Akademik Veri Yönetim Sistemi
Second International Language-for-All Conference, Adana, Türkiye, 19 - 20 Ekim 2023, ss.18, (Özet Bildiri)
The present study tries to comprehend how ethical consumerism discourse is constructed and used for advertising and commercial purposes on social media. Thus, it examines the advertising practices of Krijen – an ethical brand for beauty, cosmetics, and personal care. To achieve its aims, three research questions are asked: (1) How is ethical consumerism discourse constructed linguistically with the Instagram posts of Krijen? (2) How is ethical consumerism discourse constructed through visuals of the Instagram posts of Krijen? (3) How are emoji and hashtags utilized to construct ethical consumerism discourse on Instagram posts of Krijen? To answer these questions 18 Instagram posts of Krijen are analyzed through multimodal discourse analysis. For the visual analysis, color choice (Ledin & Machin, 2018), the object use (e.g., symbols, animals), their positions, and the foregrounded or backgrounded elements (van Leeuwen, 2005) are examined. The textual content of the posts is investigated in terms of pronoun use, word choice, mood, and modality (Halliday, 1994). Finally, emoji and hashtag employment on the posts are scrutinized. The findings revealed that all the components of the posts work in great harmony in terms of building ethical consumerism discourse on Krijen’s Instagram posts. The visual analysis demonstrated that the color preference (e.g., green and blue) and displaying certain objects (eg., herbs and animals) scaffold the construction of ethical consumerism discourse. The textual content either directly aligned with the ethical consumerism discourse or built intertextuality and interdiscursivity through activism and feminism discourses (Giesler &Veresiu, 2014), which assisted the maintenance of ethical consumerism discourse. The results also yielded that the hashtags and emoji use enhance construction of ethical consumerism discourse by intensifying and co-expressing (Zappavigna & Logi, 2021). Overall, although the findings of the current study cannot be generalized, they provide significant information on building ethical consumerism discourse and multimodal discourse analysis.