Wirdatul Khasanah, Suyanti Fatma Umayfa, Imam Hanafi, Rachmat Efendi, Hind Mulfi
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). © 2026 The Authors, published by EDP Sciences.
PSDKU Universitas Negeri Surabaya, Indonesia; School of English, Communication, and Philosophy, Cardiff University, United Kingdom
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