Relationships between construction grammar(s) and genre: Evidence from an analysis of Instagram posts

Following the usage-based model, construction grammar assumes co-existence of different inventories, it allows for constructions beyond clause level, and embraces many types meaning including discourse-functional meanings. It is thus well-suited to investigate relationship between genre on one hand possible sub-grammars other. In current paper, we discuss these relationships based a multimodal analysis Danish US department stores’ Instagram strategies. We find that posts may constitute stable configurations choices. therefore be seen as discourse-grammatical constructions, supporting view part grammar. Nevertheless, considerable variation in realization can observed, which however correlates with success respective posts, measured by numbers likes they receive. The immediate objective feedback available social media have supported establishment particular practices, seem attended exploited experts; at same time, choices are functionally motivated, transparent compositional non-experts. whether grammars experts (professional producers posts) non-experts (the consumers) should assumed, role exemplars functional motivation made experts. conclude fact expert encoding idioms speaks against separate grammatical subsystems; instead, accordance both likely make use conventions, knowledge.