The Process And Hegemony Effect Of Beauty Vloggers On University Student Behavior Of Using Cosmetics
DOI:
https://doi.org/10.26740/jsm.v5n2.p271-284Keywords:
hegemony, vlogger, beauty, gramsci, vlog-viewerAbstract
Abstract
The cosmetic industry grows rapidly in Indonesia. Supported by digital media, the cosmetic production, marketing and consumption reach society at large, especially female students. Excessive purchasing of cosmetics has either negative (being more consumptive) or positive (being an entrepreneurial pioneer) impacts. Researchers will explain the process and impact of the hegemony of beauty vlogger on students who use cosmetics at Sebelas Maret University, Surakarta. We used Antonio Gramsci's hegemony theory. With qualitative approach, we collected data through interview, observation, documentation, and survey. We involved 30 students both ever watched beauty vlogs and used cosmetics. After testing the validity of the data through triangulation of sources and methods, data were analyzed into four stages run by Miles & Huberman version. The results showed that the beauty vlogger processes the hegemony of the viewers in several stages: increasing knowledge on the cosmetics and their use, building trust for gain sympathy from viewers, make intensive communication to strengthen closeness with viewers and create more positive representation of make-up and beauty. Moreover, many viewers got updates cosmetics and beauty data, financial benefits, inspiration and beauty creativity, and self-confidence. Few viewers spent more time, energy, thoughts and funds to explore the world of cosmetics and beauty.
Keywords: Hegemony, Beauty Vlogger, Cosmetic user
References
Agustiara, R., Okatini, M., & Jumhur, A. A. 2019. Effect Of Beauty Vlogger Testimonial (Review) On Consumer Interest (Viewers) On Cosmetic Products. Jurnal JOBS, 5(2), 149–156.
Arista, Y. 2013. Pengaruh Tutorial Kecantikan Di YouTube Terhadap Perilaku Konsumtif Kosmetik Pada Wanita. Journal of Chemical Information and Modeling, 53(9), 1689–1699. https://doi.org/10.1017/CBO9781107415324.004
BPOM. 2010. Peraturan Kepala Badan Pengawas Obat Dan Makanan Republik Indonesia Nomor HK.03.1.23.12.10.11983 Tahun 2010 Tentang Kriteria Dan Tata Cara Pengajuan Notifikasi Kosmetika. Berita Negara Republik Indonesia, (598). Diperoleh pada 29 April 2020 dari https://www.google.com/url?sa=t&source=web&rct=j&url=http://jdih.pom.go.id/showpdf.php%3Fu%3D8&ved=2ahUKEwj1ze3Ur7nqAhWU4HMBHUmqC6cQFjABegQIBBAC&usg=AOvVaw1fTRMIEp3BacfAljwclaGP.
Bungin, B. 2008. Penelitian Kualitatif. Jakarta: Kencana.
Daily, Investor. 2018. Industry Kosmetik Nasional Tumbuh 20%. Diperoleh 18 November 2019 dari https://kemenperin.go.id/artikel/18957/Industri-Kosmetik-Nasional-Tumbuh-20.
Elianti, lita D., & Pinasti, V. I. S. 2017. Makna Penggunaan Make Up Sebagai Identitas Diri (Studi Mahasiswi Universitas Negeri Yogyakarta). Jurnal Pendidikan Sosiologi, 1–18.
Faruk. 2003. Pengantar Sosiologi Sastra : Dari Strukturalisme Genetik sampai Post-modernisme. Yogyakarta: Pustaka Pelajar.
Gunawan, I. 2015. Metode Penelitian Kualitatif : Teori dan Praktik. Jakarta: Bumi Aksara.
Indainanto, Y. I., Mariam, D., & Harilama, S. 2020. Hegemoni Ideologi Konsumtif sebagai Gaya Hidup Remaja (Hegemony of Consumptive Ideology as a Youth Lifestyle). Jurnal Simbolika: Research and Learning in Comunication Study, 6(April), 65–75.
Juditha, C. 2018. Hegemoni Media Sosial : Akun Gosip Instagram @ Lambe _ Turah. Jurnal Penelitian Komunikasi Dan Opini Publik, 22(1), 16–30.
Mahameruaji, J. N., Puspitasari, L., Rosfiantika, E., & Rahmawan, D. 2018. Bisnis Vlogging dalam Industri Media Digital di Indonesia. Jurnal ILMU KOMUNIKASI, 15(1), 61–74.
Mariezka, F. I., Hafar, H., & Yustika. 2018. Pemaknaan Profesi Beauty Vlogger melalui Pengalaman Komunikasi. Nyimak Journal of Communication, 2(2), 95–111.
Marselina, D., & Siregar, E. H. 2017. Pengaruh Celebrity Endorser terhadap Brand Image pada Kosmetik Wardah di Bogor. Jurnal Manajemen Dan Organisasi, 8(1), 15. https://doi.org/10.29244/jmo.v8i1.18598
McQuail, D. 1994. Teori Komunikasi Massa. Jakarta: Erlangga.
Moleong, L. J. 2012. Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya.
Nurfadilah, Putri Syifa. 2018. Beauty Blogger/Vlogger Berkembang Pesat di Ranah Industri Kecantikan. Diperoleh 19 November 2019 dari https://amp.kompas.com/ekonomi/read/2018/08/21/071600726/beauty-blogger--vlogger-berkembang-pesat-diranah-industri-kecantikan.
Palinoan, I. Y. 2017. Dampak tayangan vlog di youtube terhadap gaya hidup hedonis siswa sma kristen sunodia. EJournal Ilmu Komunikasi, 5(2), 215–225.
Patria, N., & Arief, A. 2009. Antonio Gramsci Negara & Hegemoni. Yogyakarta: Pustaka Pelajar.
Ritzer, G. 2012. Teori Sosiologi Dari Sosiologi Klasik Sampai Perkembangan Terakhir Postmodern. Yogyakarta: Pustaka Pelajar.
Setiadi, N. 2013. Perilaku Konsumen. Jakarta: Kencana.
Simon, R. 2001. Gagasan-gagasan Politik Gramsci. Yogyakarta: Pustaka Pelajar.
Sinaga, R. E. M., & Kusumawati, A. 2018. Pengaruh Youtube Beauty Vlogger Terhadap Minat Beli Konsumen Dan Dampaknya Terhadap Keputusan Pembelian Produk (Studi pada Pengguna Kosmetik Maybelline di Indonesia). Jurnal Administrasi Bisnis (JAB)|Vol, 63(1), 187–196. Retrieved from www.pixability.com
Sugiyono. 2016. Memahami Penelitian Kualitatif. Bandung: Alfabeta.
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sutopo, H. B. 2002. Metodologi Penelitian Kualitatif. Surakarta: Sebelas Maret University Press.
Syukur, M. 2019. Praktik Hegemoni Mahasiswa Senior Terhadap Junior Di Dalam Kehidupan Kampus. Society, 7(2), 77–89.
Tilaar, H. A. R. 2009. Kekuasaan dan Pendidikan. Jakarta: Rineka Cipta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 The Journal of Society and Media
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Abstract views: 361
,
PDF Downloads: 372
