Phoenam is a unique coffee shop originating from the city of Makassar, South Sulawesi. Over time, the function of this coffee shop has evolved beyond simply being a place to enjoy the region's specialty coffee drinks to become a place for interaction and other social activities. As a local public space, Phoenam often serves as an exclusive space for men, in line with the strong patriarchal culture in Makassar. In this local public space, there is a unique and repetitive process of group communication that shapes certain social behaviors and values, including gender structures. The objectives of this study are, first, to reveal the forms of hegemonic masculinity that emerge in social activities at Phoenam coffee shops; second, to uncover cultural practices that reinforce the dominance of masculinity at Phoenam coffee shops; and third, to reveal social interactions that show gender-based power relations at Phoenam coffee shops. This study uses critical ethnography with a qualitative approach. The results reveal that Phoenam coffee shop is inclusive, influenced by the patriarchal culture of the Makassar community in particular. Phoenam reproduces hegemonic masculinity, which actively produces and negotiates gender boundaries in everyday social life. Phoenam coffee shop is not a neutral public space, but rather a social space produced through gender power relations. The lack of female presence is not due to formal restrictions, but rather symbolic exclusion that works through language, humor, and norms of interaction. Even the women who are present tend to be marginalized, either as male companions or as subjects whose presence limits masculine freedom of expression.

Phoenam; representation; public sphere; critical ethnography

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