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All Journal Jurnal Pendidikan Ekonomi (JURKAMI) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Bisnis dan Manajemen West Science JER ACCELERATION: Multidisciplinary Research Journal AKSELERASI: Jurnal Pengabdian Masyarakat
Fatchuroji, Acep
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences

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Journal : ACCELERATION: Multidisciplinary Research Journal

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LANGUAGE AS A BRANDING TOOL: LINGUISTIC TACTICS IN INDIE PUBLISHERS’ SOCIAL MEDIA CAMPAIGNS Yuwana, Rawuh Yuda; Fatchuroji, Acep
Acceleration: Multidisciplinary Research Journal Vol. 3 No. 4 (2025): Acceleration: Multidisciplinary Research Journal
Publisher : PT Akselerasi Karya Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70210/amrj.v3i4.179

Abstract

This study examines the linguistic and semiotic strategies employed by indie publishers on social media to construct branding identities within the digital literacy ecosystem. Using qualitative discourse analysis, digital linguistics, and multimodal semiotics, the study analyzes 15 social media posts across Instagram, TikTok, Twitter (X), Facebook, and official websites. The findings identify five recurring linguistic strategies: emotional micro-narratives, conversational positioning, multimodal linguistic framing, community-aligned hashtagging, and metaphorical semiotic branding. Collectively, these strategies position indie publishers as humanistic, approachable, and literacy-oriented actors despite limited marketing resources. This study contributes theoretical insight into how small cultural agents construct visibility, identity, and relational engagement through language in competitive digital spaces.
Co-Authors - Afrizal Ainil Mardiah Damayanti Damayanti Fisy Amalia Muhammad Sabir Pertiwi, Sri Ananda Rawuh Yuda Yuwana Wahyudhi, Candra Agus