Myths in “Rokok Jablai”: Men’s Taste?

DOI

10.2991/assehr.k.211226.028How to use a DOI?

Keywords

Semiotics; myth; masculinity; Barthes; cigarettes

Abstract

This study examines the concept of masculinity that forms a myth or perception about the phrase ‘Esse rokok jablai’ (cigarettes for prostitutes) in Indonesia. Aspects of masculinity that build these perceptions will be examined through texts and utterances circulating on Twitter using Roland Barthes’ [1]; Barthes in Hoed, [2]) semiotic model approach and Deborah and Brannon’s theory of masculinity (in Levine and Kimmel [3]). The data were collected from 50 tweets uploaded on Twitter with the keywords “rokok jablay” and “Esse cigarette jablay” during June—January 2021. The results show that the myth of ‘jablai’ in Esse Berry Pop cigarettes was caused by the fruity flavour variant found in Esse Berry Pop cigarettes. The fruity taste has previously undergone a semiological process through the media for a certain period so that it is finally believed to be a taste that is identical to children and women. This is following the statement that ‘the ideal man does not have female characteristics in him’. Thus, the perception of the taste of fruits forms the public perceptions of Esse Berry Pop cigarettes ‘rokok jablai’ as a new myth, because the fruity taste is considered contrary to the value of masculinity that has previously grown in Indonesian society.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Edelleit Rose Widyatmoko
PY  - 2021
DA  - 2021/12/27
TI  - Myths in “Rokok Jablai”: Men’s Taste?
BT  - Proceedings of the International Congress of Indonesian Linguistics Society (KIMLI 2021)
PB  - Atlantis Press
SP  - 137
EP  - 140
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211226.028
DO  - 10.2991/assehr.k.211226.028
ID  - Widyatmoko2021
ER  -