Indonesian millennials: Building metrosexual capitalist industry through Instagram #cowokmilenial

The digital era has changed the human lifestyle of social media use. Social media has become a platform not only to show “who one is” in cyberspace but also a platform for the capitalist industry to promote consumerism. As one of the most popular social media platforms, Instagram is utilized by the capitalist industry to achieve its goals of sales and growth. This study aims to determine how posts from Instagram with the hashtag. #cowokmilenial used by the capitalist industry build a metrosexual side. The researchers employed the qualitative approach with the semiotic method on Instagram through the hashtag #cowokmilenial during 2019. The findings in this study indicate that the capitalist industry constructs the meaning of metrosexual men among Indonesian millennials through skincare products (especially facial care/Rodeos soap) which promise to help them look handsome with a clean, bright, and acne-free face.