Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
“I absolutely LOVE it!”: A multimodal discourse analysis of influencers’ multimodal strategies in sponsored posts on Instagram
Stockholm University, Faculty of Humanities, Department of English.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study investigates what multimodal strategies influencers use when they publish sponsored posts on Instagram. Since posts on Instagram consist of pictures with a shorter text, a multimodal approach has been necessary. The analytical tools that are used to investigate the verbal and visual strategies in influencer marketing are Systemic Functional Linguistics by Halliday (2004) and Visual Grammar by Kress and Van Leeuwen (2006). Nine sponsored posts from three different influencers are investigated and compared to find similarities and differences in use of multimodal strategies. The findings indicate that there are significant similarities between the influencers. There is a distinct pattern in influencers’ use of strategies to market products and to persuade their followers to buy them. The results show that a typical sponsored Instagram post has a dominance of material processes and statements, at least one offer with a discount and a positive attitude towards the product.

Place, publisher, year, edition, pages
2019. , p. 36
Keywords [en]
Instagram, influencer, marketing, multimodal analysis, systemic functional linguistic, visual grammar, discourse analysis
National Category
Specific Languages
Identifiers
URN: urn:nbn:se:su:diva-169660OAI: oai:DiVA.org:su-169660DiVA, id: diva2:1323949
Supervisors
Examiners
Available from: 2019-08-12 Created: 2019-06-13 Last updated: 2019-08-12Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
Department of English
Specific Languages

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 306 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf