Dramaturgy: A Study On Emina Girl Gang Ambassador Universitas Airlangga Surabaya

• Main Author: Gisella Muthia Monika
• Format: Theses and Dissertations NonPeerReviewed
• Language: Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian; Indonesian
• Published: 2020
• Subjects: P Language and Literature
• Online Access: http://repository.unair.ac.id/102104/1/1.%20COVER%20.pdf; http://repository.unair.ac.id/102104/2/2.%20TABLE%20OF%20CONTENTS.pdf; http://repository.unair.ac.id/102104/3/3.%20ABSTRACT.pdf; http://repository.unair.ac.id/102104/4/4.%20CHAPTER%20I%20INTRODUCTION.pdf; http://repository.unair.ac.id/102104/5/5.%20CHAPTER%20II%20LITERATURE%20REVIEW.pdf; http://repository.unair.ac.id/102104/6/6.%20CHAPTER%20III%20RESEARCH%20METHOD.pdf; http://repository.unair.ac.id/102104/7/7.%20CHAPTER%20IV%20RESULTS%20AND%20DISCUSSIONS.pdf; http://repository.unair.ac.id/102104/8/8.%20CHAPTER%20V%20CONCLUSION.pdf; http://repository.unair.ac.id/102104/9/9.%20REFERENCES%20%20.pdf; http://repository.unair.ac.id/102104/10/10.%20APPENDIX.pdf; http://repository.unair.ac.id/102104/11/SURAT%20PERMOHONAN%20EMBARGO%20PUBLIKASI%20KARYA%20ILMIAH.pdf; http://repository.unair.ac.id/102104/; http://www.lib.unair.ac.id
• Institution: Universitas Airlangga

Emina Girl Gang Ambassador is a makeup and cosmetics influencer by Emina Cosmetics, who must passively obey, and follow Emina Cosmetics's regulations and beauty concepts while promoting productsso as not to get warnings and reprimands. However, as humans those brand ambassadors are active agents that may have different understanding and concept regarding beauty and cosmetics. Thus, this study aims to find out identity performance of the Emina Girl Gang Ambassador Universitas Airlangga is in the front and backstages. To achieve this goal, the researcher uses qualitative methods. Furthermore, the data are analyzed through observation and in-depth interviews with Dramaturgy Theory by Erving Goffman. This study found that Emina Girl Gang Ambassador Universitas Airlangga are active agents who always negotiate in using Emina Cosmetics products and defining beauty during their identity performances both on the front stage and backstage. Besides, Emina Girl Gang Ambassador Universitas Airlangga legitimate beauty as an industrious discourse that can strengthen sisterhood by empowering each other to pursue their success through beauty class. The results of this study are expected to be beneficial and explain the various dynamics of social groups that exist in Indonesia, especially in terms of women and cosmetics, and as an effort to introduce the lives of brand ambassadors, which are presented through theoretical studies.