Dekonstruksi Standar Kecantikan Kecerdasan Buatan dalam Kampanye Dove The Code

Jamiati KN, Muchlis Muchlis, Depita Kardiati, Yuli Santri Isma, Lusi Andriyani

Abstract


Penelitian ini mengkaji bagaimana kampanye The Code dari Dove mendekonstruksi standar kecantikan yang dibentuk oleh kecerdasan buatan dalam ruang digital kontemporer. Tujuan penelitian adalah menganalisis strategi visual dan naratif yang digunakan Dove untuk menantang ideal kecantikan normatif yang diperkuat oleh sistem AI. Penelitian menggunakan pendekatan kualitatif dengan metode analisis semiotika Roland Barthes yang meliputi tiga level analisis yaitu denotatif, konotatif, dan mitologis terhadap video kampanye berdurasi 2 menit. Hasil penelitian menunjukkan bahwa Dove menggunakan empat strategi dekonstruksi utama yaitu kontras visual parodi yang mengekspos absurditas citra ideal AI, komitmen eksplisit anti AI sebagai penolakan dominasi teknologi dalam produksi visual, Real Beauty Prompt Playbook sebagai pedoman inklusif untuk pengguna AI, dan integrasi elemen tekstual musikal yang menguatkan pesan kampanye. Analisis semiotika mengungkap bahwa kampanye ini berhasil mendekonstruksi mitos kecantikan digital dengan menampilkan kontras antara hasil AI yang homogen dengan representasi perempuan beragam. Strategi-strategi tersebut memunculkan kritik terhadap bias algoritma dan data dalam sistem AI yang memperkuat standar kecantikan sempit serta membuka ruang bagi representasi yang lebih otentik. Penelitian menegaskan bahwa kampanye The Code merupakan intervensi kreatif dalam wacana kecantikan digital, namun transformasi sistemik membutuhkan kolaborasi lintas sektor, regulasi etis teknologi, dan peningkatan literasi algoritma masyarakat.


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DOI: http://dx.doi.org/10.62870/jrk.v1i1.33030

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