<![CDATA[Despite the growing discourse on gender equality in Indonesia, patriarchal cultural constructs continue to assign domestic work primarily to women. This traditional representation is increasingly challenged across various media texts, including the ABC Series “Suami Sejati Mau Masak” (A True Husband Wants to Cook) advertisement, which depicts men participating in cooking. The present study investigates the construction and negotiation of masculinity ideology within this advertisement. Employing a descriptive qualitative method and Norman Fairclough's Critical Discourse Analysis, the research analyzes both verbal and visual elements from the ABC Series “Suami Sejati Mau Masak” advertisement. The analysis is conducted across three dimensions: text (micro), discursive practice (meso), and sociocultural practice (macro), to examine the representation of masculinity and its relationship to production context and socio-cultural conditions. Findings indicate a shift from traditional masculinity, oriented toward the public sphere, to participatory masculinity, which incorporates domestic responsibilities as part of modern male identity. However, this construction of equality is not neutral, as it aligns with the institutional strategies and commercial interests of the ABC Soy Sauce brand, thereby commodifying domestic masculinity as an ideal through the product. Consequently, the advertisement both reflects social change and serves as a site for the production and negotiation of masculinity ideology within Indonesia's patriarchal culture.]]>
