Post-hegemonic multidimensional analysis of anti-ideologies in Jollibee YouTube advertisements

Abstract

The paper examined and identified the affective and neoliberal anti-ideologies embedded and shaped in the narratives of selected Jollibee Christmas and Valentine YouTube advertisements released from 2016 to 2021 using the quad-stratal conceptualization of multi-dimensional analysis adapted from Halliday (1978) and post-hegemonic theory as lens. In this study, the Jollibee ads are perceived as a conduit of post-hegemonic messages and anti-ideologies that shape power in a neoliberal society. The analysis revealed that influential companies like Jollibee utilize post-hegemonic anti-ideologies through familiar, normative slice-of-life narratives and affective form and content that “tug at consumer heartstrings” to promote their brand and products. Through their mediated advertising contents, Jollibee Food Corporation achieves social ubiquity and invisibility, as characteristic of neoliberal anti-ideology and post-hegemonic power. Beyond coercion and propaganda, post-hegemonic advertising such as the Jollibee YouTube commercials dilute class conflict and instead wages a covert “war of position” hidden in the veneer of affect and normativity.