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p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Kata Kita: Journal of Language, Literature, and Teaching
Bernadeth Febyola Linando
Petra Christian University
Languange, Linguistic, Communication & Media

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Be Fearless with Fenty: A Campaign Exploring Fenty Beauty Inclusive Beauty Concept Kristi Candi; Dwi Setiawan; Bernadeth Febyola Linando
Kata Kita: Journal of Language, Literature, and Teaching Vol. 12 No. 2 (2024)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.12.2.102-108

Abstract

This paper aims to explore what kind of campaign that can promote and how the campaign can represent inclusive beauty concepts. The issue of inclusivity has been important since society is still affected by the traditional beauty standards which result in the lack of darker foundation shades and higher sale of whitening products. This paper portrays Fenty Beauty’s inclusivity beauty concept which is applied in a social media campaign and a mockup website that is aligned with the brand's tone-of-voices and target audience while using brand awareness and content marketing strategies. The work is written in the form of a social media campaign that shows encouragement towards Indonesian women to be confident in their own skin using the tone-of-voices of confident, informal, and inclusive. It also contains engaging contents to spread awareness and increase engagement of the audiences to be involved in the campaign.
Light in The Shadow: A Screenplay on Self-Determination in Facing Quarter-Life Challenges Tjio, Ryoko Aristo Kurnia; Liem Satya Limanta; Bernadeth Febyola Linando
Kata Kita: Journal of Language, Literature, and Teaching Vol. 12 No. 3 (2024)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.12.3.368-373

Abstract

This study aims to examine the role of self-determination in navigating the quarter-life crisis faced by young adults. The protagonist, Maya, conflicts with extrinsic pressures from society and her mother's expectations regarding her career choice. Through a mystical encounter with traditional Indonesian shadow puppets, Maya is empowered to exercise self-determination by pursuing her intrinsic passions despite external opposition. The narrative centers on Maya's transformative journey of self-discovery, where she reconciles her autonomous aspirations with controlling extrinsic forces. Ultimately, by harnessing self-determination, Maya overcomes challenges to showcase her authentic self. The screenplay illuminates self-determination's vital role in conquering quarter-life obstacles, cultivating intrinsic motivation, authenticity, and resilience in shaping one's life path while honoring cultural heritage.
Co-Authors Dwi Setiawan Kristi Candi Liem Satya Limanta Tjio, Ryoko Aristo Kurnia