Abstract
In the context of modern Vietnamese society, the explosion of digital media and the wave of globalization have strongly impacted aesthetic perceptions, where advertising discourse and the TikTok social network play a major role in shaping beauty standards. These platforms, not only used for commercial purposes, have created a broad and unlimited interactive environment, spreading standards of appearance. Applying Fairclough's three-dimensional critical discourse analysis model, this study examines the relationship between text, discourse practice, and social practice in several trending advertisements and videos from YouTube and TikTok. Through this, we investigate how language has transformed commercially driven impositions of physical appearance into "common sense" in life. The research results affirm the role of discourse in reproducing aesthetic ideologies, while also warning about the increasing pressure for physical appearance homogenization among Vietnamese youth under the influence of digital culture.
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