Social Media and Beauty Ideals: A Multimodal Discourse Analysis of Advertisements in Pakistani Context

Abstract

This study investigates the role of multimodal features of Instagram—captions, visuals, hashtags, and interactive tools—in shaping influencer strategies and marketing campaigns. Employing a qualitative approach grounded in discourse analysis (DA) and multimodal analysis, the research explores how these elements combine to construct brand identity, engage audiences and influence consumer behaviour. The study focuses on selected Instagram accounts from the fitness, fashion and skincare industries in Pakistan, analyzing posts shared between June and November 2024. Findings reveal that the interplay of linguistic and visual elements such as captions, hashtags, and interactive tools like polls and quizzes enhances audience’ engagement and communicative effectiveness. Key messages, including empowerment and self-expression, are reinforced through strategically crafted visuals and captions, while hashtags significantly contribute to expanding reach. This research addresses a critical gap in understanding Instagram’s role in marketing within the Pakistani context, providing practical insights for businesses, influencers, and organizations seeking to optimize their digital strategies. The study concludes by emphasizing the potential of multimodal communication in fostering digital society, shaping societal attitudes, and increasing brand visibility in the evolving digital landscape.