Branding English, Shaping Perceptions: Language Ideologies and Professional Positioning Among Brazilian ELT Influencers on Instagram

Abstract

Electronic Thesis or DissertationThe rise of social media has enabled English language teachers (ELT) to adopt entrepreneurial roles as social media influencer teachers (SMITs). This exploratory study investigates how Brazilian mega SMITs (those with more than one million followers) construct their professional identities and disseminate language ideologies on Instagram. Using a qualitative netnographic approach, this research examines the multimodal discourse of seven prominent Brazilian ELT influencers, focusing on their profile information, pinned posts (n=12), and the ten most-viewed Reels (n=70).Findings reveal that SMITs strategically position themselves as authorities by blending pedagogical content with self-branding techniques. Their discourse frames English as a marketable product within linguistic entrepreneurship ideology, emphasizing its role in providing financial success and social mobility. English is associated with prestige, often linked to native speakers from developed countries, reinforcing native-speakerism and raciolinguistic ideologies while diminishing local linguistic practices. SMITs portray their teaching methods as superior through student testimonials and comparisons to traditional approaches, legitimizing their expertise. Additionally, they encourage engagement with Instagram as a learning tool by creating entertaining and interactive content, which increases audience retention and enhances their visibility within the platform’s algorithm. While these influencers challenge traditional ELT structures by circumventing institutional gatekeeping, they also contribute to the commodification of language learning. This study contributes to discussions on the evolving role of ELT within platformized digital environments by highlighting the intersection of digital labor, influencer culture, and language ideologies. It also raises critical questions about the role of social media in shaping perceptions of English language learning in Brazil