Resisting Patriarchy through Language: A Faircloughian Critical Discourse Analysis of Melawan Bahasa Patriarki

Women around the world continue to face gender-based stereotypes in sports and physical activity. This study aimed to explore Iranian women’s perspectives and interpretations of gender inequality in the field of physical activity and women’s sports, using a critical discourse analysis approach. This qualitative study was conducted using a critical discourse analysis approach. Twenty-five women from Kermanshah, Iran, were purposively selected in 2025. Data were collected through semi-structured interviews. The study utilized Fairclough’s three-dimensional model of critical discourse analysis encompassing textual analysis, discourse practice, and socio-cultural practice. Participants identified four main themes contributing to gender inequality in women’s sports: (1) Power relations (politics, family structures, and economic factors); (2) Infrastructures (spaces, human resources, and equipment); (3) Cultural issues (gendered perspectives, dress codes, and safety concerns); and (4) Issues surrounding women’s sport (restrictions, media representation, and education). Most participants expressed opposition to gender-based discrimination and protested the dominance of men in women’s sports in Iran. Findings reveal a profound awareness among women regarding gender disparities in sports. It is necessary for women to be placed in management and decision-making positions in Iranian sports to change the rules of the game in power relations. Additionally, cultural transformation, improved infrastructure, enhanced educational opportunities, and increased media coverage are critical to fostering equity in women’s sports.

<p>As one of the most important sites in which particular agenda are articulated and disseminated, news media play important roles in reproducing power relations and ideologies. Drawing on Fairclough’s approach of three-dimensional model within the paradigm of Critical Discourse Analysis (CDA) and of the qualitative research, this study aims to identify the ideology enacted in a news article which reports the appointment of Susi Pudjiastuti as the Indonesian minister of maritime affairs and fisheries. It does so by analysing the textual, the discursive, and the social practices of the news discourse. Underpinned by the results of the analysis, this research also investigates the integration of CDA in English classrooms in Indonesia. The results of this study reveal that the patriarchal ideology is enacted in the news through (1) the construction of language use in comparing the qualifications of Susi with Indroyono Soesilo as the coordinating minister for maritime affairs; (2) the use of direct and indirect speech constituted intertextuality; (3) the enquiry of socio-political contexts surrounding the news discourse in relation to women’s participations in politics. Based on these findings and Cot’s framework, this research also attempts to design a reading task using the news article by constructing consciousness-raising questions, so that students can enhance their critical thinking skills and their ability to reveal hidden meanings in discourse. The implications of the research both in the theoretical importance and in the English language teaching are also discussed with reference to intercultural issues.<strong></strong></p><strong>Keywords: </strong> critical discourse analysis, news discourse, ideology, patriarchy

Abstract: This research is entitled 'The Meaning of Metaphor in the Japanese Version of the Song Lyrics of Kartonyono Medhot Janji (Kartonyono de Yakusoku o Yabutta) in Critical Discourse Analysis'. This research uses a qualitative descriptive method. The descriptive method refers to existing facts or phenomena that are still empirically used by the speaker, so that they can be explained as they are. This research aims to find out the meaning of the metaphor in the Japanese version of the song entitled Kartonyono de Yakusoku o Yabutta by Ryuu Hikaru. In this research, Nourman Fairclough's model of critical discourse analysis is used. In this case, the author analyzes song lyrics in the form of three text dimensions, namely: text analysis, text practice and sociocultural practice. In text analysis, this research focuses on discussing representation, relationships, identity, text practices (production and consumption) and sociocultural practices (situational, institutional and social).

Patriarchal ideology is the root of male domination over women. The ideology in the novel greatly determines the position or position of a woman. This research aims to reveal how the practice of patriarchal ideology in the novel. The approach used is Norman Fairclough's critical discourse analysis model. The results of this research indicate that patriarchal ideology operates through the use of words in the text. The content or teachings in the text show the influence of a strong patriarchal ideology. Although it contains support for the patriarchal system, the content of the text also shows complexity. On the one side, this text supports the patriarchal system. On the other side, this text also shows the aspect of taking sides with women, the influence of patriarchal ideology. The data source in this research is the novel Rajni Sari by Andry Chang.

This study considers the representation of women in the lyrics of a popular dangdut song called Bojoku Galak. The study focuses on songs as a poetic form, and this song was selected owning to its popularity in Indonesia. The study uses a qualitative approach with the Sara Mills critical discourse analysis (CDA) model. Research data in the form of vocabulary, phrases, or sentences showing the image of women were taken from in the lyrics. The results showed that the representation of women can be seen from the position of subject-object, and writer-reader. The song represents male actors as subjects and women as objects to be blamed and depicted as ferocious, accusatory, selfish, and uncaring. This contradictions the established representation of women in Indonesian society, which represents women using images of patience, obedience, meek and soft.
 Keywords: CDA Sara Mills Model, image of woman, descriptive qualitative methods

This study aims to describe the application through the Fairclough Critical Discourse Analysis (CDA) model on insurance advertising and its effectiveness in argumentative writing learning. The research method is a mixing qualitative and quantitative. Qualitative methods are applied by using the Fairclough's CDA model that applies micro, meso, and macro dimensions. Quantitative methods are used to measure the effectiveness of Fairclough CDA modelon argumentative writing learning. The results showed the use of language, connectivity, and hegemony with future concerns caused by lifestyle and social demands, and calamity with phrases as a form of the claim that needs to be made a counterclaim. This strongly supports the argumentation content. The Mann Whitney U test shows significance value of 0,000 is ≤0.005. Thus, it can be concluded that Fairclough CDA modelapplication of learning with CDA is effective for improving learning outcomes in argumentative writing.

The study uses Critical Discourse Analysis to examine the role of metaphor of religion, time and economic desires in President Muhammadu Buhari’s Independence Day speech of 1st October, 2022. This study critically examines metaphor of religion, time and economic desires in President Muhammadu Buhari’s Independence Day speech delivered on October 1st, 2022, through the lens of Norman Fairclough’s three-dimensional model of Critical Discourse Analysis (CDA), which encompasses textual analysis, discourse practice, and socio-cultural practice. The speech is analyzed to uncover how language is used to construct national identity, legitimize power, and shape public perception during a politically sensitive period preceding the 2023 general elections. The textual level reveals rhetorical devices, modality, and pronoun usage aimed at fostering unity and projecting a legacy of integrity. At the discourse practice level, the study investigates how the speech was produced, distributed, and consumed within media and political contexts. The socio-cultural level explores the broader ideological implications of the speech in relation to governance, security, economic hardship, and democratic transition in Nigeria. The analysis finds that Buhari’s discourse reinforces hegemonic narratives of patriotism and national resilience, while subtly deflecting responsibility for socio-economic challenges. The paper concludes that the speech serves as a strategic instrument of political self-representation, embedded with ideological meanings that support the outgoing administration’s image and shape the expectations of incoming leadership. The research attempted to unravel the hidden meanings and connotations of power in President Muhammadu Buhari’s independence day speech of 1stoctober, 2022 speech. President Muhammadu Buhari’s Independence day speech of 1st October, 2022 was sourced from the Internet. Since all the paragraphs will not be studied because of limitation of time and space, a total of fifteen (15) paragraphs were selected for discussion sampled and analyzed using purposive sampling technique.

This study analyzed Saudi and American detergent commercials to explore how they assign roles to women in their respective societies. The analysis employed Fairclough’s three-dimensional model of Critical Discourse Analysis: description, interpretation and explanation. In the first two steps, the analysis relied on linguistic and intertextual tools, such as ideologically contested words, overwording, hyponymy and presupposition. In the last step, the analysis also employed Eagly’s social role theory to further understand the stereotypical female roles and Fairclough’s common sense ideology to shed light on the reason behind these designated roles. The findings of the study revealed that these commercials relied on a limited number of stereotypical female roles, to appeal to the viewers and conform to conventional societal perceptions. The continuous representations of these typical roles in TV commercials have caused them to become naturalised and regarded as common sense. It follows from this that a deconstruction of such patriarchal ideology should be highly considered.

This study aims to analyse power, dominance, racial discrimination, and power exercise that is narratively established through a subtle network of metaphors in a fiction work, The Kite Runner. The Kite Runner exposes the socioeconomic conditions in the borderlands of Pakistan and Afghanistan, revealing the differences between power manipulation and the domestic performance of powerful social groups. The work also explores how religious and status dichotomies circumvent the progress of minority groups and align their physical features with their receding power and financial features. An adopted model of critical discourse analysis (CDA) indicates power, economic, and racial dichotomies in the book while revealing the shades of metaphors through conceptual metaphor theory (CMT) in a post-colonial text. Dogmatic ideographs are perpetuated in every public sphere through language and established gradually through unprovoking tools of metaphors. The metaphors are uncovered through CMT, providing a helpful understanding of different conceptual domains. Rhetorically, CDA helped reveal the racial discrimination, human rights violations, and hatred against minorities embedded in the selected metaphors. This investigation is very significant in connection with the current scenario of cross-cultural studies, as it mainly depicts the prevailing social trends regarding two different settings. The study may benefit intelligentsia interested in post-colonial and decolonial discourse and diaspora literature. Keywords: Conceptual Metaphor Theory, Critical Discourse Analysis, Metaphor, Power Expansion, Racial Discrimination Agbo, I. I., Kadiri, G. C., & Ijem, B. U. (2018). Critical metaphor analysis of political discourse in Nigeria. English Language Teaching, 11(5), 95–105. https://doi.org/10.5539/elt.v11n5p95 Burke, K. (2017). A rhetoric of motives. In Routledge eBooks (pp. 154–164). https://doi.org/10.4324/9781315080925-15 Chouliaraki, L., & Fairclough, N. (1999). Discourse in late modernity: Rethinking critical discourse analysis. Edinburgh University Press. Fairclough, N. (2000). Discourse, social theory and social research: The case of welfare reform. Journal of Sociolinguistics, 4(2), 163–195. Fairclough, N. (2012). Critical discourse analysis. International Advances in Engineering and Technology, 7, 452–487. Foucault, M. (1976). The history of sexuality (Vol. 1). https://www2.warwick.ac.uk/fac/arts/english/currentstudents/undergraduate/modules/fulllist/special/endsandbeginnings/foucaultrepressiveen278.pdf Foucault, M., & Sheridan, A. (1972). The archaeology of knowledge and the discourse on language. http://ci.nii.ac.jp/ncid/BA21964742 Gill, S. (1998). European governance and new constitutionalism: Economic and monetary union and alternatives to disciplinary neoliberalism in Europe. New Political Economy, 3(1), 5–26. https://doi.org/10.1080/13563469808406330 Gramsci, A. (1971). Selections from the prison notebooks. London: Lawrence & Wishart. Halliday, M. A. K., & Hasan, R. (1976). Cohesion in English. London: Longman. Hosseini, K. (2003). The kite runner. New York, NY: Riverhead Books. Jawaid, A., Batool, M., Arshad, W., Kaur, P., & ul Haq, M. I. (2024). English language pronunciation challenges faced by tertiary students. Contemporary Journal of Social Science Review, 2(04), 2104-2111. https://contemporaryjournal.com/index.php/14/article/view/361 Jawaid, A. (2014). Benchmarking in TESOL: A Study of the Malaysia Education Blueprint 2013. English Language Teaching, 7(8), 23-38. http://dx.doi.org/10.5539/elt.v7n8p23 Jensen, D. F. N. (2006, April). Metaphors as a bridge to understanding educational and social contexts. International Institute for Qualitative Methodology. https://sites.ualberta.ca/~iiqm/backissues/5_1/HTML/jensen.htm Kövecses, Z. (2002). Metaphor: A practical introduction. Oxford University Press. Lakoff, G. (1987). Women, fire, and dangerous things: What categories reveal about the mind. University of Chicago Press. Lakoff, G. (1993). The contemporary theory of metaphor. In A. Ortony (Ed.), Metaphor and thought (2nd ed., pp. 202–251). Cambridge University Press. Lakoff, G., & Johnson, M. (1980). Metaphors we live by. University of Chicago Press. Reddy, M. (1979). The conduit metaphor: A case of frame conflict in our language about language. In A. Ortony (Ed.), Metaphor and thought (pp. 284–324). Cambridge University Press. Talib, N., & Fitzgerald, R. (2016). Micro–meso–macro movements: A multi-level critical discourse analysis framework to examine metaphors and the value of truth in policy texts. Critical Discourse Studies, 13(5), 531–547. https://doi.org/10.1080/17405904.2016.1182932 Van Dijk, T. A. (1988). News analysis: Case studies of international and national news in the press. 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<p>The investigative aim of this thesis is to explore the recontextualization of the normative discourse of gender equality in Kenya’s policy discourse of women’s rights. Its purpose is threefold: Firstly, it attempts to examine the different ways in which policy makers use language in the course of interpreting and implementing gender equality policies. This includes a focus on both the linguistic and rhetorical/discursive strategies that these policy makers employ for such functions as endorsing, negotiating, legitimating, or even contesting given policy proposals. Secondly, the thesis endeavours to bring to light the different and changing conceptions of gender (in)equality espoused by the various policy actors involved in Kenya’s policy discourse of women’s rights over a critical ten-year period between 1995 and 2005. These policy actors include the Kenyan government; women’s non-governmental organizations (NGOs) who actively seek to influence government policy; and the United Nations’ organizations with responsibility for ensuring the implementation of women’s human rights. Thirdly, the thesis attempts to show the extent to which policy initiatives proposed by the human rights-based women’s NGOs in Kenya are taken up in the texts produced by the Kenyan government. In order to gain a better understanding of the discursive interactions between and amongst the policy actors in this study, an intertextual approach to Norman Fairclough’s model of critical discourse analysis (CDA) was used. The thesis drew discourse samples for analysis from the Kenyan government’s periodic reports detailing progress towards fully meeting the terms of the Convention on the Elimination of Discrimination Against Women (CEDAW); the documents produced by the Committee overseeing the Convention that provided assessment of the Kenyan government’s reports; the Kenyan government’s official texts on gender policy; and Kenyan women NGOs’ annual reports and other texts. Though many scholars and researchers of women’s rights praise the UN Committee’s imperatives for bringing about policy changes concerning women’s rights globally, the findings from this study confirm that the Committee for CEDAW has only textual power, and that it lacks enforcement powers to ensure the implementation of the universal rights of women within the local milieu. In a similar vein, this study demonstrates that though the women’s NGOs play a significant role both in terms of identifying important areas of concern for policy intervention, and in necessitating changes in the genres of the national government, their participation has largely failed to ensure the Kenyan government’s epistemological shift from its current state of recognizing the existence of women’s rights, to the phase of implementing them. This thesis also establishes that differing conceptions of gender (in)equality and ideological differences between the Committee for CEDAW and the Kenyan government tend to influence both the Committee’s and the Kenyan government’s use of varied discourses, genres, and styles, with the intent of manipulating to outmanoeuvre one another. This means that both the Kenyan government and the Committee live in different worlds, suggesting a continuing gap between the Committee’s normative knowledge of women’s rights to gender equality, and the Kenyan government’s cultural relativist perspectives concerning such rights. As a solution to these power struggles and political differences that derail policy making on gender equality, this study recommends the need both for the Committee and the Kenyan government to employ a reflexive and pragmatic mix of both the universalist and cultural relativist approaches to gender equality. This will bring forth shared areas of interest concerning women’s rights between the UN and the Kenyan government, based on their applicability within the local context. Moreover, such an approach will create a possibility for the Committee to understand the Kenyan government’s cultural relativist/competing discourse of women’s rights as another way of conceiving gender equality (i.e. productive power-knowledges), rather than viewing them as irrelevant cultural claims that stand in stark opposition to the universal understandings of women’s rights to gender equality. Likewise, the aforesaid reflexive and pragmatic mix of approaches will help the Kenyan policy makers to develop a more critical and nuanced view of the universal approaches to gender equality, thereby reducing their varied forms of resistance to gender equality via subtle evasive strategies. Methodologically, this thesis shows how a comparative intertextual approach to Fairclough’s model of critical discourse analysis can be used as a framework for establishing the relations between policy text and context. This framework includes the micro-level of textual/linguistic analysis, the meso level of discursive interactions, and the macro level of socio-cultural practice at the local, institutional, and societal levels. Theoretically, the thesis demonstrates the different ways in which particular philosophical arguments and emancipatory concepts from Foucault’s theory of governmentality and transnational feminist rhetorical theory can be combined and exploited by linguists to promote different ways of theorizing and thinking concerning the development of policies for promoting gender equality.</p>

<p>The investigative aim of this thesis is to explore the recontextualization of the normative discourse of gender equality in Kenya’s policy discourse of women’s rights. Its purpose is threefold: Firstly, it attempts to examine the different ways in which policy makers use language in the course of interpreting and implementing gender equality policies. This includes a focus on both the linguistic and rhetorical/discursive strategies that these policy makers employ for such functions as endorsing, negotiating, legitimating, or even contesting given policy proposals. Secondly, the thesis endeavours to bring to light the different and changing conceptions of gender (in)equality espoused by the various policy actors involved in Kenya’s policy discourse of women’s rights over a critical ten-year period between 1995 and 2005. These policy actors include the Kenyan government; women’s non-governmental organizations (NGOs) who actively seek to influence government policy; and the United Nations’ organizations with responsibility for ensuring the implementation of women’s human rights. Thirdly, the thesis attempts to show the extent to which policy initiatives proposed by the human rights-based women’s NGOs in Kenya are taken up in the texts produced by the Kenyan government. In order to gain a better understanding of the discursive interactions between and amongst the policy actors in this study, an intertextual approach to Norman Fairclough’s model of critical discourse analysis (CDA) was used. The thesis drew discourse samples for analysis from the Kenyan government’s periodic reports detailing progress towards fully meeting the terms of the Convention on the Elimination of Discrimination Against Women (CEDAW); the documents produced by the Committee overseeing the Convention that provided assessment of the Kenyan government’s reports; the Kenyan government’s official texts on gender policy; and Kenyan women NGOs’ annual reports and other texts. Though many scholars and researchers of women’s rights praise the UN Committee’s imperatives for bringing about policy changes concerning women’s rights globally, the findings from this study confirm that the Committee for CEDAW has only textual power, and that it lacks enforcement powers to ensure the implementation of the universal rights of women within the local milieu. In a similar vein, this study demonstrates that though the women’s NGOs play a significant role both in terms of identifying important areas of concern for policy intervention, and in necessitating changes in the genres of the national government, their participation has largely failed to ensure the Kenyan government’s epistemological shift from its current state of recognizing the existence of women’s rights, to the phase of implementing them. This thesis also establishes that differing conceptions of gender (in)equality and ideological differences between the Committee for CEDAW and the Kenyan government tend to influence both the Committee’s and the Kenyan government’s use of varied discourses, genres, and styles, with the intent of manipulating to outmanoeuvre one another. This means that both the Kenyan government and the Committee live in different worlds, suggesting a continuing gap between the Committee’s normative knowledge of women’s rights to gender equality, and the Kenyan government’s cultural relativist perspectives concerning such rights. As a solution to these power struggles and political differences that derail policy making on gender equality, this study recommends the need both for the Committee and the Kenyan government to employ a reflexive and pragmatic mix of both the universalist and cultural relativist approaches to gender equality. This will bring forth shared areas of interest concerning women’s rights between the UN and the Kenyan government, based on their applicability within the local context. Moreover, such an approach will create a possibility for the Committee to understand the Kenyan government’s cultural relativist/competing discourse of women’s rights as another way of conceiving gender equality (i.e. productive power-knowledges), rather than viewing them as irrelevant cultural claims that stand in stark opposition to the universal understandings of women’s rights to gender equality. Likewise, the aforesaid reflexive and pragmatic mix of approaches will help the Kenyan policy makers to develop a more critical and nuanced view of the universal approaches to gender equality, thereby reducing their varied forms of resistance to gender equality via subtle evasive strategies. Methodologically, this thesis shows how a comparative intertextual approach to Fairclough’s model of critical discourse analysis can be used as a framework for establishing the relations between policy text and context. This framework includes the micro-level of textual/linguistic analysis, the meso level of discursive interactions, and the macro level of socio-cultural practice at the local, institutional, and societal levels. Theoretically, the thesis demonstrates the different ways in which particular philosophical arguments and emancipatory concepts from Foucault’s theory of governmentality and transnational feminist rhetorical theory can be combined and exploited by linguists to promote different ways of theorizing and thinking concerning the development of policies for promoting gender equality.</p>

The construction of an understanding of Sukarno is strongly influenced by how the discourse about Sukarno is produced. Discourse about Sukarno can only be traced through texts documenting the narrative about Sukarno. This study aims to describe how Sukarno is contained in the text. This research uses Qualitative research methods with a Critical Discourse Analysis approach. Critical Discourse Analysis uses Norman Fairclough's model with a model framework, namely, Text analysis, Discourse practice, and Sociocultural practice. The results of this study showed that: (1) texts about Sukarno in the Indonesian history textbook chapter of Guided Democracy in the 1975 curriculum were studied in the early stages, namely text analysis by looking at the relationship between words; (2) The text data that has been obtained is then analyzed using the second stage, namely Discourse practice, which is a stage to see how the production and consumption of the text; (3) The last stage in Norman Fairclough's Critical Discourse Analysis model is Sociocultural practice, which is a stage where it looks at external influences in influencing a discourse.

Critical Discourse Analysis (CDA) examines language as 'discourse,' where language is understood as one element within social processes that dialectically relate to each other. Critical discourse analysis precisely aims to explore these dialectical interconnections within the tradition of critical social science. In this research, the researcher will employ Norman Fairclough's model of critical discourse analysis, which examines discourse analysis through three theories: Text Analysis (Microstructural) related to cohesion and coherence, grammar, and diction; Production Practice Analysis (Mesostructural) dealing with the text production process, text dissemination, and text consumption, such as work patterns, workflow, and routines in news production; Social Cultural Practice Analysis (Macrostructural) related to situational, institutional, and social aspects. This study utilizes a qualitative descriptive method to deepen the critical analysis description of news discourse. The research data consists of words, phrases, or sentences in two online news discourses supporting the research problem. The data collection technique employed is documentary study. The news regarding the arrival of Rohingya refugees in Aceh published by VIVA.co.id becomes the focus of critical discourse analysis using Norman Fairclough's approach. This news reflects the text production process involving microstructural, mesostructural, and macrostructural aspects. In microstructural analysis, language use and representation are highlighted. Phrases like "coming to Indonesia using old boats" and quotes from netizens create negative stereotypes about Rohingya refugees. Social interactions are reflected in conflicts and societal concerns represented by these comments. In mesostructural analysis, the selection of topics, framing, and source determination becomes the focus. Choosing to report the Rohingya refugee issue with a predominantly negative framing reflects editorial production decisions influenced by preferences. Determining sources from netizens and UNHCR creates variations in perspectives. Macrostructural analysis highlights the social, political, and cultural values that shape the news. The Rohingya refugee crisis and global migration politics form the macro background influencing news production. Indonesian cultural values and ideology are reflected in the stigmatization of refugees. In conclusion, this critical discourse analysis reveals how text production practices, social interactions, and macrostructural contexts are interconnected. This news not only reflects internal language and media dynamics but is also tied to power, ideology, and cultural values within society. This analysis opens up space for a deeper understanding of narrative construction and its impact on public perceptions of Rohingya refugees in Indonesia. Keywords: Critical Discourse Analysis, Norman Fairclough, News.

This study aims to analyze the representation of verbal sexual violence in academic discourse within higher education institutions using Norman Fairclough’s Critical Discourse Analysis (CDA) model. The research focuses on utterances containing elements of objectification, discursive strategies that normalize discrimination, and power relations within lecturer–student interactions. A qualitative approach with a case study design was employed. The research instrument consisted of a stimulus checklist containing 25 sentences representing potential forms of verbal sexual violence. This instrument was tested on 20 student respondents selected through purposive sampling. The validity of the instrument was established through a literature review and a readability test with initial respondents. Data were analyzed using Fairclough’s three-dimensional framework, namely text analysis, discourse practice, and social practice, and were triangulated with confirmatory interviews. The in-depth analysis reveals that although such utterances are often framed as humor, they reproduce patriarchal ideologies, reinforce asymmetrical power relations, and expose contradictions between the institution’s religious norms and everyday linguistic practices. This study makes a theoretical contribution by demonstrating that Fairclough’s CDA is effective in uncovering verbal sexual violence even in the form of subtle harassment or jokes, which have been largely overlooked in religious academic contexts. The novelty of this research lies in the identification of minor yet significant phenomena in religiously affiliated universities, showing that patriarchal power relations can still manifest through language even when the frequency of explicit cases is very low.

This research is conducted using model of Critical Discourse Analysis (CDA) that stated by Norman Fairclough. This discourse analysis is selected because it is considered to be able to answer the question of the purpose of this research that is formulated which focused on digging up the ideology value on teenager body image that is displayed on the discourse analysis in Hilo Teen advertisement. Fairclough sees a discourse as a social practice and authority which involves particular ideology value whether in explicitly or implicitly. The analysis of Fairclough is centered on text, discourse practice, and sociocultural practice. In this research, discourse analysis text Hilo Teen advertisement is focused on text dimension that involves representation, relation, and identity that is aired on the advertisement and sociocultural context in community scope. The result of this research based on the analysis defines Hilo Teen advertisement describes the body image of teenage girls are thin, slim, tall, and energetic; on the other hand, the body image of teenage boys are thin and tall. This advertisement also displays the problematic and realistic of teenagers who accentuate physical aspect only. Furthermore, Hilo Teen advertisement not only promotes milk product for teenagers but also tries forming a perception and conception on the society (teenagers and parents) about an ideal body shape of teenagers.