A Constructing Identity on Social Media: A Discourse Analysis of Personal Branding on TikTok

Abstract

This study explores how TikTok creators construct their identities through strategic language use and interaction with their audiences. Employing discourse analysis, the research examines the linguistic choices and politeness strategies creators utilize to shape personal branding and manage digital self-presentation. The findings reveal that identity on TikTok is a dynamic and co-constructed process, involving both the creator’s intentional performance and active audience engagement through comments, likes, and duets. Creators balance authenticity with strategic branding, using a mix of speech acts and politeness techniques to appear relatable yet persuasive. This study highlights the complex interplay between language, identity, and social interaction in digital spaces, demonstrating that personal branding on TikTok is not merely self-promotion but a socially negotiated performance that continuously adapts to audience feedback and platform dynamics. The insights contribute to understanding the role of discourse in shaping online identities in contemporary social media environments.