Identiti Maskuliniti: Konsumsi sebagai Manifestasi Mimpi Imej 'Sado' dalam kalangan Belia Melayu.

Identity masculinity or 'sado' is discussed not only in a gender context but has also become widespread in consumer culture. The spread of commodity image in the process of commodification has led to a society where the use of a product becomes integrated into daily life. Thus, this article explains how the commodification of images influences dreams and leads to consumption activities based on 'sado' images. The study employs a qualitative approach using the phenomenological method to uncover the meaning of experiences and concepts from research subjects. The study collected primary data via field observations and in-depth interviews with 20 Malay youth selected from those who regularly attend gyms or fitness centers in the Bandar Baru Bangi region of Selangor. The findings show that the representation of masculinity that focuses on the appearance and physical strength of men in advertisements has created a dream world for Malay youth until they use the commodities and services offered by the industry. This is because advertising has the power to persuade desire. Among the things that are done through consumption activities are by doing fitness training at the gymnasium center, using the services of a personal trainer and practicing a nutritional diet and taking supplements to grow body muscles. In order to achieve that dream, they have to be willing to sacrifice time, energy, and money. Overall, it can be concluded that the greater the influence of commodification among Malay youth, the more frequently consumption behavior will be done to display the image of 'sado'. [ABSTRACT FROM AUTHOR]