BINTANG YANG TERTUKAR: REPRESENTASI RAS DAN MASKULINITAS DALAM DUA IKLAN NIVEA MEN
DOI:
https://doi.org/10.30872/jbssb.v6i4.11540Keywords:
ras, maskulinitas, iklan komersial, Nivea MenAbstract
Artikel ini membahas representasi ras dan maskulinitas dalam dua video komersial Nivea Men yang menampilkan Bambang Pamungkas dan Richard Kyle sebagai bintang iklannya. Produk seri Nivea Men yang dipromosikan dalam video tersebut adalah Nivea Men Acne Control Brightening Facial Foam dan Nivea Men Deodorant. Pembahasan didekati melalui perspektif ras, gender, dan semiotika. Menggunakan metode deskriptif-kualitatif, penelitian ini juga mempertimbangkan teori fetisisme McClintock (sebagaimana dibahas dalam Priyatna, 2013), teori maskulinitas ideal Vacker dan Key (1993), dan teori mitos Barthes (2004). Studi ini menemukan bahwa video tersebut menunjukkan ideologi rasis, yang diwakili oleh kemeja putih yang dikenakan oleh Richard Kyle dan cermin sebagai cerminan dari keinginan untuk menjadi putih. Selain itu, gagasan rasisme dalam video tersebut juga terkait dengan gagasan maskulinitas yang dikemukakan oleh pemilihan aktor yang membintangi video tersebut, yaitu Richard Kyle—sebagai representasi dari keputihan—dan Bambang Pamungkas—sebagai representasi dari non- putihnya.
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