Tubuh bukan berdiri sebagai binaan biologi sahaja, tetapi juga sarat dengan makna yang dapat digagaskan secara sosial oleh pelbagai tafsiran yang sesuai dengan nilai-nilai dan norma sesebuah masyarakat. Dalam tradisi masyarakat Melayu, lelaki digambarkan mempunyai sifat dan penampilan tubuh badan yang kuat dan gagah. Namun, perubahan zaman juga telah memperlihatkan perubahan tafsiran tentang tubuh lelaki yang berpaksikan kepada komodifikasi akibat budaya pengguna. Justeru, kajian ini bertujuan melihat pengaruh komodifikasi dalam membentuk dan memperkukuhkan lagi idea tentang 'sado' sehingga belia terikat dengan amalan tersebut. Pendekatan kualitatif diaplikasikan dalam kajian ini menggunakan jenis kajian fenomenologi untuk mengupas makna dan pengalaman yang dialami sendiri oleh subjek kajian. Data primer diperoleh melalui temu bual mendalam dan pemerhatian ke atas 20 orang responden yang terdiri daripada golongan belia Melayu yang aktif mengunjungi gimnasium di sekitar Bandar Baru Bangi, Selangor. Hasil kajian menunjukkan iklan merupakan salah satu mekanisme yang paling berpengaruh kerana mempunyai kekuatan dalam memujuk keinginan dan impian pengguna terhadap produk mahupun perkhidmatan yang berasaskan imej 'sado'. Selain itu, hasil kerja golongan kapitalis yang mencipta pasaran melalui proses komodifikasi oleh perantara budaya baharu seperti pemilik gimnasium, jurulatih peribadi dan kelompok media sosial juga dapat mendidik dan membantu merealisasikan imej 'sado' dalam kalangan belia Melayu. Kesimpulannya, semakin besar pengaruh komodifikasi, maka semakin giat pembentukan imej 'sado'. Kajian ini memberi sumbangan dalam memperkayakan data dan menunjukkan kerelevanan berkaitan isu pembentukan tubuh badan, selain membuktikan penerimaan teori dalam konteks kepenggunaan masyarakat di negara ini.

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