Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | Faculty of Humanities | en_US |
| dc.contributor.advisor | Feng, William (ENGL) | en_US |
| dc.creator | Sun, Han | - |
| dc.identifier.uri | https://theses.lib.polyu.edu.hk/handle/200/13598 | - |
| dc.language | English | en_US |
| dc.publisher | Hong Kong Polytechnic University | en_US |
| dc.rights | All rights reserved | en_US |
| dc.title | Idols for promotion and social media advertisement : a multimodal genre analysis of idols' promotional posts on Weibo | en_US |
| dcterms.abstract | Contextualized in the background of neoliberalism and consumerism and with the rise of the Z-generation, social media platforms have become the ideal place for information exchange, brand promotion, and business transfer. As a type of social media influencer and cultural product, idols are used by marketers to profile and brand their products (Turner, 2006). Different from traditional advertisements, which have a single target to persuade potential customers to buy the product (Bhatia, 2004), idols' promotional discourse on Weibo hybridizes product promotion with self-branding. Based on the multimodal generic analysis of idols' promotional discourse on Weibo, this study associates the discursive action with the institutional and professional action (Bhatia, 2017) and aims to find out how this advertising discourse is constructed, used, and exploited in achieving specific objectives within the hybrid process of emotional branding and self-branding. | en_US |
| dcterms.abstract | Through the application of the social semiotic approach, this study adopts a multi-dimensional analysis model proposed by Bhatia (2004, 2017) with textual, social-cognitive, and socio-critical concerns and builds a dataset of 1,350 idols' promotional posts on Weibo. Drawing upon textual and socio-cognitive concerns, the research investigates the generic structure of idols' promotional discourse on Weibo by adopting Cheong's (2004) and Bhatia's (2004) print advertisement generic model, followed by a further examination of the social media advertising model, especially the antecedents of consumer-brand linkage, based on previous advertising models (Hall, 1998; Lavidge & Steiner, 1961; Romaniuk & Sharp, 2004; Rossiter et al., 1991) and emotional branding theory (Carroll & Ahuvia, 2006; Grisaffe & Nguyen, 2011; Park et al., 2006; Kim & Sullivan, 2019; Vlachos et al., 2010). Drawing upon socio-critical concerns, the research considers language as a form of social action by further analyzing the broad social context, and the social aspects of genre are examined by exploring idols' discursively-constructed identities based on self-branding theory. | en_US |
| dcterms.abstract | In terms of the textual perspective, seven moves are identified including Lead, Display, Introducing the Product, Announcement, Soliciting Response, Offering Incentives and Call-and-Visit Information among which five moves are obligatory and two moves are optional. Five different communicative purposes are identified, including promotional purpose, informative purpose, social purpose, recreational purpose and institutional purpose, among which the recreational and social purposes are the most prominent. In terms of the socio-cognitive perspective, with the interplay of generic structures, the social media advertising model is developed which consists of three stages: Contact, Negotiation and Salience. The third stage, Salience, is realized by five emotional branding antecedents including "superior marketing characters", "empowerment", "enrichment", "sensory memory", and "socialization". In terms of the social-critical perspective, three self types are found in the idols' identity construction which include "an entrepreneurial self", "a meritocratic self" and "an optimal self" with detailed sub-type attributes. | en_US |
| dcterms.abstract | The research findings are significant both theoretically and practically. On the one hand, it develops an interdisciplinary framework to conduct in-depth critical genre analysis of social media data. On the other hand, the findings in this research provide scholars with a better understanding of the new form and features of social media advertisements. | en_US |
| dcterms.extent | xi, 228 pages : color illustrations | en_US |
| dcterms.isPartOf | PolyU Electronic Theses | en_US |
| dcterms.issued | 2024 | en_US |
| dcterms.educationalLevel | DALS | en_US |
| dcterms.educationalLevel | All Doctorate | en_US |
| dcterms.LCSH | Internet personalities | en_US |
| dcterms.LCSH | Online social networks | en_US |
| dcterms.LCSH | Discourse analysis | en_US |
| dcterms.LCSH | Social media -- Marketing | en_US |
| dcterms.LCSH | Popular culture -- Social aspects | en_US |
| dcterms.LCSH | Hong Kong Polytechnic University -- Dissertations | en_US |
| dcterms.accessRights | restricted access | en_US |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 8050.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 4.31 MB | Adobe PDF | View/Open |
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