Representation of Toxic Masculinity In Extrajoss Advertisements: A Multimodal Analysis

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Extra Joss advertisements frequently promote toxic masculine traits through their visual representations, normalizing harmful ideals.
Findings indicate that more aggressive postures and stoic expressions are used to reinforce a narrow masculine identity in these ads.
Applying frameworks for visual grammar and discourse analysis, the study investigates the construction of masculinity in Indonesian media.
The research highlights the significance of multimodal strategies in shaping societal perceptions of masculinity through advertising.

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Qualitative analysis of Extra Joss ads on Instagram reveals how toxic masculinity is visually represented, suggesting harmful implications.

Khoirunnisa Andrevi Prayogi (2025) studied this question.

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Qualitative analysis of Extra Joss ads on Instagram reveals how toxic masculinity is visually represented, suggesting harmful implications.