PERSUASION IN PAKISTANI SOCIAL MEDIA INFLUENCERS’ DISCOURSE-AN INTRODUCTION TO MODEL OF CULTURAL EXEGESIS
Keywords:
Cultural Adaptation, Content, Critical Analysis, Cultural, Schema, Power, Persuasiveness, Discursiveness, Social Media Influencer, BloggersAbstract
Technological advancements have greatly influenced societies and cultures in general. Social media influencers (SMI) have impacted the lives of people and this phenomenon is hard to ignore. This research aims to explore the socio-cultural elements of persuasion in Pakistani SMI discourse. For this purpose, written posts of six categories of Instagram social media influencers have been sampled and analyzed. In order to analyze persuasiveness through socio-cultural elements in social media influencers’ discourse, the Model of Cultural Exegesis has been introduced and used, which adheres to explaining not only the socio-cultural transitions inherent in the discourse, but also addresses these changes from a critical point of view. The results are significant in highlighting the elements of persuasiveness in social media influencers’ discourse that have become a major reason for cultural shift or adaptation in society.
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Copyright (c) 2021 Saba Yaqub (Author)
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