Instagram Captions as Identity Performance: A Multimodal Discourse Analysis

Abstract

Social media platforms have transformed everyday communication into a public performance of identity. Among these platforms, Instagram stands out as a highly multimodal environment where text, image, emoji, hashtags, and interactional affordances jointly construct meaning. This study investigates how Instagram captions function as sites of identity performance through a multimodal discourse analysis approach. Drawing on social semiotic theory, multimodality, and digital identity frameworks, the paper examines how captions interact with visual and paralinguistic elements to construct selfhood, authenticity, and social positioning. The analysis demonstrates that captions do not merely describe images; rather, they actively frame interpretation, negotiate audience relationships, and enact curated identities. The study contributes to digital discourse research by emphasizing captions as key semiotic tools in identity construction rather than secondary textual supplements.