Abstract:
The explosive growth of the beauty industry in Indonesia has led to a plethora of beauty products for men. One of the brands for men's beauty products is Nivea Men, with several branches including in Indonesia. Facing a digital era where social media is taking an important role in constructing social culture and guiding people's perceptions, since September 2017 Nivea generates this opportunity by creating a campaign named “Real Men” on their official Instagram account @Niveamen_id for Indonesia. The content consists of photos, videos, and captions related to their product. Therefore, this research is done to reveal the representation of “Real Men” in Indonesia as depicted by @Niveamen_id. This research uses qualitative method with purposive sampling technique to collect the data. Since this research analyzes both image and verbal texts, then social semiotics and visual grammar are employed as the theoretical frameworks. Finally, several categories of “Real Men” are found, including loving sports, having healthy skin, using beauty products, fashionable, caring with environments and community, energetic, and obeying regulations.
