Branding with Language: Romanian as a Foreign Language on Instagram

Abstract

In the era of social media platforms, the Romanian language, considered a ‘minor’ language, is experiencing a resurgence due to the online activity of young content creators who engage audiences by creating impactful narratives in Romanian. These young content creators choose to use Romanian in their posts to gain virality and attract followers. This does not only illustrate a trend that puts the language in motion but also leads to the emergence of a new linguistic variety which is evolving and adapting to new contexts, reflecting the dynamic nature of the online space where users come across various communities and narratives. This study highlights the transformative power of social media on ‘minor’ languages, presenting the case of Romanian used as a foreign language by Instagram influencers who construct an L2 identity, build and maintain an online reputation and a brand by creating engaging content on topics like cuisine and culture, fun facts and clichés, humour and (self-)irony, lifestyle and professional life, travel experiences.