Analyzing Nike's Concept of Women's Empowerment through Instagram Captions: A Critical Discourse Analysis

Nike, a well-known sports brand, actively uses social media platforms to promote its brand and advocate for movements, such as women's empowerment. The study aims use Critical Discourse Analysis (CDA) analyze Nike's Instagram captions that were posted in 2019 way of revealing the essential concept through language practice level. This qualitative research design critical discourse analysis towards women their captions. researchers collected data using non-participative observation purposive sampling techniques analyzed referential identity competence-in-dividing techniques. found it had standard features like vocabulary, grammatical structure, various textual features. Nike also used by employing female athlete representatives construct empowerment caption. Furthermore, caption implied feminist ideology helped instill showing progressivity industry. concluded company features, including quotations from athletes, persuasive representation feminism supports this concept. can have implications studies helping students decode semantic syntactic choices texts.