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

Anisa Rizky Nola Nursagi, Tri Rina Budiwati, N. Saad
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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.
通过Instagram文字说明分析耐克的女性赋权理念:批判性话语分析
知名运动品牌耐克积极利用社交媒体平台推广品牌,倡导女性赋权等社会运动。该研究旨在利用批评性话语分析(Critical Discourse Analysis, CDA)对耐克2019年发布的Instagram配文进行分析,通过语言和社会实践层面揭示基本概念。本研究采用定性研究设计和批判性话语分析来分析耐克在其Instagram标题中对女性的概念。研究人员采用非参与式观察和目的性抽样技术收集数据,并采用参照身份和能力划分技术对数据进行分析。这项研究发现,它有标准的特征,如词汇、语法结构和各种文本特征。耐克还运用话语实践,通过女性运动员代表在标题中构建女性赋权的概念。此外,标题中的语言暗示了女权主义意识形态,通过展示体育产业的进步性,帮助灌输了女性赋权的概念。该研究分析了耐克的Instagram标题,并得出结论,该公司使用各种文本特征,包括女运动员的语录,来构建女性赋权的概念。耐克使用的有说服力的语言和女权主义意识形态的表现支持了这一概念。本研究对媒体研究和批评语篇分析具有启示意义,有助于学生解读媒体文本中的语义和句法选择。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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