Abstrak
Seiring dengan perkembangan teknologi, kini praktik medis telah merambah melalui dunia maya. Muncul sebuah fenomena yang memperlihatkan medikalisasi kecantikan—sebuah konstruksi medis kecantikan oleh dokter, yang sebelumnya tidak dianggap sebagai perihal medis. Hal ini diperkuat dengan hadirnya media sosial sebagai tempat penyebaran informasi. Penelitian ini bertujuan untuk menganalisis konstruksi medikalisasi di media sosial TikTok para dokter influencer. Mereka berperan dalam pembentukan medikalisasi kecantikan dan kesehatan wajah melalui konstruksi wacana dan bahasa yang disampaikan melalui ruang digital. Penelitian ini menggunakan pendekatan kualitatif berupa observasi digital untuk mengeksplorasi pola dalam wacana dan konten di media sosial TikTok para dokter influencer. Penelitian sebelumnya telah mengeksplorasi bagaimana dokter berperan dalam pembentukan medikalisasi. Namun, penelitian terdahulu belum pernah mengeksplorasi pembentukan medikalisasi oleh dokter yang juga berperan sebagai influencer di media sosial. Penelitian ini menunjukkan bahwa pembentukan medikalisasi di media sosial oleh dokter-dokter kecantikan atau kesehatan wajah di Indonesia direpresentasikan melalui istilah medis, visualisasi kualitas produk, dan testimoni masyarakat. Hal ini diperkuat dengan adanya kekuatan pada wacana dan normalisasi dari penggunaan teknologi di dalam medis. Selain itu, relasi kuasa antara dokter dan masyarakat terbentuk melalui kredibilitas profesional dokter yang memengaruhi keputusan seseorang menerima suatu produk kecantikan/kesehatan wajah.
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