“Get fit!” – The use of imperatives in Australian English gym advertisements on Facebook

Zjakic, Hana; Han, Chong; Liu, Xiangdong

doi:10.1016/j.dcm.2017.01.002

Cited by 13 publications

(13 citation statements)

References 25 publications

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“…However, the converse can also be true, where directives can be face-enhancing in certain contexts (see our discussion of Zjakic et al., 2017 ). And what is more, the relationship between status and strength of directive is complicated ( Zjakic et al., 2017 ).…”

Section: Directives Imperatives and Politenessmentioning

confidence: 99%

“…Several recent studies of Social Media advertisements have focused on the use of a special type of directive: the imperative construction. For example, Zjakic et al. (2017) argue that contrary to the position that imperatives are impolite, face-threatening acts, when used in Facebook gym advertisements, imperatives function in quite the opposite way, namely as “a strategy used by advertisers to create a sense of familiarity between the advertiser and receiver” (2017, p. 16).…”

Section: Directives Imperatives and Politenessmentioning

confidence: 99%

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Wake up New Zealand! Directives, politeness and stance in Twitter #Covid19NZ posts

Burnette

Calude

2022

Journal of Pragmatics

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Section: Directives Imperatives and Politenessmentioning

confidence: 99%

Section: Directives Imperatives and Politenessmentioning

confidence: 99%

Wake up New Zealand! Directives, politeness and stance in Twitter #Covid19NZ posts

Burnette

Calude

2022

Journal of Pragmatics

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“…For example, Page (2014) adopted Spencer-Oatey’s description of an apology as a “post-event speech act” (Spencer-Oatey, 2008, p. 19) to examine corporate apologies on Twitter in response to customer complaints, and found that the speech act of apology is combined with additional components, such as explanations and offers of repair, to serve the purpose of saving the face of the corporate and re-establish rapport with customers. Zjakic et al (2017) explored the use of requests in the form of imperatives in Facebook advertisements, and concluded that request, a typical face-threatening speech act when considered on its own, can ultimately benefit customers when the surrounding discourse like the visual elements (such as image and video) used by the advertiser are taken into account. In addition, Maíz-Arévalo and García-Gómez (2013) argued that Facebook users made compliments to perform politeness and strengthen social rapport by using such grammatical and lexical choices as exclamative sentences, declarative sentences, and ellipticals.…”

Section: Resultsmentioning

confidence: 99%

“…For example, Page (2014) adopted Spencer-Oatey's description of an apology as a "post-event speech act" (Spencer-Oatey, 2008, p. 19) to examine corporate apologies on Twitter in response to customer complaints, and found that the speech act of apology is combined with additional components, such as explanations and offers of repair, to serve the purpose of saving the face of the corporate and re-establish rapport with customers. Zjakic et al (2017) explored the use of requests in the form of imperatives in Facebook advertisements, and concluded that Teacher ( 9), classroom (8), higher education (7), study abroad ( 7) Policy ( 14), language policy (10) Language policy and planning (2) Stylistic traits (Im)politeness ( 16) Face (3), insult (2) Humor ( 11)…”

Section: Important Research Themesmentioning

confidence: 99%

Linguistic Studies on Social Media: A Bibliometric Analysis

Wang

Feng

2021

Sage Open

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This study aimed to present the status quo of linguistic studies on social media in the past decade. In particular, it conducted a bibliometric analysis of articles from the field of linguistics of the database of Web of Science Core Collection with the aid of the tool CiteSpace to identify the general characteristics, major strands of linguistics, main research methods, and important research themes in the area of linguistic studies on social media. The main findings are summarized as follows. First, the study reported the publication trend, main publication venues, researched social media platforms, and languages used in researched social media. Second, sociolinguistics and pragmatics were found to be major strands of linguistics used in relevant studies. Third, the study identified seven main research methods: discourse analysis, critical discourse analysis, conversation analysis, multimodal analysis, narrative analysis, ethnographic analysis, and corpus analysis. Fourth, important research themes were extracted and classified based on four dimensions of the genre framework of social media studies. They were the participation nature and technology affordances of social media in the dimension of compositional level, the researched topics of education, (language) policy and politics in the dimension of thematic orientations, the researched discursive practices of (im)politeness, humor, indexicality and multilingualism in the dimension of stylistic traits, and the researched communicative functions of constructing identity, communicating (language) ideology, and expressing attitude in the pragmatic dimension. Moreover, linguistic studies on social media tended to be characterized by cross-disciplinary and mixed-method approaches.

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“…Out of the 120, at least 85 contained an imperative verb, while “93% of advertisements incorporated visual and verbal elements to convey its meaning (i.e. 79 of 85)” (Zjakic et al, 2017 , p. 17). Also, Nilsen ( 2020 ) used online observation and multimodal analyses of modes and semiotic resources found in Facebook profiles to study the types of discourses employed by European women supporters of ISIS analyzing the ideologies used to set up compliant Facebook profiles.…”

Section: Methodsmentioning

confidence: 99%

The gendered dimensions of the anti-mask and anti-lockdown movement on social media

Al-Rawi

Siddiqi

Wenham

et al. 2022

Humanit Soc Sci Commun

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This paper examines the anti-mask and anti-lockdown online movement in connection to the COVID-19 pandemic. To combat the spread of the coronavirus, health officials around the world urged and/or mandated citizens to wear facemasks and adopt physical distancing measures. These health policies and guidelines have become highly politicized in some parts of the world, often discussed in association with freedom of choice and independence. We downloaded references to the anti-mask and anti-lockdown social media posts using 24 search terms. From a total of 4209 social media posts, the researchers manually filtered the explicit visual and textual content that is related to discussions of different genders. We used multimodal discourse analysis (MDM) which analyzes diverse modes of communicative texts and images and focuses on appeals to emotions and reasoning. Using the MDM approach, we analysed posts taken from Facebook and Instagram from active anti-mask and anti-lockdown users, and we identified three main discourses around the gendered discussion of the anti-mask movement including hypermasculine, sexist and pejorative portrayals of “Karen”, and appropriating freedom and feminism discourses. A better understanding of how social media users evoke gendered discourses to spread anti-mask and anti-lockdown messages can help researchers identify differing reactions toward pandemic measures.

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“Get fit!” – The use of imperatives in Australian English gym advertisements on Facebook

Cited by 13 publications

References 25 publications

Wake up New Zealand! Directives, politeness and stance in Twitter #Covid19NZ posts

Wake up New Zealand! Directives, politeness and stance in Twitter #Covid19NZ posts

Linguistic Studies on Social Media: A Bibliometric Analysis

The gendered dimensions of the anti-mask and anti-lockdown movement on social media

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