| Issue |
SHS Web Conf.
Volume 33, 2017
International Conference on Communication and Media: An International Communication Association Regional Conference (i-COME’16)
|
|
|---|---|---|
| Article Number | 00048 | |
| Number of page(s) | 4 | |
| DOI | https://doi.org/10.1051/shsconf/20173300048 | |
| Published online | 02 February 2017 | |
The Myth of White Skin: A Postcolonial Review of Cosmetics Ads in Indonesia
Telkom University, Jl. Telekomunikasi, Terusan Buah Batu, Bandung, Indonesia
* Corresponding author: rorowoelan28@gmail.com
Cosmetics industry created the beauty myth for women through advertising. A cosmetic ad in Indonesia has spread a new concept of white skin: East Asia beauty myth. The white concept of Asia white skin basically derived from colonial legacy. The purpose of the research was analyzing the beauty myth in Indonesia ads using postcolonial perspective. The principal result brought the discourse analysis and postcolonial perspective a new insight in communication research. Particularly on media and cultural studies. Major conclusions showed that the beauty myth since the Dutch colonial period never been change. The main concept is always in colonialism’s idea: “white is better”. The West is better than the East.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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