BIAS-BIAS KULTURAL DALAM WARNA PUTIH IDEAL

Burhanudin Ahmad Yani, Eny Kustiyah

Prosiding Seminar Nasional
Vol 1, No 1 (2014): Seminar Nasional for Call Papers UNIBA No.01 Vol.01 Tahun 2014

This research aims at revealing cultural biases in the whitening cream advertisements on television. The method of the research is descriptive qualitative. The primary sources of data are four whitening cream advertisements which consist of Shireen Sungkar‟s Fair and Lovely, Laudya Cyntia Bella‟s Garnier Light Complete, Agnes Monica‟s Olay Natural White, and Paramitha Rusadi‟s Magic Plus White Cream. The present researcher employs library research and note-taking technique to collectthe data. Whereas the type of data are words, phrases, clauses, sentences and narration. Postcolonial theory used to analize the data in this research. The present researcher employs semiotics approach for deeper understanding. The outcome of the research is that there are cultural biases in theformulation of white as beauty ideal which turn into racialized beauty.