A CRITICAL DISCOURSE ANALYSIS OF INSTAGRAM CAPTIONS USING NORMAN FAIRCLOUGH FRAMEWORK

Abstract

In the digital era, social media has become a central platform for communication and meaning-making. Instagram, as one of the most widely used platforms, allows users to express ideas not only through images but also through captions that carry implicit social meanings. This study aims to analyze Instagram captions using the Critical Discourse Analysis (CDA) framework proposed by Norman Fairclough, focusing on the relationship between language, power, and ideology. This research employs a qualitative descriptive method. The data consist of selected Instagram captions taken from specific accounts, which are analyzed using Fairclough’s three-dimensional framework: text, discursive practice, and social practice. The analysis examines linguistic features, the process of production and consumption of the captions, and the broader social context influencing the discourse. The findings are expected to show that Instagram captions are not neutral but are shaped by and contribute to the construction of social realities, including the reinforcement or challenge of power relations and ideological perspectives. Furthermore, the study highlights how language in digital spaces plays a crucial role in influencing audience perception and social interaction. In conclusion, this research provides insights into how discourse on social media operates within a wider socio-cultural context. It also emphasizes the importance of critical awareness in interpreting digital texts, particularly in understanding how language can shape and reflect power and ideology in contemporary society.