Analisis Resepsi Gen-Z Terhadap Representasi Laki-Laki Dalam Dunia Skincare: Studi Pada Konten Tiktok @maharajasp8

Nababan, Alesia Margaretta (2026) Analisis Resepsi Gen-Z Terhadap Representasi Laki-Laki Dalam Dunia Skincare: Studi Pada Konten Tiktok @maharajasp8. S1 thesis, Universitas Kristen Indonesia.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui resepsi Generasi Z terhadap representasi laki-laki dalam konten skincare TikTok @maharajasp8serta memahami konstruksi maskulinitas inklusif yang terbentuk melalui konten tersebut. Penelitian ini dilatarbelakangi oleh meningkatnya kehadiran kreator konten laki-laki yang membahas skincare di media sosial dan perubahan pandangan masyarakat terhadap praktik perawatan diri pada laki-laki. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data diperoleh melalui wawancara mendalam terhadap tujuh informan Generasi Z yang aktif menggunakan TikTok dan pernah mengakses konten akun @maharajasp8. Analisis data dilakukan menggunakan teknik coding yang meliputi open coding, axial coding, dan selective coding. Penelitian ini menggunakan Teori Representasi Stuart Hall dan konsep Maskulinitas Inklusif dan analisis resepsi sebagai landasan analisis. Hasil penelitian menunjukkan bahwa Generasi Z memandang representasi laki-laki dalam konten skincare TikTok @maharajasp8secara positif. Penggunaan skincare tidak lagi dianggap bertentangan dengan identitas maskulin, melainkan dipahami sebagai bentuk kepedulian terhadap kesehatan kulit dan perawatan diri. Selain itu, penelitian menemukan adanya konstruksi maskulinitas inklusif yang ditandai oleh praktik self-care, kesadaran terhadap penampilan, dan kebebasan mengekspresikan diri di media digital. Maskulinitas tidak lagi dimaknai hanya melalui kekuatan fisik dan dominasi, tetapi juga melalui kemampuan laki-laki dalam menjaga kesehatan, kebersihan, dan penampilan diri. Penelitian ini menyimpulkan bahwa Generasi Z menerima representasi laki-laki dalam dunia skincare sebagai bagian dari maskulinitas inklusif yang lebih fleksibel, terbuka, dan tidak lagi membatasi perawatan diri berdasarkan gender. Kata Kunci: Generasi Z, maskulinitas inklusif, representasi laki-laki. ABSTRACT This study aims to examine Generation Z’s perceptions of the representation of men in the skincare content of the TikTok account @maharajasp8and to understand the construction of inclusive masculinity shaped by this content. The study is motivated by the growing presence of male content creators discussing skincare on social media and shifting societal views on men’s self-care practices. The study employs a qualitative approach using a descriptive method. Data were collected through in-depth interviews with seven Generation Z informants who actively use TikTok and have accessed content from the @maharajasp8account. Data analysis was conducted using coding techniques, including open coding, axial coding, and selective coding. This study utilizes Stuart Hall’s Theory of Representation and the concepts of Inklusif Masculinity and reception analysis as the analytical framework. The results indicate that Generation Z views the representation of men in the @maharajasp8TikTok skincare content positively. The use of skincare is no longer considered at odds with masculine identity but is understood as a form of care for skin health and self-care. The research findings indicate that Generation Z views the representation of men in the skincare content on TikTok @maharajasp8positively. The use of skincare products is no longer seen as conflicting with masculine identity, but rather understood as a form of care for skin health and self-care. Additionally, the study identified a construction of inclusive masculinity characterized by self-care practices, awareness of appearance, and freedom of self-expression in digital media. Masculinity is no longer defined solely through physical strength and dominance, but also through men’s ability to maintain their health, hygiene, and personal appearance. This study concludes that Generation Z accepts the representation of men in the skincare world as part of a inclusive masculinity that is more flexible, open, and no longer limits self-care based on gender. Keywords: Generation Z, male representation, inclusive masculinity.

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