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Michel Foucault sparked the thought of the reciprocal relationship between Power and
Knowledge (Foucault 1982b). The administration of power will continuously create
knowledge entities, and vice versa the implementation of knowledge will cause the effect
of power. Discourse of truth is formed and produced through a process and
mechanisms of power. ERHA beauty clinic as one of the aesthetic franchise clinics
spread across several regions in Indonesia that focuses on dealing with body
appearance issues from hair to nails. This clinic has a different marketing strategy from
its competitors, namely by producing medical discourse into a glossary catalog called
SKIN WIKI. As Foucault thought about the birth of the clinic, in the Skin Wiki things
related to the body are given a specific label in medical discourse so that what is
unusual is considered a deviant and must be taken seriously in a personal, precise and
specific way. It also implies that if the deviation is not handled professionally it will
make the condition of that particular person even worse. This paper tries to explain
that medical discourse in Skin Wiki by Erha clinic is an inseparable part of the process
and mechanism of power to form a beauty image that can attract patients as the target
market to come and seek treatment at the Erha beauty clinic. From the knowledge
released by the Erha Clinic, Erha's beautiful construction is a personal beauty, free
from any discourse of irregularities or discourses of abnormality.
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