Beauty representation in Mad For Makeup’s Spotless Concealer Products videos on Instagram

Burhany, Priyanka Alhumaera Andrie (2024) Beauty representation in Mad For Makeup’s Spotless Concealer Products videos on Instagram. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study examines the phenomenon of hyperreality in social media, focusing on how Mad For Makeup represents beauty in its Spotless Concealer product videos on Instagram. The research aims to analyze the beauty representation in their videos and understand the importance of it. Data were collected from several Instagram video contents on the @Madformakeup_co account featuring the Spotless Concealer products. The theoretical framework primarily employed in this research is Roland Barthes' semiotics, supported by Jean Baudrillard's hyperreality theory, with a slight incorporation of multimodal theory. The findings of this study reveal that Mad For Makeup's videos challenge beauty standards and promote inclusivity through diverse representations using the Spotless Concealer. The beauty representation is important to be shown because Mad For Makeup represents beauty as genderless, self-expressive, self- controlled, self-confident, equality in diversity, and makeup self-therapy. The representation of beauty by Mad For Makeup aims to enhance physical appearance while evoking feelings of happiness and self-confidence. Beauty is not about achieving unrealistic standards but about celebrating diversity and embracing all kinds of beauty.

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