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Title Social Media Hashtags: A benefical discourse perspective

Author(s) Syeda Sidra Kanwal

Abstract Title: SOCIAL MEDIA HASHTAGS: A BENEFICIAL DISCOURSE PERSPECTIVE This study investigates the use of beneficial discourses related to ecology in social media and the type of interest promoted by them. For this purpose, ten social media hashtags were selected from various Facebook and Instagram pages and groups. The technique used for data collection was purposive sampling. The main purpose of the study was to identify various framing techniques used to enhance eco-sensitivity through environment-friendly hashtag campaigns on social media. The collected data were analyzed to determine the positivity in the discursive patterns constructed through framing techniques in order to evaluate the positive dimensions of the beneficial discourse of the selected hashtags. The analytical tools propounded by Arran Stibbe (2015) were used for this purpose whereas, for the critical insights and interpretation, underpinnings of ecosophical perspective were used. In view of the multimodal nature of the data, Arran Stibbe’s analytical framework was combined with the concept of visual grammar propagated by Kress and Van Leeuwen (2006). Analysis of comments is done by following the Thematic content analysis technique of Braun & Clarke’s (2006). After the analysis, it was found that techniques such as negative framing and metaphorical expressions are used to enhance eco-sensitivity. The positive dimensions reflected in the discursive moves are; the ecologically conscious use of language, alarming/awakening the people, and also purposefully or deliberately promoting environmental protection or stability. It has been found by doing the data analysis that these beneficial discourses(hashtags) are ecosophically sound and are purposeful advocates of environmental stability and eco-consciousness. The researcher suggested the need of exploring more of these beneficial discourses and the use of big-size data for a large-scale investigation to create a wider social impact. It is also recommended that there can be other research studies based on indigenous discourses in the same domain. The future researcher may conduct a multimodal study on other promotional techniques such as posters and cartoon representation where identification of new aspects of beneficial discourse perspective must be done

Type Thesis/Dissertation

Faculty Languages

Department English

Language English

Publication Date 2023-05-02

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