Power, persuasion, self-exhibition: analysing messages from “influencers” on the social media platform Instagram

Authors

DOI:

https://doi.org/10.11606/issn.2236-4242.v37i1p128-148

Keywords:

Discourse strategies, Pragmatic-discursive analysis, Ethos construction, Persuasive discourse

Abstract

The social media platform Instagram appears, currently, as a privileged communication space, where users can easily share and publish their photos and videos. We are therefore witnessing the emergence of female influencers, women who gain visibility through publications on this social network and who promote brands through images and comments on the products they advertise. Given Instagram’s highly competitive market, this study analyses posts on a Portuguese influencer’s page in order to reconsider, on one hand, the linguistic-discursive strategies of comments that convey the ethos of character and credibility and, on the other hand, the strategies at the service of the construction of power and persuasion. The analysis shows that the technique of glamourisation is used to create an excessive effect regarding what is being advertised in order to exert power.

Downloads

Download data is not yet available.

Author Biography

  • Isabel Roboredo Seara, Universidade Aberta. Universidade NOVA de Lisboa

    Doutora em Linguística pela Universidade Aberta (2007).
    Professora titular do Departamento de Humanidades da Universidade Aberta (Portugal).
    Investigadora do Centro de Linguística da Universidade NOVA de Lisboa - CLUNL (Portugal)

References

ABIDIN, C. Communicative ❤ Intimacies: Influencers and Perceived Interconnectedness. Ada: A Journal of Gender, New Media & Technology, n. 6., p. 1-16, 2015. Disponível em: https://scholarsbank.uoregon.edu/xmlui/handle/1794/26365. Acesso em: 10 out. 2022.

ADAM, J.-M.; BONHOMME, Marc. L’argumentation publicitaire: rhetorique de l’eloge et de la persuasion. Paris: Nathan, 1997.

ALBELDA MARCO, M. Los actos de refuerzo de la imagen en la cortesía peninsular. In: BRAVO, D. (ed.). Actas del Primer Coloquio del Programa EDICE. Estocolmo: Universidade de Estocolmo, 2002. p. 298-305. Disponível em: http://www.edice.org/descargas/1coloquioEDICE.pdf. Acesso em: 8 out. 2022.

ALBELDA MARCO, M. La intensificación en el lenguaje coloquial. Tese (Doutorado em Filologia Hispânica) – Facultat de Filologia, Universitat de València, Valência, 2005. Disponível em: https://www.asice.se/index.php/tym/issue/view/15. Acesso em: 8 out. 2022.

ALLARD, L. Partages crétifs: stylization de soi et appsperimentation artistique. Communication & Langages, n. 194, p. 29-39, 2017.

AMOSSY, R. La notion d´ethos de la rhétorique à l´analyse de discours. In: AMOSSY, R. (org.). Images de soi dans le discours. Lausanne: Delachaux et Niestlé, 1999a. p. 9-30.

AMOSSY, R. L´ethos au carrefour des disciplines: rhétorique, pragmatique, sociologie des champs. In: AMOSSY, R. (org.). Images de soi dans le discours. Lausanne: Delachaux et Niestlé, 1999b. p. 127-154.

AMOSSY, R. La présentation de soi: ethos et identité verbale. Paris: PUF, 2010.

AMOSSY, R. L´argumentation dans le discours. 3. ed. Paris: Armand Colin, 2012 [2000].

ARENDT, H. The life of the mind. Chicago: Harcout Brace Janovich, 1978.

BOYD, D. M.; ELLISON, N. B. Social network sites: definition, history, and scholarship. Journal Of Computer-Mediated Communication, v. 1, n. 13, p. 210-230, 2007. DOI: https://doi.org/10.1111/j.1083-6101.2007.00393.x.

BRIZ GÓMEZ, A. El español coloquial en la conversación: Esbozo de Pragmagramática. Barcelona: Ariel, 1998.

BRIZ GÓMEZ, A. El análisis de un texto oral coloquial. In: BRIZ GÓMEZ, A.; GRUPO VAL.ES.CO. ¿Cómo se comenta un texto coloquial?. Barcelona: Ariel, 2004. p. 29-48.

CAEROLS-MATEO, R.; FRADE, A. T.; SOTO, A. C. Instagram, la imagen como soporte de discurso comunicativo participado. Vivat Academia, v. 124, p. 68-78, 2013. DOI: https://doi.org/10.15178/va.2013.124.68-78.

CHARAUDEAU, P. L’argumentation dans une problématique de l’influence. Argumentation et Analyse du Discours, n. 1, 2008. DOI: https://doi.org/10.4000/aad.193.

CHARAUDEAU, P. Le discours de manipulation entre persuasion et influence sociale. Acte du colloque de Lyon, 2009. Disponível em: https://www.patrick-charaudeau.com/Le-discours-de-manipulation-entre.html. Acesso em: 5 set. 2022.

COSTA, J. A. O que tem de ser tem muita força... deôntica: contributos para a caracterização do verbo modal ter de. Linguística: Revista de Estudos Linguísticos da Universidade do Porto, n. especial, p. 413-440, 2021. DOI: https://doi.org//10.21747/16466195/lingespa19.

DAMÁSIO, A. O Sentimento de Si: Corpo, Emoção e Consciência. Lisboa: Círculo de Leitores. 2000.

DAMÁSIO, A. Ao Encontro de Espinosa: As Emoções Sociais e a Neurologia do Sentir. Mem Martins: Publicações Europa-América, 2003.

DESMOULINS, L.; ALLOING, C.; MOHLI, V. L’influence n’est-elle que donnée(s)?: me̡diations et ne̡gociations dans les agences de communication « influenceurs ». Communication & Organisation, v. 2, n. 54, p. 29-40, 2018. DOI: https://doi.org/10.4000/communicationorganisation.6692.

FALCÓN PÉREZ, M. del C. El discurso de los influencers: técnicas argumentativas de la nueva publicidad segu̡n el ge̡nero. Trabalho de Conclusão de Curso (Graduação em Filologia Hispânica) – Facultad de Filología, Universidad de Sevilla, Sevilha, 2019. Disponível em: https://idus.us.es/handle/11441/125992. Acesso em: 4 fev. 2024.

FUENTES RODRÍGUEZ, C.; ALCAIDE LARA, E. Mecanismos lingüísticos de la persuación. Madrid: Arco Libros, 2002.

GREY, D. Language in use. Cambridge: Cambridge University Press, 2008.

HERRERO CECILIA, J. Teorías de Pragmática, de Lingüística Textual y de Análisis del Discurso. Cuenca: Ediciones de la Universidad de Castilla-La Mancha, 2006.

HOCHMAN, N.; MANOVICH, L. Zooming into an Instagram City: reading the local through social media. First Monday, v. 18, n. 7. 2013. DOI: https://doi.org/10.5210/fm.v18i7.4711.

HU, Y.; MANIKONDA, L.; KAMBHAMPATI, S. What we Instagram: a first analysis of Instagram photo content and user types. Proceedings of the International AAAI Conference on Web and Social Media, v. 8, n. 1, p. 595-598. DOI: https://doi.org/10.1609/icwsm.v8i1.14578.

JEANNE-PERRIER, V. Réseaux sociaux : des vertus journalistiques, démocratiques et littéraires ? Petit traité de socio-sémiotique des dispositifs médiatiques émergents Interactions entre journalisme, trajectoires de métiers et innovations médiatiques et éditoriales. Une analyse communicationnelle. Paris: Université Paris Sorbonne CELSA, 2013.

JOST, F. Le culte du banal: de Duchamp à la télé-réalité. Paris: CNRS, 2007.

KARHAWI, I. S. De blogueira a Influenciadora: Motivações, Ethos e Etapas Profissionais na Blogosfera de Moda brasileira. Tese (Doutorado em Teoria e Pesquisa em Comunicação) – Escola de Comunicações e Artes, Universidade de São Paulo, São Paulo, 2018.

KARHAWI, I. Influenciadores digitais: o Eu como mercadoria. In. CORRÊA, E. S.; SILVEIRA, S. C. (org.) Tendências em Comunicação Digital. São Paulo: ECA-USP, 2016. p. 39-58. DOI: https://doi.org/10.11606/9788572051569.

LAKOFF, R. Remarks on ‘this’ and ‘that’. Proceedings of the Chicago Linguistics Society, v. 10, 1974. p. 345-356.

LEAVER, T.; HIGHFIELD, T.; ABIDIN, C. Instagram Visual Social Media Cultures. Cambridge: Polity, 2020

LO CASCIO, V. Gramática de la argumentación. Madrid: Alianza Editorial, 1998.

MACÁRIO LOPES, A. C. A deixis emocional em português europeu contemporâneo: alguns contributos. Revista da Associação Portuguesa de Linguística, v. 5, p. 225-235, 2019. DOI: https://doi.org/10.26334/2183-9077/rapln5ano2019a16.

MARTÍNEZ RUIZ, R. La deixis. In: BRIZ GÓMEZ, A.; GRUPO VAL.ES.CO. ¿Cómo se comenta un texto coloquial?. Barcelona: Ariel, 2004. p. 243-262.

MARTINS, A. C. L. Persuasão e manipulação: análise das estratégias discursivas em publicações de influenciadoras portuguesas no Instagram. Dissertação (Mestrado em Estudos de Língua Portuguesa) – Universidade Aberta, Lisboa, 2023.

MCCUNE, Z. Consumer production in social media networks: a case study of the “Instagram” iPhone app. Dissertação (Mestrado em Modern Society & Global Transformation) – University of Cambridge, Cambridge, 2011.

MORIN, E. La méthode. Paris: Seuil, 2008.

PAVEAU, M.-A. L’analyse du discours numérique: dictionnaire des formes et des pratiques. Paris: Hermann, 2017.

PIZA, M.V. Processos de influências sociais no ambiente online: análise da youtuber Jout Jout. Dissertação (Mestrado em Sociologia) – Universidade de Brasília, Brasília, 2016.

PLANTIN, C. Essais sur l’argumentation. Paris: Kimé, 1990.

PLANTIN, C. La argumentación. Barcelona: Ariel, 2005.

POTTS, C.; SCHWARZ, F. Exclamatives and heighted emotion: extracting pragmatic generalizations from large corpora. Amherst: University of Massachusetts Amherst, 2008. Disponível em: https://stanford.edu/~cgpotts/manuscripts/potts-schwarz-exclamatives08.pdf. Acesso em: 4 out. 2022.

RECUERO, R. Redes sociais na internet. Porto Alegre: Sulina, 2009.

RUIZ CARTAGENA, J. X. Millennials y redes sociales: estrategias para una comunicación de marca efectiva. Miguel Hernández Communication Journal, n. 8, p. 347-367, 2017. DOI: https://doi.org/10.21134/mhcj.v0i8.196.

SEARA, I. R. Marqueurs et stratégies de la confidence dans les fórum set les journaux personnels en ligne. In: CUREA, A.; PAPAHAGI, C.; FEKETE, Monica (ed.). Discours en présence: hommage a Liana Pop. Cluj‐Napoca: Presa Universitară Clujeană, 2015. p. 81-92.

SOLIS, B. The Rise of Digital Influence: A “how-to” guide for businesses to spark desirable effects and outcomes through social media influence. San Mateo: Altimeter Group, 2012. Disponível em: https://indianstrategicknowledgeonline.com/web/soci%20media%20the%20rise%20of%20digital%20influence.pdf. Acesso em: 4 fev. 2024.

TEODORO, C. G., ALTURAS, B. & PINHEIRO, A. M. Influenciadores digitais e seguidores Portugueses: O caso Cameron Dallas. In: ROCHA, A.; PEDROSA, I.; COTA, M. P.; GONÇALVES, R. (ed.). 14th Iberian Conference on Information Systems and Technologies. Coimbra: IEEE. p. 1-6. DOI: https://doi.org/10.23919/CISTI.2019.8760753.

TISSERON, S. Intimité et extimité. Communications, n. 88, p. 83-91, 2011. DOI: https://doi.org/10.3917/commu.088.0083.

WREN, K. Social influences. Abingdon: Routledge, 1999.

ZETLAOUI, T. L’infuence du confinement sur l’exposition de soi en ligne. France Forum, n. 77, jul. 2020. Disponível em: https://www.institutjeanlecanuet.org/content/influence-du-confinement-sur-exposition-de-soi-en-ligne. Acesso em: 4 fev. 2024.

Downloads

Published

2024-03-14

Issue

Vol. 37 No. 1 (2024): Dialogue between Brazil and Portugal in Textual and Discourse Studies

Section

Articles

License

Copyright (c) 2024 Isabel Roboredo Seara

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The Editorial Board authorizes free access to and distribution of published contentes, provided that the source is cited, that is, granding credit to the authors and Linha D'Água and preserving the full text. The author is allowed to place the final version (postprint / editor’s PDF) in an institutional/thematic repositor or personal page (site, blog), immediately after publication, provided that it is available for open access and comes without any embargo period. Full reference should be made to the first publication in Linha D'Água. Access to the paper should at least be aligned with the access the journal offers.

As a legal entity, the University of São Paulo at Ribeirão Preto School of Philosophy, Sciences and Languages owns and holds the copyright deriving from the publication. To use the papers, Paidéia adopts the Creative Commons Licence, CC BY-NC non-commercial attribution. This licence permits access, download, print, share, reuse and distribution of papers, provided that this is for non-commercial use and that the source is cited, giving due authorship credit to Linha D'Água. In these cases, neither authors nor editors need any permission.

Partial reproduction of other publications

Citations of more than 500 words, reproductions of one or more figures, tables or other illustrions should be accompanied by written permission from the copyright owner of the original work with a view to reproduction in Linha D'Água. This permission has to be addressed to the author of the submitted manuscript. Secondarily obtained rights will not be transferred under any circumstance.

How to Cite

SEARA, Isabel Roboredo. Power, persuasion, self-exhibition: analysing messages from “influencers” on the social media platform Instagram. Linha D’Água, São Paulo, v. 37, n. 1, p. 128–148, 2024. DOI: 10.11606/issn.2236-4242.v37i1p128-148. Disponível em: https://revistas.usp.br/linhadagua/article/view/214318.. Acesso em: 13 may. 2024.

Funding data