ICKO DIVINO RHESANANDA, 121112102 (2017) THE REPRESENTATION OF MASCULINITY IN @WAKDOYOKCREAM INSTAGRAM ACCOUNT: SEMIOTIC STUDY. Skripsi thesis, Universitas Airlangga.

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Abstract

Nowadays, social media become an influential thing in social development and it is as a tool to share information. It also can spread of the issues in our social life. Social media often represent stereotypical gender roles and identities by showing some images of masculinity and femininity. One of them is Instagram. This study aims to discuss about the representation of masculinity in the @wakdoyokcreamInstagram account. WakDoyok cream itself is a product that can grow beard, moustache, eyebrows, head hair, chest hair, and other places of the body. WakDoyok cream is made in Malaysia and it spreads throughout Asia and now it becomes famous in Indonesia. The purpose of this study is to know the representation of masculinity in Instagram account, @wakdoyokcream. This study used qualitative research with semiotics approach proposed by Roland Barthes. This study also applied New Man masculinity theory. The writer correlated them with social context to reveal how the representation of masculinity in the Instagram account appeared. This was examined by coded iconic, non-coded iconic, linguistic message, and myth. The results of this study find that in @wakdoyokcream, it shows that masculinity performed by WakDoyok present a man who is financially successful which enable him to improve his appearance through fashion and other consumer goods..This study, then, concludes that media today still has the power to create an image of men.

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