The Beauty Commodification on Instagram Community Account of University Student in Indonesia

Abstract

This study is concerned with the commodification of beauty that occurs on the @uiicantikganteng Instagram account. This study aims to explore the cultural practice on @uiicantikganteng that is interrelated in the Circuit of Culture so that it can form commodification. By using the method of virtual ethnography, the data analysis is obtained by observing critically of the content on @uiicantikganteng which contains the commodification. This study is conducted by employing the cultural studies approach through Circuit of Culture by Stuart Hall and Commodification by Vincent Mosco. By emphasizing the several concepts of the circuit of culture which are production, representation, and consumption, the content on @uiicantikganteng can form commodification of beauty. The results of this study shows that the photos uploaded on the @uiicantikganteng Instagram account are seen as cultural practices that show aspects of production. Public who respond to the photo through follow, comment, like, and share show the consumption aspect. The uploaded photos represent the beauty stereotype that has long been believed by Indonesia's society. Those three interrelated elements contain commodification of beauty on Instagram account @uiicantikganteng which can gain profit from the content by conducting paid promotion and selling UII brand jackets. The forms of commodification that is found are audience commodity and content commodification.