Gender Representation in Indonesian YouTube Ads 2024: Analysis of Commercial Ad Content

This study examines how gender representation is portrayed in several Indonesian commercial advertisements aired on YouTube throughout 2024. Using a qualitative content analysis approach, this study examines how gender roles are constructed and conveyed through visual and narrative elements in digital advertisements. The main objective of this research is to understand the extent to which gender stereotypes still appear and are reproduced in new media, as well as to identify any changes or consistency in these representation patterns within the Indonesian cultural context.The analysis results indicate that women are still frequently depicted in roles related to the domestic sphere, emotions, and aesthetics. Meanwhile, men are more often portrayed as rational, dominant, and masculine figures. These patterns indicate that traditional representations of gender roles persist, even in digital media platforms often perceived as modern and progressive, such as YouTube. In other words, despite changes in the platform, the social messages conveyed tend to uphold traditional norms.These findings contribute significantly to media sociology and gender studies in Indonesia, while also serving as a reminder of the need for critical evaluation of the digital content consumed by society. This research also underscores the urgency for the advertising industry to adopt more equitable, inclusive communication strategies that reflect the diversity of gender roles in contemporary society.Keywords: gender representation, YouTube advertising, digital media, stereotypes, media sociology.