Representasi Maskulinitas Baru pada Akun Instagram @lakilakibaru

The patriarchal system has limited men to a hegemonic masculine culture. This culture has also contributed to the perpetuation of violence and gender inequality to this day. This study definitively identifies new representations of masculinity on the @lakilakibaru Instagram account and debunks the myth of male privilege that is often highlighted in the patriarchal system. This study employs a literature review and content analysis of the Instagram account @lakilakibaru, utilizing Stuart Hall's theory of representation and Roland Barthes' semiotics. The results clearly show that the @lakilakibaru account represents new masculinity by portraying theidealized "true man" as envisioned by the New Men's Alliance in each of its posts, including: 1.) Share family and household roles fairly, 2.) Support women in their choices and aspirations, 3.) Communicate fairly and honestly with partners or others, and 4.) Reject all forms of gender-based violence. This study definitively shows that men do not have to conform to traditional standards of masculinity. Hegemonic masculinity traps men in a false sense of superiority, making them forget that they, too, are entitled to equality and freedom. This study makes a significant contribution to sociology education by strengthening media literacy, fostering critical understanding ofgender construction, and expanding insights into social change based on cultural representation.