Hegemonic Masculinity Analysis in Extra Joss Ultimate Advertisement

Advertising is a strategic medium in shaping and reproducing social construction, including gender representation. This research aims to reveal the representation of hegemonic masculinity in Extra Joss Ultimate energy drink advertisements using Charles Sanders Peirce's semiotic analysis and R.W. Connell's theory of hegemonic masculinity. Advertisements are analyzed not only as commercial messengers but also shape and reproducing social constructions, especially gender ideology. Data was obtained from one 30-second video ad divided into five main scenes. The analysis was conducted by identifying icons, indices, and symbols in visual, verbal, and audio elements and associating them with hegemonic masculinity structures such as physical strength, competitiveness, and male dominance. The results show that Extra Joss advertisements represent men as strong, fearless, complacent, and passionate, while feminine values or alternative masculinities are almost eliminated. The sign system used reinforces patriarchal ideology through naturalizing masculine symbols as natural and ideal. Thus, advertising functions not only as a promotional tool but also as a medium for producing meaning that perpetuates gender inequality in the public sphere. The findings contribute to media and gender studies, opening up space for critical readings of male representation in Indonesian popular culture.