The Process of Identity Construction in Online Product Sales: A Case Study of ‘Pimrypie’
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Abstract
This research article aims to analyze the linguistic strategies employed by the Thai online seller “Pimrypie” in constructing a self-made entrepreneurial identity on digital platforms. Drawing on perspectives from language use and identity construction, the study analyzes nine popular livestream videos broadcast between January and September 2024. The data were analyzed using a qualitative descriptive-analytical approach.
The findings reveal two main aspects. First, nine types of linguistic strategies are identified in the livestream discourse: lexical choices, narrative strategies, speech acts, comparison, intertextuality, referencing, emphatic structures, stance expressions, and presupposition. These strategies are used to communicate and reinforce five core identity themes: diligence, a difficult life background, affordable product pricing, social contribution, and filial gratitude. Second, the findings highlight the social contexts that support these identity themes. The construction of Pimrypie’s identity reflects a dynamic process of digital identity formation in online media spaces, where the seller’s role evolves from an ordinary vendor to a socially influential online entrepreneur in Thai society. In particular, the use of direct, intense, and informal language plays a significant role in fostering emotional closeness and shared understanding with consumers. Such linguistic practices align with the culture of digital commerce platforms, which value authenticity and personal branding. Furthermore, this process of identity construction can be interpreted through Goffman’s dramaturgical perspective, which explains how individuals adjust their roles and self-presentation according to audiences and social contexts to manage impressions and construct desired identities in public online spaces.
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