Ferdiansyah, Mochamad Rafli (2026) Representasi Maskulinitas Pria dalam Konten Media Sosial Instagram @Kahfeveryday. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study examines the representation of male masculinity in Instagram content uploaded by the skincare brand @kahfeveryday. Using the Circular of Culture framework and qualitative content analysis, the research analyzes how visual narratives, captions, and interactions construct modern masculine identities in digital media. Findings reveal the presence of hegemonic, complicit, and marginalized masculinity forms that coexist in Kahf’s digital marketing strategies. The brand constructs masculinity by integrating skincare with values such as discipline, spirituality, confidence, cleanliness, physical performance, and community contribution. The visuals emphasize relatable Indonesian male identities, while the narratives normalize skincare as a form of self-care that aligns with masculine values rather than contradicting them. This study contributes to understanding how local brands shape gender representation in digital spaces and highlights the evolving norms of male grooming in Indonesia. Keywords: Masculinity; Representation; Instagram; Skincare; Digital Media
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | mochamad rafli ferdiansyah | ||||||||
| Date Deposited: | 19 Jan 2026 04:40 | ||||||||
| Last Modified: | 19 Jan 2026 04:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48814 |
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