Penelitian ini mengkaji mengenai representasi identitas gender influencer laki-laki dengan ekspresi gender feminin di media sosial Instagram. Ekspresi gender merupakan pengalaman performatif yang tidak berhubungan dengan jenis kelamin. Namun, masyarakat heteronormatif selalu menghubungkan ekspresi gender dengan jenis kelamin. Laki-laki yang memiliki ekspresi gender tidak sesuai dengan norma heteronormatif sering memperoleh stigma dan stereotipe negatif. Padahal, influencer bekerja untuk menyampaikan pesan produk kepada konsumen. Dengan kata lain, ekspresi gender yang dilakukannya turut mempengaruhi penilaian konsumen atas produk yang dipromosikan. Penelitian kualitatif ini dilakukan dengan metode analisis wacana yang bertujuan untuk menjelaskan bagaimana influencer laki-laki dengan ekspresi gender feminin merepresentasikan ekspresi gender mereka. Menggunakan Konsep Performativitas Gender dari Judith Butler, hasil penelitian ini menjelaskan bahwa representasi ekspresi gender beragam tergantung konten yang dibuat. Untuk konten product endorsement, keluarga, kehidupan sehari-hari, religi, dan kegiatan sosial, influencer meminimalisasi atribut yang memiliki asosiasi dengan femininitas. Sementara itu, untuk konten hiburan, influencer menampilkan ekspresi gender yang sepenuhnya feminin baik dari tampilan fisik maupun perilaku.

Abeza, G., O’reilly, N., Séguin, B., & Nzindukiyimana, O. (2017). The world’s highest-paid athletes, product endorsement, and twitter. In Sport, Business and Management: An International Journal (Vol. 7, Issue 3). https://doi.org/10.1108/SBM-08-2016-0040

Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878X16665177

Alessandri, S. W. (2014). Visual identity: Promoting and protecting the public face of an organization. Routledge.

Altheide, D. L. (1996). Qualitative media analysis. SAGE Publications Inc.

Arvanitidou, Z., & Gasouka, M. (2013). Construction of gender through fashion and dressing. Mediterranean Journal of Social Sciences, 4(11), 111–115. https://doi.org/10.5901/mjss.2013.v4n11p111

Barkman, L. L. S. (2018). Muted Group Theory: A Tool for Hearing Marginalized Voices. The Academic Journal of CBE International.

Barry, B. (2018). (Re)Fashioning Masculinity: Social Identity and Context in Men’s Hybrid Masculinities through Dress. Gender and Society, 32(5), 638–662. https://doi.org/10.1177/0891243218774495

Battles, K., & Hilton-Morrow, W. (2002). Gay characters in conventional spaces: Will and Grace and the situation comedy genre. In Critical Studies in Media Communication (Vol. 19, Issue 1). https://doi.org/10.1080/07393180216553

Baumrind, D. (1978). Patterns a N D Social. 9(3), 129–138.

Berger, P., & Luckmann, T. (1966). The social construction of reality: A treatise in the sociology of knowledge. Anchor Books.

Bolin, G. (2010). Digitization, multiplatform texts, and audience reception. Popular Communication, 8(1), 72–83. https://doi.org/10.1080/15405700903502353

Booth, P., & Kelly, P. (2013). The changing faces of Doctor Who fandom: New fans, new technologies, old practices. Participations, 10(1), 56–72.

Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210–230. https://doi.org/10.1111/j.1083-6101.2007.00393.x

Butler, J. (1990). Gender Trouble: Feminism and the Subversion of Identity. Routledge.

Butler, Judith. (1988). Performative Acts and Gender Constitution: An Essay in Phenomenology and Feminist Theory. Theatre Journal, 40(4), 519. https://doi.org/10.2307/3207893

Caldeira, S. P. (2016). Identities in flux: An analysis to photographic self-representation on instagram. Observatorio, 10(3), 135–158. https://doi.org/10.15847/obsobs10320161031

Can, O. (2018). Identity Construction on Instagram. The Journal of Communication Studies, 10, 137–162. https://www.academia.edu/36701100/Identity_Construction_on_Instagram?auto=download&email_work_card=download-paper.

Coplan, R. J. and W. M. (2009). Shy and soft spoken. Infant and Child Development, 18(6), 238–254. https://doi.org/10.1002/icd

Coyle, E. F., Fulcher, M., & Trübutschek, D. (2016). Sissies, Mama’s Boys, and Tomboys: Is Children’s Gender Nonconformity More Acceptable When Nonconforming Traits Are Positive? Archives of Sexual

Behavior, 45(7), 1827–1838. https://doi.org/10.1007/s10508-016-0695-5

Cresswell, J. W., & Poth, C. N. (2018). Qualitative Inquiry & Research Design Choosing Among Five Approaches Fourth Edition. SAGE Publications Inc.

Croteau, D. (2019). Media Society: Technology, Industries, Content, and Users. (6th ed.). (6th ed.). SAGE Publications Inc.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product

divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

De Visser, R. O., Smith, J. A., & McDonnell, E. J. (2009). “That’s not masculine”: Masculine capital and health-related behaviour. Journal of Health Psychology, 14(7), 1047–1058. https://doi.org/10.1177/1359105309342299

De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003

Dodson, D. (2006). Bloke’s Grooming: COSMETICS and TOILETRIES for Men Down Under. /http://www.euromonitor.com/Blokes_grooming_Cosmetics_and_toi letries_for_men_DownunderS

Foucault, M. (1998). The History of Sexuality, Volume I: The Will To Knowledge. Penguin.

French, A. M., & Read, A. (2013). My mom’s on Facebook: An evaluation of information sharing depth in social networking. Behaviour and Information Technology, 32(10), 1049–1059. https://doi.org/10.1080/0144929X.2013.816775

Ganda, M. (2014). Social Media and Self: Inuences on the Formation of Identity and Understanding of Self through Social Networking Sites. University Honours Thesis: Paper 55.

Gauntlett, D. (2008a). Media, Gender and Identity, An Introduction (2nd ed.). Rouletdge.

Gauntlett, D. (2008b). Media, Gender and Identity, An Introduction (2nd ed.). Routledge.

Gibbs, J. J., & Goldbach, J. (2015). Religious Conflict, Sexual Identity, and Suicidal Behaviors among LGBT Young Adults. Archives of Suicide Research, 19(4), 472–488. https://doi.org/10.1080/13811118.2015.1004476

Gibson, A. (2019). Free Speech and Safe Spaces: How Moderation Policies Shape Online Discussion Spaces. Social Media + Society, 5(1), 205630511983258. https://doi.org/10.1177/2056305119832588

Goffman, E. (1959). The Presentation of Self in Everyday Life. Doubleday.

Greaf, C. (2016). Drag queens and gender identity. Journal of Gender Studies, 25(6), 655–665. https://doi.org/10.1080/09589236.2015.1087308

Guba, E. G. & Lincoln, Y. S. (1994). Competing paradigms in qualitative research In Denzin, N. & Lincoln, Y. Handbook of Qualitative research. SAGE Publications Inc.

Gündüz, U. (2017). The Effect of Social Media on Identity Construction. Mediterranean Journal of Social Sciences, 8(5), 85–92. https://doi.org/10.1515/mjss-2017-0026

Hlavka, H. R. (2017). Speaking of Stigma and the Silence of Shame: Young Men and Sexual Victimization. Men and Masculinities, 20(4), 482–505. https://doi.org/10.1177/1097184X16652656

Horkheimer, M. (1982). Critical Theory. Seabury Press.

Kenney, M. (2001). Mapping gay LA: The intersection of place and politics. Temple University Press.

Khan, I., Dongping, H., Abdullah, M., Ahmad, Z., Ahmad Ghauri, T., & Ghazanfar, S. (2017). Men’s attitude and motivation toward consumption of grooming products: A comparison of Chinese and Pakistani male consumers. Cogent Business and Management, 4(1), 1–14. https://doi.org/10.1080/23311975.2017.1309783

Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions. Journal of Marketing Theory and Practice, 10(3), 1–11. https://doi.org/10.1080/10696679.2002.11501916

Lebel, K., & Danylchuk, K. (2014). Facing Off on Twitter: A Generation Y Interpretation of Professional Athlete Profile Pictures. International Journal of Sport Communication, 7(3), 317–336. https://doi.org/10.1123/ijsc.2014-0004

Lin, L. F., Li, Y. M., & Wu, W. H. (2015). A social endorsing mechanism for target advertisement diffusion. Information and Management, 52(8), 982–997. https://doi.org/10.1016/j.im.2015.07.004

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. https://doi.org/10.1016/j.tourman.2007.05.011

Liu, B., & Lauw, H. W. (2010). Detecting Product Review Spammers using Rating-lim.pdf. 939–948.

Lober, J. (2018). Inequality in the 21st Century. Rouletdge.

Luarn, P., Huang, P., Chiu, Y. P., & Chen, I. J. (2016). Motivations to engage in word-of-mouth behavior on social network sites. Information Development, 32(4), 1253–1265. https://doi.org/10.1177/0266666915596804

Marciano, A. (2014). Living the VirtuReal: Negotiating transgender identity in cyberspace. Journal of Computer-Mediated Communication, 19(4), 824–838. https://doi.org/10.1111/jcc4.12081

Mascheroni, G., Vincent, J., & Jimenez, E. (2015). “Girls are addicted to likes so they post semi-naked selfies”: Peer mediation, normativity and the construction of identity online. Cyberpsychology, 9(1). https://doi.org/10.5817/CP2015-1-5

McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310. https://doi.org/10.1086/209217

McNeill, L. S., & Douglas, K. (2011). Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand. Journal of Retailing and Consumer Services, 18(5), 448–454. https://doi.org/10.1016/j.jretconser.2011.06.009

Morrow, D.F., & Messinger, L. (2006). Sexual Orientation and Gender Expression in Social Work Practice. Columbia University Press.

Nagy, P., & Koles, B. (2014). The digital transformation of human identity: Towards a conceptual model of virtual identity in virtual worlds. Convergence, 20(3), 276–292. https://doi.org/10.1177/1354856514531532

Neuman, W. L. (2014). Social Research Method: Qualitative and Quantitative Approaches. Pearson Educated Limited.

Nilan, P., & Demartoto, A. (2012). Patriarchal residues in Indonesia: Respect accorded senior men by junior men. European Journal of Social Sciences, 31(2), 279–293.

O’Donnell, N. H. (2018). Storied Lives on Instagram: Factors Associated With the Need for Personal-Visual Identity. Visual Communication Quarterly, 25(3), 131–142. https://doi.org/10.1080/15551393.2018.1490186

Orbe, M. P. (1998). Constructing co-cultural theory: An explication of culture, power, and communication. SAGE Publications Inc.

Ring, A., Tkaczynski, A., & Dolnicar, S. (2016). Word-of-Mouth Segments: Online, Offline, Visual or Verbal? Journal of Travel Research, 55(4), 481–492. https://doi.org/10.1177/0047287514563165

Schilt, K., & Westbrook, L. (2009). Doing gender, doing heteronormativity: “gender normals,” transgender people, and the social maintenance of heterosexuality. Gender and Society, 23(4), 440–464. https://doi.org/10.1177/0891243209340034

Schreier, M. (2012). Qualitative content analysis in practice. SAGE Publications Inc.

Seale, Patrick. (1987). from the SAGE Social Science Collections . All Rights. Hispanic Journal of Behavioral Sciences, 9(2), 183–205. http://hjb.sagepub.com.proxy.lib.umich.edu/content/9/2/183.full.pdf+html

Sedgwick, E. (1998). What’s queer? In J. Lorber (Ed.), Gender inequality: Feminist theories and politics (pp. 205-209). Roxbury.

Seibel, B. (2019). Insta-Identity: The Construction of Identity Through Instagram.

Seiler, R., & Kucza, G. (2017). Source Credibility Model, Source Attractiveness Model And Match-Up-Hypothesis–An Integrated Model. Journal of International Scientific Publications, 11(1314–7242), 1–15.

Siibak, A. (2013). Constructing the Self through the Photo selection - Visual Impression Management on ... Page 1 of 9 Constructing the Self through the Photo selection - Visual Impression Management on Social Networking Websites Constructing the Self through the Photo sele. November, 1–9.

Sturges, P. (2015). The production of comedy: The joke in the age of social media. SAGE Open, 5(4). https://doi.org/10.1177/2158244015612521

Tseelon, E. (1989). Communicating via clothes. Unpublished paper. Department of Experimental Psychology, University of Oxford.

Tuncay, I. (2006). Conceptualizations of Masculinity Amon A “New” Breed of Male Consumers. Loyola University.

Turkle, S. (1995). Life on the screen: Identity in the age of the Internet. Simon & Schuster.

White, M. D., & Marsh, E. E. (2006). Content analysis: A flexible methodology. Library Trends, 55(1), 22–45. https://doi.org/10.1353/lib.2006.0053

Zhu, Y. Q., Amelina, D., & Yen, D. C. (2020). Celebrity endorsement and impulsive buying intentions in social commerce - The case of instagram in Indonesia: Celebrity endorsement. Journal of Electronic Commerce in Organizations, 18(1), 1–17. https://doi.org/10.4018/JECO.2020010101