Analyzing Nike’s Concept of Women’s Empowerment through Instagram Captions: A Critical Discourse Analysis

Budiwati, Tri Rina (2023) Analyzing Nike’s Concept of Women’s Empowerment through Instagram Captions: A Critical Discourse Analysis. [Artikel Dosen]

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Abstract

Nike, a well-known sports brand, actively uses social media platforms to
promote its brand and advocate for social movements, such as women’s
empowerment. The study aims to use Critical Discourse Analysis (CDA)
to analyze Nike’s Instagram captions that were posted in 2019 as a way of
revealing the essential concept through language and the social practice level.
This study uses qualitative research design and critical discourse analysis
to analyze Nike’s concept towards women in their Instagram captions. The
researchers collected data using non-participative observation and purposive
sampling techniques and analyzed the data using the referential identity and
competence-in-dividing techniques. This study found that it had standard
features like vocabulary, grammatical structure, and various textual features.
Nike also used discourse practice by employing female athlete representatives
to construct the concept of women empowerment in the caption. Furthermore,
the language in the caption implied feminist ideology that helped instill the
concept of women’s empowerment by showing progressivity in the sports
industry. The study analyzed Nike’s Instagram captions and concluded that
the company uses various textual features, including quotations from female
athletes, to construct the concept of women’s empowerment. Nike’s use of
persuasive language and representation of feminism ideology supports this
concept. This research can have implications for media studies and critical
discourse analysis in helping students decode semantic and syntactic choices
in media texts.

Item Type:	Artikel Dosen
Subjects:	P Language and Literature > PE English
Divisi / Prodi:	Faculty of Letters (Fakultas Sastra) > S1-English Letters(S1-Sastra Inggris)
Depositing User:	Tri Rina Budiwati
Date Deposited:	27 Aug 2024 09:08
Last Modified:	27 Aug 2024 09:08
URI:	http://eprints.uad.ac.id/id/eprint/69647

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