Undoing Gender In Indonesian Beauty Brand Dear Me Beauty’s Instagram Posts: A Multimodal Discourse Analysis

Abstract

This thesis deals with an investigation of undoing gender in Dear Me Beauty Instagram post. The promotions of makeup products using male models in Dear Me Beauty Instagram posts advertisements are identified as an action to break the stereotypes about makeup in society that makeup is only for women, but in fact, makeup is also for men. Dear Me Beauty products advertisements on Instagram are identified as a movement to break the barrier of gendered life or Undoing Gender. This research is conducted under Multimodal Discourse Analysis using Systemic Functional Linguistics by Halliday (1994), Visual Grammar by Kress and van Leeuwen (2006), and a concept of Undoing Gender by Butler (2004). Four Instagram posts are chosen from Dear Me Beauty Instagram account. There are four images and 26 clauses as the data. Based on the visual and linguistics analysis, Dear Me Beauty undoes gender by targeting women and men as the target consumers of their products. It breaks the stereotype in society that makeup is not only for women and gives new insight to the society that makeup is also for men.