Acara ‘Let Me In’: Cara Baru Mempromosikan Bisnis Tabu

  • Amida Yusriana Universitas Dian Nuswantoro
  • Mutia Rahmi Pratiwi Universitas Dian Nuswantoro
  • Mukaromah Mukaromah Universitas Dian Nuswantoro
Keywords: Let Me In, Bedah Plastik, Plastics Surgery, Korea Selatan, South Korea, Bisnis Tabu, Taboo Business

Abstract

Plastic Surgery is a new huge phenomena in the cosmetics business world nowadays. There are many new ways to fix the appearance of a human. Augmentation Rhinoplast, Blunt Tip, Protruding Mouth Surgery, Forehead Augmentation, Jaw Bone Reduction, Cheek Bone Reduction and Epicanthoplasty are the most demanded process among the plastic surgery consumers. Even though more and more world celebrity did the plastic surgery, but it hasn’t changed most of people’s opinion about this whole process. They still consider it as taboo. South Korea is the best country when it comes to plastic surgery technology. To boost the selling of this taboo business, South Korea has made one step ahead in promotion by creating a show named ‘Let Me In’. It has been airing since 2012. Let Me In chooses patients who have health issues. The aim of this research is to depict how is ‘The Let Me In’ show frames plastic surgery business. The analyzes are performed by constructivism paradigm and Framing Analysis method. This research shows that ‘Let Me In’ add a new atribute for plastic surgery as product, put it as primary need of human beings and add emotional story in each episodes.

Keywords: Let Me In, Plastic Surgery, South Korea, Taboo Business

ABSTRAK

Saat ini bedah plastik menjadi fenomena besar dalam dunia bisnis kosmetik. Ada banyak cara yang dapat digunakan seseorang untuk dapat memperbaiki penampilan. Salah satunya dengan melakukan bedah plastik. Di antara banyak macam bedah plastik, beberapa di antaranya adalah Augmentation Rhinoplast, Blunt Tip, Protruding Mouth Surgery, Forehead Augmentation, Jaw Bone Reduction, Cheek Bone Reduction and Epicanthoplasty. Meskipun semakin banyak selebriti dunia yang melakukan proses ini, namun tidak cukup mengubah opini masyarakat akan fenomena bedah plastik sebagai hal tabu. Korea Selatan sebagai negara yang memiliki teknologi bedah plastik terdepan berusaha menjual bisnis tabu ini dengan membuat langkah baru dengan membuat acara tv berjudul ‘Let Me In’ dan telah ditayangkan sejak tahun 2012. Proses dari ‘Let Me In’ adalah dengan memilih calon pasien yang memiliki masalah kesehatan akan tubuh tertentu. Tujuan dalam penelitian ini adalah mengetahui bagaimana bedah plastik dibingkai dalam acara ‘Let Me In’. Analisa dilakukan dengan menggunakan paradigma konstruktivisme dan metode analisis framing. Hasil penelitian menunjukan bahwa acara ini berhasil mempromosikan bedah plastik dengan menambahkan atribut kesedihan, mengubah operasi plastik sebagai kebutuhan primer dan membangun emosi penontonnya.

Kata Kunci: Let Me In, Bedah plastik, Korea Selatan, Bisnis Tabu

 

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Published
2016-06-04
How to Cite
Yusriana, A., Pratiwi, M. R., & Mukaromah, M. (2016). Acara ‘Let Me In’: Cara Baru Mempromosikan Bisnis Tabu. Jurnal Penelitian Pers Dan Komunikasi Pembangunan, 20(1), 1-17. https://doi.org/10.46426/jp2kp.v20i1.39