The Impact of Intertextualization as a Compositional Element in the Co-construction of Meaning on Instagram’s Digital Environment

Abstract

This study deepens the understanding of the effects of intertextualization in the digital environment and analyzes its influence as a compositional element in advertising posts circulated on Instagram, addressing the following question: how does intertextualization affect the co-construction of meaning in interaction? The study is grounded in Bakhtin’s (1953) conception of text and genre; Genette’s (2010) and Miranda’s (2010) discussions on relations between textual genres; the hypermedia era proposed by Paveau (2013, 2017) and Émerit (2017); and Cavalcante and Muniz-Lima’s (2022) conception of interaction.Methodologically, the research adopts a theoretical-empirical and qualitative approach. Three posts were analyzed, whose hypergenre is the advertising post, produced in Peninsular Spanish and related to telecommunications companies. The results indicate a strong tendency toward the use of intertextualization in the composition of the analyzed posts. Comments function as extensions of these posts and may either complement the meaning of the text or redirect it.