Persuasive Communication Techniques of Beauty Vlogger About Colorism on YouTube Channel

1 Pages Posted: 4 Jun 2021

Date Written: March 10, 2021

Abstract

Lifni Sanders is a beauty vlogger who has an anti-colorism image on her YouTube channel 'Livjunkie'. Therefore, the researcher aims to describe persuasive communication techniques with the concept of Robert W Norton's communication style in the period 2019-2020. This study is a qualitative research and uses the semiotic analysis method of Roland Barthes. The results revealed that Lifni Sanders has communication techniques including: red herring technique, pay off idea technique, cognitive dissonance technique (contradictory), empathy, association technique. Communication style of Lifni Sanders has several communication styles including: dominant style, dramatic style, animation style, impression leaving style, relaxed style, attractive style, open style, understated style

Keywords: Semiotics, persuasive communication techniques, communication style, beauty vlogger, colorism

Suggested Citation

Tanjung, Neno Yurmina and Toni, Ahmad, Persuasive Communication Techniques of Beauty Vlogger About Colorism on YouTube Channel (March 10, 2021). Proceedings of the 4th International Conference on Communication & Business (ICCB 2021), Available at SSRN: https://ssrn.com/abstract=3859218 or http://dx.doi.org/10.2139/ssrn.3859218

Neno Yurmina Tanjung (Contact Author)

Budi Luhur University ( email )

Jl. Ciledug Raya No. 1
Petukangan Utara
Jakarta Selatan, ID DKI Jakarta 12260
Indonesia

Ahmad Toni

Budi Luhur University ( email )

Jl. Ciledug Raya No. 1
Petukangan Utara
Jakarta Selatan, ID DKI Jakarta 12260
Indonesia

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