OKTAVIANINGTYAS, IRMAWATI (2019) BUDAYA MASKULIN KONTEMPORER PADA IKLAN REXONA INVISIBLE DRY (Analisa Semiotika Roland Barthes). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Masculine is a set of attributes, behaviors, and roles associated with boys and men, Traditionally, masculine defined male into a man who is strong, brave, independent, able to lead, and responsible to the family. However, in modern days, media plays a significant role in influencing attitudes and behavioral changes of the viewers that caused the cultural changes. Media has shifted the definition of traditional masculinity into a new version of man who is not hesitated of performing their feminine side, such as caring about their appearance. The degradation of traditional masculine defintion is feared to have an impact on the nation's moral degradation. The aim of this study is to find out how contemporary masculine sign is constructed in media throught the Rexona Invisible Dry advertisement and what the connotative meaning is behind it. Roland Barthes’s semiotic analysis is used to conduct the study. The result shows that the sign carried out by Rexona Invisible dry advertisement has created the characteristics of contemporary masculine man namely: The strong man, the big wheel man, the free man and the dandy. Which then it leads to the finding of “Lelaki Flamboyan” Myth. Keywords : Semiotic, Contemporary Masculininity, Media, Advertisement.
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