MEREPRESENTASIKAN IDENTITAS PEREMPUAN: ANALISIS WACANA MULTIMODAL FUNGSIONAL SISTEMIK (SF-MDA) PADA KAMPANYE NEVER YOUR FAULT 2024 OLEH L'OREAL
REPRESENTING WOMEN’S IDENTITY: A SYSTEMIC FUNCTIONAL MULTIMODAL DISCOURSE ANALYSIS (SF- MDA) OF NEVER YOUR FAULT CAMPAIGN 2024 BY L’OREAL
Seiring dengan meningkatnya kesadaran masyarakat terhadap isu-isu sosial, seperti representasi, industri kecantikan telah mengalami revolusi kecantikan inklusif. Hal ini muncul dari tuntutan masyarakat untuk meninggalkan standar kecantikan yang sudah usang. Merek kecantikan kini melibatkan model dari berbagai etnis, warna kulit, ukuran, dan bentuk tubuh, mengakui pentingnya representasi bagi semua konsumen, berbeda dengan masa lalu ketika merek kecantikan memuja wanita kurus dan berkulit putih. Kini, stereotip-stereotip tersebut sudah usang; oleh karena itu, merek-merek besar seperti Dove, L'Oréal, P&G, dan Revlon telah melakukan revolusi kecantikan inklusif melalui kampanye iklan mereka. Analisis kampanye “Never Your Fault” (2024) dari perspektif analisis fungsional sistemik multimodal akan memperdalam pemahaman tentang interaksi antara gestur, warna, dan bahasa dalam mewakili kecantikan, identitas, dan pemberdayaan.
Penelitian ini bertujuan untuk menganalisis bagaimana unsur-unsur linguistik, warna, dan gestur berinteraksi untuk mewakili kecantikan, identitas, dan pemberdayaan perempuan. Data dikumpulkan menggunakan pendekatan kualitatif dan dokumentasi online. Objek penelitian adalah tangkapan layar klip video dari kampanye “Never Your Fault” oleh L'Oréal (2024). Klip yang dianalisis adalah yang mengandung unsur linguistik, gestur (selama dan setelah pelecehan di jalan), dan warna dominan. Data dalam penelitian ini meliputi unsur linguistik (kata, frasa, dan kalimat), warna, dan gestur yang diambil dari kampanye video. Analisis kampanye video Never Your Fault (2024) dari L'Oréal menunjukkan bahwa elemen linguistik dan visualnya mengikuti kerangka Cheong (2004), dengan komponen seperti pengumuman, penekanan, dan ajakan. Perempuan digambarkan melalui proses mental, perilaku, dan material; laki-laki melalui proses material dan perilaku, mencerminkan identitas lewat indeksikalitas (Bucholtz & Hall, 2005). Kalimat deklaratif, imperatif, serta tema yang konsisten memperkuat makna interpersonal dan tekstual. Secara visual, simbol, bahasa tubuh (Navarro, 2018), dan warna—merah, hitam, putih—menegaskan pesan pemberdayaan dan penolakan menyalahkan korban.
As society becomes more aware of social issues, such as representation, the beauty industry has undergone an inclusive beauty revolution. This arises from society’s demand to leave outdated beauty standards. Beauty brands have included models from a variety of ethnicities, colors, sizes, and body shapes, recognizing the significance of representation for all consumers, contrary to the past, when beauty brands glorified skinny and white women. Now these stereotypes are outdated; thus, big brands such as Dove, L'Oréal, P&G, and Revlon have been doing an inclusive beauty revolution through their advertisement campaigns. Analyzing the Never Your Fault (2024) campaign from a systemic functional multimodality analysis point of view deepened the comprehension of the interplay between gesture, colors, and languages in representing beauty, identity, and empowerment. This study aimed to analyze how linguistic elements, colors, and gestures interact to represent beauty, identity, and women’s empowerment. The data was gathered using a qualitative approach and online documentation. The objects were the video clip screenshots from Never Your Fault campaign by L'Oréal (2024). The clips analyzed were those contain linguistic elements, gestures (during and after street harassments), and dominant colors. The data of this study are linguistic (words, phrases and sentences), colors, and gestures taken from the video campaign.
The analysis of L'Oréal’s Never Your Fault (2024) video campaign shows that its linguistic and visual elements follow Cheong’s (2004) Generic Structural Potential framework, featuring components like announcements, enhancers, emblems, and calls to action. Transitivity analysis revealed women were portrayed through mental, behavioral, and material processes, while men were mainly shown through material and behavioral ones, reflecting identity construction via indexicality (Bucholtz & Hall, 2005). The use of declarative and imperative moods, along with clear thematic progression, enhanced interpersonal and textual meaning. Visually, the campaign used symbolic leads, expressive body language (Navarro, 2018), and color choices—red and black for strength, white for innocence—supporting the message (Cerrato, 2012). Intersemiotic analysis showed that language, gesture, and color worked together through comparative and consequential relations to reinforce themes of empowerment and rejection of victim-blaming.