An appraisal analysis of netizen comments on “Rare Beauty†make up tools by Selena Gomez on Youtube video
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Institusion
Universitas Ahmad Dahlan
Author
Nisa, Hawa Cinthya
Subject
L Education (General)
Datestamp
2024-07-23 07:58:28
Abstract :
Social media such as YouTube is now widely used by people for content creation. The favorite content, especially for women, is beauty products. One YouTube channel that focuses on beauty products is Selena Gomez's Rare Beauty. The brand was created to break down unrealistic beauty standards in society and was also motivated by the pressure to be ?perfect?. From the purpose of brand, it caused a lot of talks. Many of these talks were found in comments column of one of YouTube videos on the Rare Beauty account entitled ?Rare Beauty by Selena Gomez - Makeup Made to Feel Good In?. Therefore, the aims of this research are to identify their evaluation of the YouTube video and the strategies used. From this social phenomenon, researcher used netizen comments as data by transcribing 26 raw data, then extracting 60 appraising items. The data were analyzed using Systemic Functional Linguistic theory by J.R. Martin with an Appraisal framework that focused on attitude, polarity, and word choice strategies using descriptive qualitative method. The result found by researcher is that polarity of attitudes is dominated by positive reactions. Majority of targets of appraisal were products from Rare Beauty brand, meaning that products from this brand were valued for their quality, attractiveness, and results of using the products. Then the most common strategy they use to convey their valuation is inscription. Netizens prefer to comment explicitly rather than implicitly due to clarity of communication, culture of transparency, emotional needs, and characteristics of social media platforms.
Social media such as YouTube is now widely used by people for content creation. The favorite content, especially for women, is beauty products. One YouTube channel that focuses on beauty products is Selena Gomez's Rare Beauty. The brand was created to break down unrealistic beauty standards in society and was also motivated by the pressure to be ?perfect?. From the purpose of brand, it caused a lot of talks. Many of these talks were found in comments column of one of YouTube videos on the Rare Beauty account entitled ?Rare Beauty by Selena Gomez - Makeup Made to Feel Good In?. Therefore, the aims of this research are to identify their evaluation of the YouTube video and the strategies used. From this social phenomenon, researcher used netizen comments as data by transcribing 26 raw data, then extracting 60 appraising items. The data were analyzed using Systemic Functional Linguistic theory by J.R. Martin with an Appraisal framework that focused on attitude, polarity, and word choice strategies using descriptive qualitative method. The result found by researcher is that polarity of attitudes is dominated by positive reactions. Majority of targets of appraisal were products from Rare Beauty brand, meaning that products from this brand were valued for their quality, attractiveness, and results of using the products. Then the most common strategy they use to convey their valuation is inscription. Netizens prefer to comment explicitly rather than implicitly due to clarity of communication, culture of transparency, emotional needs, and characteristics of social media platforms.
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