Beauty Myths and Consumer Culture in Indonesian Chick-lit Novel

Tania Intan(1*), Nur Afifah Vanitha Binti Abdullah(2),

(1) Universitas Padjadjaran
(2) Universitas Kebangsaan Malaysia
(*) Corresponding Author




DOI: https://doi.org/10.26858/eralingua.v5i2.19269

Abstract


Abstract. The discourse on women’s beauty and femininity are inseparable from the patriarchal cultural construction. Women are to constantly strive to achieve a standard, that is known as ‘beautiful’ to men. The purpose of this research was to study the myth of beauty and consumer culture in a ‘chick-lit’ novel entitled Beauty Case by Icha Rahmanti. Data for this study was gathered from fundamental research that used a qualitative research design. This study utilized the notion of beauty in the various context presented by Wolf and the interpretation of beauty in marketing and colonial discourse raised by Priyatna, as it’s a theoretical framework. Wilson and Wolby’s idea of consumer culture was also employed to examine female consumer culture in this novel. The finding of this study is that the myth of beauty in Beauty Case revolves around profession, culture, and sexuality. This study also concludes that the consumer culture of the main and other female characters in this novel is very much influenced by the myth of beauty constructed by men. The female characters constantly try to look young and seek recognition from men in matters regarding their appearance. Besides that, Rahmanti’s female characters also always try to gain the approval of their deeds from their society.  

 

Keywords: Myths of Beauty, Consumer Culture, Chick Lit, Beauty Case

Full Text:

PDF

References


Adriany, V. (2017). Kecantikan: Ajang Pertempuran Nilai-nilai (d. Witakania Sundasari Som, Trans.). In Mitos Kecantikan: Menafsir Kecantikan dalam Berbagai Konteks. Jatinangor: Unpad Press.

Arimbi, D. A. (2009). Women Writers in the Indonesian Literary Tradition. In Reading Contemporary Indonesian Muslim Women Writers. Amsterdam: Amsterdam University Press.

Beauvoir, S. d. (2003). Beauvoir, Simone de (N. J. T. B. Febriantono, Trans.). Yogyakarta: Pustaka Promethea.

Bowlby, R. (1985). Just Looking: Consumer Culture in Dreisen, Gissing, and Zola. London: Methuen.

Bowlby, R. (1993). Shopping with Freud. London: Routledge.

Dewojati, C. (2010). Wacana Hedonisme dalam Sastra Populer Indonesia. Yogyakarta: Pustaka Pelajar.

Duelli Klein, R. (1983). Theories of Women Studies. New York: Routledge and Kegan Paul.

Dwiningtyas, S. A. H. (2016). Pemaknaan Perempuan Terhadap Konstruksi Mitos Kecantikan dalam Media Online Femaledaily.Com. Jurnal Interaksi Online, 16(4), 1-11.

Humm, M. (2007). Ensiklopedia Feminisme (M. Rahayu, Trans.). Yogyakarta: Fajar Pustaka Baru.

Intan, T. H., Vincentia Tri. (2019). Formulasi Romansa dalam Beauty Case Karya Icha Rahmanti: Kajian Sastra Feminis. Madah: Jurnal Bahasa dan Sastra, 10(2), 205. doi:http://dx.doi.org/10.26499/madah.v10i2.924

Jerković, S. V. (2014). “Because I deserve it!” Fashion and Beauty Industries in the Service of Patriarchy: The Tale of Chick-Lit. In L. M. J. P. Rehlicki (Ed.), Facing the Crises: Anglophone Literature in the Postmodern World (pp. 147-163): Cambridge Scholars Publishing.

Julian, R. (2016). Mitos Kecantikan dalam Cerpen-cerpen Dwi Ratih Ramadhany. Jurnal POETIKA, 4(1), 52-60. doi:https://doi.org/10.22146/poetika.v4i1.13315

Mujiningsih, K. (2016). Chicklit dalam Dunia Sastra Indonesia. Jurnal Pujangga 2(1), 121-167.

Mulyana, D. (2005). Ilmu Komunikasi Suatu Pengantar. Bandung: Remaja Rosdakarya.

Noor, R. (2018). Sistem Mekanisme Penyuntingan Naskah Novel Chicklit dan Teenlit Indonesia pada Tiga Penerbit. Nusa, 13(1), 76-84.

Priyatna, A. (2018). Kajian Budaya Feminis Tubuh, Sastra, dan Budaya Pop. Yogyakarta: Arti Bumi Intaran.

Priyatna, A. (2018b). "Age is just a Number": Tubuh Selebritas yang [tidak] Menua (Tubuh dalam dailymail.co.uk). In L. M. Aquarini Priyatna (Ed.), Tubuh dan Ideologi (pp. 1-34). Yogyakarta: Arti Bumi Intaran.

Rahmanti, I. (2005). Beauty Case. Jakarta: Gagas Media.

Rosida, I. (2018). Tubuh Perempuan dalam Budaya Konsumen: Antara Kesenangan Diri, Status Sosial, dan Nilai Patriarki. Antropologi: Isu-Isu Sosial Budaya, 20(1), 85-101. doi:10.25077/jantro.v20.n1.p85-101.2018

Safitri, K. (2006). Konstruksi Gaya Hidup Posmo Wanita Karier Dalam Novel Cintapuccino. (Skripsi), Universitas Islam Bandung, Bandung.

Saguni; Syam, S. B. (2016). Narasi Tentang Mitos Kecantikan dan Tubuh Perempuan dalam Sastra Indonesia Mutakhir: Studi Atas Karya-Karya Cerpenis Indonesia. Jurnal Retorika, 9(2), 90-163. doi:https://doi.org/10.26858/retorika.v9i2.3804

Steedman, C. (1986). Landscape for a Good Woman. London: Virago.

Subekti, M. T. G. (2017). Konstruksi Lelaki dalam Chick lit The Hopeless Romantic’s Handbook dan Cintapuccino. Suar Bétang, 12(1), 93-101.

Sugihastuti, S. (2010). Kritik Sastra Feminis, Teori dan Aplikasinya. Yogyakarta: Pustaka Pelajar.

Syaifuddin, H. H. (2013). Bab IV Mitos Kecantikan dalam Berbagai Perspektif. (S1), UIN Surabaya, Surabaya.

Taufiqurrohman, M. (2010). Produksi Budaya/Budaya Produksi Chick Lit Indonesia di Penerbit GagasMedia. (Tesis), Universitas Indonesia, Fakultas Ilmu Budaya.

Taylor, A. (2012). Single Women in Popular Culture: The Limits of Post-feminism. New York: Palgrave Macmillan.

Thornham, S. (2010). Teori Feminis dan Cultural Studies: Tentang Relasi yang Belum Terselesaikan. Yogyakarta: Jalasutra.

Wilson, E. (1985). Adorned in Dreams: Fashion and Modernity. London: Virago.

Wolf, N. (2004). Mitos Kecantikan: Kala Kecantikan Menindas Perempuan. Yogyakarta: Niagara.

Wolf, N. (2017). Mitos Kecantikan: Menafsir Kecantikan dalam Berbagai Konteks (A. S. Witakania Sundasari, Trans. L. M. Rahayu Ed.). Bandung: Unpad Press.

Wulan, N. (2013). Does Phallic Masculinity Still Matter?: Masculinities in Indonesian Teenlit During the Post-Reformasi Periode (1998-2007). The Journal of Men’s Studies, 21(2), 149-161. doi:10.3149/jms.2102.149


Article Metrics

Abstract view : 420 times | PDF view : 0 times

Refbacks

  • There are currently no refbacks.


Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

 

Flag Counter