Pengaruh Paparan Poster Iklan Kecantikan Terhadap Kekhawatiran Diri Masa Depan Pada Mahasiswa Perempuan

Fanny Octafiani, Hasna Fithriyah, Margaretha Nazhesda, Siti Maharani Nabila

Abstract


Abstrak

Penelitian ini mengkaji pengaruh paparan poster iklan kecantikan terhadap persepsi diri dengan menggunakan teori kognitif sosial dan teori perbandingan sosial. Metode penelitian ini menggunakan metode kuantitatif eksperimen dilakukan dengan melibatkan 30 mahasiswi yang dibagi menjadi kelompok perlakuan (treatment) dan kontrol (control). Kelompok perlakuan dipaparkan poster dengan visual kecantikan ideal, sementara kelompok kontrol tidak menerima paparan apapun. Data kemudian dikumpulkan melalui survei post-test yang mengukur variabel self-esteem dan social comparison. Dari penelitian, ditemukan bahwa eksperimen yang dilakukan kepada kelompok yang mendapat perlakuan tidak dilihat adanya hubungan signifikan antara self-esteem dan social comparison. Temuan ini membuktikan bahwa paparan media tidak mempengaruhi kekhawatiran diri masa depan atau perbandingan sosial dari\ responden yang diteliti. Penelitian lanjutan diharapkan mempertimbangkan variabel tambahan yang mungkin relevan. Kombinasi metode kuantitatif dan kualitatif, seperti wawancara mendalam juga penting untuk menggali lebih lanjut persepsi individu terhadap media dalam konteks budaya yang berbeda.

Kata Kunci: Kekhawatiran diri, kognitif sosial, self-esteem, perbandingan sosial, eksperimen

 

Abstract

This study investigates the influence of beauty advertisement poster exposure on future self-concerns in female university students. The study uses social cognitive theory and social comparison theory to examine how media exposure impacts self-perception. The research employed a quantitative experimental method involving 30 female students divided into treatment and control groups. The treatment group was exposed to posters featuring idealized beauty, while the control group was shown non-visual advertisements. Data were collected through post- test surveys analyzing self-esteem and social comparison. This study found that the experimental treatments did not affect the relationship between self-esteem and social comparison. These findings suggest that media exposure does not directly influence future self-concerns or social comparison. Subsequent research should examine other potentially relevant variables. Employing quantitative and qualitative approaches, including in-depth interviews, is essential for gaining deeper insights into how individuals perceive media within varying cultural frameworks.


Keywords: Beauty advertising exposure, self-concern, cognitive social, self-esteem, social comparison, experiment


Keywords


Beauty advertising exposure, self-concern, cognitive social, self-esteem, social comparison, experiment

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DOI: https://doi.org/10.37950/ijd.v6i4.523

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