Hegemoni Metroseksual Dalam Iklan Grooming Di Majalah FHM Indonesia

Abstract

: This research is derived from a formulation of how FHM Indonesia magazine conducts metrosexual hegemony through grooming advertisements. This research is descriptive by using critical discourse analysis methods with the objects are grooming advertisements on FHM Indonesia magazine edition September 2008 – September 2009. The results show some forms of hegemony: men should be aware of the appearance by using cosmetic products that make them more feminine by doing face treatments, narcissistic by adopting the idols, macho who understand the appearance, and romantic by proposing the aspects of love, friendship, and gender equalization. These hegemonies push the mindset of societies to follow the lifestyle of metrosexual