Expressing stance in brand posts on Facebook: a cross-cultural investigation
<p>The research cross-culturally investigates the expression of stance in the Facebook posts of large multinational automobile corporations in two countries, namely Egypt and the United Kingdom. It seeks to identify the ways stance markers differ from one culture and language to another and in...
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Academy Publishing Center
2023-04-01
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| Series: | Insights into Language, Culture and Communication |
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| Online Access: | http://apc.aast.edu/ojs/index.php/ILCC/article/view/626 |
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| author | Iman Hany Omar Iman Mahfouz Sameh Al Ansary Nevine Sarwat |
| author_facet | Iman Hany Omar Iman Mahfouz Sameh Al Ansary Nevine Sarwat |
| author_sort | Iman Hany Omar |
| collection | DOAJ |
| description | <p>The research cross-culturally investigates the expression of stance in the Facebook posts of large multinational automobile corporations in two countries, namely Egypt and the United Kingdom. It seeks to identify the ways stance markers differ from one culture and language to another and interpret the possible influence of culture on these metadiscoursal choices. Accordingly, a contrastive analysis is performed in which the Arabic and English Facebook pages are compared. Data are collected over a period of 5.5 months yielding a corpus of 214 Facebook posts. In order to analyse and interpret the data, the study adopts Hyland’s (2005) interpersonal model of metadiscourse with a particular focus on the stance category and explores the possible influence of each culture on the interpersonal markers employed using the cultural dimensions<strong> </strong>proposed by Hofstede, Hofstede, and Minkov (2010). The results of the study show that stance markers are significantly more common on the Egyptian pages. However, no striking variations are found in the general distribution of the stance markers across the various categories. While some similarities in the choice of the stance markers can be associated with the promotional genre, the results also reveal some differences dictated by the context and core values of the cultures under investigation. Hence, the findings of the study demonstrate that both culture and genre are two essential aspects that cannot be ignored when studying interactional discourse. The study has profound implications for corporations both nationally and internationally with regard to building solidarity with potential consumers and managing their corporate image in computer-mediated communications since country-specific content enhances usability, accessibility, and interactivity.</p><p> </p><p><strong>Received: 03 April 2023</strong></p><p><strong>Accepted: 14 April 2023</strong></p><p><strong>Published: 20 April 2023</strong></p> |
| format | Article |
| id | doaj-art-5b4b08b98d4d45fbb8d5eb1f3640460a |
| institution | Matheson Library |
| issn | 2812-4901 2812-491X |
| language | English |
| publishDate | 2023-04-01 |
| publisher | Academy Publishing Center |
| record_format | Article |
| series | Insights into Language, Culture and Communication |
| spelling | doaj-art-5b4b08b98d4d45fbb8d5eb1f3640460a2025-07-09T11:59:20ZengAcademy Publishing CenterInsights into Language, Culture and Communication2812-49012812-491X2023-04-0131829910.21622/ilcc.2023.03.1.082281Expressing stance in brand posts on Facebook: a cross-cultural investigationIman Hany Omar0Iman Mahfouz1Sameh Al Ansary2Nevine Sarwat3College of Language and Communication, Arab Academy for Science, Technology and Maritime Transport, Alexandria, EgyptAssociate Professor of Linguistics, College of Language and Communication, Arab Academy for Science, Technology and Maritime Transport, Alexandria, EgyptProfessor of Computational Linguistics, Faculty of Arts, Alexandria University, Alexandria, EgyptProfessor of Linguistics and Translation, Head of the Institute of Applied Linguistics and Translation, Faculty of Arts, Alexandria University, Alexandria, Egypt<p>The research cross-culturally investigates the expression of stance in the Facebook posts of large multinational automobile corporations in two countries, namely Egypt and the United Kingdom. It seeks to identify the ways stance markers differ from one culture and language to another and interpret the possible influence of culture on these metadiscoursal choices. Accordingly, a contrastive analysis is performed in which the Arabic and English Facebook pages are compared. Data are collected over a period of 5.5 months yielding a corpus of 214 Facebook posts. In order to analyse and interpret the data, the study adopts Hyland’s (2005) interpersonal model of metadiscourse with a particular focus on the stance category and explores the possible influence of each culture on the interpersonal markers employed using the cultural dimensions<strong> </strong>proposed by Hofstede, Hofstede, and Minkov (2010). The results of the study show that stance markers are significantly more common on the Egyptian pages. However, no striking variations are found in the general distribution of the stance markers across the various categories. While some similarities in the choice of the stance markers can be associated with the promotional genre, the results also reveal some differences dictated by the context and core values of the cultures under investigation. Hence, the findings of the study demonstrate that both culture and genre are two essential aspects that cannot be ignored when studying interactional discourse. The study has profound implications for corporations both nationally and internationally with regard to building solidarity with potential consumers and managing their corporate image in computer-mediated communications since country-specific content enhances usability, accessibility, and interactivity.</p><p> </p><p><strong>Received: 03 April 2023</strong></p><p><strong>Accepted: 14 April 2023</strong></p><p><strong>Published: 20 April 2023</strong></p>http://apc.aast.edu/ojs/index.php/ILCC/article/view/626language and culturefacebook postsinteractional metadiscoursestancecultural dimensionsfacebook brand pages |
| spellingShingle | Iman Hany Omar Iman Mahfouz Sameh Al Ansary Nevine Sarwat Expressing stance in brand posts on Facebook: a cross-cultural investigation Insights into Language, Culture and Communication language and culture facebook posts interactional metadiscourse stance cultural dimensions facebook brand pages |
| title | Expressing stance in brand posts on Facebook: a cross-cultural investigation |
| title_full | Expressing stance in brand posts on Facebook: a cross-cultural investigation |
| title_fullStr | Expressing stance in brand posts on Facebook: a cross-cultural investigation |
| title_full_unstemmed | Expressing stance in brand posts on Facebook: a cross-cultural investigation |
| title_short | Expressing stance in brand posts on Facebook: a cross-cultural investigation |
| title_sort | expressing stance in brand posts on facebook a cross cultural investigation |
| topic | language and culture facebook posts interactional metadiscourse stance cultural dimensions facebook brand pages |
| url | http://apc.aast.edu/ojs/index.php/ILCC/article/view/626 |
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