PERCEIVING AN IDEAL BODY CONCEPT THROUGH A MAYO DIET CONSUMPTION

• Main Author: RAHMANDA MUTIA PRIMARDANI, 121211233007
• Format: Theses and Dissertations NonPeerReviewed
• Language: English; English
• Published: 2016
• Subjects: RA773-788 Personal health and hygiene; RM214-258 Diet therapy. Dietary cookbooks
• 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
• Institution: Universitas Airlangga

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.