PERCEIVING AN IDEAL BODY CONCEPT THROUGH A MAYO DIET CONSUMPTION
The trends of healthy lifestyle which include sports and healthy food becomes more popular. It emerges as the alternative ways to gain healthful body in the midst of various fast food industries. In this case, women tend to be considered as the market target. The various healthy products, such as...
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| Main Author: | |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Language: | English English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://repository.unair.ac.id/57088/1/ABSTRACT.pdf http://repository.unair.ac.id/57088/2/FS.%20BE.%20107-16%20Pri%20p.pdf http://repository.unair.ac.id/57088/ http://lib.unair.ac.id |
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| Institution: | Universitas Airlangga |
| Language: | English English |
| Summary: | The trends of healthy lifestyle which include sports and healthy food becomes more
popular. It emerges as the alternative ways to gain healthful body in the midst of
various fast food industries. In this case, women tend to be considered as the market
target. The various healthy products, such as diet products construct the idea of
healthy as a slim body. Furthermore, in Indonesia, Mayo diet becomes popular on
Instagram which is proved by increasing number of tags. Through this tag, there is a
lot of Mayo online catering providing its meals with a higher price. The writer
conducted qualitative study by doing in-depth interview with five female consumers
who at least 20 years old. Thus, this study aims to reveal how young female Mayo
diet consumers perceive the ideal body concept through their diet consumption. The
theory of body in consumer culture and woman as docile body are used in this study.
This study uses purposive and snowball sampling in collecting the data. The result of
this study reveals that being slim becomes the concept of ideal body for female
consumers. It leads them to achieve social validation. Actually, Mayo diet is
consumed because of the image of celebrities who endorse this diet. The image of
western, modern, and healthy lifestyle attracts them to consume it. It also implies that
participants tend to imitate celebrities’ lifestyle by spending more money. |
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