Open AccessExploring Visual Framing Strategies, Sentiment, and Product Presentation Modality in Instagram Posts of Fashion Influencers
Author(s) -
Gulnara Z. Karimova
Publication year - 2020
Publication title -
res rhetorica
Language(s) - English
Resource type - Journals
ISSN - 2392-3113
DOI - 10.29107/rr2020.1.6
Subject(s) - influencer marketing , framing (construction) , rhetoric , persuasion , social media , advertising , logos bible software , visual rhetoric , presentation (obstetrics) , rhetorical question , digital media , psychology , marketing , business , computer science , engineering , social psychology , world wide web , art , linguistics , marketing management , medicine , philosophy , literature , structural engineering , relationship marketing , radiology , operating system
A highly visual social media platform such as Instagram is incorporated by many companies in their marketing communications strategies to advertise their products and services employing digital visual rhetoric. The purpose of this study is to extend the current understanding of visual framing strategies, sentiment, and product presentation modality in the multicultural context by examining social media practices of influencers belonging to two cultural backgrounds, namely the United Kingdom of Great Britain and the United Arab Emirates. Using content analysis, this study reveals visual rhetorical strategies practiced by Instagram influencers that can equip digital marketing practitioners with effective devices of persuasion. The study provides a useful contribution to the theory of digital visual rhetoric.