REPRESENTASI STANDAR KECANTIKAN DI MEDIA SOSIAL TIKTOK: ANALISIS SEMIOTIKA ROLAND BARTHES DALAM KONTEN BEAUTY INFLUENCER @SASHFIR
REPRESENTATION OF BEAUTY STANDARDS ON TIKTOK SOCIAL MEDIA: A SEMIOTIC ANALYSIS OF ROLAND BARTHES IN THE CONTENT OF BEAUTY INFLUENCER @SASHFIR
Penelitian ini mengkaji representasi standar kecantikan dalam konten beauty influencer @Sashfir di TikTok serta konstruksi makna oleh audiens. TikTok dengan 157,6 juta pengguna di Indonesia berperan signifikan dalam menyebarluaskan standar kecantikan secara masif, sementara beauty influencer seperti @Sashfir turut membentuk persepsi publik tentang wajah dan tubuh ideal. Penelitian menggunakan pendekatan kualitatif deskriptif dengan analisis semiotika Roland Barthes untuk mengungkap makna denotatif, konotatif, dan mitos dalam lima video konten @Sashfir. Analisis diperluas dengan teori representasi Stuart Hall, konsep mitos kecantikan Naomi Wolf, serta analisis resepsi 50 komentar audiens menggunakan kerangka encoding/decoding. Hasil penelitian mengungkap enam bentuk standar kecantikan: (1) kulit mulus tanpa variasi alami dengan paradoks "realskin dan flawless"; (2) kulit sehat dan terhidrasi sebagai fondasi kecantikan dengan indikator kemampuan menahan makeup dan pengalaman sensorial; (3) bibir lembap, plump, tanpa garis alami; (4) mata besar, lebar, tajam dengan paradoks "mempercantik apa yang sudah ada"; (5) warna pink sebagai representasi feminitas dan kesegaran; (6) hijab rapi, simetris, menutupi leher dengan gelombang sebagai simbol keanggunan. Analisis mengidentifikasi empat makna mitos, mitos alami namun sempurna, mitos kecantikan sebagai proyek disiplin berkelanjutan, mitos objektivitas visual, dan mitos feminitas terkontrol. Keempat mitos ini berfungsi sinergis sebagai sistem ideologi yang menaturalisasi konstruksi sosial, mengindividualisasi tanggung jawab, dan mengomodifikasi kecantikan. Analisis resepsi menunjukkan empat pola pemaknaan audiens: penerimaan hegemonik (30%), aspirasi konsumsi (28%), negosiasi berdasarkan kondisi personal (28%), dan resistensi terbatas (14%). Dominasi penerimaan hingga negosiasi (86%) menunjukkan hegemoni ideologi kecantikan yang kuat, di mana audiens secara aktif mereproduksi standar yang secara struktural sulit dicapai. Resistensi yang muncul bersifat individual dan situasional, bukan kritik struktural terhadap mitos kecantikan. Penelitian ini berimplikasi pada penguatan literasi media kritis, kesadaran konten kreator akan tanggung jawab etis, serta perlunya representasi kecantikan yang lebih inklusif dan realistis di media sosial.
Kata Kunci: representasi kecantikan, standar kecantikan, semiotika Roland Barthes, TikTok, beauty influencer, mitos kecantikan
ABSTRACT
This study examines the representation of beauty standards in the content of beauty influencer @Sashfir on TikTok and the construction of meaning by audiences. TikTok, with 157.6 million users in Indonesia, plays a significant role in the massive dissemination of beauty standards, while beauty influencers like @Sashfir contribute to shaping public perceptions of the ideal face and body. The study uses a descriptive qualitative approach with Roland Barthes' semiotic analysis to uncover the denotative, connotative, and mythical meanings in five @Sashfir videos. The analysis is expanded with Stuart Hall's representation theory, Naomi Wolf's concept of beauty myths, and a reception analysis of 50 audience comments using an encoding/decoding framework. The results reveal six forms of beauty standards: (1) smooth skin without natural variations with the paradox of "real skin and flawless"; (2) healthy and hydrated skin as the foundation of beauty with indicators of makeup retention and sensorial experience; (3) moist, plump lips without natural lines; (4) large, wide, and sharp eyes with the paradox of "beautifying what already exists"; (5) the color pink as a representation of femininity and freshness; (6) A neat, symmetrical hijab, covering the neck with waves, symbolizes elegance. The analysis identifies four mythical meanings: the myth of the natural yet perfect, the myth of beauty as a project of ongoing discipline, the myth of visual objectivity, and the myth of controlled femininity. These four myths function synergistically as an ideological system that naturalizes social construction, individualizes responsibility, and commodifies beauty. Reception analysis reveals four patterns of audience interpretation: hegemonic acceptance (30%), consumption aspirations (28%), negotiation based on personal circumstances (28%), and limited resistance (14%). The dominance of acceptance and negotiation (86%) indicates a strong hegemony of beauty ideology, in which audiences actively reproduce standards that are structurally difficult to achieve. The resistance that emerges is individual and situational, not a structural critique of beauty myths. This research has implications for strengthening critical media literacy, content creators' awareness of ethical responsibility, and the need for more inclusive and realistic representations of beauty on social media.
Keywords: beauty representation, beauty standards, Roland Barthes's semiotics, TikTok, beauty influencers, beauty myths