"LANGUAGE, POWER, AND IDENTITY IN SOCIAL MEDIA: A STUDY OF LINGUISTIC STRATEGIES IN INFLUENCER CULTURE"

Abstract

This study examines the linguistic strategies employed by social media influencers to construct their identities, assert power, and emotionally engage with their followers. In the digital age, influencers hold significant power over public opinion, consumer behavior, and cultural norms, particularly on platforms such as Instagram, YouTube, and TikTok. By analyzing the content of selected influencers, this paper explores how language is used not only to craft personal identities but also to influence followers' perceptions, behaviors, and societal values. Using discourse analysis as the primary research method, the study identifies key linguistic patterns that contribute to the construction of the influencer’s public persona, including self-presentation techniques, emotional appeals, and persuasive rhetoric. The study also delves into the emotional connection influencers establish with their audience through authenticity and vulnerability, crucial for building trust and loyalty. Additionally, the research highlights how influencers use language to reinforce or challenge societal norms, particularly on issues related to consumerism, body image, political activism, and social justice. The findings reveal that influencers’ linguistic strategies play a crucial role in shaping cultural trends and public discourse, offering valuable insights into the power dynamics of influencer culture. This research contributes to the broader understanding of the intersection of language, identity, and power in the digital realm and provides a framework for further studies on the role of influencers in contemporary communication.