“Don’t Shop Here”: A Metadiscourse Analysis of Customer Reviews on Social Media

Abstract

“Don’t Shop Here” is the title of a Facebook group that posts authentic customer reviews, written by Egyptians, on different products and services. Since these posts are a form of communication that takes place via electronic devices on the internet, it is considered a Computer-Mediated Discourse (CMD), also known as Computer-Mediated Communication (CMC). From the group title, the consumers’ posts that are published in the group are mostly negative, with a live interaction and comments by the group members, who sometimes include product/service providers among them. This study focuses on consumers’ interpersonal behavior that reveals their attitudes and evaluations. This is believed to be achieved by applying Hyland’s (2005) Metadiscourse Model. The model comprises several analytical tools that include engagement markers, hedges, boosters, attitude markers and self-mention that assist in describing the different relationships between customers and their audience, on the one hand, and customers and product/service providers, on the other hand.