Hegemoni Budaya Warna Kulit Wanita Korea Sebagai Standar Kecantikan Wanita Indonesia

Abstract

Beauty possessed by women is no longer a relative thing but has become universal along with the rapid development of information technology today. Certain standards of beauty have been set by people who have power over others. This study was made with the aim of knowing the cultural hegemony of Korean women's skin color as the standard of Indonesian women's beauty contained in Scarlett's "Reveal Your Beauty" advertisement. Researchers used qualitative research methods by making observations as a data collection technique. The results show that the Scarlett advertisement starring the Korean Girl Group, TWICE has established the cultural hegemony of Korean women as the standard of beauty for Indonesian women, where it can trigger the assumption of admiration for Korean women's skin color so that people will crave skin color that can be skin color Korean woman.