STORYTELLING IN INSTAGRAM INFLUENCERS:
HOW PERSONAL NARRATIVES SHAPE AUDIENCE ENGAGEMENT IN @JXSMNETEA'S VIDEO
Keywords:
Instagram Storytelling, Narrative Structure Analysis, Appraisal Theory, Multimodal Discourse Analysis, Qualitative Case Study, Affect, Judgement, AppreciationAbstract
This study examines storytelling practices employed by
Instagram influencers by analyzing how personal narratives shape
audience engagement in a video posted by @jxsmnetea. It aims to
identify the narrative structure of Jazmine’s storytelling, analyze
attitudinal meanings expressed through affect, judgment, and
appreciation based on Appraisal Theory, and explore the
contribution of multimodal elements to storytelling effectiveness.
This research adopts a qualitative case study approach using data
from a single Instagram video created by Jazmine and is analyzed
through Narrative Structure Analysis by Labov and Waletzky,
Appraisal Theory by Martin and White, and Multimodal Discourse
Analysis by Kress and van Leeuwen. The findings indicate that
Jazmine constructs a coherent narrative structure that facilitates
emotional connection with the audience. Evaluative language
supports audience engagement through affect, judgment, and
appreciation, while multimodal elements such as facial
expressions, gestures, and visual cues strengthen narrative
meaning and emotional expression. This study highlights the
importance of integrating narrative structure, evaluative language,
and multimodal resources in shaping effective storytelling on
Instagram.
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