THE POWER OF CAPTIONED ENGLISH IN ENDORSED ADVERTISEMENTS IN INSTAGRAM

Nindia Septina Prastiwi, Hari Supriono

Abstract


In 2017 the global users of social media, exclusively Instagram have increased significantly reaching 700 million. Many of those users are not only sharing their pictures of themselves but also doing business and trading activities. The characteristics of Indonesian internet users lure advertisers to use social media, like Instagram, as marketing tools. They would endorse a product to celebgrams (celebrities of Instagram) who have many online followers. In marketing the endorsed products, these celebgrams would use photo shots or videos with carefully designed captions in English or Bahasa Indonesia. This study investigates how the influence of captions in English compared to the captions using Bahasa Indonesia in attracting online customers in the vein on Fairclough‘s (1989) language and power. The data collection uses a participatory survey by interviewing both the selected celebgrams and their followers on Instagram. It hopes to see how much Instagram users would react to the use of English in terms of how much it invites and facilitates more productive comments in the off-stage commercial of goods and services. Understanding how power is being exercised with the use of English as medium of communication and its sociolinguistic and commercial consequences, in the new and powerful discourse that it online marketing using social media, especially Instagram.

Keywords


language and power, endorsed commercial, celebgrams, Instagram, English

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