<![CDATA[Contemporary digital media has transformed the landscape of female representation by shifting the discourse within the beauty industry toward a narrative of pseudo-inclusivity. Citra's digital advertisement, titled "Ragam Cantik Indonesia" (The Diverse Beauty of Indonesia), showcases the cultural, skin-tone, and ethnic diversity of women across the Indonesian archipelago. Yet, beneath this celebration of multiculturalism lies the logic of capitalism, which preserves "beauty" as a singular, central axis of meaning. This study aims to deconstruct the ideological operations of this inclusivity discourse. It employs a critical qualitative approach grounded in Jacques Derrida's theory of deconstruction. The research corpus consists of all multimodal—verbal and visual—sequences from the Citra "Ragam Cantik Indonesia" digital advertisement, as featured on YouTube. Data were collected through structured observation and purposive frame-capturing. The analysis follows a structured, three-stage deconstructive process: identifying the central signifier of logocentrism, mapping the hierarchies of binary oppositions, and uncovering internal logical contradictions—specifically "aporia" and "différance". The findings reveal that the representation of diversity in the advertisement remains trapped within a logocentrism where "beauty" functions as a transcendental signifier, ultimately constraining women's subjective agency. Four sets of unevenly hierarchical binary oppositions were identified: beautiful/not beautiful, modern/traditional, confident/insecure, and commercial/authentic. The deconstruction exposes a fundamental epistemological "aporia": the ethical claim that "all women are valuable and unique as they are" is simultaneously negated by a commercial imperative—the notion that skin requires beauty-lotion commodities to be considered valid in the public sphere. The meaning of beauty is shown to undergo "différance"—a process in which its definition is perpetually deferred to facilitate market circulation. The discourse of inclusivity in digital advertising is not an emancipatory deconstruction of the hegemony of Eurocentric beauty standards; rather, it is a strategy of neoliberal commodification—a mutation that softens binary structures to allow for the incorporation of diverse local identities into the circuits of capital accumulation.]]>
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