REPRESENTASI MASKULINITAS BRAND AMBASSADOR SKINCARE DI MEDIA SOSIAL INSTAGRAM

REPRESENTATION OF MASCULINITY BRAND AMBASSADOR SKINCARE ON SOCIAL MEDIA INSTAGRAM 

Penelitian ini dilatarbelakangi akan fenomena dipilihnya lak-laki sebagai brand ambassador laki-laki. Brand ambassador menampilkan representasi baru akan maskulinitas yang berbeda dengan konstruksi maskulinitas tradisional. Oleh karena sebab itu, peneliti ingin berupaya untuk melihat bentuk baru akan representasi maskulinitas yang ditampilkan dalam media sosial instagram oleh brand ambassador skincare. Sebagai upaya memberikan pandangan kepada masyarakat tentang variasi maskulinitas. Pada penelitia ini peneliti akan mengkaji tentang representasi maskulinitas yang ditampilkan oleh brand ambassador skincare di instagram, dengan menggunakan dominasi maskulintas dan masculinities and culture dari John Beynon sebagai pisau analisis. Beynon menjelaskan bahwa maskulinitas tidak memiliki aturan yang tetap ataupun konkrit. Maskulinitas berubah seiring perubahan yang dialami oleh individu laki-laki tersebut. Perubahan dapat terjadi karena perubahan kelas, budaya dan status. Penelitian ini menggunakan metode semiotika Roland Barthes dan pendekatan kualitatif. Hasil penelitian menunjukkan bahwa terjadi logika standar ganda pada brand ambassador, peleburan maskulinitas tradisional lewat dipilihnya brand ambassador laki-laki,   brand skincare yang menjadi agen rekontruksi dominasi maskulinitas dan maskulinitas direpresentasikan oleh brand ambassador skincare dalam beberapa variasi yakni, good looking, merawat diri, pengetahuan luas, fashion dan romantis. Repesentasi ini menunjukkan bahwa brand ambassador laki-laki skincare masuk dalam konsep maskulinitas new man as narcissist, new man-as-nurturter, metroseksual.

Kata Kunci: Brand ambassador, Instagram, Dominasi Maskulin, Maskulinitas  

This research is motivated by the phenomenon of choosing men as male brand ambassadors. Brand ambassadors present a new representation of masculinity that is different from the traditional construction of masculinity. Because of that, researchers want to try to see new forms of representation of masculinity displayed on social media Instagram by brand ambassador skincare. As an effort to provide views to the public about variations in masculinity. In this study, researchers will examine the representation of masculinity displayed by skincare brand ambassadors on Instagram, using masculine domination and masculinities and culture from John Beynon as the analytical knife. Beynon explains that masculinity has no fixed or concrete rules. Masculinity changes with the changes experienced by the individual man. Change can occur due to changes in class, culture and status. This research uses Roland Barthes's semiotic method and qualitative approach. The results of this research show that there is a double standard logic brand ambassador, the fusion of traditional masculinity through being elected brand ambassador man, brand skincare which is the agent of reconstruction of domination of masculinity and masculinity is represented by brand ambassador skincare in several variations namely, good looking, self-care, extensive knowledge, fashion and romance. This representation shows that brand ambassador Men's skincare is included in the concept of masculinity new man as narcissist, new man-as-nurturter, metrosexual.

Keywords: Brand ambassador, Instagram, Masculine Domination, Masculinity