| Summary: | The discussion of gender issues in the media, has been too much focused
on women or femininity. As a result, the theoretical study of masculinity is not
commonly found in Indonesia. By media, now men and women are treated
equally as a commodity. While the dominant masculine than feminine. This is
because the media helped uphold hegemonic masculinity prevailing in society. As
happened in Cosmopolitan Indonesia magazine. The magazine is not only
contained about feminine, but masculine. So, with the background of the issues
above, the researcher would like to explain the concept of masculinity of men and
women in Indonesia edition of Cosmopolitan magazine in August 2011 until
January 2012.
Researcher used the principle of semiotic analysis that is able to explain
the different signs of verbal text and visual text in the article. In the verbal text,
researchers refer to the denotation and connotation Barthes. While the visual text,
researchers used six stages of the selection procedure connotations. This research
resulted in findings related to the concept of masculinity in edition of
Cosmopolitan Indonesia magazine in August 2011 until January 2012. First, men
should be strong, fit and style. Second, men must be established and responsible.
While female masculinity characterized by the concept of self-contained and
independent women.
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