Eksistensi Metrosexual Pada Media Sosial (Analisis Isi Postingan Akun Instagram @emilmari0)

Following the times, various changes can be found in everyday life. Starting from technology, communication tools, behavior, and lifestyle, to the emergence of various fashion trends. One of them is the change in the lifestyle of men known for being masculine, assertive, and even not accustomed to self-care, who are now starting to take care of and pay attention to their appearance, a phenomenon known as the metrosexual lifestyle. Social media has become the reason various information is easily accessible to us, such as Instagram, which has become a means of self-expression for men with a metrosexual lifestyle. This research discusses the existence of metrosexuality on the social media platform Instagram by a celebrity with the Instagram account @emilmari0. Using qualitative descriptive research methods, with content analysis techniques and documentation data collection techniques sourced from posts on the Instagram social media account @emilmari0. With this, the analysis is obtained from the existence of fashion consciousness, healthy lifestyle, grooming habits, social interactions, and Emil Mario's characteristics on his Instagram account. The research findings reveal Emil's posts that closely follow fashion trends, are very well-groomed, depict an urban man with a metropolitan lifestyle, are intelligent, and also showcase a good environment and job. It can be concluded that the Instagram account @emilmari0 consistently presents a metrosexual identity a man who lives a metrosexual lifestyle, through visual and textual content which emphasizes self-care, fashion, and a modern lifestyle in accordance with the metrosexual concept scheme by Ahmad Mulyana.