G5 Article dissertation
From marketing to identity construction – low German in commercial Instagram posts
Schram, Frederike; 
Authors: Schram, Frederike
Publishing place: Turku
Publication year: 2026
Series title: Annales Universitatis Turkuensis B
Number in series: 777
ISBN: 978-952-02-0773-1
eISBN: 978-952-02-0774-8
ISSN: 0082-6987
eISSN: 2343-3191
Publication's open availability at the time of reporting: Open Access
Publication channel's open availability : Open Access publication channel
Web address : https://urn.fi/URN:ISBN:978-952-02-0774-8
Abstract
This dissertation investigates how commercial Instagrammers use the regional language Low German in their content. Based on a sociolinguistic framework applied to a multimodal corpus of Instagram posts, the dissertation focuses on the use of Low German in captions and visuals of Instagram posts, associations with Low German, and the construction of Northern Germanness. The dissertation combines research on the online use of Low German with its use for marketing and identity construction given Low German’s symbolic value as a marker of regionality and authenticity, the opportunities that online spaces offer for regional and minority language communities, as well as the ubiquity of e-commerce. The dissertation consists of four articles. Article I analyses language choice, distribution, and use of Low German in captions. The results show that bilingual Low German–High German captions, in which the Instagrammers embed a limited repertoire of Low German words and phrases into High German texts, are the majority. As the information value of Low German content is limited, its symbolic value is foregrounded, particularly its use as a resource for marketing. Article II explores the associations Instagrammers link to Low German by means of a multimodal framework. The article shows how the Instagrammers use a limited set of associations with Low German for marketing purposes, often reproducing and enforcing stereotypes. The connection of Low German with the seaside is particularly salient. Article III examines the construction of a shared regional identity. It demonstrates that this identity is constructed through 1) the use of a limited repertoire of Low German, 2) the emphasis on certain character traits and coarse humour as typical Northern German features, and 3) the distinction between an in-group and an out-group. The use of these interconnected strategies allows the Instagrammers and their audience to construct and reinforce a stereotypical and generalised regional identity for themselves. Article IV is concerned with the linguistic landscape in the visuals in commercial Instagram posts. Low German is the most common language, and, similar to Article I, the study illustrates the symbolic nature of Low German in contrast to the information value of other languages in the corpus. This is also reflected in the Instagrammers’ use of Low German in prints on products and in language learning contexts. Overall, this dissertation shows that well-known Low German content and stereotypical associations are strategically used to create regionalised branding of products, services, and companies as well as for the identity construction of individuals. All four articles contribute to research on languages undergoing processes of enregisterment, postvernacularity, and commodification, and advances the understanding of the online use or regional and minority languages and their role in identity construction.
This dissertation investigates how commercial Instagrammers use the regional language Low German in their content. Based on a sociolinguistic framework applied to a multimodal corpus of Instagram posts, the dissertation focuses on the use of Low German in captions and visuals of Instagram posts, associations with Low German, and the construction of Northern Germanness. The dissertation combines research on the online use of Low German with its use for marketing and identity construction given Low German’s symbolic value as a marker of regionality and authenticity, the opportunities that online spaces offer for regional and minority language communities, as well as the ubiquity of e-commerce. The dissertation consists of four articles. Article I analyses language choice, distribution, and use of Low German in captions. The results show that bilingual Low German–High German captions, in which the Instagrammers embed a limited repertoire of Low German words and phrases into High German texts, are the majority. As the information value of Low German content is limited, its symbolic value is foregrounded, particularly its use as a resource for marketing. Article II explores the associations Instagrammers link to Low German by means of a multimodal framework. The article shows how the Instagrammers use a limited set of associations with Low German for marketing purposes, often reproducing and enforcing stereotypes. The connection of Low German with the seaside is particularly salient. Article III examines the construction of a shared regional identity. It demonstrates that this identity is constructed through 1) the use of a limited repertoire of Low German, 2) the emphasis on certain character traits and coarse humour as typical Northern German features, and 3) the distinction between an in-group and an out-group. The use of these interconnected strategies allows the Instagrammers and their audience to construct and reinforce a stereotypical and generalised regional identity for themselves. Article IV is concerned with the linguistic landscape in the visuals in commercial Instagram posts. Low German is the most common language, and, similar to Article I, the study illustrates the symbolic nature of Low German in contrast to the information value of other languages in the corpus. This is also reflected in the Instagrammers’ use of Low German in prints on products and in language learning contexts. Overall, this dissertation shows that well-known Low German content and stereotypical associations are strategically used to create regionalised branding of products, services, and companies as well as for the identity construction of individuals. All four articles contribute to research on languages undergoing processes of enregisterment, postvernacularity, and commodification, and advances the understanding of the online use or regional and minority languages and their role in identity construction.
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