Body Neutrality and The Commodification of Women Bodies: A Beauty Myth Analysis of Ryse and Shyne Encourages Women to Make Peace with Their Bodies

Abstract

In recent years, body neutrality has emerged as an alternative discourse that emphasizes bodily acceptance and functionality rather than physical appearance. However, its incorporation into fashion and lifestyle media may intersect with consumer culture and beauty norms. This study examines the representation of body neutrality in the Kompas Lifestyle article Ryse & Shyne Ajak Perempuan Berdamai dengan Tubuh (2025) using Critical Discourse Analysis and Naomi Wolf’s The Beauty Myth. Using a qualitative approach supported by content analysis, the study examines words, phrases, clauses, sentences, descriptive expressions, and direct quotations through three categories: Inclusive Language and Hidden Normality, Commodification of Self-Acceptance, and Ambivalence of Body Neutrality. The findings show that the article promotes bodily inclusivity and acceptance while connecting self-love, confidence, and comfort with athleisure consumption. Although body neutrality emphasizes bodily capability over appearance, aesthetic references to body shape, silhouette, visuality, and style remain present. Thus, the article both challenges conventional beauty norms and rearticulate them through the language of empowerment, comfort, and self-acceptance within consumer culture.