Abstract
Many studies are done on gender bias on women, but a little on men. If one of women’s stereotypes is wearing makeup, then one of men is no need taking care of his face. However, the consumption of male facial products has shown an up going trend. Ironically, it is not commonly perceived as users of facial care products, since they would be labeled as gay. This study aims to show that gender bias does not only happen to women but also men. In addition, the media is supposed to be the means to liberate and empower marginalized groups and not present news by reinforcing stereotypes of the group. The research question is how ads construct a masculine figure by emphasizing on his needs for facial treatment? The theoretical concepts used in this research are social construction of reality, stereotypes and fetishism while the method of data collection is semiotic text analysis through purposive selection. The results show that masculinity represented in the advertisement figures defines the stereotypes that fit with consumptive urban society behavior. Construction of the advertised product is not for the purpose of selling it for its function, but rather to support the exclusive image and identity of the target buyers.
Highlights
The Vice Governor of DKI Jakarta, Sandiaga Uno was captured applying lip moisturizer in a formal public appearance he made with the Governor, on December 13, 2017
Regardless of the need for Uno to use a lip moisturizer, it can be implied that the media questioned the masculinity of the official
This media reaction is understandable, given the general perspective that most feminine men belong to the gay group, which remains to be a hot topic, as different sexual orientations are still considered inappropriate by the society
Summary
The Vice Governor of DKI Jakarta, Sandiaga Uno was captured applying lip moisturizer in a formal public appearance he made with the Governor, on December 13, 2017. This event went viral on the media, because the action was deemed unusual by most Indonesians as lipsticks are mostly associated with women. Regardless of the need for Uno to use a lip moisturizer, it can be implied that the media questioned the masculinity of the official This media reaction is understandable, given the general perspective that most feminine men belong to the gay group, which remains to be a hot topic, as different sexual orientations are still considered inappropriate by the society. Women are stereotyped with gentleness and they are good at doing things which require carefulness and neatness, so the best work areas that are suitable for them are those which match the characteristics they are assumed to have
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