AZZAHRA, ADINDA HILDA (2025) SOFT MASCULINITY DALAM IKLAN SCARLETT X EXO READY TO GLOW WITH GLOW AMBASSADOR TVC EDITION 2023. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the representation of soft masculinity in the advertisement Scarlett x EXO Ready to Glow with Glow Ambassador TVC Edition 2023 using Roland Barthes’ semiotic analysis, focusing on cinematic and artistic aspects. The research employs a constructivist paradigm with a qualitative approach. Data were collected through observation of the advertisement on YouTube and a literature review related to Roland Barthes’ semiotic theory. The findings reveal that the advertisement constructs the ideology that the ideal contemporary man is gentle, aesthetic, and attentive to appearance, contrasting with traditional masculinity in Indonesia. This representation combines the image of a modern man who cares for his appearance, uses cosmetics, and expresses emotional sensitivity without losing his masculine identity. This study contributes to marketing communication and gender studies by highlighting how advertisements can serve as a medium for shaping new cultural meanings related to masculinity. Thus, the advertisement not only markets a product but also communicates and naturalizes the concept of soft masculinity as a new norm within a society influenced by global culture. Keywords: Soft Masculinity, TVC, Roland Barthes Semiotics, EXO, Scarlett Penelitian ini bertujuan menganalisis representasi soft masculinity dalam iklan Scarlett x EXO Ready to Glow with Glow Ambassador TVC Edition 2023 dengan menggunakan analisis semiotika Roland Barthes dengan fokus pada aspek sinematik dan artistik. Metode penelitian yang digunakan adalah konstruktivisme dengan dengan pendekatan kualitatif . Data diperoleh dari observasi iklan di youtube serta kajian pustaka terkait dengan teori semiotika Roland Barthes. Hasil penelitian menunjukkan iklan ini membangun ideologi bahwa pria ideal masa kini adalah mereka yang lembut, estetis, dan peduli penampilan, berbeda dari maskulinitas tradisional di Indonesia. Representasi ini menggabungkan citra pria modern yang peduli penampilan, menggunakan kosmetik, serta menunjukkan sisi emosional, tanpa menghilangkan identitas maskulin. Penelitian ini berkontribusi dalam kajian komunikasi pemasaran dan gender, dengan menyoroti bagaimana iklan dapat menjadi media dalam pembentukan makna budaya baru terkait maskulinitas. Dengan demikian, iklan ini tidak hanya memasarkan produk, tetapi juga mengkomunikasikan dan menaturalisasi konsep soft masculinity sebagai norma baru di tengah masyarakat yang terpengaruh budaya global.. Kata Kunci: Soft Masculinity, TVC, Semiotika Roland Barthes, EXO, Scarlett.
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