Catalog :

Detail Article


ISSN 2301-5829

Vol. 5 / No. 1 / Published : 2016-02

TOC : 8, and page :65 - 73

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Original Article :

Male university students’ perceptions toward the representation of masculinity in “l-men gain mass” commercial (albern sultan version)

Author :

  1. Septian Bayu Perdana *1
  2. Dadung Ibnu Muktiono*2
  1. Mahasiswa Fakultas Ilmu Budaya
  2. Dosen Fakultas Ilmu Budaya

Abstract :

Referring to the ideal concepts of masculinities in Indonesia, this article was written to open people’s minds that masculinities are not always related to physical appearances of males. The aim of the study is to find out any different perceptions, either from male students in Airlangga University and from outside of Airlangga University, about the construction of masculinity in “L-Men Gain Mass” commercial. In this research, the writer used a qualitative method by interviewing fifteen male university students to gain their perceptions about the elements of masculinities in the “L-Men Gain Mass” commercial. The writer interviewed them in Universitas Airlangga and interpreted the results by using Connell’s Hegemonic Masculinity supported by masculinity in sports. The writer finds that perceptions of masculinities in “L-Men Gain Mass” commercial is different among male university students in Surabaya because of their differences in interpreting masculinities and male’s physical appearances. Masculinity is understood differently based on different social group and different culture. Being muscular is not the only ideal concept of masculinity because masculinity is relative according to different social group, especially in the university environment. 

Keyword :

male students, masculinity, perceptions, representation,

References :

  1. Arnett, Jeffrey Jensen, (2000). Emerging Adulthood: A Theory of Development From the Late Teens Through the Twenties. 472-473 : American Psychologist
  2. Karin Wall, Sofia Aboim and Sofia Marinho, (2007). Fatherhood, Family and Work in Men's Lives: Negotiating New and Old Masculinities. - : Recherches: Sociologiques et Anthropologiques
  3. Whannel, Garry, (2002). Media Sport Stars: Masculinities and moralities. - : London : Routledge


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