Representation of ideal male masculinity in build-in Ms Glow for men advertisements in Youtube content @Andrew Kalaweit

Abstract

This research is about the representation of male masculinity in the build-in Ms Glow For Men advertisement in @Andrew Kalaweit's YouTube content. The background of this research is that ideal representations of masculinity are normalized in advertising practices. Build-in advertising on YouTube is an advertising model that is now widely developed. Build-in advertising on YouTube aligns with audience behaviour moving into the digital realm. The Ms Glow For Men advertisement in @Andrew Kalaweit's YouTube content tries to present a representation of the ideal man that is different from similar products. This research aims to determine how masculinity is represented in the build-in Ms Glow For Men advertisement in @Andrew Kalaweit's YouTube content. The theories used by researchers in this research are representation and masculinity. This type of research is qualitative descriptive research. The research method is Roland Barthes' semiotics. This research shows that in the Ms Glow For Men advertisement found on @Andrew Kalaweit's YouTube content, the representation of ideal male masculinity is shown as follows. First, ideal male masculinity is a man with white skin. Second, ideal male masculinity is a man with a muscular body. Third, ideal male masculinity is a man who cares about good looks and physical appearance. This is also in line with the stereotype that develops in society that the ideal man is a man with a muscular body, handsome face, and white skin.