Diskursus Beauty Bullying Pada Trending Twitter #Jodiedibully

Abstract

The emergence of the beauty bullying discourse has become a widely discussed topic on Indonesian Twitter. This issue went viral after it began circulating on the platform following an Instagram Story post by a social media influencer, Brisia Jodie, who uploaded a photo of herself without makeup. Initially, Jodie posted the photo because she was playing a truth-or-dare game with her friends, during which she received a dare that required her to upload a picture on her Instagram Story. In her post, Jodie wrote, “Rate how beautiful I am?”

The discourse quickly gained traction and received significant support from netizens who flooded the comment sections responding to the circulating video content. Data for this study were collected using the simak dan catat (observe-and-note) method, which involves observing the use of terms and meanings expressed in retweets under the hashtag #jodiedibully, as well as capturing screenshots from replies and retweets within the same hashtag on Twitter.

The researcher will analyze the discourse of beauty bullying using Foucault’s archaeology and genealogy. The practice of beauty bullying is inherently linked to Western European cultural style ideologies. Women have the right to bodily autonomy, allowing them to liberate themselves from external expectations and to define their own standards of beauty. This phenomenon is rooted in the physical bullying experienced by the victim.

Kemunculan diskursus beauty bullying menjadi bahan perbincangan yang hangat pada media sosial Twitter Indonesia. Berita ini mulai viral setelah mulai mencuat di media media sosial Twitter setelah seorang selebgram, Brisia Jodie Jodie mengunggah foto tanpa make up pada instastory akun Instagram miliknya. Pada awalnya Jodie mengunggah foto tersebut dikarenakan ia bermain game truth or dare bersama teman-temannya. Lalu Jodie pun mendapatkan dare atau tantangan yang mengharuskannya untuk mengunggah foto melalui Story Instagram. Pada unggahan story instagramnya tersebut Jodie menuliskan “Rate seberapa cantik aku?”. Namun diskursus ini menuai banyak dukungan dari para netizen yang membanjiri kolom komentar konten video tersebut. Pengumpulan data bersumber dari metode simak dan catat, dimana hanya sebatas menyimak penggunaan istilah dan makna yang diungkap diretweet-an dalam hastag #jodiedibully dan menangkap hasil tangkapan layar yang ada dikolom balasan atau retweetan dalam hastag jodiedibully di Twitter. Peneliti akan menganalisis diskursus beauty bullying menggunakan arkeologi dan geneologi Foucault. Praktik kekuasaan beauty bullying inheren dengan ideologi gaya budaya orang barat eropa. Perempuan berhak atas otonomi tubuh mereka dengan memerdekakan diri untuk memiliki standarisasi kecantikan tubuh dan tanpa merdeka dari ekspektasi orang lain. Fenomena ini dilatarbelakangi oleh perundungan fisik yang terjadi oleh korban.