland Barthes’s semiotics to analyze two popular beauty advertisements: Pond’s #WajahmuKekuatanmu (2022) and Wardah #BeautyMovesYou (2021). Data were collected through in-depth interviews with eight informants aged 18–25. Findings indicate that although both advertisements incorporate models with disabilities, their messages are interpreted differently. Pond’s ad was perceived as reinforcing conventional beauty myths, focusing on flawless skin and idealized aesthetics, whereas Wardah’s ad was more positively received for promoting empowerment and inclusion, though still subject to critique for retaining elements of perfection. Audience responses were categorized into dominant, negotiated, and oppositional readings, revealing a critical engagement with how disability and beauty are portrayed. The study highlights a gendered dimension in audience interpretation, with female informants generally more receptive to inclusive messages. It recommends that advertisers ensure authenticity by involving disability communities in production processes to avoid tokenism and misrepresentation. This research contributes to digital media and disability studies by underlining the need for deeper shifts in narrative, substance, and visual representation to achieve meaningful inclusion.
Co-Authors Fitri Andika, Muhammad Fauzi Hernanto, Pramudya Ardhika Indriastuti, Ana Sarwono, Billy K Tutik Wijayanti, Tutik