Representation of ideal male masculinity in build-in Ms Glow for men advertisements in Youtube content @Andrew Kalaweit

Pandan Wangi Sumunar, Fajar Junaedi

Abstract


This research is about the representation of male masculinity in the build-in Ms Glow For Men advertisement in @Andrew Kalaweit's YouTube content. The background of this research is that ideal representations of masculinity are normalized in advertising practices. Build-in advertising on YouTube is an advertising model that is now widely developed. Build-in advertising on YouTube aligns with audience behaviour moving into the digital realm. The Ms Glow For Men advertisement in @Andrew Kalaweit's YouTube content tries to present a representation of the ideal man that is different from similar products. This research aims to determine how masculinity is represented in the build-in Ms Glow For Men advertisement in @Andrew Kalaweit's YouTube content. The theories used by researchers in this research are representation and masculinity. This type of research is qualitative descriptive research. The research method is Roland Barthes' semiotics. This research shows that in the Ms Glow For Men advertisement found on @Andrew Kalaweit's YouTube content, the representation of ideal male masculinity is shown as follows. First, ideal male masculinity is a man with white skin. Second, ideal male masculinity is a man with a muscular body. Third, ideal male masculinity is a man who cares about good looks and physical appearance. This is also in line with the stereotype that develops in society that the ideal man is a man with a muscular body, handsome face, and white skin.

Full Text:

PDF

References


Bouzida, F. (2014). The Semiology Analysis in Media Studies Roland Barthes Approach. SOCIOINT14-International Conference on Social Sciences and Humanities, (September), 1001–1007.

Dianiya, V. (2020). ( Semiotic Analysis of Roland Barthes Film Parasite ). 13(2), 212–224.

Faadihilah, A. N., Pangestu, D. H., & Shidiq, K. A. (2021). Representasi Maskulinitas dan Tubuh Pria Ideal dalam Iklan Shampoo Clear Man Versi Cristiano Ronaldo. Jurnal Audiens, 3(2), 1–11. https://doi.org/10.18196/jas.v3i2.11822

Fabianti, R. H., & Putra, F. D. (2021). An analysis of feminism in the movie “The Hunting Ground” reviewed from the semiotics of John Viske. Commicast, 2(2), 130–132. https://doi.org/10.12928/commicast.v

Fadillah, D., Farihanto, M. N., & Setiawan, R. A. D. (2022). “Senggol Bestie” as Media Promotion Among Muhammadiyah Universities. Komunikator, 14(2), 148–158.

Ghozi Daffa Satria, F. J. (2022). Refrensi iklan garnier. Jurnal Komunikasi Dan Teknologi Informasi, (representasi kecantikan perempuan dalam iklan garnier sakura white dan wardah white secret).

Kusumastutie, N. S., & Faturochman. (2015). Semiotika Untuk Analisis Gender Pada Iklan Televisi. Buletin Psikologi, 12(2), 105–120.

Larasati, W., & Kertamukti, R. (2016). Penanganan Pengaduan Masyarakat Sebagai Pendukung Iklim Organisasi. Jurnal Komunikasi, 10(April 2016), 97–113.

Laughey, D. (2007). Key themes in media theory. 1–29.

Nasution, R. R. A., Abidin, Z., & Mayasari. (2022). Representasi Toleransi Dalam Iklan Partai Solidaritas Indonesia Versi Dilan 1990. NUSANTARA: Jurnal Ilmu Pengetahuan Sosial, 9(8), 2880–2884.

Pratami, R., & Prima Hasiholan, T. (2020). Representasi Maskulinitas Pria dalam Iklan Televisi Men’s Biore Cool Oil Clear. Jurnal Komunikasi, 14(2), 119–138. https://doi.org/10.20885/komunikasi.vol14.iss2.art2

Prathisara, G. P., & Masduki, A. M. (2023). Marketing strategy in “Bakpiapia Djogja” food product packaging design. COMMICAST, 4(1), 48–63. https://doi.org/10.12928/commicast.v4i1.6823

Pratiwi, F. D. (2022). Revealing fantasy consumption on social media, how women read romantic novel on Wattpad app. International Journal of Communication and Society; Vol 4, No 2 (2022): December. https://doi.org/10.31763/ijcs.v4i2.842

Purnamasari, O. (n.d.). ( Studi Deskriptif Kualitatif Iklan Kit Kat Versi Pendekar Golok Emas dan Kamentok Rider Di Youtube ). 203–226.

Rinawiyanti, E. D., & Kusumo, A. H. (2023). Clustering of business strategies among Indonesian manufacturing firms. International Journal of Communication and Society; Vol 5, No 1: June 2023. https://doi.org/10.31763/ijcs.v5i1.746

Senoaji, J., Bagaskara, W. P., & Budiarto, R. R. (2021). Representasi Tubuh Ideal Pria dalam Iklan L-Men 2018: Men’s Guide. Jurnal Audiens, 3(1), 21–30. https://doi.org/10.18196/jas.v3i1.11743

Wernick, A. (1991). Promotional Culture: Adaertising, Ideology and Symbolic Expressioru. London: Sage Publications.

Wibowo, A. A. (2022). Publication trends related to Uses and Gratification Theory on social media. International Journal of Communication and Society; Vol 4, No 2 (2022): December. https://doi.org/10.31763/ijcs.v4i2.789

Yuliyanti, F. D. (2017). Representasi Maskulinitas Dalam Iklan Televisi Pond ’s Men. Jurnal Komunikasi, 9(1), 16–30.




DOI: https://doi.org/10.12928/sylection.v3i1.13920

Refbacks

  • There are currently no refbacks.


Contact person:
Mr. Thoyib +62 856 3015 058 
Mr. Resnery +62 852 7899 0181
Mrs. Tristanti +62 811 1773 473

Email:
muhammad.amali@comm.uad.ac.id