Social Media Discourse Through a Discursive Psychology Lens: A Critical Analysis of Moroccan Content Creators as a Case Study

Mariam MARFOUK; Wyssal EL GOURARI; Hafssa OUIDA; Rachid ED-DALI

Article Details

Social Media Discourse Through a Discursive Psychology Lens: A Critical Analysis of Moroccan Content Creators as a Case Study

Authors:

Mariam MARFOUK | Wyssal EL GOURARI | Hafssa OUIDA | Rachid ED-DALI

Publisher:

Faculté des Lettres et des Sciences Humaines, Université Cadi Ayyad

Journal:

Revue Etudes Langue et Littérature Vol.4 Issue 1, pp.109-141

Document Type:

Article

Publication Date:

12/2025

Document Language:

English

Document ID (Org No.):

2001848839

pISSN:

3085-5217

Keywords:

Abstract:

 The digital landscape of today’s world is punctuated by the emergence of a distinctive demographic: influencers. With the proliferation of online platforms such as TikTok and Instagram, content creation has undergone a transformative shift, making it one of the most desired jobs amongst Generation Z (Michael, 2022). The phenomenon of content creators, however, is replete with discursive cues that have been a common interest amongst Critical Discourse analysts. However, while international influencers have received significant attention, a focused critical analysis incorporating the psychology of Moroccan content creators' discourse remains largely unexplored. To address this knowledge gap, a qualitative research endeavor grounded in both Critical Discourse Analysis, particularly employing Fairclough’s three-dimensional model (Fairclough, 1989), and Psychological Discourse Analysis, guided by Goodman’s approach (2017), was conducted to analyze YouTube videos created by five Moroccan content creators, all focusing on themes related to Morocco. The aim was to explore and analyze eight Moroccan content creators’ discourses to infer the action orientations from their discursive strategies. The findings revealed that the discourses examined are varied in terms of their textual form. As for the action orientations, they encompassed 'informing' and 'self-promoting' tendencies across different content pieces, implying that Moroccan content creators' media fluctuates between informative and self-promotional discourse. Accordingly, there is a clear need for future discourse analysis research to focus on localized social media discourse to bridge the gap between content creators and their audiences.

Article Details

Social Media Discourse Through a Discursive Psychology Lens: A Critical Analysis of Moroccan Content Creators as a Case Study

Authors:

Mariam MARFOUK | Wyssal EL GOURARI | Hafssa OUIDA | Rachid ED-DALI

Publisher:

Faculté des Lettres et des Sciences Humaines, Université Cadi Ayyad

Journal:

Revue Etudes Langue et Littérature Vol.4 Issue 1, pp.109-141

Document Type:

Article

Publication Date:

12/2025

Document Language:

English

Document ID (Org No.):

2001848839

pISSN:

3085-5217

social media

Moroccan content creators

CDA

discursive psychology

Fairclough’s model

influencers

Issues

Article Details

Social Media Discourse Through a Discursive Psychology Lens: A Critical Analysis of Moroccan Content Creators as a Case Study

Authors: Mariam MARFOUK | Wyssal EL GOURARI | Hafssa OUIDA | Rachid ED-DALI

Publisher: Faculté des Lettres et des Sciences Humaines, Université Cadi Ayyad

Journal: Revue Etudes Langue et Littérature Vol.4 Issue 1, pp.109-141

Document Type: Article

Publication Date: 12/2025

Document Language: English

Document ID (Org No.): 2001848839

pISSN: 3085-5217

social media

Moroccan content creators

CDA

discursive psychology

Fairclough’s model

influencers

Issues

Authors:

Mariam MARFOUK | Wyssal EL GOURARI | Hafssa OUIDA | Rachid ED-DALI

Publisher:

Faculté des Lettres et des Sciences Humaines, Université Cadi Ayyad

Journal:

Revue Etudes Langue et Littérature Vol.4 Issue 1, pp.109-141

Document Type:

Article

Publication Date:

12/2025

Document Language:

English

Document ID (Org No.):

2001848839

pISSN:

3085-5217