Humanitarianism or capitalism? a critical discourse analysis of Rare Beauty's 'Rare Impact Fund' campaign on Instagram

This item is published by Universitas Islam Negeri Sunan Ampel Surabaya

Ayuningtyas, Cahyaratu (2025) Humanitarianism or capitalism? a critical discourse analysis of Rare Beauty's 'Rare Impact Fund' campaign on Instagram. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

The research is aimed at investigating the language and power of advertisement in Rare Beauty’s ‘Rare Impact Fund’ donation campaign, which shows how the campaign’s message used humanity issues to hide the commercial purposes. The analyzing process was used three-dimensional models by Fairclough (1996). There is one problem must be solved in this research: How do linguistic features, discursive practice, and social practice in Rare Beauty’s ‘Rare Impact Fund’ construct both humanitarianism and capitalization. This research uses a qualitative analysis to elucidate the implicit meaning of the elements construct the donation campaign message of Rare Beauty’s ‘Rare Impact Fund’. The data was in the form of video transcription collected from the official Instagram account of Rare Beauty. Then the data was analyzed using Fairclough’s critical discourse analysis by identifying the linguistic aspects such as vocabulary, grammar, and pronoun. The analysis was continued by identifying the discursive practice employed in the donation campaign to demonstrate how the discourse was produced, distributed, and consumed. And last, identifying the social practice to describe the social condition that allowed the society to construct a campaign with two objectives which humanitarianism and capitalization. This research found that Rare Beauty’s donation campaign used humanitarianism objective to increase the company revenue. There are several linguistic aspects used to hide the capitalism objective. These are the shifted textual structure from humanity to commercial interest, the use of adjectives in persuading the audience to purchase Rare Beauty’s product as a form of participation, the use of inclusive ‘we’ to create a close relationship with the audience, and the use of high certainty word to increase the audience trust about the genuine of the philanthropy. Then, several discursive practices applied in the donation campaign are the use of call-to-action words, the power of influencers, exposing the social impact of philanthropy, and describing the company’s branding. This discursive practice is used to influence the audience’s behavior to donate. From the social practice analysis, it found that Rare Beauty utilized several social conditions to increase product sales, these are the high of women’s empathy, the social culture that donation as a form to fulfill the social responsibility, and the audience's unfamiliarity with the marketing strategy.

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Item Type:	Thesis (Undergraduate)
Creators:	Creators Email NIM Ayuningtyas, Cahyaratu cahyaratyas@gmail.com 03020321049
Contributors:	Contribution Name Email NIDN Thesis advisor Suhandoko, Suhandoko suhandoko@uinsby.ac.id 2028058902 Thesis advisor Swasono, Endratno Pilih endratno007@uinsa.ac.id. 2007067102
Subjects:	Linguistik
Keywords:	Analisis wacana kritis; kampanye donasi; iklan layanan Masyarakat; Humanitarianisme; kapitalisme
Divisions:	Fakultas Adab dan Humaniora > Sastra Inggris
Depositing User:	Cahyaratu Ayuningtyas
Date Deposited:	01 Jul 2025 13:06
Last Modified:	01 Jul 2025 13:06
URI:	http://digilib.uinsa.ac.id/id/eprint/81652

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