Language And Masculinity: A Critical Discourse Analysis of Masculinity Construction in Men’s Product Advertisements

Abstract

This research aims to find out what kind of depictions of men are shown in men's product advertisements to build an image of masculinity and analyze how masculinity is constructed through language in these advertisements. The theory used in this research is critical discourse analysis proposed by Fairclough. This research uses a qualitative content analysis method. The data of this research are texts, taglines, and product descriptions or slogans and visual images of male product advertisements. The data sources of this research are male product advertisements from Posh Men, AXE Indonesia, Kahf, Men's Biore, Pond's Men, and Romano Indonesia brands taken from each brand's official YouTube account and believed to contain and display characteristics of masculinity. This study limited the number of male product advertisements to ten advertisements from the six brands used as samples. The results of this study found that advertisements in 2019 featured more traditional masculinity with an emphasis on muscular bodies, defined jaws, thick mustaches/beards, and physical strength. While the 2020-2024 ads emphasized modern masculinity that focuses on health, softer facial features, a tall and white build, and openness to self-care. Despite the slight shift in visuals, the text and slogans in the ads can be viewed as still constructing an image or ideology of masculinity that refers to courage, leadership, and an unyielding spirit and still maintaining social expectations that have the potential to create unrealistic pressure on men.