Interpersonal Meaning in Instagram Captions: a Discourse Analysis of the Instagram Account @kopikenangan.id
Downloads
This study analyzed the interpersonal meaning in the caption of the Instagram account @kopikenangan.id using the framework of Systemic Functional Linguistics and Discourse Analysis. The goal is to identify the linguistic forms and discourse strategies that brands use to build social proximity to their audiences. Descriptive qualitative data in the form of ten captions were analyzed based on elements of mood, modality, and pronouns. The results show the dominance of declarative sentence structures that function informatively while affirming the brand image of a friendly and nationalist brand. In addition, it was found that the use of imperative sentences that are inviting and familiar, which is strengthened by positive modalities such as can and should. Inclusive pronouns (we, us, you) and typical greetings (Ex-Men) are key strategies to eliminate social distancing and create emotional and participatory connections. Overall, Kopi Kenangan captions utilize language as a social practice to construct a friendly and inclusive brand identity in the digital space.
Copyright (c) 2025 Nur Hanifatul Zakiyah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
