Abstract

The first function of language is to convey information directly. The communication atmosphere is formed by the realization of speech acts during the convey. Communication, which is a necessity of human being as a social being, becomes mass communication when it is carried out with various tools and techniques and presented to human communities. Mass communication, which is used with functions such as informing, annunciation, influencing, forming public opinion, is also used in product marketing in social media. This situation necessitated a change in the marketing methods of brands in social media. In order to increase their market share and to ensure commodity consumption, brands; collaborates with people who are well-known on social media, have a large number of followers and define themselves as “digital content producers” for product promotion.

In this study, it is assumed that digital content producers create opinions while promoting their products and influence the audience they address and lead them to purchasing behavior. Based on this, the communication made by the content producer was evaluated according to the two-stage flow theory; it is aimed to determine whether the linguistic structures used serve this theory or not. For this purpose, on the social networking site called Instagram; the profil pages of ten people with a high number of followers, whose profile page is open to other users, were examined. The sample created was interpreted from the perspectives of semantics and pragmatics.