Aesthetic Clinic and Beauty Myths in Indonesia: Discourse Analysis of Beauty Representation in Instagram Accounts

Abstract

The purpose of this study is to uncover the beauty myths displayed in the Instagram accounts of aesthetic clinics in Indonesia. This study uses a qualitative research method with a critical discourse analysis approach by Sara Mills. Results indicates that; First, the existence of women is shown as an object, where women are victims of symbols and beauty standards that arereconstructed and reproduced by the subject (the storyteller), namely the Instagram accounts of beauty clinics @dermaster_id, @ertosbeautyclinic, and @natashaskincare. Women as objects shown cannot be separated from the beauty myth. Second, there are two categories of beauty representations formed in the Instagram accounts of beauty clinics @dermaster_id, @ertosbeautyclinic, and @natashaskincare, namely men beauty representations, which consist of smooth faces, young looks, and firm jaws, and women beauty representations consist of; (1) thin cheeks, firm jaw, and firm skin, (2) smooth, acne-free, and attractive skin, (3) glass skin and slim, and (4) halal beauty. The implications of this research are this study is expected to contribute information and enrich the repertoire of social science especially sociology, also for the development of research on sociology of body, feminism study, and sociology of gender and media.