With the rising popularity of YouTube users, YouTube has transformed from a social media platform as a way of entertainment to a platform that focuses on achieving outcomes and the occurrence of adsense in it. Endorsement is one of the ways to increase adsense in the YouTube channel, not only endorsement but also good image that is represented on the content. The research aims to show masculinity representing the ideal type of a man in the endorsement of Alex Costa‘s YouTube content. Therefore, this research uses Alex Costa‘s YouTube content with the title Body Parts Women Can‟t Resist | Alex Costa by using the concept of masculinity and Goffman‘s gender advertisement. Thus, this research uses qualitative methods to collect the corresponding data from Alex Costa‘s YouTube content. The result shows masculinity endorsed in the content through two aspects; Masculinity in physical visualization and masculinity in socioeconomic behavior. Physically, masculinity is portrayed through the ideal of lower body, upper body, height and face. These body parts of men reflect attractiveness to women through the men‘s appearance that is considered masculine. Then, socioeconomically, masculinity is portrayed by metrosexual men, who represents men with a modern lifestyle, financial ability, and fashion oriented. Hence, the ideal masculinity endorsed in the content through physical visualization and socioeconomic behaviour, in the end constructed with the product of endorsement that are Aetos Apparel t-shirt, and Forte Series hair product through the models. In conclusion, the ideal of a man, both physically and socioeconomically, is represented in the endorsement scenes of the content, which ultimately constructs the ideal masculinity of a man capable of attracting women‘s hearts. Consequently, the content also used the endorsement of masculinity as the strategy to increase selling of the product endorsement.

SI2205

SKR BSI 2022 05

Perpustakaan FAH (Skripsi BSI)

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