PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

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.

• Adelman, M., & Ruggi, L. (2015). The sociology of the body. Current Sociology Review, 64(6), 907-930. https://doi.org/10.1177/0011392115596561

• Adnan, H. M. (2003). Penerbitan majalah di Malaysia: Isu-isu dan cabaran. Karisma Publication.

• Alfitri. (2007). Budaya konsumerisme masyarakat perkotaan. Majalah Empirika, 11(1), 1-10.

• Andreasson, J., & Johansson, T. (2015). The fitness revolution: Historical transformations in the global gym and fitness culture. Sport Science Review, 23, 91-112. https://doi.org/10.2478/ssr-2014-0006

• Assaari, A., & Aziz, J. (2013). Mencabar ideologi maskulin: Wanita dan saka dalam filem seram di Malaysia. Jurnal Komunikasi: Malaysian Journal of Communication, 29(1), 113-126.

• Baharuddin, S. A., & Sukimi, M. F. (2006). Making sense of Malay sexuality: An exploration. SARI: Jurnal Alam dan Tamadun Melayu, 24, 59-72.

• Bakar, K. A. (2022). Pengkategorian identiti dalam iklan peribadi: Kajian representasi gender berasaskan korpus. Malaysia Journal of Social Sciences and Humanities, 7(2), 116-135. https://doi.org/10.47405/mjssh.v7i2.1300

• Berila, B. (2011). Queer masculinities in higher education. Routledge.

• Beynon, J. (2002). Masculinities and culture. Open University Press.

• Blashill, A. J. (2010). Elements of male body image: Prediction of depression, eating pathology and social sensitivity among gay men. Body Image, 7(4), 310-316. https://doi.org/10.1016/j.bodyim.2010.07.006

• Bozkurt, V., Tartanoglu, S., & Dawes, G. (2015). Masculinity and violence: Sex roles and violence endorsement among university student. Procedia – Social and Behavioral Sciences, 205, 254-260. https://doi.org/10.1016/j.sbspro.2015.09.072

• Budiastuti, A., & Wulan, N. (2014). Kontruksi maskulinitas ideal melalui konsumsi budaya populer oleh remaja perkotaan. Mozaik, 14(1), 1-14.

• Caddel, M. J. (2018). The effects of social media on body image constructs [Disertasi doktoral, California Southern University]. https://www.researchgate.net/publication/353224818

• Connell, R. W. (1987). Gender and power. Allen and Unwin.

• Connell, R. W. (1993). The big picture: Masculinities in recent world history. Theory and Society, 22, 597-623. https://doi.org/10.1007/BF00993538

• Connell, R. W. (2005). Globalization, imperialism, and masculinities. In M. S. Kimmel, J. Hearn, & R. W. Connell (Eds.), Handbook of studies on men & masculinities (pp. 71-89). SAGE Publications. https://doi.org/10.4135/9781452233833.n5

• Cortese, A. J. (2008). Provocateur: Images of women and minorities in advertising (3rd ed.). Rowman & Littlefield Publishers.

• Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions. Sage Publications.

• Denzin, N. K., & Lincoln, Y. S. (1994). Handbook of qualitative research. Sage.

• Falk, P. (1994). The consuming body. Sage Publications. https://doi.org/10.4135/9781446250648

• Featherstone, M. (1982). The body in consumer culture. Theory, Culture & Society, 1(2), 18-33. https://doi.org/10.1177/026327648200100203

• Featherstone, M. (1991). Consumer culture and postmodernisme. Sage Publications.

• Frangky, E. (2012). Pemaknaan mengenai nilai-nilai maskulinitas dan citra tubuh dalam program komunikasi pemasaran oleh laki-laki homoseksual dan laki-laki heteroseksual [Tesis sarjana, Universitas Indonesia]. https://lib.ui.ac.id/file?file=digital/20318867-S-PDF-Frangky%20E.pdf

• Gray, P. B., & Frederick, D. A. (2012). Body image and body type preferences in St. Kitts, Caribbean: A cross-cultural comparison with US samples regarding attitudes towards muscularity, body fat, and breast size. Evolutionary Psychology, 10(3), 422-442. https://doi.org/10.1177/147470491201000319

• Hamid, S. A. (2016). Pengaruh media massa terhadap perubahan sosial masyarakat. Journal of Science and Humanities, 11(1), 214-226.

• Harlow, S. (2012). Social media and social movement: Facebook and an online Guatemalan justice movement that moved offline. New Media & Society, 14(2), 225-243. https://doi.org/10.1177/1461444811410408

• Hearn, J. (2019). So what has been, is, and might be going on in studying men and masculinities?: Some continuities and discontinuities. Men and Masculinitie’s, 22(1), 53-63. https://doi.org/10.1177/1097184X18805550

• Ismail, S. F. S. (2014). In pursuit of Mr. Right: Constructed masculinities in Malay teen magazine. Procedia – Social and Behavioral Sciences, 155, 477-483. https://doi.org/10.1016/j.sbspro.2014.10.325

• Jourian, T. J. (2018). Trans*forming higher education men and masculinity studies: A critical review. NORMA, 13(1), 3-22. https://doi.org/10.1080/18902138.2016.1260313

• Jung, J., Forbes, G. B., & Chan, P. (2010). Global body and muscle satisfaction among college men in the United States and Hong Kong-China. Sex Roles, 63(1-2), 104-117. https://doi.org/10.1007/s11199-010-9760-z

• Kasiyan. (2008). Manipulasi dan dehumanisasi perempuan dalam iklan. Ombak.

• Khoo, C. P. (2012). Retorik dan pemaparan imej lelaki dalam bahasa iklan majalah Men’s Health (No. Terbitan 30594842) [Tesis sarjana, Universiti Malaya]. ProQuest Dissertations & Theses Global. https://www.proquest.com/dissertations-theses/retorik-dan-pemaparan-imej-lelaki-dalam-bahasa/docview/2850213778/se-2

• Kimmel, M. S., & Messner, M. A. (2010). Men’s lives (8th ed.). Allyn & Bacon.

• Kimuyu, P. (2018). Sociology of the body. Forms of “body” and its connection to health issues. GRIN Verlag.

• Kurnia, N. (2004). Representasi maskulinitas dalam iklan. Jurnal Ilmu Sosial dan Ilmu Politik, 8(1), 17-36.

• Labre, M. P. (2005). Burn fat, build muscle: A content analysis of Men’s health and men’s fitness. International Journal of Men’s Health, 4(2), 187-200.

• Lee, M. G. (2008). Fenomena mak nyah di Malaysia. Dlm. R. A. Aziz (Pnyt.), Transformasi masyarakat: Cabaran keluarga, gender dan sosiobudaya (hlm. 96-115). Universiti Kebangsaan Malaysia.

• Ma, G., Yang, C., Qin, Z., & Quo, M. (2021). Hegemonic masculinity in East Asia: China, South Korea and Japan. Dlm. Proceedings of the 2021 4th International Conference on Humanities Education and Social Sciences (hlm. 2405-2410). Atlantis Press. https://doi.org/10.2991/assehr.k.211220.416

• McGrath, M. D. (2006). The new male consumer: Apprearance management product advertising and the male physical ideal in men’s interest magazine from 1965-2005 [Disertasi doktoral, The Florida State University]. Proquest Dissertations and Theses Database. https://diginole.lib.fsu.edu/islandora/object/fsu:180827/datastream/PDF/view

• Messerschmidt, J. W. (2019). The salience of hegemonic masculinity. Men and Masculinities, 22(1), 85-91. https://doi.org/10.1177/1097184X18805555

• Mochtar, J. (2009). Membaca ideologi jender dalam chick lit Inggris dan Indonesia [Disertasi doktoral, Universitas Indonesia]. Universitas Indonesia Library. https://lib.ui.ac.id/detail?id=116267&lokasi=lokal

• Mohamed, S. G. (2011). Idealized masculinity: Images of white men’s bodies and white men’s ideas about masculinity (No. terbitan 3474148) [Disertasi doktoral, American University]. ProQuest Dissertations & Theses Global. https://www.proquest.com/openview/29c468f993f79582578cb50f6f22d0ee/1?pq-origsite=gscholar&cbl=18750

• Mokhtar, F. M. M., Harun, M. R., Sidik, N. M. S. M., & Yunus, A. A. (2013). Peranan media baharu dalam memantapkan perpaduan belia: Satu pemerhatian awal. Journal of Business and Social Development, 1(1), 74-82.

• Neighbors, L. A., & Sobal, J. (2007). Prevalence and magnitude of body weight and shape dissatisfaction among university students. Eating Behaviors, 8(4), 429-439. https://doi.org/10.1016/j.eatbeh.2007.03.003

• Nettleton, S. (2009). The sociology of the body. Dlm W. C. Cockerham (Pnyt.), The Blackwell Companion to Medical Sociology (hlm. 47-68). https://doi.org/10.1002/9781444314786.ch3

• Olivardia, R. (2007). Body image and muscularity. Dlm. J. E. Grant & M. N. Potenza (Pnyt.), Textbook of Men’s Mental Health (hlm. 307-324). American Psychiatric Publishing.

• Pramudita, L. M., & Rahim, S. A. (2011). Periklanan internet: Faktor pendorong yang merangsang pembelian produk kecantikan. Malaysian Journal of Communication, 27(1), 1-17.

• Putra, R. A. (2019). Konstruksi maskulinitas laki-laki melalui komodofikasi tubuh dalam iklan produk susu L-Men Gainmass. Jurnal Studi Islam dan Sosial, 16(1), 43-61. https://doi.org/10.21154/dialogia.v16i1.1493

• Quam, S., VanHook, C., Szoko, N., Passarello, A., Miller, E., & Culyba, A. J. (2020). Racial identity, masculinities, and violence exposure: Perspectives from male adolescents in marginalized neighborhoods. Journal of Adolescent Health, 67(5), 638-644. https://doi.org/10.1016/j.jadohealth.2020.08.003

• Radzi, N. S. M., Hamid, B. A., & Bakar, K. A. (2018). The discursive construction of modern masculine identities in contemporary Malaysia. GEMA Online, Journal of Language Studies, 18(3), 36-56. https://doi.org/10.17576/gema-2018-1803-03

• Rai, A., Bhardwaj, A., & Nohwal, T. (2020). Self-esteem and body image- A correlational study. i-manager’s Journal on Humanities & Social Sciences, 1(4), 33-42. https://doi.org/10.26634/jhss.1.4.17747

• Ramli, M. A. (2004). Konsep Melayu mengenai hubungan gender. Jurnal Yadim, 141-153.

• Rani, N. J. I. (2019). Penglibatan masyarakat Malaysia di media sosial (instagram). Kajian kes: kejadian tembakan di Masjid Al-Noor, Christchurch, New Zealand. Dlm. Proceeding of the 6th International Conference on Management and Muamalah (hlm. 252-256).

• Rathakrishnan, B., & Loh, Y. C. (2011). Body image perception among multi-ethnic male university students. Jurnal Kemanusiaan, 9(2), 31-44.

• Ridgeway, R. T., & Tylka, T. L. (2005). College men’s perceptions of ideal body composition and shape. Psychology of Men and Masculinity, 6, 209-220. https://doi.org/10.1037/1524-9220.6.3.209

• Robertson, S. (2007). Understanding men and health: Masculinities, identity and well-being. Open University Press.

• Rosida, I. (2018). Tubuh perempuan dalam budaya konsumen: Antara kesenangan diri, status sosial, dan nilai patriarki. Jurnal Antropologi: Isu-Isu Sosial Budaya, 20(1), 85-101. https://doi.org/10.25077/jantro.v20.n1.p85-101.2018

• Sell, A., Lukazsweski, A. W., & Townsley, M. (2017). Cues of upper body strength account for most of the variance in men’s bodily attractiveness. Proceedings of the Royal Society B: Biological Sciences, 284. https://doi.org/10.1098/rspb.2017.1819

• Shilling, C. (2012). The body and social theory (3rd ed.). Sage Publication. https://doi.org/10.4135/9781473914810

• Stacey, J. (2009). Star gazing: Hollywood and female spectatorship. Routledge.

• Suyanto, B. (2017). Sosiologi ekonomi: Dinamika kapitalisme dan gaya hidup masyarakat konsumer di era postmodern. Perpustakaan Universitas Airlangga.

• Syed, M. A. M., Fadzil, K. S., & Zin, S. R. M. (2022). Hero Melayu: Pemerihalan maskuliniti, penampilan diri dan isu-isu popular terpilih dalam media sosial. Kajian Malaysia. Advanced online publication. http://web.usm.my/km/earlyView/63_KM-OA-11-21-0220.R1.pdf

• Tahir, U. M. M. (2013). Gender dalam sastera Melayu. Universiti Kebangsaan Malaysia.

• Tiggemann, M., & Anderberg, I. (2020). Muscles and bare chests on Instagram: The effect of influencers’ fashion and fitspiration images on men’s body image. Body Image, 35(2), 237-244. https://doi.org/10.1016/j.bodyim.2020.10.001

• Touraine, A. (1985). An introduction to the study of social movements. Social Research, 52(4), 749-787.

• Tuncay, L. (2006). Conceptualizations of masculinity among a “new” breed of male consumers. Gender and Consumer Behavior, 8, 312-327.

• Venegas, M. (2020). Masculinity as a mask: Class, gender and sexuality in youth masculinities. Convergencia, 27, 1-27. https://doi.org/10.29101/crcs.v27i0.14142

• You, S., & Shin, K. (2016). Body dissatisfaction and mental health outcomes among Korea college students. Psychological Reports, 8(3), 714-724. https://doi.org/10.1177/0033294116648634

• Yusoff, W. A. K. (1998). Nilai dan world-view Orang Melayu tentang gender. Dlm. R. Talib & S. Thambiah (Pnyt.), Gender budaya dan masyarakat (hlm. 141-153). Universiti Malaya.

• Zaidi, M. (2018, September 6). Asal usul perkataan sado. The Patriots. https://thepatriots.asia/asal-usul-perkataan-sado/

• Zaidi, N. (2017). Maskuliniti dan konsumerisme: Sebuah naratif Hang Tuah Moden. Dlm. K. A. Talib & N. Zaidi (Pnyt.), Etnisiti dan Konsumerisme di Malaysia (hlm. 46-54). Universiti Kebangsaan Malaysia.