Masculinity Reconstruction in The Frame of Global Capitalism

Abstract

The meaning of masculinity changes along with the development of technology, media growth, and social changes that occur in society. These three conditions are factors that are influenced and affect the increasingly deep grip of global capitalism. Within the framework of global capitalism masculinity is commodified into a lifestyle of consumerism, that is, a vision of contemporary life where market dominance increases and makes society into one dimension. The purpose of this study is to understand and explain the reconstruction of the male body and masculinity within the framework of global capitalism. The proposed research design is a desk study method through a literature study in which the researcher collects secondary data from various existing documents such as journals, newspapers, reports on research results, and others. The results of the literature review collected and analyzed explain how global capitalism through a network of transnational companies and the media constructs masculinity in advertising. Athletic man, bright face, and face covered with mustache and thin beard become the ideal image of a man's body at this time. The shift in meaning and indicators of masculinity change lifestyles by relying only on symbols, signs and values in accordance with the interests of the capitalist economy. The most extreme form of masculinity reconstruction is hyper-masculinity.