Maskulinitas Host-Live Pria Dalam TikTok (Analisis Isi Kualitatif Pada Konten Siaran Langsung TikTok @PinkFlash.beauty)

The concept of gender often associates women with the promotion of cosmetic products. Nowadays, many men have begun entering the beauty industry to promote beauty products. The presence of men in promoting cosmetics offers a new representation of masculinity, namely metrosexual masculinity. PinkFlash features male live-stream hosts to advertise its products through live broadcasts on the TikTok account @Pinkflash.beauty.

This study aims to determine how masculinity is represented by male live-stream hosts in promoting PinkFlash products on PinkFlash's TikTok live broadcasts, utilizing Stuart Hall’s representation theory with a constructionist approach. This research employs a qualitative method with descriptive content analysis. The results of this study explain that live broadcasts on the PinkFlash TikTok account featuring men as live hosts form a representation of metrosexual masculinity, characterized by an interest in and use of self-care and cosmetic products, the display of feminine traits, and the demonstration of open expression regarding all emotions.