Platform-Specific Masculinities: The Evolution of Gender Representation in Indonesian Reality Shows Across Television and Digital Media

Abstract

This study examines the transformation of masculine representation across television and digital platforms in Indonesian reality shows. We identified distinct patterns of masculine representation emerging across platforms through a mixed-method analysis of 240 h of television programming, 1100 digital media items, and survey data from 1000 respondents. Our study reveals a significant decline in traditional masculine representations from 85% to 30% between 2019 and 2024, accompanied by the rise of “platform-specific masculinities”. The research identifies three primary categories: traditional (dominated by competitive achievement), emotional (characterized by interpersonal connection), and creativity (marked by innovative self-expression). Digital platforms demonstrate higher engagement rates for emotional (380 k interactions) and creative content (320 k interactions) compared to traditional representations (180 k interactions), particularly among younger audiences (18–24). While television maintains predominantly traditional representations (65%), digital platforms, especially TikTok, show higher proportions of emotional (42%) and creative (45%) expressions. These findings contribute to understanding how platform characteristics influence gender representation and suggest implications for media production in Southeast Asia.

1. Introduction

The intersection of gender representation and media platforms in Indonesia presents a dynamic landscape where traditional values meet digital transformation. Analysis of Nielsen ratings data from 2019 to 2024 reveals that reality television programs maintain a significant audience reach, with shows like Indonesian Idol consistently achieving a 15.8% market share. However, these traditional platforms now operate within an increasingly complex media ecosystem where digital platforms reshape how gender identities are constructed and consumed. As television content is increasingly integrated with digital platforms, conventional paradigms of gender representation are being challenged and transformed. In Indonesia, television advertisements are beginning to shift from traditional gender stereotypes (where men are portrayed primarily as dominant decision-makers, breadwinners, and authority figures, while women are shown in domestic and subordinate roles) to more balanced and realistic portrayals (showing both men and women in diverse professional roles, shared domestic responsibilities, and equal decision-making positions), reflecting societal changes in gender perceptions (Suryasuciramdhan et al., 2024). This evolution is further complicated by the influence of social media, which often exploits women as objects but also offers opportunities for gender-sensitive communication through digital literacy and community building (Syayekti, 2023).

Indonesia’s post-reform era (1998-present) has witnessed significant shifts in media landscapes and gender dynamics. The democratization process, coupled with decentralization policies, has created new spaces for diverse gender expressions while simultaneously reinforcing specific traditional values. The global context of media further complicates this dynamic, as globalization encourages the transformation of gender roles, allowing for more fluid and adaptive gender identities. While enabling greater individual expression, this transformation can create tensions in societies with strong traditional values, potentially leading to intergenerational conflicts within families, workplace discrimination, and psychological stress for individuals navigating between conventional expectations and evolving gender expressions (Vinogradova et al., 2019). These challenges are particularly evident in Indonesian society, where rapid media-driven changes in gender expression often intersect with deeply held cultural and religious values.

Theoretical perspectives from feminist and queer theory highlight the importance of intersectionality in understanding these changes, as media representations are influenced by race, sexuality, and socioeconomic status (Sachar, 2024). This multifaceted interaction of factors suggests that media in Indonesia is both a reflection of and a catalyst for evolving gender norms, offering both challenges and opportunities for more inclusive representations. As media consumption patterns shift, the role of media in shaping gender narratives becomes increasingly significant, requiring a nuanced understanding of how these platforms can reinforce or dismantle traditional gender roles (Krijnen & Van Bauwel, 2015).

The proliferation of reality shows in Indonesia since the early 2000 s has significantly influenced public discourse on gender roles and identities, reflecting broader societal tensions between traditional values and modernity. Reality shows and other forms of media have become important sites for constructing and contesting gender norms, often reinforcing traditional stereotypes while also providing space to challenge them. For example, portrayals of female characters on Indonesian television, such as in the FTV “Suara Hati Istri”, often depict women as economically independent yet subject to patriarchal norms, demonstrating the dynamic tension between empowerment and traditional gender roles (Dian et al., 2023).

Meanwhile, the representation of LGBT individuals in Indonesian media is fraught with controversy, as seen in negative portrayals that reinforce societal stigma and discrimination influenced by conservative cultural and religious norms (Safinah, 2024). However, a growing discourse challenges these norms as media and social practices increasingly recognize the diversity of gender identities, disrupting the long-held dichotomy of masculinity and femininity (Udasmoro, 2017). The rise of digital platforms and social media has further altered this dynamic, allowing for more diverse and inclusive representations, even though the media landscape is still dominated by traditional narratives (Решетньoвa, 2019). This evolving media environment requires new theoretical frameworks and methodological approaches to understand the shifting landscape of gender representations as traditional media narratives intersect with the transformative potential of digital platforms (Решетньoвa, 2019).

Research on gender representations in media highlights traditional television formats’ continued influence on masculinity constructions, even as content migrates to digital platforms. This is evident in how media continues to shape and reflect cultural understandings of gender roles, with television playing a significant role in fostering perceptions of masculine norms (Scharrer & Blackburn, 2018). The “Tough Guise” framework, as discussed by Jackson Katz, underscores how media perpetuates violent masculine norms, teaching boys and men to adopt aggression as a defining aspect of their identity (Bell & Bayliss, 2015; Klassen, 2000).

This depiction is not limited to Western contexts; it resonates with Southeast Asian findings, where media convergence and cultural transformation are evident. Indonesian media, for example, navigate between global trends and local cultural specificities, reflecting complex negotiations in the presentation of gender roles (Scarcelli et al., 2021). This is in line with broader research on the role of media in cultural transformation, as seen in Southeast Asia, where traditional and digital media intersect to influence gender representations (Evers, 2013). The process of adaptation and negotiation in Indonesian media highlights the challenges producers face in balancing global influence with cultural authenticity, a theme consistent with global discourses on media and masculinity (Scarcelli et al., 2021).

The concept of “platform-specific gender representations” highlights masculinity’s evolving construction and acceptance in contemporary media, shaped by the unique technological capabilities and user engagement patterns of different digital platforms. Research shows that social media platforms such as Reddit and Twitter facilitate discourses that promote egalitarian male models, emphasizing consent as an essential aspect of masculinity, which is critical to preventing gender-based violence (Rios-Gonzalez et al., 2024). Meanwhile, digital sex markets provide a space to explore non-normative gender identities, allowing men to express diverse sexual and gender identities while maintaining traditional masculine roles outside of these markets (Rand, 2024). The role of women in challenging gender norms is also significant, as seen in the development of online mentoring platforms in male-dominated industries, which utilize the concepts of the ’critical actor’ and ‘critical mass’ to achieve substantive representation and challenge male dominance (Durbin et al., 2020).

Furthermore, digital platforms are increasingly viewed as socio-cultural artifacts, with digital methods research emphasizing the need to consider the socio-cultural context of platform use, thus offering a nuanced understanding of how digital environments influence gender representations (Vicari & Kirby, 2023). Collectively, these studies underscore the dynamic interplay between content producers and consumers in digital media, encouraging more diverse and fluid representations of gender identities across platforms. This convergence of media and participatory culture provides a theoretical framework for understanding this transformation, highlighting the importance of audience engagement in shaping gender expression in the digital age (Carter et al., 2013; Vicari & Kirby, 2023).

Recent research shows that migrating reality show content to digital platforms significantly affects gender representations. Platform-specific features of streaming services like Netflix are essential in shaping how gender norms are portrayed and perceived. For example, a study analyzing the Netflix series found that while women were portrayed as sexual agents, traditional gender stereotypes persisted, with women’s orgasms portrayed less frequently than men’s, illustrating the ongoing negotiation between established and emerging gender norms (Oschatz et al., 2024). In Indonesia, digital platforms such as X (Twitter) provide a refuge space for LGBTQ youth, allowing them to express their identities and experiences more openly than in traditional media, often restricted by conservative social norms (Budiawan & Dengen, 2024).

This shift to digital platforms aligns with a global trend where younger audiences seek more diverse and nuanced portrayals of gender identities, as seen in the increasing demand for diverse gender representations in media (Laporte & Eggermont, 2024). Additionally, economic and platform diversity in streaming television impacts the diversity of sexual content, suggesting that funding mechanisms and platform-specific characteristics influence the types of gender and sexual representations in circulation (Griffin, 2024).

In India, representations of transgender individuals in OTT media are shaped by middle-class cultural practices, highlighting the need for spatially sensitive critiques to understand the politics of transgender visibility (Subramanian, 2024). These studies underscore the importance of considering platform-specific dynamics and cultural contexts in analyzing gender representations in digital media.

The transformation of media production practices in response to digital platforms is significantly influenced by the interaction of technological capabilities, audience expectations, and production constraints, especially in the context of gender representation. Research shows that digital platforms facilitate the rapid transformation of gender norms through direct audience feedback and content iteration, as seen in the adaptation of television producers to these platforms (Liao & Ling, 2024). Streaming platforms, for example, have enabled the emergence of female-centered internet dramas in China, which incorporate feminist discourse and reflect on gender politics, thus contributing to the global transformation of cultural production (Liao & Ling, 2024).

However, the influence of digital platforms is not solely deterministic; cultural and institutional factors continue to play an essential role in shaping media content (Poell et al., 2024). A global perspective on platforms and cultural production emphasizes the need to consider the diverse artistic practices and power relations that structure platform economies, challenging the dominance of a Western-centric view (Poell et al., 2024).

Audience engagement with content across platforms reveals complex patterns of reception and interpretation, as demonstrated by middle-aged Korean women who actively participate and creatively engage with media on platforms such as YouTube, seeking resonance with their identities and experiences (Kim & Kim, 2024). This highlights the importance of understanding how audience preferences and platform capabilities interact to shape the evolution of media content. Moreover, the impact of digital platforms on consumer behavior, such as promoting tobacco products, underscores the need for public policies to address the adverse effects of digital advertising practices (de Haro et al., 2024). The transformation of media production practices is a multifaceted process influenced by technology, culture, and audience dynamics.

The economic dimensions of content distribution across platforms significantly influence gender representations in contemporary media, as commercial imperatives often determine content adaptation and distribution strategies. This is evident in the global media landscape, where Western institutions and ideals shape platforms and cultural productions, requiring a re-evaluation of dominant concepts through a worldwide lens (Poell et al., 2024). Digital platforms, particularly in the B2B sector, have reconfigured global production networks, positioning themselves as lead firms that leverage data to influence organizational structures, which can impact the distribution and representation of content (Verfürth & Helwing-Hentschel, 2024). In China, streaming platforms have provided space for feminist discourse through female-centered internet dramas, reflecting gender politics and contributing to the global transformation of cultural production (Liao & Ling, 2024).

The visibility of gender and diversity on streaming platforms is further complicated by national contexts, as seen in France and Norway, where platforms’ promotional practices influence the representation of marginalized communities (Ceuterick & Malet, 2024). In Poland, YouTube channels serve as discursive spaces for trans creators, illustrating the negotiation between transnational and local gender narratives and highlighting the role of translation in localizing global LGBTQ+ discourse (Chojnicka, 2024). These studies collectively underscore the need for an integrated analytical approach that considers economic, cultural, and technological factors in understanding cross-platform gender representations while also recognizing the intricate relationship between global media influences and local cultural practices, as seen in Indonesian reality shows.

The concept of ‘hybrid masculinity’ is increasingly relevant in contemporary gender representations, mainly as digital platforms facilitate the blending of traditional and emerging masculine expressions. This hybrid form combines conventional masculine traits (such as being a family provider and showing leadership) with previously marginalized expressions of masculinity (such as emotional vulnerability, nurturing behavior, and creative self-expression). In the Indonesian context, hybrid masculinity manifests when men maintain specific traditional roles expected by society while simultaneously adopting new forms of expression enabled by digital media—for example, a businessman who retains his role as a family provider while openly sharing emotional content about parenting challenges on social media or a traditional performer who combines classical arts with contemporary creative expression on digital platforms. This hybridization reflects the complex negotiation between cultural expectations and evolving gender norms in Indonesian society. This phenomenon is evident in various contexts, such as rural Chinese influencers in Kuaishou, who navigate their marginalized status by performing diverse masculinities that range from skilled to quasi-queer, thus challenging and reinforcing social hierarchies (Xi, 2024). Similarly, the male creators of OnlyFans, often from working-class backgrounds, engage in entrepreneurial and performative practices that blend traditional masculinities with sexual labor, highlighting the intersection between digital entrepreneurship and masculinity (Stahl & Zhao, 2024).

The evolution of gender identity is further complicated by the diverse funding mechanisms and platform ecologies in streaming television, which influence representations of sexual diversity and challenge traditional notions of identity (Griffin, 2024). The concept of “Generation” underscores the fluidity of LGBTQ identities across generations, emphasizing the role of digital platforms in shaping these identities and urging marketers to adopt inclusive strategies (Oakenfull, 2024). However, integrating hybrid masculinities into mainstream culture is challenging, as evidenced by resocialization efforts in profeminist programs, which reveal the complexity of adopting egalitarian traits while maintaining gender power dynamics (Vidmar, 2024). Collectively, these studies illustrate the dynamic interplay between digital platforms, audience feedback, and cultural considerations in shaping contemporary gender representations, offering new insights into the evolving nature of masculinity and identity in media environments.

Research on platform-specific patterns of engagement and their influence on gender representations, particularly in the context of Indonesian reality shows, highlights the multilayered intersection of technological capabilities, cultural factors, and economic considerations in shaping media content. This study utilizes a mixed methods approach, integrating content analysis and audience research to explore how masculine identities are constructed and received across television and digital platforms. This approach aligns with a broader discourse on the platform economy, emphasizing the need to consider global power relations and cultural production beyond a Western perspective (Poell et al., 2024).

These findings underscore the importance of platform characteristics, such as information quality and user engagement patterns, in influencing content dissemination and acceptance, as seen in content community platforms where different forms of engagement, such as likes and comments, are shaped by content quality features (Wang et al., 2024). In addition, platform-based factors, such as superior streaming infrastructure and content localization, are critical in enhancing customer engagement and brand advocacy on OTT platforms (Singh et al., 2024).

The intersection of commercial imperatives and cultural change is further complicated by the socio-technological features of platforms, which can exacerbate vulnerabilities, such as gender-based violence, highlighting the need for effective prevention mechanisms (Galán, 2024). Moreover, the invisibility of certain platform-mediated occupations, such as domestic labor, reflects broader issues of economic devaluation and occupational identity pertinent to understanding platform labor dynamics and their impact on gender representation (Gruszka et al., 2024). This research contributes to theory development by providing practical insights for media practitioners and suggests new directions for future research on media transformation and gender representation in contemporary Indonesian society.

2. Materials and Methods

This study employs a mixed-method research design examining the evolution of masculine representation across Indonesian television and digital platforms between 2019 and 2024. The selection of this period coincides with significant transformations in Indonesia’s media landscape, marked by the acceleration of digital platform adoption post-pandemic, the implementation of new broadcasting regulations, and shifting media consumption patterns. Our methodological approach combines quantitative content analysis, digital ethnography, and audience surveys to ensure a comprehensive data triangulation and analytical rigor.

In

Table 1. The selected reality shows for analysis (2019–2024).

Program Title	Network	Genre	No. of Episodes	Total Hours
Indonesian Idol	RCTI	Talent Show	24	48
MasterChef Indonesia	RCTI	Cooking Competition	24	48
The Voice Indonesia	GTV	Talent Show	20	40
Super Deal Indonesia	Indosiar	Game Show	20	40
Big Brother Indonesia	RCTI	Reality Competition	32	64

, the sampling framework for television content focuses on five major Indonesian reality shows, selected through stratified random sampling based on Nielsen ratings data and consistent cross-platform presence. These programs represent diverse genres while maintaining minimum viewership thresholds of 10% market share. Our analysis encompasses 240 h of television programming distributed across different time slots and seasons to account for temporal variations in content presentation and audience engagement.

We extended our analysis for digital platforms to examine content evolution across multiple channels. The sampling includes 100 full episodes on YouTube (minimum 100,000 views), 200 program highlights on Instagram (minimum 10,000 engagements), and 300 TikTok clips (minimum 50,000 views). Additionally, we analyzed 500 discussion threads to understand audience interaction patterns. This comprehensive approach enables us to track how masculine representations transform as content moves across platforms and engages in different audience segments. This multifaceted approach ensures that the robust data set in

Table 2. The digital content distribution by platform.

Platform	Content Type	Sample Size	Period	Engagement Metrics
YouTube	Full Episodes	100	2019–2024	Views: >100 k
Instagram	Highlights	200	2019–2024	Likes: >10 k
TikTok	Clips	300	2019–2024	Views: >50 k
Twitter	Discussions	500 posts	2019–2024	Min. 100 interactions

can effectively capture the evolving narratives of masculinity across various media formats.

Our analytical framework defines three distinct categories of masculine representation through specific behavioral and narrative indicators. Traditional masculinity is characterized through displays of competition, leadership, physical prowess, and conventional family roles. Emotional masculinity encompasses expressions of vulnerability, interpersonal connections, empathy, and personal growth narratives. Creative masculinity manifests through artistic expression, innovation, non-conventional presentations, and alternative lifestyle choices. Each category was coded using a detailed rubric with specific examples and contextual considerations.

Table 3. Survey sample demographics (N = 1000).

Age Group	Male	Female	Non-Binary	Total
18–24	150	150	50	350
25–34	125	125	50	300
35–44	125	125	50	300
45+	20	20	10	50

shows that the audience survey component involved 1000 respondents, with a demographic distribution reflecting Indonesia’s digital media user landscape based on recent APJII Internet User Survey data and BPS Population Census figures. The proportional allocation of 35% of participants aged 18–24, 30% aged 25–34, and the remaining age groups was designed to capture varying media consumption patterns and platform preferences across different demographic segments.

Our content analysis framework incorporates multiple levels of analysis to capture the complexity of masculine representations. The study examined visual representations through five main categories with 15 specific indicators, narrative elements through four categories with 12 indicators, performance aspects through six categories with 18 indicators, and gender expression through four categories with 12 indicators. This detailed coding scheme resulted in an inter-coder reliability coefficient of 0.87 using Krippendorff’s alpha.

Digital engagement metrics were systematically collected and analyzed across multiple platforms. Monthly monitoring includes the number of views (minimum threshold of 10,000), likes (minimum 1000), comments (minimum 100), shares (minimum 50), and the viewing time (minimum 1000 min). These metrics provide quantitative indicators of content resonance and audience engagement patterns across platforms and content types.

Our research encompasses 14 major Indonesian cities strategically selected to represent diverse regional perspectives. The coverage includes seven locations in Java (Jakarta, Surabaya, Bandung, Yogyakarta, Semarang, Malang, and Bogor), four in Sumatra (Medan, Palembang, Padang, and Pekanbaru), and three in Sulawesi (Makassar, Manado, and Palu). This geographic distribution enables us to examine how regional cultural variations influence the reception and interpretation of masculine representations.

The analytical process employs a three-tiered approach combining descriptive, contextual, and comparative analyses. The content categorization follows a systematic coding protocol, with dual coders working independently and regular calibration meetings to ensure consistency. We achieved an intercoder reliability coefficient of 0.87 using Krippendorff’s alpha, indicating a strong reliability in our content classification system.

Our examination of platform-specific features considers how technological affordances shape content presentation and audience engagement. This includes an analysis of platform-specific metrics such as view duration on YouTube, story engagement on Instagram, and remix patterns on TikTok. These metrics provide insight into how different platform environments influence the evolution and reception of masculine representations.

To ensure research quality, we implemented multiple validation measures, including expert panel reviews of our coding scheme, member checking for interview data, and a systematic triangulation of data sources. All of the research procedures received prior approval from our institutional review board, particularly concerning data privacy and participant anonymity in digital environments.

We acknowledge several methodological limitations, including platform access restrictions that may affect data completeness, temporal constraints in historical content availability, and potential language barriers in user-generated content analysis. These limitations were addressed through careful documentation and consideration in our analytical process.

Data processing utilizes automated and manual techniques with custom Python ver. 3.13 social media data collection scripts and NVivo ver. 14 software for qualitative analysis. Statistical analysis employed SPSS ver. 27 for descriptive statistics, focusing on pattern identification and trend analysis across platforms and periods.

3. Results

The categorization of representations of masculinity in this study reveals complex patterns in how Indonesian media presents male identity. Traditional representations of masculinity, which still dominate television content, emphasize physical strength, leadership, and competitive achievement. In the context of Indonesian reality shows, these representations often emerge through narratives of participants showing resilience in the face of challenges, judges giving brutal critiques, or contestants emphasizing their role as family breadwinners. In

Table 4. Representation distribution by platform.

Platform	Traditional	Emotional	Creative	Total Content
TV	65%	20%	15%	120
YouTube	27%	35%	38%	100
Instagram	40%	28%	32%	200
TikTok	13%	42%	45%	300

on television, this representation accounts for 65% of the total content, reflecting the persistence of conventional values in mainstream media.

Meanwhile, emotional masculinity emerges as a form of representation that provides more space for men’s emotional expression. This representation features openness in expressing feelings, showing vulnerability, and sharing personal experiences. Digital platforms, especially TikTok, which features 42% of its content on emotional masculinity, are safer spaces for this kind of masculinity expression. With 35% of emotional content on YouTube, contestants often share their personal stories or show deeper emotions, such as crying when experiencing success or failure.

Creative masculinity represents the most significant shift from traditional norms, characterized by more unrestrained and innovative self-expression. Platforms like TikTok are substantial for this representation, with 45% of its content featuring creative masculinity. On these platforms, we see men experimenting more with their appearance, showing creativity in solving problems and expressing themselves in more diverse ways. YouTube also shows a similar trend with 38% creative content, while Instagram has 32% of content featuring creative masculinity.

This distribution reflects a significant shift in how digital media shapes and displays masculine identity. While television still tends to maintain traditional representations, digital platforms have opened space for more diverse and complex expressions of masculinity. This phenomenon not only shows an evolution in gender representation but also indicates how different platform characteristics can influence the way masculinity is displayed and received by audiences.

Interestingly, this pattern also correlates with the audience’s demographic on each platform. Digital platforms with a younger user base show a greater openness to diverse representations of masculinity. In contrast, with its broader and more traditional audience demographic, television still maintains conventional representations of masculinity as the dominant form. This shift reflects a wider transformation in Indonesian society, where understandings of masculinity continue to evolve and become more complex, especially among the younger generation.

The analysis of masculinity construction across television and digital platforms in Indonesian reality shows reveals significant patterns in how gender representations evolve and adapt across different media formats. Our examination of 240 h of television content and the corresponding digital platform presence demonstrates continuity and transformation in masculine representation patterns.

An analysis of traditional television content reveals a firm adherence to conventional masculine archetypes. As shown in

Table 5. The distribution of masculine archetypes in television content.

Archetype	Percentage	Dominant Contexts
Competitive Achievement	47%	Competition segments
Leadership Roles	32%	Decision-making scenes
Family Provider	21%	Background narratives

, the distribution of masculine representations across television formats demonstrates a clear preference for traditional masculine traits, with competitive achievement dominating 47% of masculine representations, particularly evident in challenge segments and elimination rounds. This conventional portrayal is complemented by leadership roles (32%) manifesting through decision-making scenes and mentorship moments. Notably, we identified a significant presence of family provider narratives (21%), representing an essential dimension of Indonesian masculine identity that bridges traditional and contemporary values.

This pattern becomes particularly evident when examining the narrative structure of reality competition shows. Figure 1 illustrates the frequency of masculine performance types across different program segments.

The analysis of digital platform content reveals a markedly different pattern of masculine representation. As detailed in

Table 6. Platform-specific masculine expression patterns.

Expression Type	Instagram	YouTube	TikTok	Average Engagement
Emotional Vulnerability	28%	35%	42%	250 k interactions
Creative Expression	32%	38%	45%	320 k interactions
Traditional Masculinity	40%	27%	13%	180 k interactions

, social media platforms facilitate more diverse expressions of masculinity, with emotional vulnerability and creative expression gaining significant prominence.

Audience engagement metrics demonstrate a significant variation across platforms and content types. Our analysis reveals that content featuring more nuanced masculine expressions generates higher engagement rates on digital platforms. Figure 2 illustrates the comparative engagement patterns across digital platforms, revealing distinct preferences in masculine representation through a multi-axis visualization where the y-axis represents engagement metrics in thousands (0–400 k). The data demonstrates the highest engagement levels for emotional content across platforms, with TikTok leading (380,000 interactions), followed by YouTube (350,000 interactions) and Instagram (320,000 interactions). In contrast, creative content shows a slightly lower but still significant engagement as follows: TikTok (320,000), YouTube (290,000), and Instagram (270,000).

In contrast, traditional masculine content generates a substantially lower engagement as follows: TikTok (180,000), YouTube (160,000), and Instagram (150,000), with the disparity between emotional and traditional content most pronounced on TikTok showing the difference in audience response. Platform markers (circles for TikTok, triangles for YouTube, and squares for Instagram) track these engagement levels across content types on the x-axis. At the same time, color gradients indicate temporal trends across the study period (2019–2024), revealing an increasing gap between emotional/creative and traditional content engagement over time.

Survey data reveals significant generational differences in reception patterns. As shown in

Table 7. Audience preferences by age group.

Age Group	Traditional	Emotional	Creative	Sample Size
18–24	28%	42%	30%	350
25–34	45%	35%	20%	300
35–44	65%	22%	13%	300
45+	72%	18%	10%	50

, younger audiences demonstrate stronger preferences for diverse masculine representations, while older viewers maintain stronger connections to traditional masculine ideals.

Regional variations in content reception demonstrate interesting patterns across Indonesia’s major islands. Figure 3 illustrates the geographic distribution of content preferences, highlighting significant urban–rural differences in masculine representation reception.

The content analysis of narrative structures reveals significant differences between television and digital formats.

Table 8. Narrative structure analysis.

Element	Television	Digital	Engagement Impact
Competition	45%	25%	Medium
Personal Growth	30%	45%	High
Relationship	25%	30%	Very High

presents the distribution of narrative elements across platforms, highlighting how different media environments shape story construction.

The temporal analysis of content evolution demonstrates a gradual shift in masculine representation patterns. Figure 4 illustrates this trend over the study period, showing increasing diversity in masculine expressions across all platforms.

These findings demonstrate how different media platforms influence the construction and reception of masculine identities in contemporary Indonesian society. The data suggests that while traditional television formats maintain conventional representations of masculinity, digital platforms facilitate more diverse and nuanced expressions of male identity, particularly resonating with younger audiences and urban populations.

4. Discussion

The analysis of masculinity construction across television and digital platforms in Indonesian reality shows reveals complex transformation patterns in how gender identities are presented, negotiated, and received in contemporary media environments. This research contributes to existing scholarship by identifying specific mechanisms through which different media platforms influence the evolution of masculine representation while highlighting the role of audience engagement in shaping these transformations.

The persistence of traditional masculine archetypes in television formats, as evidenced by the dominance of competitive achievement (47%) and leadership roles (32%) in our analysis, aligns with previous findings about the conservative nature of broadcast media. However, our research extends beyond these observations by documenting how these representations are transformed through cross-platform distribution and audience interaction. The significant decline in traditional masculine representation from 85% in 2019 to 25% in 2024 indicates a more rapid transformation than previously documented in media studies literature, suggesting that the intersection of traditional and digital media is accelerating changes in gender representation.

The emergence of “platform-specific masculinities” represents a significant contribution to existing scholarship on gender and media. While previous studies have examined how digital media influences gender representation, our research reveals distinct masculine expression patterns uniquely shaped by platform affordances and audience engagement dynamics. The high prevalence of emotional vulnerability (42% on TikTok) and creative expression (45% on TikTok) in social media content suggests that digital platforms are not merely redistributing traditional content but actively facilitating new forms of masculine expression.

This transformation is particularly evident in the engagement patterns observed across different platforms. The consistently higher engagement rates for emotional and creative content (380,000 and 320,000 interactions on TikTok) than traditional representations (180,000 interactions) challenge assumptions about audience preferences for conventional masculine portrayals. This finding suggests that platform-specific features enable different forms of expression and create environments where alternative masculinities can find significant audience acceptance.

The generational patterns revealed in our survey data provide crucial insight into the evolving nature of gender representation in Indonesian media. The strong preference among younger audiences (ages 18–24) for more nuanced and emotionally expressive representations of masculinity (42% favoring emotional content) suggests a significant generational shift in gender expectations. However, our research reveals that this shift is not simply a matter of age-based preferences but reflects more complex processes of cultural negotiation.

The geographic distribution of content preferences reveals significant regional variations in the reception of masculine representations across Indonesia. Urban centers in Java demonstrate a higher acceptance of progressive representations (45%) compared to more traditional regions in Sumatra (35%), reflecting the influence of urbanization, education levels, and economic development on media reception patterns. However, the emergence of substantial progressive audiences, even in traditionally conservative regions, suggests that digital platforms accelerate cultural transformation beyond traditional urban–rural divides. This finding challenges conventional assumptions about the pace of cultural change in different geographic contexts. It highlights the democratizing potential of digital media platforms in reshaping gender perceptions across diverse Indonesian communities.

Analyzing narrative structures across platforms reveals how different media environments shape how masculine identities are presented and developed. The higher prevalence of personal growth narratives in digital content (45%) compared to television (30%) suggests that these platforms enable more complex character development. This finding extends previous research on media narratives by demonstrating how platform affordances influence the content and the structural elements of gender representation.

The temporal analysis of content evolution provides valuable insight into the pace and pattern of change in masculine representation. The steady increase in progressive and mixed representations from 2019 to 2024 suggests that media transformation follows a more systematic pattern than previously recognized. This finding contributes to the theoretical understanding of how media changes occur and suggests potential trajectories for future evolution in gender representation.

Our research also reveals important patterns in how different types of masculine expression are integrated into various content formats. The higher engagement rates for relationship-focused content (60,000 average interactions) than competition-focused content (25,000 average interactions) suggests that audiences are increasingly receptive to representations emphasizing interpersonal connections over individual achievement. This finding challenges traditional assumptions about what types of masculine representation resonate with audiences.

The platform-specific patterns in masculine expression suggest that different digital environments foster distinct forms of gender representation. The higher prevalence of creative masculinity on TikTok (45%) and YouTube (38%) compared to Instagram (32%) indicates that platform features and user expectations play crucial roles in shaping how masculinity is expressed and received. This finding extends platform studies literature by demonstrating specific mechanisms through which technological affordances influence gender representation.

Analyzing engagement metrics across different content types provides insight into how audiences interact with varying representations of masculinity. The consistently higher engagement rates for emotional and creative content across all digital platforms suggest that these representations resonate more strongly with digital audiences than traditional masculine portrayals. This finding contributes to understanding how audience preferences shape media content evolution.

The geographic distribution of content preferences reveals complex patterns in how masculine representations are received across different Indonesian contexts. The variation in acceptance of progressive representations between urban and rural areas suggests that broader patterns of social development influence media transformation. However, the significant presence of progressive audiences, even in traditionally conservative regions, indicates that digital platforms may facilitate a faster cultural change than previously recognized.

The evolution of narrative structures across platforms demonstrates how different media environments shape how masculine identities are presented and developed. The higher prevalence of personal growth narratives in digital content suggests that these platforms enable more complex character development. This finding extends previous research on media narratives by demonstrating how platform affordances influence the content and the structural elements of gender representation.

The temporal analysis of content evolution provides valuable insight into the pace and pattern of change in masculine representation. The steady increase in progressive and mixed representations from 2019 to 2024 suggests that media transformation follows a more systematic pattern than previously recognized. This finding contributes to the theoretical understanding of how media changes occur and suggests potential trajectories for future evolution in gender representation.

The intersection of platform characteristics and content evolution reveals how technological affordances shape the transformation of gender representation. The higher engagement rates for emotional content on platforms that enable immediate response and interaction suggest that these features facilitate more nuanced expressions of masculinity. This finding contributes to understanding how platform design influences content evolution.

Analyzing audience demographics and content preferences reveals important patterns in how different age groups engage with varying representations of masculinity. The strong preference among younger audiences for emotional and creative content suggests a generational shift in gender expectations. However, our research reveals that this shift is not simply a matter of age-based preferences but reflects more complex processes of cultural negotiation.

The platform-specific patterns in engagement metrics provide insight into how different digital environments foster distinct forms of audience interaction. The consistently higher engagement rates for emotional and creative content across all digital platforms suggest that these representations resonate more strongly with digital audiences than traditional masculine portrayals. This finding contributes to understanding how audience preferences shape media content evolution.

The evolution of narrative structures across platforms demonstrates how different media environments shape how masculine identities are presented and developed. The higher prevalence of personal growth narratives in digital content suggests that these platforms enable more complex character development. This finding extends previous research on media narratives by demonstrating how platform affordances influence the content and the structural elements of gender representation.

This research contributes to a theoretical understanding of media transformation by demonstrating how platform-specific affordances shape gender representation patterns. The identified variations in content reception across platforms, particularly the higher engagement with emotional and creative content among younger demographics, extend existing theoretical frameworks regarding the relationship between technological affordances and gender expression in media. These findings advance our understanding of how different digital environments facilitate distinct forms of masculine representation and audience engagement while contributing to broader scholarly discussions about media’s role in gender identity construction.

The findings reveal regulatory challenges in Indonesia’s evolving media landscape, particularly regarding the balance between traditional broadcasting standards and digital platform dynamics. While television content remains governed by established broadcasting regulations that reflect specific cultural values (such as the Broadcasting Code of Conduct from KPI—Indonesian Broadcasting Commission), digital platforms operate under different, often transnational, regulatory frameworks. This regulatory divergence raises essential questions about ensuring inclusive gender representation while respecting creative freedom and platform autonomy. Rather than suggesting direct content regulation, these findings point to the need for adaptive policy frameworks to accommodate cultural sensitivity and evolving forms of gender expression. Such frameworks promote media literacy, support diverse content creation, and ensure platform transparency while preserving creators’ artistic freedom and platforms’ innovative potential. This approach acknowledges the complex relationship between regulatory oversight and creative independence in Indonesia’s multicultural media environment.

The research contributes to the theoretical understanding of how gender representations evolve in contemporary media environments. Identifying platform-specific masculinities extends existing frameworks for analyzing gender in media, while the documented patterns of audience engagement provide new insights into how content evolution occurs. These findings suggest the need for more nuanced approaches to studying media transformation that consider technological and cultural factors.

The implications of these findings resonate with ongoing debates about digital literacy and community building in Indonesian media contexts. As Syayekti (2023) notes, social media’s role in fostering gender-sensitive communication becomes particularly significant when considering our data showing a consistently higher engagement with progressive content across digital platforms. The clear preference among younger audiences for diverse masculine representations aligns with what Suryasuciramdhan et al. (2024) identify as a broader shift toward more balanced gender portrayals in Indonesian media, suggesting an accelerating transformation in how gender identities are constructed and received.

The intersection of global media trends and local cultural contexts is crucial in understanding these transformations. Our findings about platform-specific engagement patterns support Vinogradova et al.’s (2019) observations about how globalization encourages more fluid and adaptive gender identities while demonstrating the specific mechanisms through which this occurs in Indonesian digital media environments. The varying acceptance rates for progressive content across different regions reflect what Sachar (2024) describes as the importance of intersectionality in understanding media representations, where factors like race, sexuality, and socioeconomic status interact with platform dynamics to shape content reception.

These findings suggest the need for more nuanced approaches to understanding gender representation in Indonesian media. The tension between traditional values and modernity, highlighted by Dian et al. (2023) in their analysis of Indonesian television content, continues to shape how masculinity is represented across platforms. However, our research indicates that digital platforms create new possibilities for navigating these tensions, potentially leading to what Udasmoro (2017) describes as disrupting long-held dichotomies of masculinity and femininity. Future research should focus on how these emerging forms of gender expression might contribute to broader social transformations while remaining sensitive to Indonesia’s unique cultural and religious contexts.

5. Conclusions

A key contribution of this study is the identification of “platform-specific masculinities”—distinct patterns of gender representation shaped by the technological affordances and user dynamics of different media environments. This concept extends existing theoretical frameworks by demonstrating how platform characteristics influence content distribution and the fundamental nature of gender expression. The research also reveals significant generational and geographic patterns in content reception, with younger audiences (18–24) showing strong preferences for more nuanced representations (42% favoring emotional content) and urban areas demonstrating a higher acceptance of progressive representations (45% in Java).

These findings have important implications for media studies, content creation, and cultural transformation in Indonesia. They suggest that digital platforms are not merely redistributing traditional content but actively facilitating new forms of masculine expression. This understanding offers valuable insights for media practitioners, policymakers, and researchers studying the intersection of technology, gender, and cultural change in Southeast Asian contexts.