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Corporate Storytelling and Sustainability in Skincare Brand Websites: A Multimodal Discourse Analysis

Rainbow: Journal of Literature, Linguistics and Culture Studies · Vol. 15 No. 1 (2026) · hlm. 1–7

DOI
10.15294/rainbow.v15i1.42535
ISSN
2721-4540, 2252-6323
Terbit
2026-04-30
Penerbit
Universitas Negeri Semarang
Bahasa
eng
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study examines how corporate storytelling on skincare brand websites constructs sustainability and ethical values through multimodal discourse. Employing a qualitative descriptive approach, the research applies Multimodal Critical Discourse Analysis grounded in Kress and van Leeuwen’s visual grammar framework. The data comprise visual and verbal texts from the official websites of two skincare brands from different countries: From This Island (Indonesia) and Innisfree (South Korea). The analysis focuses on representational, interactive, and compositional meanings to uncover how brand values are ideologically framed and naturalized through multimodal resources. The findings indicate that both brands strategically mobilize visual grammar to legitimize sustainability and ethical claims, positioning them as integral to brand identity. The interplay between visual and verbal modes functions to enhance audience engagement and credibility while simultaneously commodifying ethical narratives. This study concludes that corporate storytelling on skincare websites operates as a strategic multimodal discourse that shapes consumer perception and reinforces corporate ideologies.

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  • State University of Semarang
  • Diponegoro University
  • Soegijapranata Catholic University
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Amin RetnoningsihAfiliasi tidak diketahui2
Noor Aini HabibahAfiliasi tidak diketahui2
Dheny PrasetyaAfiliasi tidak diketahui2
Henna Rya SunokoDiponegoro University1
Budi WidianarkoSoegijapranata Catholic University1
HolilahAfiliasi tidak diketahui1
Rizky AndaresaAfiliasi tidak diketahui1
Nur Fadhilah Al HadianaAfiliasi tidak diketahui1
Adelia Tri OktavianiAfiliasi tidak diketahui1
Adelia MasnapitaAfiliasi tidak diketahui1
Andi SantosoAfiliasi tidak diketahui1
Yeyet KurniasihAfiliasi tidak diketahui1
Krispinus Kedati PukanState University of Semarang1
Junica FitrianaAfiliasi tidak diketahui1
Nidaul KhoiriahAfiliasi tidak diketahui1
Enni Suwarsi RahayuAfiliasi tidak diketahui1
Agung SuwarnoAfiliasi tidak diketahui1
Noor Aini HabibahAfiliasi tidak diketahui1
Nana Kariada Tri MartutiState University of Semarang1
Ananto AjiAfiliasi tidak diketahui1
Lutfian NazarAfiliasi tidak diketahui1
Firli NurainiAfiliasi tidak diketahui1
Kuntoro BudiyantoAfiliasi tidak diketahui1
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Priyantini WidiyaningrumAfiliasi tidak diketahui1
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Bambang PriyonoState University of Semarang1
Fatkhurrohman FatkhurrohmanAfiliasi tidak diketahui1
Aprilianingtyas AnggraeniAfiliasi tidak diketahui1
Ning SetiatiAfiliasi tidak diketahui1
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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/rainbow/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 6 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Corporate Storytelling and Sustainability in Skincare Brand Websites: A Multimodal Discourse Analysis</dc:title>
	<dc:creator xml:lang="en">Auliya, Gisna</dc:creator>
	<dc:creator xml:lang="en">Sajidin</dc:creator>
	<dc:creator xml:lang="en">Herlina, Lina</dc:creator>
	<dc:subject xml:lang="en">multimodal discourse analysis</dc:subject>
	<dc:subject xml:lang="en">visual grammar</dc:subject>
	<dc:subject xml:lang="en">corporate storytelling</dc:subject>
	<dc:description xml:lang="en">This study examines how corporate storytelling on skincare brand websites constructs sustainability and ethical values through multimodal discourse. Employing a qualitative descriptive approach, the research applies Multimodal Critical Discourse Analysis grounded in Kress and van Leeuwen’s visual grammar framework. The data comprise visual and verbal texts from the official websites of two skincare brands from different countries: From This Island (Indonesia) and Innisfree (South Korea). The analysis focuses on representational, interactive, and compositional meanings to uncover how brand values are ideologically framed and naturalized through multimodal resources. The findings indicate that both brands strategically mobilize visual grammar to legitimize sustainability and ethical claims, positioning them as integral to brand identity. The interplay between visual and verbal modes functions to enhance audience engagement and credibility while simultaneously commodifying ethical narratives. This study concludes that corporate storytelling on skincare websites operates as a strategic multimodal discourse that shapes consumer perception and reinforces corporate ideologies.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2026-04-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/rainbow/article/view/42535</dc:identifier>
	<dc:identifier>10.15294/rainbow.v15i1.42535</dc:identifier>
	<dc:source xml:lang="en">Rainbow: Journal of Literature, Linguistics and Culture Studies; Vol. 15 No. 1 (2026): April 2026; 1-7</dc:source>
	<dc:source>2721-4540</dc:source>
	<dc:source>2252-6323</dc:source>
	<dc:source>10.15294/rainbow.v15i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/rainbow/article/view/42535/9391</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Gisna Auliya, Sajidin, Lina Herlina (Author)</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>