Masculine and metrosexual: Indonesian actor’s clothing style on Instagram from the Foucauldian perspective

Putranto, Teguh Dwi; Sugihartati, Rahma; Isnaini, Santi; Widodo, Suko

doi:10.21107/sml.v3i2.7977

Cited by 3 publications

(1 citation statement)

References 18 publications

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“…Instagram to encourage fantasies about the bodies of metrosexual males. These desires are then employed by the capitalist business to build an image of a man (Putranto et al, 2020). Erto's Men is a facial skin care product…”

Section: How Businesses and Customers Talk To Andmentioning

confidence: 99%

The strategy of digital marketing of Bening’s Clinic through Instagram

Susilo

Putranto

Santos

2022

prh

Self Cite

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Men’s bodies have become a commodity in the capitalist industry to compete with women’s bodies. This is because in modern life, how you look is a way to show your freedom, personality, and confidence. There are a lot of facial treatment clinics now, and one of them has helped bring up the need for both men and women in modern society to care about how they look. Instagram was chosen for this study because it is a popular social media site. Instagram makes people compare how they look and makes them feel unhappy with their bodies, which can affect each person’s body image. The goal of this study was to find out what Bening’s Clinic’s digital marketing plan was for disciplining the metrosexual men’s body on Instagram. As a research method, the Krippendorff content analysis method was used to find out what the message was about and what it meant. The posts on Instagram by @beningsclinic_jakarta from October 1, 2020, to December 31, 2020, will be the unit of analysis. Researchers chose the Krippendorff content analysis method because they wanted to look at the content of Instagram posts in a quantitative way. The researcher then tries to figure out what the @beningsclinic_jakarta Instagram post is about, how to read the symbols, and what the interaction between the symbols means. The conclusion is that Bening’s Clinic Jakarta’s digital marketing strategy in the @beningsclinic_jakarta Instagram post includes ads that are more focused on bringing up men public figures from the entertainment world as an attraction and building fantasy for potential customers, especially metrosexual men who want to discipline their bodies through facial treatments.

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Section: How Businesses and Customers Talk To Andmentioning

confidence: 99%

The strategy of digital marketing of Bening’s Clinic through Instagram

Susilo

Putranto

Santos

2022

prh

Self Cite

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Indonesian metrosexuals on Instagram: A phenomenological approach of male fashion style experiences in communicating the identity

Arigi,

Hidayat,

Cornelis Lie

et al. 2024

Fashion, Style &Amp; Popular Culture

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This study analyses the self-representation of the Indonesian metrosexual community on Instagram, focusing on how they use the platform to showcase their fashion style and express their identity as consumers and members of society. Metrosexuality is a relatively new phenomenon in Indonesia, but it has quickly gained popularity, particularly among urban men. Metrosexual men are typically highly interested in fashion, beauty and maintaining a healthy lifestyle. They are also more brand-conscious than traditional consumers and are willing to invest in high-quality products. Social media has become an essential platform for the metrosexual community to express themselves and connect with others. Instagram, in particular, has become a popular platform for metrosexual men to share photos and videos of their outfits. This study examines how metrosexual consumers use Instagram to showcase their fashion style through their posts. The study employs a qualitative approach within the constructivist paradigm, using phenomenological research methods, including interviews, observations and a literature review. The informants comprised ten Indonesian male Instagram users with the highest followers and engagement. The study’s findings suggest that metrosexual consumers prioritize comfort and suitability over brand and product prestige for day-to-day activities and social media engagement. Also, the study reveals that metrosexual consumers use Instagram to express themselves and share their activities with others. Their commitment to their appearance extends beyond the online realm to offline settings. The study’s managerial implications underscore the importance of attending to male consumers for products such as clothing.

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Digital marketing communication of skincare products to develop men's consumptive behaviour

Putranto¹,

Suyanto²,

Ariadi³

2022

Indonesian Journal of Communications Studies

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Having an attractive appearance is now not only for women but also for men. Taking care of the body, especially the face has become a new culture that has shifted the masculine side towards metrosexuals. To get an attractive appearance, a series of treatments are needed, one of which is skincare which requires much money. Such self-care behaviour, of course, also encourages men's consumerism. This study determines how digital marketing communication for skincare products builds men's consumptive behaviour on Instagram. Content analysis of Instagram posts related to the consumption of skincare products collected through the hashtag #scarlettlakilaki was used in this study. The results obtained that the element of dependence is 0.94 or 94 per cent. Then the result is considered credible because it exceeds the minimum threshold. This research concludes that Scarlett transforms masculinity into metrosexuality, blur a gender bias, and builds on the idea that the body of men who use Scarlett is depicted with a pure white body resembling a women's body.

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Masculine and metrosexual: Indonesian actor’s clothing style on Instagram from the Foucauldian perspective

Cited by 3 publications

References 18 publications

The strategy of digital marketing of Bening’s Clinic through Instagram

The strategy of digital marketing of Bening’s Clinic through Instagram

Indonesian metrosexuals on Instagram: A phenomenological approach of male fashion style experiences in communicating the identity

Digital marketing communication of skincare products to develop men's consumptive behaviour

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