NADANAZIHAH, Syifa (2024) Body Image Awareness Raised Through #BodyHero Campaign Video of Glossier featuring the WNBA: A Critical Discourse Analysis. Skripsi thesis, Universitas Jenderal Soedirman.
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Abstract
This research examines a beauty campaign video produced by Glossier entitled “#BodyHero feat. WNBA”. The research aims to unveil the construction and the influence of media campaign particularly in the societal perception of body image. Utilizing Fairclough's 3D framework of CDA and employing a qualitative descriptive method, the study analyzes the text, discursive practices, and sociocultural practices within the campaign video. Body image awareness is discovered to be the underlying issue through the textual analysis. A set of lexical elements is found including pronouns, adjectives, verbs, specific words, and visual shots. The study reveals that the issue is constructed in the discursive and sociocultural practices through strategic collaboration with WNBA athletes and an inspirational tone, effectively engaging the audience and promoting self-acceptance and body positivity. The issue of body image awareness is constructed through various social contexts that demonstrates self-acceptance journey, empowerment, and a challenge to the prevailing conventional beauty standard. In conclusion, the research highlights how the construction of the discourse contains an awareness of positive body perception and empowering message to the audience to embark on a self-love journey.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Nomor Inventaris: | J24199 |
| Uncontrolled Keywords: | critical discourse analysis, media discourse, campaign video, body image awareness |
| Subjects: | C > C33 Campaigns C > C638 Communism and literature Comparative literature Criticism |
| Divisions: | Fakultas Ilmu Budaya > S1 Bahasa dan Sastra Inggris |
| Depositing User: | Mrs Syifa Nadanazihah |
| Date Deposited: | 01 Aug 2024 07:05 |
| Last Modified: | 01 Aug 2024 07:05 |
| URI: | http://repository.unsoed.ac.id/id/eprint/28286 |
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