Representation of masculinity in the Kahf advertisement "Ada keberkahan di setiap perjalanan" 2023 (Roland Barthes Semiotic analysis)

Abstract

A man cannot be separated from masculinity, these two things are interconnected with each other. The formation of social reality regarding masculine understanding is also supported by the media which is a platform for broadcasting messages. The masculine character of a man in the media is always depicted by how a man takes care of himself. The idea of masculinity is not only about physicality, but can influence ideologies regarding gender, men, and the order of social groups. Similar to the image offered, using language and signs which in this context refers to conveying ideas and the core content of the advertisement presented is how the representation of masculinity in the advertisement is carried out.This research aims to determine the representation of masculinity in the Kahf advertisement "Ada Keberkahan di Setiap Perjalanan" 2023. This type of research is qualitative using descriptive data. The object of this research is Kahf advertisement "Ada Keberkahan di Setiap Perjalanan" 2023.The results of this research are two signs that represent masculinity, namely traditional masculinity and new or metrosexual masculinity, which are depicted through the characteristics, personality and behavior of a man in the advertisement in the form of a man who adheres to the values that are characteristic of traditional masculinity, namely solidarity, loyalty, steadfastness, and the characteristics of a priest or leader. Then a man was using facial wash and sunscreen from Kahf products as a form of self-care.