Kapitalisme Kecantikan: Analisis Framing pada Film The Most Beautiful Girl in the World
DOI:
https://doi.org/10.59966/jsph.v3i2.2809Keywords:
beauty capitalism, framing analysis, film, postfeminism, Marxist feminismAbstract
Kapitalisme kecantikan telah menjadi salah satu formasi ideologis yang paling kuat dalam budaya populer kontemporer, terutama melalui media audio-visual yang menormalisasi standar sempit tentang feminitas, daya tarik, dan nilai sosial. Penelitian ini menganalisis bagaimana kapitalisme kecantikan dibingkai dalam film Indonesia The Most Beautiful Girl in the World (Robert Ronny, 2025). Dengan menggunakan analisis framing kualitatif Robert M. Entman yang diperkaya perspektif feminisme Marxis tentang komodifikasi, budaya media postfeminis, dan kerja estetik, artikel ini menelaah bagaimana film mendefinisikan persoalan kecantikan, mendiagnosis penyebabnya, menghadirkan penilaian moral, dan menawarkan solusi simbolik. Data berupa adegan terpilih, dialog, serta susunan visual film, yang dilengkapi dengan literatur ilmiah relevan dan pembacaan kontekstual atas wacana kecantikan di Indonesia. Temuan menunjukkan bahwa film mengkritik komodifikasi perempuan melalui format reality dating show, tetapi secara simultan masih mereproduksi ideal kecantikan dominan dan daya tarik kelas menengah. Meskipun narasi membuka ruang resistensi melalui kritik Kiara dan transformasi Reuben, resolusi akhirnya tetap bersifat reformis karena sistem media itu sendiri tidak dibongkar, hanya dikemas ulang agar tampak lebih etis dan emosional. Dengan demikian, film ini membingkai kapitalisme kecantikan sebagai aparatus gender yang ditopang oleh aliansi patriarki, spektakel media, dan logika pasar neoliberal.
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