Wacana mengenai maskulinitas pria urban Indonesia di majalah digital "Daman Indonesia"

Saerang, Stefanus S. (2018) Wacana mengenai maskulinitas pria urban Indonesia di majalah digital "Daman Indonesia". Masters thesis, Universitas Pelita Harapan.

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Abstract

The phenomenon of Grooming for Indonesian urban men develops following a lifestyle reformer that never escapes the influence of modernization and globalization through the era of digital media (new media) which one of its effects has constructed a man who was originally known as a macho (gentle) become a man who always pay attention to his appearance. Daman Indonesia present as a digital magazine that is able to meet the needs of fashion and life style information that can not be separated from advertising actions sponsored by branded products. With qualitative method and using Van Dijk discourse analysis approach, this study aims to analyze masculinity construction on daman magazine content that is present in influencing urban man lifestyle Indonesia. The results showed that masculinity was constructed on various articles published on daman.co.id, which further formed the concept of hegemony through the use of media as a means of forming audiences' opinions on how to become a masculine man. / Fenomena Grooming bagi kaum pria urban Indonesia semaking berkembang mengikuti pembaharun gaya hidup yang tak pernah lepas dari adanya pengaruh modernisasi dan globalisasi melalui era media digital (media baru) yang salah satu dampaknya telah mengkonstruksikan laki – laki yang awalnya dikenal sebagai sosok yang macho (gentle) menjadi laki – laki yang selalu memperhatikan penampilannya. Daman Indonesia hadir sebagai sebuah majalah digital yang mampu memenuhi kebutuhan akan informasi fashion dan life style yang tak lepas dari tindakan advertising yang disponsori oleh produk – produk branded. Dengan metode kualitatif serta menggunakan pendekatan analisis wacana Van Dijk, penelitian ini bertujuan untuk menganalisa konstruksi maskulinitas pada konten majalah daman yang hadir dalam mempengaruhi gaya hidup pria Urban Indonesia. Hasil penelitian didapatkan bahwa maskulinitas dikonstruksikan pada berbagai artikel yang dimuat pada daman.co.id, yang selanjutnya membentuk konsep hegemoni melalui penggunaan media sebagai sarana membentuk opini khalayak terkait bagaimana upaya menjadi pria yang maskulin.

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