Fenomena Fashion Blogger dalam Membentuk Citra Diri dan Kredibilitas untuk Menciptakan Penampilan Ideal

Abstract

The purpose of this study is to analyze self-image building process and credibility of a fashion blogger in order to create a picture of ideal beauty. This research is a qualitative research with phenomenology approach. The subject of this research were chosen based on a set of criteria designed by researcher. Researcher interviewed one (1) fashion blogger based in Medan as key informant and two (2) secondary informants who have close personal relationship with the key informant. Theoretical framework in this research were based on new media theory, simbolic interactiosnism theory, along with concepts such as self-image, credibility, adolescent, fashion and ideal appearance. Data collection methods conducted with observing key informant’s blog and her other social media accounts; conducting a series of in-depth interviews with key informant and secondary informants; and conducting literary study. Data analysis process were conducted with data coding, data displaying and conclusion drawing. The results of this study showed that self-image and credibility building process to create an ideal beauty is not always a well-planned and conscious act. Fashion blogger’s image were built through communication processes which consistently focused in fashion either in verbal or non-verbal messages. Credibility is automatically gained once fashion blogger participated in fashion related competitions. Credibility also showed in the amount of followers in social media and the amount of endorsement deals fashion blogger has. Fashion blogger does not instantly change her follower’s ideal appearance standard, but fashion blogger successfully presenting her follower an alternative to mainstream ideal appearance and help her followers to embrace their uniqueness.

Penelitian ini bertujuan untuk mengetahui proses pembentukan citra diri dan kredibilitas fashion blogger untuk menciptakan penampilan ideal. Penelitian ini merupakan penelitian kualitatif dengan pendekatan fenomenologi. Subjek penelitian ditentukan berdasarkan kriteria yang telah ditetapkan peneliti sebanyak satu (1) orang fashion blogger berbasis di kota Medan sebagai informan kunci serta dua (2) orang informan pendukung yang mengenal informan kunci. Teori yang digunakan dalam penelitian ini adalah teori New Media dan teori Interaksionisme Simbolik yang ditambahkan dengan konsep citra, kredibilitas, remaja, fashion, dan penampilan ideal. Metode pengumpulan data dilakukan dengan mengobservasi blog dan akun media sosial lainnya yang dikelola informan kunci, wawancara mendalam dengan informan kunci dan informan pendukung serta studi pustaka. Analisis data dilakukan dengan pengkodean data, penyajian data dan penarikan kesimpulan. Hasil penelitian menunjukkan pembentukan citra diri dan kredibilitas untuk menciptakan penampilan ideal yang dilakukan fashion blogger tidak selalu dilakukan secara sadar dan terencana. Citra seorang fashion blogger terbentuk melalui proses komunikasi pesan yang secara konsisten difokuskan pada bidang fashion baik secara verbal maupun nonverbal. Kredibilitas akan muncul dengan sendirinya ketika fashion blogger menorehkan prestasi di kompetisi di bidang fashion. Tingkat kredibilitas juga terlihat dari jumlah follower di media sosial dan jumlah endorsement yang diterima fashion blogger. Fashion blogger pada kenyataannya tidak serta-merta merubah standar penampilan ideal follower, tetapi fashion blogger mampu memberikan alternatif berpenampilan dan membantu follower menerima dan bangga terhadap keunikan masing-masing.