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Penelitian membahas mitos serta ideologi representasi maskulinitas pria dengan memanfaatkan teori semiotika Roland Barthes. Pendekatan interpretatif digunakan dalam paradigma kritis dengan metode kualitatif. Hasil menunjukkan pergeseran konsep maskulinitas menuju new masculinity.",{"@graph":51,"@context":106},[52,68,89],{"@type":53,"itemListElement":54},"BreadcrumbList",[55,59,62,65],{"item":56,"name":57,"@type":58,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":60,"name":10,"@type":58,"position":61},"https://docshare.wps.com/id/template/",2,{"item":63,"name":27,"@type":58,"position":64},"https://docshare.wps.com/id/template/presentasi/",3,{"item":66,"name":47,"@type":58,"position":67},"https://docshare.wps.com/id/template/representation-of-male-masculinity-in-television-advertisement-mens-biore-cool-oil-clear-semiotic-analysis-by-roland-barthes/219113/",4,{"url":66,"name":47,"@type":69,"image":70,"author":75,"headline":47,"publisher":78,"fileFormat":81,"inLanguage":45,"description":49,"dateModified":82,"datePublished":83,"encodingFormat":81,"isAccessibleForFree":84,"interactionStatistic":85},"DigitalDocument",{"url":71,"@type":72,"width":73,"height":74},"https://docshare.wps.com/thumbnails/representation-of-male-masculinity-in-television-advertisement-mens-biore-cool-oil-clear-semiotic-analysis-by-roland-barthes/219113.png","ImageObject",442,249,{"name":76,"@type":77},"Ivy","Person",{"url":56,"name":79,"@type":80},"DocShare","Organization","application/vnd.openxmlformats-officedocument.wordprocessingml.document","2026-09-15","2026-09-08",true,{"@type":86,"interactionType":87,"userInteractionCount":64},"InteractionCounter",{"@type":88},"ViewAction",{"@type":90,"mainEntity":91},"FAQPage",[92,98,102],{"name":93,"@type":94,"acceptedAnswer":95},"Penelitian ini bertujuan untuk menganalisis apa?","Question",{"text":96,"@type":97},"Penelitian menganalisis makna dalam iklan Men’s Biore Cool Oil Clear serta membahas mitos dan ideologi representasi maskulinitas pria.","Answer",{"name":99,"@type":94,"acceptedAnswer":100},"Versi iklan apa saja yang menjadi objek analisis?",{"text":101,"@type":97},"Objek analisis adalah tiga versi iklan: #BeMagnetic 2019, #RefreshSemangatLo! 2018, dan Long Riding 2017.",{"name":103,"@type":94,"acceptedAnswer":104},"Teori apa yang digunakan untuk membahas representasi maskulinitas?",{"text":105,"@type":97},"Penelitian menggunakan teori semiotika Roland Barthes untuk mengkaji mitos dan ideologi dalam iklan.","https://schema.org",{"og:url":66,"og:type":108,"og:title":47,"og:site_name":79,"og:description":49},"article",{"robots":110,"canonical":66},"index,follow",{"doc_id":112,"site_id":44},219113,1788861088,{"code":4,"msg":5,"data":115},{"doc_id":112,"user_id":116,"nickname":76,"user_avatar":117,"doc_module":9,"category_id":26,"category_name":27,"doc_title":47,"doc_description":49,"doc_content":118,"file_id":119,"file_url":120,"file_type":121,"file_size":122,"view_count":64,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":123,"language":124,"language_code":45,"site_id":44,"html_lang":45,"table_of_contents":125,"faqs":126,"seo_title":127,"seo_description":49,"update_tm":113,"read_time":128},549758252649,"https://ap-avatar.wpscdn.com/avatar/8000253669c5317157?_k=1778319167496531819","Representasi Maskulinitas Pria dalam Iklan Televisi\nMen’s Biore Cool Oil Clear\n(Analisis Semiotika Roland Barthes Iklan Televisi Men’s Biore Versi #BeMagnetic 2019, #RefreshSemangatLo! 2018, Dan Long Riding 2017)\nRezki Pratami¹; Togi Prima Hasiholan²\nMagister Ilmu Komunikasi, Universitas Budi Luhur\nJl. Ciledug raya, RT.10/RW.2, Petukangan utara, Pesanggarahan, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12260\n\u0013 HYPERLINK \"mailto:rezkypratami@gmail.com\" \u0014rezkypratami@gmail.com\u0015¹ ; togiprima@gmail.com²\nAbstract\nThe purpose of this research is to analyze the meaning contained in Men’s Biore Cool Oil Clear advertisement in three different versions namely version #BeMagnetic 2019, #RefreshSangatLo! 2018, Dan Long Riding 2017, and discuss the myths and ideologies of male masculinity representation by using Roland Bartes's semiotic theory. The method used is interpretive in a critical paradigm and qualitative approach. The results showed that the concept of masculinity now tends to shift to new masculinity. The myth of male masculinity representation that was built in 3 Men’s Biore advertisements is free, masculine, charismatic, leader, social creature, brave, and world change. The message of masculinity formed by advertising communicators is an easy way to wash face to be able to become a masculine figure in accordance with the trends that are now developing. Masculine men are basically men who pay attention to cleanliness and appearance, which opens a new perspective in the wider community over the stereotypes of masculine images that have been circulating.\nKeyword \t: Representation, Masculinity, Semiotics, Advertising, Men’s Biore Cool Oil Clear.\nAbstrak\nTujuan dari penelitian adalah menganalisis makna yang terkandung dalam iklan Men’s Biore Cool Oil Clear dalam tiga versi berbeda yaitu versi #BeMagnetic 2019, #RefreshSemangatLo! 2018, Dan Long Riding 2017, serta membahas mitos dan ideologi representasi maskulinitas pria dengan menggunakan teori semiotika Roland Bartes. Metode yang dipergunakan adalah interpretatif dalam paradigma kritis dan pendekatan kualitatif. Hasil penelitian menunjukkan bahwa konsep maskulinitas kini cenderung beralih pada new masculinity. Mitos representasi maskulinitas pria yang dibangun dalam 3 iklan Men’s Biore yakni bebas, maskulin, kharismatik, pemimpin, makhluk sosial, gagah berani, dan pengubah dunia. Pesan maskulinitas yang dibentuk oleh komunikator iklan adalah cara mudah mencuci muka agar mampu menjadi sosok maskulin sesuai dengan tren yang kini sedang berkembang. Pria maskulin pada dasarnya adalah pria yang memperhatikan kebersihan dan penampilan diri sendiri, yang membuka sudut pandang baru di masyarakat luas atas stereotype imaji maskulin yang selama ini beredar.\nKata Kunci \t: Representasi, Maskulinitas, Semiotika, Iklan, Men’s Biore Cool Oil Clear.\nPENDAHULUAN\nSalah satu bentuk persuasi yang sejak dulu hingga kini cukup mempengaruhi segala aspek kehidupan manusia, adalah dengan bentuk periklanan.  Secara tidak langsung, periklanan membentuk budaya dan mencatat sejarah mulai dari lingkup tersempit hingga lingkup yang luas jangkauannya.\nMedia massa diyakini sebagai medium penyampaian pesan dari seseorang atau lembaga yang memiliki kepentingan baik komersil dan non komersil, yang dampak atau umpan balik (feed back) nya kini bisa dirasakan secara langsung tanpa tertunda atau menunggu waktu tertentu (Machmud:2011). Apalagi ditambah dengan kemajuan teknologi yang semakin pesat, nampaknya media massa telah manjalankan tugasnya dengan baik dalam ranah penyampaian pesan.\nDi era pos industrial, perusahaan beberapa merek mencoba mencari pangsa pasar yang baru untuk dijadikan subjek dalam beriklan. Tak sedikit yang beralih kepada kaum pria untuk dijadikan sebagai komoditinya. Hingga akhir tahun 1990an pasar terbesar terpusat pada pria, yang melahirkan tren baru yakni urusan penampilan bagi pria. Hal ini pula menjadikan media-media cetak yang kala itu sedang berada dipuncak popularitas mengeluarkan","cbCaiivQBJdNGoDU","https://ap.wps.com/l/cbCaiivQBJdNGoDU","docx",1210223,26,"Indonesian","# Pendahuluan\n## Periklanan sebagai bentuk persuasi\n## Media massa dan penyampaian pesan\n## Pria sebagai subjek komoditi dan tren penampilan\n## Citra pria ideal dan ideologi maskulinitas\n## Konsep maskulin menurut penelitian terdahulu","[{\"question\":\"Penelitian ini bertujuan untuk menganalisis apa?\",\"answer\":\"Penelitian menganalisis makna dalam iklan Men’s Biore Cool Oil Clear serta membahas mitos dan ideologi representasi maskulinitas pria.\"},{\"question\":\"Versi iklan apa saja yang menjadi objek analisis?\",\"answer\":\"Objek analisis adalah tiga versi iklan: #BeMagnetic 2019, #RefreshSemangatLo! 2018, dan Long Riding 2017.\"},{\"question\":\"Teori apa yang digunakan untuk membahas representasi maskulinitas?\",\"answer\":\"Penelitian menggunakan teori semiotika Roland Barthes untuk mengkaji mitos dan ideologi dalam iklan.\"}]","Representasi Maskulinitas Pria dalam Iklan Televisi Men’s Biore Cool Oil Clear - Analisis Semiotika Roland Barthes | DOCX",9]