Membongkar Bias dan Dinamika Standar Kecantikan dalam Ideologi Kulit Putih terhadap Perempuan

Amy Jesscia Pakpahan(1*), Iklilah Muzayyanah Dini Fajriyah(2),


(1) Universitas Indonesia
(2) Universitas Indonesia
(*) Corresponding Author

Abstract


Kulit putih telah lama melahirkan standar kecantikan sebagai keindahan utama. Standar tersebut mempengaruhi persepsi perempuan yang tidak memilikinya dan menempatkannya dalam posisi rendah. Konsep ini bukan sekadar strategi pemasaran, tetapi juga ideologi yang memperkuat produksi komoditas dan terkait erat dengan kehidupan masyarakat. Penelitian ini bertujuan untuk mengeksplorasi antara kulit putih yang diidealkan dan kulit hitam yang dianggap kotor. Sehingga, menggambarkan supremasi kulit putih yang dianggap ideal. Metode deskriptif kualitatif memungkinkan penulis untuk menjelajahi konteks kompleks fenomena sosial kulit putih melalui penelusuran literatur dan data pendukung lainnya. Hasil penelitian menunjukkan fenomena ini terus berkembang dan memberikan tekanan kepada perempuan untuk mengadopsi standar kecantikan kulit putih sebagai hal yang membahagiakan. Zaman pra-sejarah, sejarah, iklan dan media telah berkontribusi dalam hal ini. Produk pemutih kulit secara sadar masih digunakan oleh perempuan meskipun berbahaya. Selain itu, praktik ini menciptakan ketidaksetaraan dan diskriminasi pada perempuan kulit berwarna. Jalinan bias sejarah, taktik periklanan, dan hak istimewa dari memiliki kulit putih telah membentuk kerangka kompleks yang menopang ideologi kulit putih tersebut.


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DOI: 10.24235/equalita.v7i2.20436

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