Makna Penggunaan Skincare pada Mahasiswa Laki-Laki Analisis Semiotika Roland Barthes di Universitas Islam Negeri Sumatera Utara (UINSU) Medan

This study aims to explore the meaning of skincare usage among male students at the State Islamic University of North Sumatra (UINSU) Medan, using a qualitative approach with a descriptive-exploratory design. The study analyzes this social phenomenon through Roland Barthes' semiotic theory, which focuses on how meaning is created and communicated through signs in society. Six key concepts from Barthes' semiotic theory—sign, signifier, signified, denotation, connotation, and myth—are used to analyze how skincare usage is understood within the local context of the students. The research utilizes purposive sampling to select five informants: Imam, Shandy, Iqbal, Septian, and Haikal, all male students at UINSU Medan. Data was collected through in-depth interviews to explore their experiences, motivations, and views on skincare usage, as well as secondary data from literature related to global culture and male skincare. The findings show that the use of skincare among male students at UINSU Medan is influenced by several factors, including beauty standards popularized by the media and global culture, as well as religious values they adhere to. From a semiotic perspective, skincare products can be seen as "signs" representing self-awareness about appearance, with the "signifiers" being products such as facial cleansers, toners, and moisturizers. The "signified" is a shift in the understanding of masculinity, where skincare is no longer seen as feminine but as part of modern male identity. In "denotative" terms, skincare usage is understood as an act of maintaining cleanliness and skin health, while "connotatively," it reflects a change in the concept of masculinity, becoming more flexible. The "myth" that emerges is that self-care is a right for every individual, regardless of gender, and can be practiced by anyone without altering their masculine identity. This study provides insights into how global beauty culture influences the behavior of male students in self-care, considering the local social and cultural context in Indonesia.