Pengaruh Komodifikasi dalam Pembentukan Imej 'Sado' Belia Melayu di Selangor, Malaysia.

The human body is not merely a biological structure, but it also carries cultural significance and can be perceived differently based on a society's values and norms. The Malay community typically portrays men as being brave and robust. However, in modern times, there has been a shift in the perception of male bodies, with a focus on commodification in consumer culture. This research aims to demonstrate how the commodification of certain qualities can affect Malay youth and their interpretation of the 'sado' image, ultimately leading them to adopt the practice of 'sado'. 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 indepth 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 advertising has a significant influence on shaping consumers' desires and preferences by promoting products and services based on a 'sado' image. Moreover, capitalists use cultural intermediaries such as gym owners, personal trainers, and social media groups to create a market through commodification, which helps educate and promote the 'sado' image among Malay youth. In conclusion, the 'sado' image is more likely to be established when commodification has a greater influence. This study contributes in enriching the data and shows the relevance related to the issue of body building, besides proving the acceptance of the theory in the context of the consumerism of society in this country. [ABSTRACT FROM AUTHOR]