IDENTITY CONSTRUCTION OF INFLUENCERS: A CRITICAL DISCOURSE ANALYSIS OF LANGUAGE OF INSTAGRAM POSTS

Abstract

            The research investigates how Pakistani Instagram influencers construct their identities by studying their linguistic choices while making use of CDA alongside multimodal research methods. The research examines linguistic and visual building methods used by ten influencers across two groups of five high-follower and five low-engagement influencers. HIP influencers establish their identities by using language which promotes motivation along with emotion followed by community building combined with visually pleasing content to create trust and relatability. The main approach of lower-follower influencers involves presenting subject-relevant content through aesthetic formats which creates fewer opportunities for audience engagement. The study examines how linguistic elements influence digital personae formation among influencers using Fairclough’s CDA framework thereby displaying wider social cultural beliefs. The multimodal analysis strengthens the need for synchronizing visual components with texts because visually dominant platforms like Instagram demand this approach for creating unified narratives. The research demonstrates that authentic emotional communication alongside inclusion needs to be essential for influencers seeking both compatibility and authority within their audience base. The research utilizes public Instagram posts although it fills a gap in existing literature through the analysis of local influencer communication within Pakistani society. The researchers should follow up their current work by examining private messages and multiple platform branding initiatives and audience participation patterns throughout time. This research shows both academic scholars and practitioners the essential part played by language within influencer brand creation alongside audience participation.