Rachmawati, Farikha (2017) Fashion & Public Relations (Studi Deskriptif Kualitatif tentang Fashion dalam Proses Manajemen Impresi Praktisi Public Relations di Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguak adanya dominasi ideologi tersembunyi dalam praktik ber-fashion yang digunakan praktisi public relations di Indonesia. Penelitian ini menjadi penting untuk menyadarkan praktisi public relations khususnya perempuan bahwa gaya fashion yang digunakan secara tidak sadar masih dipengaruhi oleh budaya patriarki, kapitalisme, dan hedonisme. Peneliti ingin mengetahui dan membuktikan bahwa fashion public relations di Indonesia khususnya perempuan bahwa masih dimarginalisasi dan difeminiasasi dalam pemilihan fashion. Selain itu, peneliti bertujuan merumuskan karakteristik fashion public relations yang sesuai dengan budaya ketimuran Indonesia. Metode yang digunakan dalam penelitian ini adalah metode kualitatif untuk mengeksplorasi fashion yang digunakan praktisi public relations. Melalui teknik pengambilan data yaitu wawancara mendalam dan dokumentasi, penelitian dilakukan terhadap 29 praktisi public relations di Indonesia dengan teknik convenient. Menggunakan pendekatan kritis, peneliti mencoba menguak motif dan ideologi yang mempengaruhi praktisi public relations dalam ber-fashion menggunakan perspektif feminisme. Selanjutnya, melalui teknik analisis data Miles, Hubberman, dan Saldana peneliti melakukan analisis data kemudian diuji dengan triangulasi. Hasil penelitian ini menunjukkan bahwa fashion yang digunakan praktisi public relations di Indonesia dipengaruhi oleh budaya ketimuran Indonesia, budaya patriarki, dan kapitalisme. Prakitisi public relations Indonesia cenderung menggunakan strategi manajemen impresi ingratiation melalui fashion untuk mendapatkan atensi publik. Selain itu, temuan penelitian menunjukkan bahwa fashion digunakan untuk merepresentasikan citra positif organisasi dan memudahkan praktik komunikasi. Fashion yang digunakan praktisi public relations di Indonesia dipengaruhi oleh budaya dan perspektif ketimuran Indonesia. Praktisi public relations di Indonesia lebih menyukai budaya Indonesia seperti baju adat, kebaya, batik, dan mengaplikasikan nilai-nilai kesopanan serta nasionalisme dalam ber-fashion meskipun sudah banyak diterpa budaya barat. Hal ini terbukti dengan maraknya tren fashion hijab di Indonesia yang mengubah paradigma tentang praktisi public relations yang mengutamakan sexual appeal.
English Abstract
This research aims to uncover the dominance of hidden ideology in the practice of fashion that is used public relations practitioners in Indonesia. This research becomes important to awaken public relations practitioners, especially women, that fashion style used unconsciously is still influenced by patriarchal culture, capitalism, and hedonism. Researchers want to know and prove that the fashion public relations in Indonesia, especially women that still marginalized and feminized in the selection of fashion. In addition, the researcher aims to formulate the characteristics of public relations fashion in accordance with the culture of Eastern Indonesia. The method used in this research is a qualitative method to explore the fashion used by public relations practitioners. Through data retrieval techniques, in-depth interviews and documentation, research was conducted on 29 public relations practitioners in Indonesia with convenient technique. Using a critical approach, researchers try to uncover the motives and ideologies that influence public relations practitioners in fashion using a feminist perspective. Furthermore, through data analysis techniques Miles, Hubberman, and Saldana researchers perform data analysis and then tested by triangulation. The results of this research indicate that the fashion used by public relations practitioners in Indonesia is influenced by the culture of eastern Indonesia, patriarchal culture, and capitalism. Indonesian public relations practitioners tend to use ingratiation impression management strategies through fashion to gain public attention. In addition, research findings show that fashion is used to represent a positive image of the organization and simplify communication practice. The fashion used by public relations practitioners in Indonesia is influenced by the eastern culture and perspectives of Indonesia. Public relations practitioners in Indonesia prefer Indonesian culture such as traditional clothes, kebaya (Javanese blouse), batik, and applying the values of politeness and nationalism in a fashion though much exposed to western culture. This is one of the evidence by the rise of hijab fashion trends in Indonesia that changed the paradigm of public relations practitioners who prioritize sexual appeal.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/450/051705240 |
| Uncontrolled Keywords: | Fashion, Public relations, Manajemen impresi, Citra organisasi |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.3 Social interaction within groups > 302.35 Social interaction in complex groups |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugiantoro |
| Date Deposited: | 21 Jul 2017 02:42 |
| Last Modified: | 01 Dec 2020 03:21 |
| URI: | http://repository.ub.ac.id/id/eprint/464 |
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