...This chapter investigates what kind of whiteness is being marketed in transnational women's magazines in post-Soeharto (post-1998) Indonesia. Using discourse and semiotic analyses, it decodes the meanings of various “signs” in whitening advertisements published in the Indonesian edition...

...This chapter examines how space and its spatial tropes become “imperative” signifiers for people's subjectivity, particularly at moments of circulations and encounters across different geographical boundaries. Drawing on beauty advertisements published in women's magazines after Indonesia gained...