Introduction and implementation of the multimodal critical discourse analysis method: The analysis of one of the most popular child-centered Iranian Instagram page

Instagram texts need to be analyzed from a multimodal perspective because a large part of it on this social media platform is conveyed to the audience through images. The multimodal critical discourse analysis approach, like others, focuses on power and ideology concepts, as well as the context involved in text production and at the same time, due to attention to multifacetedness and using the social semiotics approach, it is suitable for analyzing Instagram texts. The study of childhood, motherly and fatherly identity construction on child-centered Instagram pages was chosen as a case study. For this purpose, first the analytical framework of Kress and Leeuwen was explained with the focus on how to analyze each of the intellectual, interpersonal, and hybrid meta-roles. Then only the child-centered page of fraternity that is among the top-ranked Iranian Instagram influencer pages was analyzed using the same method. Findings were analyzed by separating texts as corpus. Following that, the discourses of patriarchy and capitalism were identified and their connection to social and industrial context was described. Findings also demonstrated the fluidity and simultaneity of identities influenced by the emergence of social media.