THE INFLUENCE OF ELSHESKIN INSTAGRAM CONTENT FEATURING A DOWN SYNDROME MODEL ON AUDIENCE PERCEPTION
DOI:
https://doi.org/10.22441/mediakom.v15i2.27871Keywords:
Kata Kunci, Presepsi, Khalayak, Konten, Down syndrome.Abstract
The aim of this research is to find out how the public views Elsheskin's Instagram post featuring a model with Down syndrome. Audience perception and cognitive theory are used in this research. The audience that uses the criteria to view Elsheskin's Instagram content is the research population. In this case, the researchers identified a population of Indonesian women aged 17-25 years. There is a quantitative descriptive research design applied. The survey approach used in collecting data for this research was by distributing questionnaires via Google Form media. Elsheskin's Instagram content was viewed by 112 respondents selected using a purposive sampling technique. The findings of this study suggest that when viewers view content about beauty featuring models with Down syndrome, their perceptions are affected. This is demonstrated by increased awareness of the skincare industry, positive perceptions of the Elsheskin brand, and their original content concepts that highlight equality for all women.The aim of this research is to find out how the public views Elsheskin's Instagram post featuring a model with Down syndrome. Audience perception and cognitive theory are used in this research. The audience that uses the criteria to view Elsheskin's Instagram content is the research population. In this case, the researchers identified a population of Indonesian women aged 17-25 years. There is a quantitative descriptive research design applied. The survey approach used in collecting data for this research was by distributing questionnaires via Google Form media. Elsheskin's Instagram content was viewed by 112 respondents selected using a purposive sampling technique. The findings of this study suggest that when viewers view content about beauty featuring models with Down syndrome, their perceptions are affected. This is demonstrated by increased awareness of the skincare industry, positive perceptions of the Elsheskin brand, and their original content concepts that highlight equality for all women.
Downloads
References
Nurlia, A. S., & Setiawati, S. D. (2022). Analisa Kampanye Imperfectbeauty PT. Elshe Estetika Nusantara (ELSHESKIN) Dengan Pemilihan Model Perempuan Downsyndrome. eProceedings of Management, 9(4).
Faradilla, A. (2023). Pengaruh Marshel Widianto dan Babe Cabiita sebagai Bintang Iklan" MS Glow for Men" terhadap Persepsi Standar Kecantikan Mahasiswa Ilmu Komunikasi Universitas Hasanuddin= The Influence of Marshel Widianto and Babe Cabiita as Celebrity Endorser for" MS Glow for Men" on the Perception of Beauty Standards among Communication Studies Students at Hasanuddin University (Doctoral dissertation, Universitas Hasanuddin).
Jayanti, F., & Arista, N. T. (2018). Persepsi mahasiswa terhadap pelayanan perpustakaan Universitas Trunojoyo Madura. Competence: Journal of Management Studies, 12(2).
Uno, H. B. (2020). Paradigma Penelitian. E-Prosiding Pascasarjana Universitas Negeri Gorontalo.
Fahmi, D. (2020). Persepsi : Bagaimana Sejatinya Persepsi Membentuk Konstruksi Berpikir Kita. Psikologi Corner.
Rakhmat, J. (2011). Psikologi Komunikasi.
Riswandi, (2009). Psikologi Komunikasi
Ruslan, R. (2008). Manajemen Public Relations and Media Komunikasi Dalam Donni Juni Priansa Komunikasi Pemasaran Terpadu. Bandung: Pustaka Setia.2017.
Kingsnorth, Simon. (2016). Digital marketing strategy : an integrated approach to online marketing / Simon Kingsnorth. London : Kogan Page.
Rakhmat, Jalaluddin. (2007). Psikologi Komunikasi. Bandung.
Downloads
Published
How to Cite
Issue
Section
