ANALISIS MASKULINITAS PEREMPUAN DALAM IKLAN VALORANT #LETMEEXPLAIN VERSI FLASHES

In its growth, the advertisement not only promote products or services but also
becomes one of media that conserve stereotypes of women. The Flashes version of
the Valorant #LetMeExplain advertisement was created to provide an overview of
strategies for using the Phoenix agent's flashes skills as visualized by women. The
figure of Leona Agustine is shown in quite contrast to the performance which tends
to be masculine. This study aims to determine the depiction of masculinity's forms
in the role of Leona Agustine. The research method is descriptive qualitative with
data sources in the form of cut scenes and dialogues in advertisement. The
researcher adopted Peter Lehman's concept of masculinity to be used as an
analytical knife in the research. Based on the research findings, it shows that Leona
Agustine's scenes in advertisements display indicators of masculinity such as
courage, power, heroism, and leadership. These masculine characteristics are
influenced by experience, environment and social factors.