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All Journal IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature Anglo-Saxon : Jurnal Ilmiah Program Studi Pendidikan Bahasa Inggris BASIS (BAHASA DAN SASTRA INGGRIS) Journal of English Language Teaching and Linguistics TEKNOSASTIK Jurnal Pengabdian Kepada Masyarakat MEMBANGUN NEGERI PROJECT (Professional Journal of English Education) IALLTEACH (Issues In Applied Linguistics & Language Teaching) IJOLTL (Indonesian Journal of Language Teaching and Linguistics) International Journal of English and Applied Linguistics (IJEAL) New Language Dimensions Indonesian Journal of EFL and Linguistics Edulitics (Education, Literature, and Linguistics) Journal e-LinguaTera Seminar Nasional Ilmu Terapan Jurnal Bima: Pusat Publikasi Ilmu Pendidikan Bahasa dan Sastra Journal of English Language and Pedagogy (JELPA) Metathesis: Journal of English Language, Literature, and Teaching ELite Journal: International Journal of Education, Language and Literature Langua: Journal of Linguistics, Literature, and Language Education Lingua : Journal of Linguistics and Language
Linuwih, Endar Rachmawaty
Universitas Widya Kartika, Surabaya
Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : New Language Dimensions

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Critical Discourse Analysis on Male Product Advertisements Chandra, Jenifer; Buntoro, Ruth Shieren; Djuan, Devgandi; Linuwih, Endar Rachmawaty
New Language Dimensions Vol. 4 No. 2 (2023): New Language Dimensions, December 2023
Publisher : English Department, Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/nld.v4n2.p127-138

Abstract

Beauty standard ideology or belief which is traditionally popularized by and through makeup products advertisement for women is not only influencing women across the globe but is now normalized in male products advertisements as well which convinces them to buy the product and which also has an impact on men’s belief of what an ideal masculine man is supposed to be. This study aims to find the “real man” standard ideology in male product advertisements. Moreover, the critical discourse analysis three-dimensional framework by Fairclough is applied in this research to show the “real man” ideology that is presented in male product advertisements especially the ones on social media where the latest ads can be found. Furthermore, we use descriptive qualitative research in analyzing and explaining 6 male products with a variety of types and brands. Data collection was carried out with structured interviews and advertisement observations. The findings of this study indicate that male product is very important to meet the main needs in overcoming problems in men. In addition, the main factor that is the reason for men to use male products is the demands of work or self-care, which is a representation of one's identity. According to the findings of this study, advertised men's products contain linguistic features that create ideology and manipulation for men, causing them to be interested in purchasing and using these products. Furthermore, men use these products because of stereotypes and public criteria for the appearance of a manly man.
Unmasking the Persona: A Barthesian Semiotic Study of Ahmad Dhani’s Instagram Self-Branding Darmawan, Tjiong Natanael Hanny; Linuwih, Endar Rachmawaty; Renfei, Xiao
New Language Dimensions Vol. 6 No. 1 (2025): New Language Dimension, June 2025
Publisher : English Department, Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/nld.v6n1.p95-104

Abstract

Social media platforms provide celebrities with strategic opportunities to construct and project identities, yet studies employing semiotic frameworks remain limited. This research investigates how Indonesian musician and public figure Ahmad Dhani constructs self-branding through a single Instagram post, analyzed using Roland Barthes’ semiotic theory. Employing a qualitative case study, the study examines how visual and textual elements interact to create layered meanings across denotation, connotation, and myth. The findings reveal that Dhani’s post—featuring orchestral imagery and the textual message “Sorry if I am different”—functions not as an apology but as an affirmation of uniqueness. At the denotative level, the tuxedo, conductor’s stance, and blurred audience emphasize authority, refinement, and public recognition. Connotatively, the warm color palette and self-referential caption highlight creativity and authenticity. At the mythic level, the post transforms perceived arrogance into a narrative of leadership, positioning Dhani as a visionary figure whose difference signifies intellectual depth and cultural capital. This analysis underscores how Instagram can serve as a site for myth-making, where visual and textual signs operate as strategic tools for personal branding and reputation management. While the study offers insights into the cultural work of celebrity self-representation, its scope is limited to a single post. Future research should extend this analysis to multiple figures and longitudinal datasets to capture the evolving dynamics of digital identity construction.
Co-Authors Aileen Gracesela Sanjaya Bernadetta, Monica Pricillia Bulain, Medlin Buntoro, Ruth Shieren Celine Christina Luhulima Chandra, Jenifer Darmawan, Tjiong Natanael Hanny Diharjo, Marciella Liauwren Dimara, Willem Novaldi Gabriel Djuan, Devgandi Duncan Reinhart Hutagaol Eka Fadilah Eka Fadilah Eka Fadilah Eka Fadilah Fadilah, Eka Faradillah, Nurul Frianly, Alvin Gabriella Kristina Handayani Gabriella Kristina Handayani Gabriella Kristina Handayani Harijanto, Shelvie Hutagaol , Duncan Reinhart Jenifer Chandra Kurniawan, Yohanes Kurniawan, Yulius Lee, Nicholas LIN JIN Luhulima, Celine Christina Mac Aditiawarman Medlin Bulain Medlin Bulain Mistika, Lusia Kurniati Nathaniela Anita Kiroyan Ningrum, Mabella Lola Kris Mulyo Nofiyanti Nofiyanti Nofiyanti Nofiyanti, Nofiyanti Oktapianto, Belly Putra, Yosua Ade Renfei, Xiao Sam Hermansyah Trihastutie, Nopita Wibowo, Samitha Ayuriescha Winardi, Yohanes Kurniawan Yelnim Yulius Kurniawan