Kalijaga International Journal of Social Sciences and Humanities
Abstract
This article discusses the influence of advertising and popular culture on the formation of an ideological identity of one's beauty and good looks in online media. The things discussed in this article include the meaning of beauty and good looks, the influence of advertising on the construction of thoughts about beauty and good looks, the influence of the myth of feminism and masculinity on oneself and the environment, and critical attitudes towards advertising in online media. Online media, such as websites, YouTube, Instagram, Facebook, and Tik-Tik, are not only channels of information and entertainment. However, the online media also displays various advertisements that become channels to build a world image such as beauty and good looks. For example, a skincare ad that constructs the idea that beautiful women are white, glowing,(athletic). The purpose of this article is to see how advertising in online media can shape the ideological identity of a person's beauty and good looks. This article uses a qualitative research method of literature study. The data sources in this article are data from various research references such as scientific journals, e-books, as well as other relevant and credible information data sources. The results of this article state that advertising and popular culture greatly affect the mindset of both male and female consumers. Advertising constructs a mindset towards a product as if the product displayed is real, causing people to set standards for a person's beauty and good looks based on their physical appearance. However, we must be able to be critical of the spread of information.Keywords:Advertising, popular culture, ideology, beauty and good look
