Commodification of Endorser Models in the Cultural Industry of Fashion and Cosmetic Products (Critical Study of the Phenomenon of Mass Culture in the Cultural Industry Based on the Perspective of György Lukács)

Endah Fantini, Sunarto Sunarto, Mikhael Dua


The cultural industry in the fashion and cosmetics sector in the digital era is currently experiencing a very fast development and becoming a trend among the public. Promotion on digital social media is so massive and continues to grow along with the rapid industrial growth and socio-cultural changes when people start adapting digital technology with the various platforms used. The cultural industry needs to carry out an endorsement, which is now a trend, in promoting and introducing products to the public. Endorsers often become capitalist objects to be used as tools that can generate profits and as part of the value to increase products. This study uses a qualitative method with a critical ethnographic approach. The results show that endorsers do not only play a single role in their work as endorsers, according to their expertise in maintaining their physical appearance, but are also required to be able to produce visual and audio content to promote vendor’s products on social media. In addition, endorsers are also required to maintain their physical performance and appearance. For endorsers, this is not difficult, so they take the job for granted and consider it as something right, not as a form of violence.


Endorser; Reification; Fashion and Cosmetics Industry; Capitalism

Full Text:



Agger, B. (2017). Teori Sosial Kritis. Kritik, Penerapan, dan Implikasinya. (1st ed.).

Anshori, D. S. (2017). Etnografi Komunikasi “Perspektif Bahasa” (Anshori (ed.); 1st ed.).

Balibar, E. (2013). Metode Pemikiran MARX (E. Balibar (ed.); 1st ed.). Resist Book.

Barker, C. (2014). Kamus Kajian Budaya (N. Arya (ed.); 1st ed.). Pustaka Pelajar. Bungin, B. (2012). Penelitian Kualitatif (1st ed.). Kencana Prenada Media.

Cavallaro, D. (2004). Critical and Cultural Theory. Teori Kritis dan Teori Budaya (H. Mustofa (ed.); 1st ed.). Niagara.

Creswell, J. W. (2016). Research Design. Pendekatan Metode Kualitatif, Kuantitatif, dan Campuran (H. El Rais (ed.); 4th ed.). Pustaka Pelajar.

Denzin, Norman K.,& Lincoln, Y. S. (2013). The Sage Handbook of Qualitative Research. Buku 1 & 2 (S. Z. Qudsy (ed.); 3rd ed.). Pustaka Pelajar.

Felluga, D. F. (2015). Critical Theory. The Key Concepts (D. F. Felluga (ed.); 1st ed.). Routledge.

Friedrich, K., Munich, L. M. U., & Nitsch, C. (2019). Celebrity Political Endorsement and Young Voters in Europe: A Five-Country Comparison on Celebrity Support Effectiveness in the European Elections. International Journal of Communication, 13(0), 21.

Fuchs, Christian; Mosco, V. (2015a). Marx and the Political Economy of the Media (V. Fuchs, Christian; Mosco (ed.); 1st ed.). Brill.

Fuchs, Christian; Mosco, V. (2015b). Marx in the Age of Digital Capitalism (1st ed.). Brill.

Fuchs, C. (2013). Digital Labour and Karl Marx (C. Fuchs (ed.); 1st ed.). Fuchs, C. (2016a).

[Christian_Fuchs] _Foundations_of_Critical_Media_an( University of Westminster Press.

Fuchs, C. (2016b). Critical Theory of Communication. New Readings of Lukacs, Adorno, Marcuse, Honnett and Habermas in the AGe of the Internet (C. Fuchs (ed.); 1st ed.). University of Westminster Press.

Fuchs, C. (2016c). Reading Marx in the Information Age. A Media and Communication Studies Perspective on Capital. Volume 1 (C. Fuchs (ed.); 1st ed.). Routledge.

Fuchs, C. (2020a). Communication and Capitalism (C. Fuchs (ed.); 1st ed.). University of Westminster Press.

Fuchs, C. (2020b). Marxism (C. Fuchs (ed.); 1st ed.). Routledge.

Hardiman, F. B. (2009). Kritik Ideologi. Menyingkap Pertautan Pengetahuan dan Kepentingan Bersama Jurgen Habermas. (F. B. Hardiman (ed.); 1st ed.). Kanisius.

Karyanto, I. (1997). Realisme Sosialis Georg Lukacs (I. Karyanto (ed.); 1st ed.). Gramedia Pustaka Utama.

Littlejohn, Stephen W. & Foss, K. (2009). Teori KOmunikasi (Theories of Human Communication) (R. Oktafiani (ed.); 9th ed.). Salemba Humanika & Cengage Learning.

Lukacs, G. (n.d.). Georg Lukacs Ontology of Social Being, Volume 1. Hegel 1978.pdf. Lukacs, G. (n.d.). 10:26:16 the Ontlology of Social Being Labor.Pdf.

Lukacs, G. (2014). Dialektika Marxis (Sejarah & Kesadaran Kelas) (R. Kusumaninratri (ed.); 1st ed.). AR-RUZZ MEDIA.

Neuman, W. L. (2013). Metodologi Penelitian Sosial: Pendekatan Kualitatif dan Kuantitatif (E. T. Sofia (ed.); 7th ed.). Indeks.

Putri, G. H., & Patria, B. (2018). Pengaruh Endorsement Selebriti Instagram terhadap Minat Beli Remaja Putri. Gadjah Mada Journal of Professional Psychology (GamaJPP), 4(1), 33.

Suseno, F. M. (1992). Filsafat Sebagai Ilmu Kritis (F. M. Suseno (ed.); 1st ed.). Suseno, F. M. (2005). Pijar-Pijar Filsafat (F. M. Suseno (ed.); 1st ed.).



  • There are currently no refbacks.

Copyright (c) 2021 International Journal of Multicultural and Multireligious Understanding

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

International Journal of Multicultural and Multireligious Understanding (IJMMU) ISSN 2364-5369
Copyright © 2014-2018 IJMMU. All rights reserved.