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All Journal Jurnal Penelitian Humaniora SULUK: Jurnal Bahasa, Sastra, dan Budaya
Safira, Rahmalia Putri
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Arts Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Challenging beauty standards: A critical discourse analysis of the Vaseline advertisement on the VaselineID YouTube channel Safira, Rahmalia Putri; Abrian, Risky
Jurnal Penelitian Humaniora Vol 30, No 2 (2025)
Publisher : Direktorat Riset dan Pengabdian kepada Masyarakat UNY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/hum.v30i2.80314

Abstract

Every woman wants to be beautiful, with fair skin and a proportional body, as per societal standards. However, the existence of beauty standards makes women forget the true meaning of the word 'beautiful' itself. This research aims to reveal and describe the resistance made by young women in the Vaseline advertisement titled "Minder Dikomentarin Orang Karena Kulitmu? Tonton Ini Dulu!" on the VaselineID YouTube account against beauty standards in Indonesia. A qualitative descriptive method helps the researcher analyze the state, message, and meaning present in the advertisement. The critical discourse analysis theory by Sara Mills focuses on feminist discourse and how women are discriminated against in the Vaseline advertisement video. The results of this study show that self-love is essential, especially for women. Societal beauty standards often cause women to lack self-confidence and feel ungrateful for their strengths and weaknesses. Therefore, women should be free to express themselves and be given the opportunity to pursue their dreams without worrying about the judgments and comments of others.
Perempuan dan Kolonialisme: Pembacaan Feminisme Eksistensialis atas Karsa karya El Alicia Auliya, Tasya Khilyatul; Safira, Rahmalia Putri; Widad, Madidatul
SULUK : Jurnal Bahasa, Sastra, dan Budaya Vol. 7 No. 2 (2025): September
Publisher : Program Studi Sastra Indonesia UIN Sunan Ampel Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/suluk.2025.7.2.116-136

Abstract

In the facts of life, the existence of women has existed since the colonial period. Women voice their existence in society, as well as the existence of women in literary works. Female existentialism found in the novel “Karsa” by El Alicia is carried out by a character named Raden Ajeng Anjani. This research uses the theory of existentialism feminism pioneered by Simone de Beauvoir. This theory seeks to make women exist by themselves and have the right to choose their decisions as women. Similarly, El Alicia raised the theme of women in her work. This research uses a descriptive qualitative method by analyzing text data contained in the novel “Karsa,” the data collection technique used in this research is reading and recording. Observation in analyzing data is done by observing, reading and then recording data that is in accordance with the topic discussed. The results show that there are three efforts of women's existence made by Anjani's character, namely transforming in society, having an understanding that women have the right to gain insight, and wanting the existence of women to be valued. In addition, this study describes the marginalization of women as others, and the counter feminist characters in the novel “Karsa”.
Co-Authors Abrian, Risky Auliya, Tasya Khilyatul Widad, Madidatul