| Issue |
E3S Web Conf.
Volume 696, 2026
The 2nd International Conference on SDGs for Sustainable Future (ICSSF 2026)
|
|
|---|---|---|
| Article Number | 03005 | |
| Number of page(s) | 9 | |
| Section | Life Sciences | |
| DOI | https://doi.org/10.1051/e3sconf/202669603005 | |
| Published online | 04 March 2026 | |
Sustainable beauty in the Digital era: A multimodal discourse study of tiktok live commerce in Indonesia
1 English Literature, PSDKU Universitas Negeri Surabaya, Indonesia
2 English Literature, School of English, Communication, and Philosophy, Cardiff University, UK
* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
Abstract
The rise of TikTok Live Commerce has reshaped Indonesia’s beauty industry into a digital arena where sustainability becomes both a market value and a communication strategy. This study investigates how sustainability is linguistically and visually constructed in beauty live streams through Multimodal Discourse Analysis (MDA). Ten live sessions featuring high-end and mass-market brands were examined to identify patterns of tone, mood, gesture, and visual composition. Findings reveal two semiotic tendencies: high-end sellers perform symbolic capital through calm tone, scientific vocabulary, and minimalist aesthetics, while mass-market sellers display emotional capital through expressive speech, slang, and colorful visuals. These modes collectively shape a digital discourse of sustainable beauty that intertwines class, trust, and consumer engagement. The study argues that digital communication operates as a form of symbolic and cultural capital in the sustainable economy, supporting SDG 8 (Decent Work and Economic Growth) and SDG 12 (Responsible Consumption and Production).
© The Authors, published by EDP Sciences, 2026
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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