The discourse of men's facial care products in Instagram from the Foucauldian perspective

Abstract

Talking about body appearance, of course, cannot be separated from metrosexual men who tend to place great importance on appearance, from the way of dress to rituals in caring for their bodies. The men's body has been viewed and utilised as a commodity from the capitalist industry to rival the women's body. This study seeks to explore the discourse Erto's Men as one of facial care product for men built through posts on Instagram because Erto's Men is the face care product that appears the most in searches via #metrosexual on Instagram. The method used in this research is a critical discourse analysis on the @ertosmen Instagram post from June until August 2020. The results obtained in this study indicate that Erto's Men as a men facial skincare product builds a disciplining men's bodies by juxtaposing metrosexual representations through clean and bright skin, and with masculine representations through beard growth. So that through this representation, Erto's Men also helps build a health discourse for men through masculine concepts.

The discourse of COVID-19 vaccine in the Indonesian Ministry of Health Instagram @kemenkes_ri

“…This study applies Van Dijk's Critical Discourse Analysis (CDA) paradigm. Van Dijk's framework is based on textual analysis, and it focuses not just on the text but also on a more in-depth examination of how the document is organized, not just in individual connections but also in specific social groupings (Putranto 2020). CDA is a type of discourse analysis study that focuses on how text and language are used to enact, reproduce, and fight social power abuse, domination, and inequality in specific social and political situations (Van Dijk 2015).…”

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“…Perawatan kulit wajah menjadi fokus utama dalam mencapai kulit cantik, sehat, dan awet muda (Rohmah, 2016). Tidak hanya perempuan saja, produk perawatan kulit membangun pendisiplinan tubuh setiap lakilaki melalui representasi metroseksual dengan kulit yang bersih dan cerah, (Putranto et al, 2021). Saat ini laki-laki menerima perlakuan yang identik dengan yang diberikan kepada perempuan, menghasilkan definisi ulang maskulinitas pada laki-laki (Putranto et al, 2021).…”

In a World Where You can be Anyone: An Investigation into the Gendered Social Practices of Pakistani Facebook Users

“…Social media campaigns such as #MeToo have also played a critical role in naturalising gender differences in such organizations. Putranto et al [53], applying critical discourse analysis to Instagram posts, explored the construction of metrosexual masculinity through the promotion of facial skin care products. They concluded that metrosexual representations in these images feature clean, bright skin and masculine representations are manifested by beard growth.…”