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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) · pp. 1–7

DOI
10.15294/rainbow.v15i1.42535
ISSN
2721-4540, 2252-6323
Published
2026-04-30
Publisher
Universitas Negeri Semarang
Language
eng
License
creativecommons.org/licenses/by/4.0

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 75 co-authorship links · 1 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • State University of Semarang
  • Indonesia University of Education
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Amin RetnoningsihAffiliation unknown2
Noor Aini HabibahAffiliation unknown2
Dheny PrasetyaAffiliation unknown2
Bonjok IstiajiAffiliation unknown2
Krispinus Kedati PukanState University of Semarang1
Junica FitrianaAffiliation unknown1
Nidaul KhoiriahAffiliation unknown1
Enni Suwarsi RahayuAffiliation unknown1
Agung SuwarnoAffiliation unknown1
Noor Aini HabibahAffiliation unknown1
Nana Kariada Tri MartutiState University of Semarang1
Ananto AjiAffiliation unknown1
Lutfian NazarAffiliation unknown1
Firli NurainiAffiliation unknown1
Kuntoro BudiyantoAffiliation unknown1
Euis Komariah SiswatiAffiliation unknown1
Tyas Agung PribadiAffiliation unknown1
Andreas Junaedi Raja Guk GukAffiliation unknown1
Tri Lestari HandayaniAffiliation unknown1
Mualimin -Affiliation unknown1
Priyantini WidiyaningrumAffiliation unknown1
Indriastuti IndriastutiAffiliation unknown1
Bambang PriyonoState University of Semarang1
Fatkhurrohman FatkhurrohmanAffiliation unknown1
Aprilianingtyas AnggraeniAffiliation unknown1
Ning SetiatiAffiliation unknown1
Kurnia Nor LitasariAffiliation unknown1
Naila Rofi’atiAffiliation unknown1
Sumadi SumadiAffiliation unknown1
Fahtria YulianiAffiliation unknown1
Ika MundiyakinAffiliation unknown1
Ely RudyatmiAffiliation unknown1
Umi RohayatiAffiliation unknown1
Nugroho Edi KartijonoState University of Semarang1
Siti NurbaitiAffiliation unknown1
Novi Ratna DewiState University of Semarang1
Fitri RahmawatiIndonesia University of Education1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/rainbow/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>
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