Status : Verified
| Personal Name | Raphael Luis R. Torres |
|---|---|
| Resource Title | Astig na alaga: a semiotic visual-textual analysis of men's skincare TikTok |
| Date Issued | 22 June 2026 |
| Abstract | This study explores how men's skincare advertisements on TikTok construct meanings of masculinity and self-care through textual and visual design elements. Drawing from Roland Barthes' semiotic framework and Stuart Hall's encoding perspective, the research analyzed ten men's skincare advertisements targeted at Filipino audiences to examine how recurring signs generate connotative meanings and broader cultural myths. The findings revealed that the advertisements consistently associate skincare with self-improvement, discipline, confidence, expertise, and responsibility, positioning grooming as a legitimate masculine practice rather than a cosmetic activity. These representations produced dominant myths of the modern Filipino man as someone who continuously optimizes himself, maintains his appearance without compromising his masculinity, and attains confidence through successful self-management. The study demonstrates how TikTok advertising functions not only as a promotional tool but also as a cultural mechanism that shapes and normalizes contemporary understandings of Filipino masculinity. |
| Degree Course | Bachelor of Arts in Broadcast Media Arts and Studies |
| Language | English |
| Keyword | masculinity; men's skincare advertisements; TikTok advertising; Barthesian semiotics; cultural myths; Filipino masculinity; self-care |
| Material Type | Thesis/Dissertation |
Preliminary Pages
1.60 Mb
Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access