FEMINIST STYLISTIC AND VISUAL GRAMMAR IN SOMETHINC MAKEUP INSTAGRAM AS WOMEN'S REPRESENTATION OF BEAUTY

This research aimed to investigate how Somethinc Makeup portrays beauty in its
Instagram posts using feminist stylistics and visual grammar. The study utilized a
qualitative method, especially multimodal analysis. The visual elements from the
Instagram image posts were analyzed using Visual Grammar by Kress and
Leeuwen (2006) while the textual elements from the captions were analyzed using
Feminist Stylistics by Mills (2005). The data was gathered from Somethinc
Makeup Instagram posts over a year from January, to December 2023. Visual data
was analyzed based on representational, interactive, and compositional, and
revealed that all the visual grammar elements, except framing, were present.
Textual data from captions was analyzed based on the level of words, the level of
phrases/sentence, and the level of discourse, and revealed that generic pronoun
and generic noun from the level of word; ready-made phrase, metaphor,
presupposition and inference, and transitivity choice from the level of the phrase;
as well as focalization and characterization from the level of discourse, are the
dominant elements used in the caption. In line with that, the researcher identified
several strategies highlighting beauty representation in the posts. Somethinc used
various models with various characteristic, promotes confidence through actions,
and emphasizes inclusivity. Textual elements in captions further support selfacceptance,
empowerment, and diversity, fostering a more comprehensive and
inclusive beauty narrative.