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Stereotip Kecantikan Perempuan pada Kampanye #BeautyDiQuity dalam Iklan Luxcrime Ariani, Fadila; Suskarwati, Sri Ulya; Yudizon, Zhafran Tsany
Warta Ikatan Sarjana Komunikasi Indonesia Vol 8, No 2 (2025): Warta Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/wartaiski.v8i2.462

Abstract

Abstract - The study aims to analyze stereotypical representations of female beauty in the #BeautyDiQuity campaign for Luxcrime advertisement using Roland Barthes semiotic approach. The main focus is how the stereotype of beauty from the model of #BeautydiQuity campaign, which are people with disability shown with photo and video in Luxcrime social media page Instagram. This research using interpretive paradigm, qualitative methodology research, with Roland Barthes Semiotic data analyze, with three level of meaning: connotation, denotation, and myth as well as using data collection techniques through Kenneth Burke’s Pentad method analysis. The result of the research shows that Luxcrime #BeautyDiQuity campaign successfully create a new ideology about beauty. Beauty is not seen based on stereotype of beauty formed in society, which usually measured by physical perfection, but beauty is also seen from other things such as self-love, self-acceptance, daring to appear different, and all the strengths and weaknesses that women have are the true definition of beauty.Keywords: Semiotic; beauty stereotype; social media; beauty product; campaignAbstrak - Penelitian ini bertujuan untuk menganalisis stereotip kecantikan perempuan pada kampanye #BeautydiQuity dalam iklan Luxcrime dengan menggunakan pendekatan semiotika Roland Barthes. Fokus utama dalam penelitian ini adalah bagaimana stereotip kecantikan model dalam kampanye #BeautyDiQuity yang merupakan penyandang disabilitas diperlihatkan melalui video dan foto yang terdapat di halaman media sosial Instagram Luxcrime. Penelitian ini menggunakan paradigma penelitianinterpretif,metodologipenelitiankualitatif,dengananalisisdatamenggunakansemiotika Roland Barthes dengan memperhatikan tiga tingkatan makna: konotasi, denotasi, dan mitos serta menggunakan metode pengumpulan data menggunakan analisis pentad dari Kenneth Burk. Hasil penelitianmenunjukkanbahwakampanye#BeautyDiQuityLuxcrimeberhasilmembuatsuatuideologi baru dari kecantikan. Kecantikan tidak dipandang berdasarkan stereotip kecantikan yang terbentuk di masyarakat yang biasa diukur dengan kesempurnaan fisik, namun cantik juga dilihat dari hal lainnya seperti cinta kepada diri sendiri, penerimaan diri, berani tampil berbeda, dan semua kelebihan dan kekurangan yang dimiliki perempuan adalah definisi cantik sesungguhnya.KataKunci:Semiotika;stereotipkecantikan;mediasosial;produkkecantikan;kampanye
Pelatihan dan Pemberdayaan OSIS SMAN 97 Jakarta dalam Membangun Keterampilan Event Management Sartika, Kartini Dwi; Yudizon, Zhafran Tsany; Siregar, Raymond; Kumaralalita, Nareswari
Journal of Servite Vol. 7 No. 2 (2025): Journal of SERVITE
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/

Abstract

Pengabdian masyarakat ini bertujuan meningkatkan keterampilan event management anggota OSIS dan MPK SMAN 97 Jakarta melalui pelatihan penyusunan proposal, pitching sponsor, dan pengelolaan budget acara. Metode kegiatan meliputi pretest, pemberian materi, workshop penyusunan proposal, simulasi pitching, posttest, dan evaluasi kepuasan peserta. Hasil pretest dan posttest pada 39 peserta menunjukkan peningkatan rata-rata skor dari 9 menjadi 10, yakni dengan rata-rata peningkatan sebanyak 13,6% yang terjadi kepada 14 peserta. Sebanyak 35,9 % peserta meningkat nilainya, serta jumlah peserta dengan skor maksimal pada posttest meningkat signifikan. Evaluasi kepuasan menunjukkan 51,3% peserta sangat puas terhadap pelatihan yang diberikan. Pelatihan berbasis praktik ini terbukti efektif dalam meningkatkan pengetahuan, keterampilan, dan kepercayaan diri peserta dalam mengelola kegiatan serta presentasi ke sponsorship. Kegiatan ini mendukung pengembangan soft skill pelajar, khususnya dalam penguatan karakter dan kepemimpinan. Rekomendasi diberikan untuk memperluas pelatihan serupa di sekolah lain guna membangun kapasitas organisasi siswa secara berkelanjutan. Kata kunci: event management; OSIS; pelatihan; pitching sponsor; soft skills; proposal acara   ABSTRACT This community service program aims to improve the event management skills of OSIS and MPK members at SMAN 97 Jakarta through training in proposal writing, sponsor pitching, and event budget management. The activities include a pretest, material delivery, a proposal-writing workshop, a pitching simulation, a posttest, and a participant satisfaction evaluation. The pretest and posttest results from 39 participants showed an average increase in score from 9 to 10, with an average improvement of 13.6% in 14 participants. A total of 35.9% of participants improved their scores, and the number of participants achieving the maximum score in the posttest increased significantly. The satisfaction evaluation showed that 51.3% of participants were very satisfied with the training provided. This practice-based training proved effective in enhancing participants’ knowledge, skills, and confidence in managing events and presenting to potential sponsors. The program supports students’ soft-skill development, particularly in character development and leadership development. Recommendations are made to expand similar training programs to other schools to sustainably build student organization capacity. Keywords: event management; student organization; training; sponsor pitching; soft skills; event proposal
Stereotip Kecantikan Perempuan pada Kampanye #BeautyDiQuity dalam Iklan Luxcrime Ariani, Fadila; Suskarwati, Sri Ulya; Yudizon, Zhafran Tsany
Warta Ikatan Sarjana Komunikasi Indonesia Vol. 8 No. 2 (2025): Warta Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/wartaiski.v8i2.462

Abstract

Abstract - The study aims to analyze stereotypical representations of female beauty in the #BeautyDiQuity campaign for Luxcrime advertisement using Roland Barthes semiotic approach. The main focus is how the stereotype of beauty from the model of #BeautydiQuity campaign, which are people with disability shown with photo and video in Luxcrime social media page Instagram. This research using interpretive paradigm, qualitative methodology research, with Roland Barthes Semiotic data analyze, with three level of meaning: connotation, denotation, and myth as well as using data collection techniques through Kenneth Burke’s Pentad method analysis. The result of the research shows that Luxcrime #BeautyDiQuity campaign successfully create a new ideology about beauty. Beauty is not seen based on stereotype of beauty formed in society, which usually measured by physical perfection, but beauty is also seen from other things such as self-love, self-acceptance, daring to appear different, and all the strengths and weaknesses that women have are the true definition of beauty. Keywords: Semiotic; beauty stereotype; social media; beauty product; campaign