Symbols Of Solidarity: Unmasking The Persuasive Marketing Strategies Of Instagram Posts On “Donations For Gaza” By Welfare Organizations In Pakistan Using Social Semiotic Theory Of Language And Elaboration Likelihood Model

Abstract

The Gaza crisis has widely impacted the global world, and this includes people’s perception on social media platforms especially through Instagram posts. Therefore, welfare organizations must deliver their intentions of donations appeal promptly by inculcating more creative and persuasive marketing strategies that use social media platforms. Although there are many welfare organizations in Pakistan working to collect maximum donations for Gaza, these three organizations: Al-khidmat, Khubaib foundation and Rizq share food foundation have been posting continuously the updates about donations and other relief activities for Gaza. The audiences do not only donate to top ranking organizations but to those who are graphically appealing based on Instagram posts’ likes. Therefore, this research was conducted to decode the language these organizations use in their Instagr[1]am posts that appeal donations for Gaza. The paper firstly aims to investigate how these graphic producers apply linguistic and non-linguistic resources to promote their organizations during on-going crisis in Palestine. Secondly, it intends to demonstrate how particular language usage, visual image, and style can enhance meaning to attract donors from all around the world to these organizations. The theory that upholds this paper is M.A.K. Halliday’s Social Semiotic Theory of Language (1978). Semiotic analysis was utilized for analysis on account of its effectiveness to highlight elements that may not be apparent in simple reading. Another important theory that supports the idea of persuasiveness in this research is Elaboration Likelihood Model. The data for this research study was assembled from the Instagram posts of these three organizations during the Gaza crisis from October till December 2023.