THE REPRESENTATION OF MASCULINITY IN CHARLI XCX’S BOYS (2017) MUSIC VIDEO

Nowadays, the term masculinity is slightly shifted and opens to other many new forms of masculinity one of them is the form of masculinity that fuses with femininity. The feminine masculinity shows men’s narcissistic and nurturing attitude that is related to the New Man masculinity concept proposed by John Beynon as the theory used in this current study. There are actually many music videos that use male models to represent the form of masculinity. One of them is the music video entitled Boys by Charli XCX that has been chosen as the object of this current study. The Boys music video is used to find out how the male models characters represent the New Man masculinity concept throughout the music video. The qualitative approach alongside with the semiotic method The Codes of Television as proposed by John Fiske which consists of three stages level that is the reality, representation, and ideology is applied to analyze the chosen object furthermore also to give a deep understanding of the masculinity issue depicted in the music video. This study reveals that the male models in the music video show the new sides of masculinity attitude in the form of more feminine and it shows off men as more innocent, playful, caring, nurturing and narcissistic. Yet, they are also still keeping the masculinity traits as in hegemonic masculinity one i.e. having muscular sturdy body, facial hair, aggressive and strong. The New Man masculinity side can be seen through some scenes of the music video that shows men doing flirty things, doing domestic homework, carrying a baby and the used of the pink concept