Konsepsi Hipermaskulinitas dan Keadilan cara Pandang Ekofeminisme (Analisis Wacana Pada Studi Perilaku Penggunaan Kosmetik dalam Cara Pandang yang Berkeadilan)

Abstract

The main focus of this study is an examination of cosmetic use in relation to cultural behavior, ecological concerns, and the understanding of women’s roles. Cosmetics, derived from a Greek term meaning “to adorn,” have traditionally been associated with women due to their primary function in shaping perceptions of beauty and attractiveness. In 2018, Indonesia’s cosmetic industry recorded a growth rate of 20 percent, reflecting a significant increase in both the number of products and users. This study aims to offer a new perspective on behavioral trends in cosmetic use, arguing that cosmetics should no longer be viewed solely as an identity burden imposed on women, but rather as part of an emerging trend that includes the concept of hypermasculinity. Within this context, men’s roles must also be examined in relation to growing awareness of ecological issues arising from cosmetic consumption. The research employs a discourse analysis approach conducted on mass media, both print and online, to obtain up-to-date data. The findings reveal the emergence of a new orientation as men increasingly engage in facial and body care practices. This phenomenon does not occur spontaneously but is shaped by several contributing factors, particularly advertising and media campaigns that promote the rise of cosmetic products specifically designed for men. Furthermore, social constructions of the body that distinguish masculinity from femininity play a crucial role in driving the formation of new male body identities.