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Abstract

TikTok has become a digital communication space for promoting products while constructing representations of identity and gender. This study examines linguistic strategies in the representation of femininity in beauty product advertisements on TikTok Indonesia. It employs a qualitative descriptive method using Feminist Critical Discourse Analysis (Feminist CDA). The data consist of verbal elements from advertisements by Scarlett Whitening, Wardah Beauty, and Natur-E, analyzed in terms of lexical choices, grammatical structures, persuasive forms, and rhetorical strategies. Data analysis involved data condensation, data display, and conclusion drawing and verification. The findings indicate that linguistic strategies construct femininity through associations among beauty, self-confidence, self-expression, and women’s agency. Women are represented as active subjects with space to express their identities; however, these representations remain intertwined with beauty standards and commercial interests. This condition demonstrates a negotiation between women’s empowerment and consumer discourse in digital beauty advertising. The study highlights the role of language in constructing and negotiating representations of femininity within digital culture.

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