Semiotic Analysis of the Instagram Marketing of Bahraini Telecom Companies in Light of Multiculturalism and Persuasion Techniques

Abstract

A wide range of marketing activities are based on communication; they require a powerful message to be conveyed to consumers in order to influence their purchasing decision process. In addition to taking into consideration multiculturalism in any society as an essential persuasive technique, understanding how to influence the target audience through persuasion techniques is crucial in any marketing communication context. 

This research applied a semiotic analysis methodology to interpret the visual signs in the Instagram accounts of the telecommunication (telecom) companies in Bahrain (Batelco, Zain, and STC). The findings illustrate how brand elements and digital communication signs are used persuasively in marketing. The study investigated how telecom companies develop their public messages utilizing a variety of tools provided by Instagram marketing. Since elements like multicultural communication can strengthen the trust of potential clients, the communication aspect of these companies’ posts was the main focus.

Pathos was a dominant persuasive technique used by the companies, making use of the power of customers’ emotions. The results showed that images, videos, colors, and musical rhythm were employed to express and support local cultural values, rather than considering multiculturalism. Textual and visual signals also helped marketers deliver persuasive messages in light of local cultural values, at the expense of cultural pluralism.