<![CDATA[The increasing phenomenon of men using skincare in the digital era indicates a shift in masculinity values, previously associated with physical toughness, toward aesthetics, self-care, and visual performativity. Whitening skincare advertisements on social media, particularly TikTok, play a significant role in constructing the ideal male: a man with bright, clean, athletic, and professional skin. This study aims to uncover how the language, visuals, and narratives of advertisements construct representations of modern masculinity through Fairclough's critical discourse analysis. The research method uses a qualitative approach, collecting data in the form of six whitening skincare advertisements for men, which are then analyzed across three dimensions: text, discursive practices, and socio-cultural practices. The results show that at the textual level, advertisements employ motivational and heroic lexicons, such as dare to win it, fresh & clean, and "total masculine manhood," to reposition skincare as a masculine and competitive activity. Visual representations emphasize bright, glowing skin, an athletic body, a clean face, and a minimalist aesthetic as symbols of modernity and self-control. At the level of social practice, advertisements are proven to reproduce the ideology of colorism and whiteness by positioning light skin as a standard of success, hygiene, and social status in modern masculinity. The research conclusion confirms that whitening skincare advertisements not only offer beauty products but also become an arena for identity production that normalizes new standards of masculinity on social media. Abstrak Penelitian ini menganalisis bagaimana iklan skincare pemutih di media sosial membentuk konstruksi laki-laki ideal melalui perpaduan bahasa, visual, dan narasi yang menormalisasi perawatan kulit sebagai bagian dari maskulinitas modern. Menggunakan pendekatan Analisis Wacana Kritis Norman Fairclough, penelitian ini mengkaji tiga dimensi wacana, yaitu teks, praktik diskursif, dan praktik sosial-budaya. Hasil penelitian menunjukkan bahwa pada level teks, iklan menggunakan leksikon motivasional (berani memenangkannya, fresh, brightens instantly) dan struktur tuturan heroik-kompetitif yang mereposisi skincare sebagai aktivitas maskulin, dinamis, dan terkait performativitas. Representasi visual memperkuat wacana ini melalui penampilan tubuh atletis, kulit cerah, close-up wajah glowing, serta estetika minimalis, sehingga menampilkan figur laki-laki modern yang bersih, kuat, dan profesional. Pada level praktik diskursif, industri skincare dan influencer marketing berperan sebagai produsen wacana yang menormalisasi penggunaan skincare melalui narasi autentisitas dan aspirasi diri. Sementara itu, laki-laki muda sebagai konsumen aktif menginternalisasi standar estetika baru tersebut melalui interpretative repertoires. Pada dimensi praktik sosial-budaya, iklan terbukti mereproduksi ideologi colorism dan whiteness dengan memposisikan kulit cerah sebagai simbol status, higienitas, dan kesuksesan. Temuan ini menegaskan bahwa iklan skincare pemutih merupakan arena penting dalam produksi identitas maskulin di era digital.]]>
