Constructing Thai Masculinity through Beer Advertising: A Multimodal Critical Discourse Analysis of Chang Commercials

This study investigates how masculinity is constructed and ideologically reinforced in Chang Beer advertisements through the interaction of verbal language, visual design, and auditory cues. Using a qualitative design, the study applies Multimodal Critical Discourse Analysis (MCDA), theory of hegemonic masculinity, and broader media and cultural frameworks. The dataset includes two high-view Chang Beer commercials published between 2017 and 2020 on the brand’s official YouTube channel. The analysis followed a systematic coding protocol to examine the interplay between linguistic, visual, and sonic modes. Findings reveal that the advertisements construct a form of hegemonic masculinity characterized by refinement, discipline, social prestige, and national identity. Verbal cues invoke meticulousness and mastery, while visual techniques such as camera angles, gestures, and symbolic imagery position male characters as dominant yet composed. Auditory strategies—including silence, traditional Thai instruments, and ambient sounds—convey emotional control and cultural rootedness. These multimodal features collectively promote a narrow vision of masculinity while marginalizing alternative gender representations. The study highlights how such branding not only sells beer but also circulates sociocultural ideologies that privilege elite Thai masculinity. It argues for more inclusive advertising strategies that reflect the evolving dynamics of Thai society, including gender diversity and cultural pluralism.