Mitos Kecantikan dalam Webtoon Kekar Jelita karya Brotosukirman

The myth of beauty as an unrealistic social construction, as depicted in Brotosukirman's Webtoon Kekar Jelita, continues to shape society's perception and treatment of women, especially in the context of Indonesian popular culture. This research analyzes the representation of beauty myths through three dimensions: cultural context, body control practices, and dynamics in the work environment. Using a descriptive qualitative approach and content analysis techniques on 54 Webtoon episodes, this study identifies the representation of beauty myths through dialogue between characters, visualization of characters' bodies, and narrative dynamics. The findings show that stereotypes such as the nicknames “Wild Boar” (Episode 1) and “Lump of Muscle” (Episode 22) reflect the stigmatization of women who deviate from traditional beauty standards. Extreme dietary pressure and marginalization in the work environment reinforce physical appearance-based gender injustice. This analysis supports Naomi Wolf's (1991) theory by asserting that beauty myths in digital media act as a tool of patriarchal control. The implications of this research enrich the study of Indonesian popular literature while encouraging critical literacy for the deconstruction of hegemonic beauty standards.