212 | LEXICON, Volume 6, Number 2, October 2019 Lexicon https://jurnal.ugm.ac.id/lexicon Volume 6, Number 2 October 2019 Pages 212-217 Unique Keywords Found in the Titles of YouTube Beauty and Fashion Videos Lintang Larasati, Rio Rini Diah Moehkardi* English Department, Universitas Gadjah Mada, Indonesia *Corresponding Author: riomoehkardi@ugm.ac.id This study analyzes the meaning of the keywords used in YouTube’s beauty and fashion videos. It attempts to identify the most frequently used unique keywords found in the titles of the videos and examine the semantic change of the keywords. For these purposes, a semantic approach was adopted. A quantitative method was used to identify the most frequently used unique keywords. Furthermore, to reveal the semantic change of the keywords, Leech’s theory (1981) of meaning, the componential analysis, and Breal’s (1900) specification of semantic change were employed. 44 most frequently used unique keywords were found on the five top rank Beauty & Fashion YouTube channels. Five of these keywords, which are ‘favorites’, ‘swatches’, ‘haul’, ‘get ready’, and ‘try on’, appeared on at least three channels. All of them have undergone semantic change. Three keywords are categorized in two types of semantic change. There are two specializations, one pejoration, one metaphor, three ameliorations, and one generalization. Keywords: componential analysis, keywords in video titles, semantic change, YouTube beauty community. The beauty community on YouTube use some distinctive words in their video titles, which make them stand out from other communities. They tend to repeat the same keywords every now and then, which seems to indicate that there are specific main ideas used repeatedly for video content in the beauty community. For example, in 2016, the word haul was used eight times on Burr's (2016) channel and the word favorite was used six times on Gabriella's channel (Gabriella, 2016). In comparison to those channels coming from Beauty & Fashion category, in the same year, Pansino’s channel (2016) from Cooking & Health only used the word haul one time and there was none found on Therapy (2016), while the word favorite was only used one time on each channel. This repetitive use of certain keywords across channels in the beauty community suggests that some keywords are unique to video titles on beauty and fashion channels. Furthermore, these unique keywords have a different number of occurrences which indicate that some of them are more significant than others. For example, while the word haul was used eight times in Burr’s channel, the word essentials was only used one time on the same channel within the same year. When talking about language used by a community, it is important to talk about the semantic change as the meaning of a word in a INTRODUCTION ABSTRACT