DARI RUANG KLINIK KE LAYAR GAWAI: PENGAWASAN TUBUH DAN PERSONALISASI PERAWATAN KULIT DALAM APLIKASI EB
Keywords:
Klinik Digital, Machine Habitus, Medical Gaze, Pengawasan Tubuh, Personalisasi Perawatan KulitAbstract
Penelitian ini mengkaji aplikasi EB sebagai platform klinik dermatologi berbasis digital dari merek klinik perawatan kecantikan di Indonesia. Melalui fitur dan layanan digital, aplikasi EB membentuk rezim baru dari pengawasan tubuh. Mulai dari integrasi fitur telekonsultasi, rekam medis digital, ensiklopedia medis digital, hingga program daur ulang kemasan. Berangkat dari kerangka tatapan medis Foucault dan konsep mesin kebiasaan Airoldi, studi ini menelaah bagaimana hubungan antara pasien, dokter dan institusi klinik telah mengalami pergeseran ketika tubuh, gejala, dan konsumsi perawatan dimediasi oleh antarmuka aplikasi digital, algoritma rekomendasi, serta infrastruktur data yang secara simultan terus menyedot data, mengklasifikasikan, dan mempersonalisasi informasi data pengguna. Menggunakan metode autoetnografi digital, penelitian ini merekam pengalaman peneliti sebagai pengguna aplikasi sekaligus mengamati secara kualitatif bagaimana fitur-fitur aplikasi EB tidak hanya memfasilitasi layanan kesehatan, tetapi juga menormalisasi bahasa medis, mengarahkan pilihan produk, dan mencetak kebiasaan digital tertentu terkait tubuh, kesehatan, dan kecantikan. Temuan menunjukkan bahwa penerapan EB beroperasi sebagai klinik digital yang memperluas logika klinis hingga ke ranah konsumsi sehari-hari dan praktik ekologis. Lebih jauh, ketika limbah kemasan produk juga berusaha dimasukkan ke dalam sistem klasifikasi, pencatatan, dan pemberian reward, artinya pengguna secara halus sedang berusaha dibentuk menjadi subjek yang sekaligus memperluas, dididik, dan transmisi melalui mekanisme insentif algoritmik.
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