Identiti Maskuliniti: Konsumsi sebagai Manifestasi Mimpi Imej ‘Sado’ dalam kalangan Belia Melayu

Abstract

Identiti maskuliniti atau ‘sado’ tidak hanya dibincangkan dalam konteks gender, malah telah meluas dalam budaya konsumer. Penyebaran imej-imej komoditi dalam proses komodifikasi telah mencipta dunia mimpi sehingga penggunaan sesuatu produk menjadi sebahagian daripada kehidupan masyarakat. Justeru, artikel ini menjelaskan bahawa proses komodifikasi imej yang ditanam mampu membentuk mimpi dan seterusnya dipenuhi dengan aktiviti konsumsi berasaskan imej ‘sado’. Pendekatan kualitatif diaplikasikan dalam kajian ini dengan menggunakan kaedah fenomenologi, yang mengupas makna konsep atau pengalaman yang dialami oleh subjek kajian. Data primer diperolehi melalui teknik temu bual mendalam dan pemerhatian tidak ikut serta. Seramai 20 orang informan dipilih, terdiri daripada golongan belia Melayu yang aktif mengunjungi pusat gimnasium di sekitar Bandar Baru Bangi, Selangor. Hasil kajian menunjukkan bahawa representasi maskuliniti yang tertumpu kepada penampilan dan kekuatan fizikal lelaki dalam iklan telah mencipta dunia mimpi kepada belia Melayu sehingga mereka menggunakan komoditi dan perkhidmatan yang ditawarkan oleh pihak industri. Hal ini kerana iklan mempunyai kekuatan dalam memujuk nafsu dan keinginan. Antara perkara yang dilakukan oleh kebanyakan belia Melayu melalui aktiviti konsumsi ialah melakukan latihan kecergasan di pusat gimnasium, menggunakan perkhidmatan jurulatih peribadi dan mengamalkan diet pemakanan serta pengambilan suplemen untuk membesarkan otot badan. Walau bagaimanapun, untuk merealisasikan mimpi tersebut mereka perlu berkorban masa, tenaga dan wang ringgit. Secara keseluruhan, dapat dirumuskan bahawa semakin besar pengaruh komodifikasi yang ditanam dalam kalangan belia Melayu, maka tingkah laku konsumsi akan semakin kerap dilakukan bagi menampilkan imej ‘sado’.

Kata kunci: Belia Melayu; identiti maskuliniti; imej ‘sado’; konsumsi; mimpi

Abstract: Identity masculinity or ‘sado’ is discussed not only in a gender context but has also become widespread in consumer culture. The spread of commodity image in the process of commodification has led to a society where the use of a product becomes integrated into daily life. Thus, this article explains how the commodification of images influences dreams and leads to consumption activities based on ‘sado’ images. The study employs a qualitative approach using the phenomenological method to uncover the meaning of experiences and concepts from research subjects. The study collected primary data via field observations and in-depth interviews with 20 Malay youth selected from those who regularly attend gyms or fitness centers in the Bandar Baru Bangi region of Selangor. The findings show that the representation of masculinity that focuses on the appearance and physical strength of men in advertisements has created a dream world for Malay youth until they use the commodities and services offered by the industry. This is because advertising has the power to persuade desire. Among the things that are done through consumption activities are by doing fitness training at the gymnasium center, using the services of a personal trainer and practicing a nutritional diet and taking supplements to grow body muscles. In order to achieve that dream, they have to be willing to sacrifice time, energy, and money. Overall, it can be concluded that the greater the influence of commodification among Malay youth, the more frequently consumption behavior will be done to display the image of ‘sado’.

Keywords: Malay youth; masculinity identity; ‘sado’ image; consumption; dreams

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