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Academia Open

Communication

Vol 9 No 1 (2024): June

Youth Response to Tasya Farasya as Wardah Cosmetic Promotion Media
Respon Remaja pada Tasya Farasya sebagai Media Promosi Kosmetik Wardah



(*) Corresponding Author
DOI
https://doi.org/10.21070/acopen.9.2024.4816
Published
January 5, 2024

Abstract

This study aims to investigate the adolescent reception of beauty vlogger Tasya Farasya as a promotional medium for Wardah cosmetic brand through her YouTube video titled "Simple Makeup Tutorial for Beginners! Also, Wardah Colorfit Series Review." Employing a qualitative approach with Stuart Hall's decoding-encoding model, data collection involved in-depth interviews and observation using purposive sampling. The analysis revealed that 8 informants positioned themselves in a dominant hegemonic stance, while 2 informants engaged in negotiation. All informants acknowledged Tasya Farasya's provision of clear and educational information about Wardah products, capturing the attention of a substantial audience. This study contributes valuable insights into the dynamics of beauty vlogger influence on youth, emphasizing the informative and engaging aspects of Tasya Farasya's content.

Highlights :

  • Influential Content Creator: Tasya Farasya emerges as a significant influencer, impacting the perceptions of youth towards beauty products and brands.

  • Educational and Engaging: The study underscores Tasya Farasya's role in providing clear and educational information about Wardah cosmetics, contributing to an engaging viewer experience.

  • Hegemonic Dominance and Negotiation: Eight informants align with a hegemonic dominant stance, while two engage in negotiation, revealing the varied and complex reception dynamics among the audience.

Keywords: Beauty vlogger, Tasya Farasya, Wardah cosmetics, Youth reception, YouTube.

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