The role of joining words and hashtags techniques in advancing ideological constructs and identity formation in women's magazines: A critical analysis

Abstract

This journal article explores hashtags and joining words as linguistic tools in women's magazines to advance ideologies and identities. Drawing upon findings from the study on the discourse of ideology and identity among women, the study identifies a gap in the analysis of linguistic strategies in women's magazines and addresses this gap using data from The Parents Magazine in Kenya. This magazine focuses on issues of Kenyan women's lives, and its content includes stories on relationships, inspiration, family, health education, real-life experiences, spiritual guidance, social heroes and models, and financial management. Data from the study revealed that this magazine employed various linguistic strategies in their textual content. Therefore, this paper explored hashtags and joining words and their impact. Through a qualitative research design and utilising Critical Discourse Analysis and Multi-modal Discourse Analysis theories, the research focused on articles highlighting movements addressing femicide in Kenya and environmental activism. It analysed the use of movement names, hashtags, and joining words. Findings highlight the strategic use of joining words and hashtags in constructing ideologies within the context of activism,  environmentalism, and mental health, making complex narratives accessible, engaging to broader audiences, forming collective identities, and framing issues. The research underscores the transformative potential of joining words and hashtags in advancing ideological agendas and fostering collective action. It recommends further interdisciplinary exploration of linguistic features in media, emphasising their sociocultural implications and potential for driving social change.