Rekonstruksi Makna Maskulinitas melalui Labelling “Cowok Princess” pada Platform TikTok
DOI:
https://doi.org/10.63822/pw3xbz55Keywords:
cowok princess, labelling, maskulinitas, rekonstruksi identitas gender, TikTokAbstract
Label "cowok princess" yang berkembang di platform TikTok merepresentasikan fenomena sosial-kultural yang mencerminkan tegangan antara norma maskulinitas tradisional dengan ekspresi emosional laki-laki yang semakin terbuka di era digital. Penelitian ini bertujuan menganalisis bagaimana label tersebut berfungsi sebagai instrumen rekonstruksi makna maskulinitas melalui interaksi kolektif pengguna TikTok. Menggunakan pendekatan kualitatif dengan metode analisis isi kualitatif, data dikumpulkan melalui observasi digital non-partisipan terhadap komentar pada video TikTok periode 2024–2025 dengan total 180 komentar dari 15 video yang dipilih secara purposive. Analisis dilakukan berdasarkan kerangka teori labelling Howard S. Becker. Hasil penelitian mengidentifikasi tiga tema utama: konstruksi label sebagai produk sosial kolektif, bekerjanya master status dalam ruang digital, dan internalisasi label oleh pengguna. Penelitian ini juga menemukan bahwa perempuan memainkan peran yang sangat aktif dalam membentuk dan menegakkan batas-batas norma maskulinitas melalui pengalaman relasional yang mereka bagikan di ruang digital. Temuan ini menegaskan bahwa TikTok bukan sekadar platform hiburan, melainkan arena aktif tempat makna maskulinitas terus diproduksi, diperdebatkan, dan direkonstruksi oleh jutaan penggunanya setiap hari.
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