Sustainable beauty in the Digital era: A multimodal discourse study of tiktok live commerce in Indonesia

Khasanah, Wirdatul, Umayfa, Suyanti Fatma, Hanafi, Imam, Efendi, Rachmat and Mulfi, Hind 2026. Sustainable beauty in the Digital era: A multimodal discourse study of tiktok live commerce in Indonesia. Presented at: 2nd International Conference on SDGs for Sustainable Future (ICSSF 2026), Surabaya, Indonesia, 24 January 2026. Published in: Suprapto, N., Prahani, B. K., Satriawan, M., Lisdiana, L. and Ghofur, M. Abdul eds. E3S Web of Conferences. , vol.696 EDP Open, 03005. 10.1051/e3sconf/202669603005

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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).

Item Type:	Conference or Workshop Item - published (Paper)
Date Type:	Published Online
Status:	Published
Schools:	Schools > English, Communication and Philosophy
Publisher:	EDP Open
ISSN:	2555-0403
Date of First Compliant Deposit:	9 March 2026
Last Modified:	09 Mar 2026 12:15
URI:	https://orca.cardiff.ac.uk/id/eprint/185604

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