ANALISIS KOMUNIKASI PERSUASIF GITA SAVITRI DALAM UPAYA MEWACANAKAN STANDAR KECANTIKAN MELALUI MEDIA YOUTUBE

Hayatun Nufus, NIM.: 21107030079 (2025) ANALISIS KOMUNIKASI PERSUASIF GITA SAVITRI DALAM UPAYA MEWACANAKAN STANDAR KECANTIKAN MELALUI MEDIA YOUTUBE. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Beauty standards generate various negative impacts on self-image, social anxiety, and pose risks to both physical and mental health. Consequently, many influencers seek to challenge and reframe beauty standards, including Gita, who attempts to reframe beauty standards in ways that better represent diversity and inclusivity. Gita employs persuasive communication techniques to influence and persuade her audience to shift their perspectives and behavioral patterns, which often unconsciously contributed to perpetuating existing beauty standards. She also utilizes the YouTube platform in her efforts to reframe beauty standards, as YouTube is considered effective in shaping publik opinion and features that enable users to produce, consume, and distribute videos massively and freely. This research aims to examine and identify how Gita Savitri applies Onong Ucjhana's persuasive communication techniques in her efforts to reframe beauty standards. This research is a qualitative descriptive approach using literature review and documentation as methods of data collection. The primary data source for this research is Gita Savitri's YouTube channel, particularly the “Beropini” playlist, which discusses issues related to beauty in episodes 9, 49, 59, 69, and 73. The results of this research indicate that Gita effectively employs all five persuasive techniques, with the most frequently used being the association technique, followed by arrangement, integration, and the least frequently applied being the-red herring technique. The association technique was utilized by linking beauty standards to popular phenomena, publik figures, historical contexts, and scientific data to attract the audience's attention. Through the integration technique, she built an emotional closeness with her audience by positioning herself as a fellow struggler with similar experiences. Meanwhile, the reward technique was employed by promising positive outcomes such as self-acceptance and freedom from the pressure of beauty standards. The red-herring technique is subtly applied to divert the discussion away potential risks and conflicts, while the arrangement technique was applied in accessible language that is easy to understand and hear, structured in sequence to ensure the message is logical, easy to comprehend, and motivates the audience. The conclusion of this research that Gita has demonstrated a strong ability to apply persuasive communication techniques in raising awareness, change perceptions, and encourage behavioral shifts toward a more diverse beauty perspective and self-acceptance.

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