Domination and Legitimation in the Structure of the Virtual Massage Industry Duality

Abstract

The massage industry is experiencing a change towards virtual massage parlors that serve service transactions to communicate with customers online. This is because the Covid 19 pandemic does not allow massage parlors to operate conventionally. The existence of virtual massage parlors also forms agents and structures with different patterns and systems so that there are indications of a new style of capitalism in virtual massage parlors and deviations from agents or actors. Structural theory with a qualitative approach and critical ethnographic methods with double hermeneutics are used to find a form of structural duality in virtual massage parlors that builds the movement of a remote operational system that still uses the power of domination from the house manager and creates legitimacy through communication as an instrument of power for the therapist to capitalize on his work. But still targeted to provide more profit for the griya. So that here a new style of capitalism is formed which makes the therapist a profit-seeking 'machine' while building a structure of power over the therapist.