Modality and Self-Positioning in Instagram Posts: A Semantic–Pragmatic Analysis of Interpersonal Meaning in Digital Personal Branding

Lilis Adelika; Firda Harlidayana; Zara Mahfuza; Nur zakia Khoiron; Vika Sihombing; Meisuri Meisuri

doi:10.55606/jurribah.v5i1.8826

Authors

Lilis Adelika Universitas Negeri Medan
Firda Harlidayana Universitas Negeri Medan
Zara Mahfuza Universitas Negeri Medan
Nur zakia Khoiron Universitas Negeri Medan
Vika Sihombing Universitas Negeri Medan
Meisuri Meisuri Universitas Negeri Medan

DOI:

https://doi.org/10.55606/jurribah.v5i1.8826

Keywords:

Digital Personal Branding, Instagram Posts, Interpersonal Meaning, Modality, Semantic–Pragmatic Analysis

Abstract

This study examines the use of modality in Instagram posts to express interpersonal meaning and self-positioning in the context of digital personal branding. Based on Palmer’s (2001) theory, this study aims to identify the types of modality and their functions in conveying speakers’ attitudes, beliefs, obligations, and abilities. The data consist of 30 modal expressions analyzed using a qualitative semantic–pragmatic approach. The analysis reveals three types of modality: deontic, epistemic, and dynamic, with deontic modality as the most dominant (11 data/36.67%), followed by epistemic (10 data/33.33%) and dynamic (9 data/30%). Deontic modality is used to express obligation and social norms, for example through the use of harus and tidak boleh; epistemic modality expresses belief and degrees of certainty, such as mungkin and pasti; while dynamic modality indicates ability and intention, such as ingin and mau. These findings demonstrate that modality plays an important role in constructing interpersonal meaning and speaker positioning in digital discourse, particularly on Instagram.

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