Abstract
This research was based on the commercialization of user generated content called beauty vlog. Beauty vlog was initially used as a medium for consumers to share information about beauty products, but is now shifting to a marketing tool for the cosmetics industry. Just like all other industry-oriented media, commercial beauty vlogs are created to generate consumption needs through the use system of sign. As requires imaging to hide the commercial aspect of cosmetics needs. Using the social semiotics analysis method, this research shows that beauty vloggers are making use system of sign that represent ‘objective’, ‘amateur’ and ‘personal and intimate’ characteristics.
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