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As part of the dynamic development of digital technology, social media serves as a medium for women empowerment or to increase awareness of gender issues. However, in reality, social media is often used as a tool to perpetuate the domination of patriarchal ideology that positions women as more inferior objects or party. Critical studies of social media through a multidisciplinary approach as conducted in this study using digital ethnography methods must continue to be developed in order for academic research to dismantle the dominant ideology in cultural practices that occur in social media. This study analyze how Instagram social media is used, in this case, by a public figure with a large number of followers through the @phtfcl account, to construct the image of masculine men as successful individuals because they have wealth that can be used to get 'ideal' women. The basic thinking of this research is how the objectification of women, especially in social media is closely related to the social status of women in the 'real' world. This is then the main significance of why social media must always be questioned about its complexity. The main problem is how PHT constructs the dominant meaning of himself as part of the dominant construction of masculinity that positions women as objects. Research findings show objectification of women as a form of perpetuating patriarchal culture that is reproduced on an ongoing basis by social media. However, researchers also found the dynamics of affirmation and contestation by citizens as part of a networked society that actively shows its agency in interpreting said objectification.

TEKNOLOGI DIGITAL SEBAGAI MEDIA OBJEKTIFIKASI PEREMPUAN: KAJIAN KRITIS MEDIA SOSIAL