How o be au hen ic on Ins ag am
Sel -p esen a ion and language choice o Basque
uni e si y s uden s in a mul i-scala con ex
Agu zane Elo dui and Jokin Aies a an
Uni e si y o he Basque Coun y
This pape analyses he way young people nego ia e hei ‘ eal’ iden i y on
Ins ag am, and how sel -p esen a ion can be de eloped by means o lan-
guage choice. We d aw ou da a om he co pus o he Gaz esa e p ojec . I
con ains he Ins ag am p oduc ion o Basque uni e si y s uden s who d aw
on an in en o y o mul ilingual esou ces in hei in e ac ions. We conside
Ins ag am o be a mul i-scala con ex in which di e en o de s o indexical-
i y con e ge (Blommae 2010). The s udy analyses, om his mul i-scala
pe spec i e, he place o Basque in he language choices he s uden s make
in o de o belong, o be au hen ic as someone o some hing (Va is and
Wang 2011). I concludes ha local Basque dialec s a e ools o sel -
posi ioning as an ‘au hen ic’ oice in Ins ag am cha , bu s anda d Ba ua, is
empowe ing a a highe scale on Timelines, in which he same speake s use
i o a mo e c edible anslocal oice.
Keywo ds: au hen ici y, Ins ag am, Basque, indexicali y, scale, no ma i i y,
social media
1. In oduc ion
(1) I would say yes I am a li le di e en . When I use Euska a Ba ua, I see a mo e
se ious Mai e, a Mai e who can become mo e impo an in on o people,
because she exp esses he sel wi h g ea e in ensi y… And when I speak in Bis-
cayan, I don’ hink his image is ha se ious, bu a he [ ha ] o a pe son who
is close o o he s. And ha ’s he eal ‘me’.
(Mai e, 4 h yea s uden o Audio- isual Communica ion a
he Uni e si y o he Basque Coun y)
The ela ionship be ween sel -p esen a ion, o he ‘ eal me’ as exp essed by Mai e
in his exce p , and he language choices made on Ins ag am in o de o achie e
h ps://doi.o g/10.1075/p ag.21026.elo |Published online: 14 Oc obe 2022
P agma ics ISSN 1018-2101 |E‑ISSN 2406-4238
© In e na ional P agma ics Associa ion
ha ‘ eal’ o ‘au hen ic’ iden i y is he main ocus o his pape . In his example,
Mai e was asked why she always used he Biscayan dialec in he cha in e ac ions
on Ins ag am, no ma e he Basque a ie y used by he pe son who in e ac s wi h
he . In he in e iews, we showed he some examples o he own messages in
which she was cha ing in ‘Di ec s’ wi h people om o he a eas o he Basque
Coun y, o in a g oup cha ha includes new speake s o Basque. Mai e’s answe
e eals ha he Biscayan dialec e okes o he ealness and au hen ici y and,
consequen ly, she conside s i as he app op ia e Basque in he sel -p esen a ion
in an in o mal in e ac ional con ex such as Ins ag am Di ec s. In o he wo ds,
Biscayan dialec esou ces a e conside ed he app op ia e ools o he sel -
posi ioning o an in o mal and au hen ic oice. We also asked he i i we e pos-
sible o he o use s anda d Basque o Euska a Ba ua in ha same con ex , and
wha would ha change in he sel -p esen a ion. He eply was ha , in a cha con-
ex , Euska a Ba ua [Ba ua] is conside ed ‘ ake’, ‘ oo academic’ o ‘ oo se ious’ by
young people. I is no he ‘e e yday spoken language’ hey use in cha s, in which,
Mai e adds, “we w i e he way we speak”.
Such me alinguis ic e lec ions cons i u e he e hnolinguis ic co pus om
which we d aw he da a o he esea ch epo ed upon in his pape , which in u n
g ew ou o a b oade s udy de eloped wi hin he Gaz esa e esea ch p ojec in
2019 (Elo dui e al. 2020). This esea ch is based on indi idual in e iews and one
ocus g oup wi h i e Basque uni e si y s uden s aged be ween 18 and 25.
He ein, we ocus on wha coun s as au hen ic language o sel -p esen a ion
on Ins ag am and on young Basque speake s as agen s who d aw on linguis ic
esou ces o pu poses o iden i y managemen (Buchol z 2003; Buchol z and
Hall 2005), always wi hin he con ex o a p e ailing no ma i i y. In ac , wha
coun s as au hen ic is gene a ed in social ac ions and cons uc ed by speake s
in e e yday communica ion, p ima ily h ough s ylis ic language choices (I ine
2001, 22); and in ou case, h ough s ylis ic language choices in a social media
pla o m such as Ins ag am.
We de eloped a me hodology aimed a explo ing he s ylise posi ioning o
hose i e s uden s in dep h, based on a co pus o hei w i en p oduc ion on
Ins ag am’s Timelines and Di ec s om 2013 o 2019. Bu we also analyse he pe -
cep ion hey ha e abou hei own s ylis ic choices h ough in e iews and dis-
cussion g oups in which we p esen ed hem wi h examples ound in hei own
Ins ag am accoun s. We ocus on (i) how such s ylis ic choices may be shaped by a
desi e o p ojec a ‘ eal’ o ‘au hen ic’ iden i y as well as whe he choosing Basque
is conside ed app op ia e o ha goal and why, and (ii) i so, which esou ces
om Basque hey conside o be he be e ools in o de o achie e ha goal. Fu -
he mo e, we explo e whe he (iii) Basque a ie ies e oke di e en indexicali y
[2] Agu zane Elo dui and Jokin Aies a an
wi h espec o au hen ici y ac oss di e en Ins ag am con ex s o scale-le els; o
ins ance, ac oss cha s and Timelines.
Sociolinguis ic au hen ici y is o en gene a ed locally and indica es a alue
sys em ha is able o ancho local social and cul u al iden i ies (Coupland 2001,
2003). Mai e’s s ylis ic choices, o ins ance, a e a clea e lec ion o a local alue
sys em among Basque you h, in which local dialec s a e linked wi h genuineness
and au hen ici y, as U la e al. (2016, 2018) explain in de ail. In ou s udy, we ask
he s uden s in he Gaz esa e p ojec abou hei s ylis ic choices ou side ha ace-
o- ace local con ex , in anslocal social ne wo ks such as Ins ag am in which
he nego ia ion o au hen ici y o en shi s om close and amilia in e ac ions
o anslocal and e en global communica ion. In ac , he co e ques ion in ou
esea ch is whe he wha coun s as ‘au hen ic’, ‘ eal’ and ‘c edible’ among hese
young Basque speake s luc ua es acco ding o Ins ag am’s scale-le els o no .
As Blommae explains o o he anslocal and global con ex s (Blommae
2010, 35), on Ins ag am young people jump om indi idual cha in e ac ions
o mo e collec i e and o en imes anslocal in e ac ions in Timelines, and om
empo ally si ua ed cha in e ac ions o ans- empo al communica ion. Au hen-
ici y in hese social ne wo ks needs o be unde s ood “as de eloping a se e al
di e en scale-le els whe e di e en o de s o indexicali y domina e, esul ing in
a polycen ic ‘con ex ’” (Blommae 2010, 42). In his polycen ic con ex , as he
analysis o he co pus o Gaz esa e shows, au hen ici y can ake many o ms and
alues, and e en he linguis ic esou ces a young pe son in he sample migh con-
side ‘au hen ic’ o ‘ ake’ may a y signi ican ly om one scale o ano he . In he
Basque case we analyse in his pape , o ins ance, we see ha while local Basque
dialec s a e ools o sel -posi ioning as an ‘au hen ic’ oice in Ins ag am cha ;
s anda d Ba ua, on he o he hand, is empowe ing a a highe scale on Timelines,
in which he same speake s use i o a mo e c edible anslocal oice.
In wha ollows, we will i s conside he dominan con empo a y alues
and belie s among Basque you h associa ed wi h Basque language a ia ion
(Sec ion 2). In Sec ion 3, we will concen a e on he speci ici ies o Ins ag am om
his mul i-scala iew o no ma i i y. In Sec ion 4, we will in oduce he pa ici-
pan s and he me hods used o he collec ion and selec ion o he Gaz esa e co -
pus. In Sec ion 5, we will explain he mos signi ican esul s s emming om he
analysis o he s ylis ic choices o he Gaz esa e s uden s and hei me alinguis ic
e lec ions. We will hen conclude his wo k wi h some ema ks on wha coun s
o hem as ‘au hen ic’ language and wha a e he e ec s o anslocal mobili y on
ha pe cep ion.
Au hen ic sel -p esen a ion in Basque [3]
2. Au hen ici y and social meaning o Basque a ie ies among Basque
you h
The his o ical and sociolinguis ic e idence in ela ion o Basque sugges s ha ,
be o e he 1960s, i s use may ha e been commensu a e wi h no jus geog aphical
o igin bu also wi h social class. Basque o ms we e a ely b ough in o highe -
o de local play. Tha highe -o de local space o use was occupied by Spanish and
F ench, and Basque was o en ep esen ed as an index o he pas , he uneduca ed
and he illi e a e.
A e he 1970s, howe e , he hie a chical disc epancy be ween Basque and
Spanish/F ench s a ed o e e se, pa icula ly in he educa ional scaling p ocess.
This change was mo e p onounced in he sou he n p o inces o he Basque
Coun y, wi h he in oduc ion o Basque in o he educa ional sys em and he
media as pa o e i alisa ion planning ca ied ou by he local, p o incial and
egional ins i u ions (U la 2012). This in oduc ion o he o me ly ma ginalised
language in o educa ional se ings, oge he wi h a se ies o socio-poli ical
changes in he Basque Coun y, mo i a ed he c ea ion and he la e de elopmen
o s anda d Basque o Ba ua om he la e 1960s on. The ea e , and h ough ha
s anda d a ie y, Basque people s a ed accessing many new sphe es o o mal
use, pa icula ly in he ields o educa ion and he media. Ba ua was seen as a way
o demolish he ba ie s be ween speake s o di e en a ie ies o Basque. I was
also conside ed “ undamen al, a ma e o li e and dea h” (Mi xelena 1968, 203)
and an u gen need as a means o uni y he Basque communi y in o de o su -
i e. F om he 1980s on, Ba ua has been he cen al axis a ound which Basque
language e i al policy has e ol ed in he educa ional sys em om elemen a y
school o he uni e si y le el, and i is used in he as majo i y o all w i en p o-
duc ion.
Due o he widesp ead in oduc ion o Basque in o he educa ional sys em
om he 1970s onwa d, he e has been an app eciable inc ease in he p opo ion
o young people who know Basque. Today, in he Basque Au onomous Com-
muni y, 71.4% o people aged be ween 16 and 24 a e Basque speake s (Basque
Go e nmen 2016, 7). The sociolinguis ic p o iles o he young communi y a e
oday e y di e se as ega ds i s membe s’ acquisi ion p ocess and cul u al
engagemen . The eme gence o new speake s in ecen decades has inc eased he
complexi y o he sociolinguis ic speake ypology o Basque, in pa icula among
Basque you h. O hose, 53.9% a e in he g oup o new Basque speake s, ha is,
hose who ha e lea n he language by means o he han amily ansmission,
mos ly h ough o mal educa ion in s anda d Basque (Basque Go e nmen 2016).
[4] Agu zane Elo dui and Jokin Aies a an
Fo decades, he local dialec s o euskalkiak1we e pe cei ed o lay ou side
academic sphe es. Only since he 2000s, and in pa icula ollowing a 2005 p o-
posal by Euskal zaindia ( he Academy o he Basque Language) and he Ikas ola
Con ede a ion o Basque-medium schools (Euskal He iko Ikas olen
Kon ede azioa and Euskal zaindia 2005), did Basque schools s a conside ing
he op ion o including he dialec s in he academic sys em. The p oposal, how-
e e , con ibu es o a sociolinguis ic s a i ica ion e ec wi h ega d o he Basque
linguis ic a ian s: “Colloquial speech, o he speech used in in o mal si ua ions,
is based on he dialec o subdialec , whe eas cul i a ed speech is based on
Ba ua o on he cul i a ed speech o he dialec ” (Euskal He iko Ikas olen
Kon ede azioa and Euskal zaindia 2005, 38). Alongside he school en i onmen ,
he s a e media company EITB has also p omo ed his hie a chical scheme o
decades. The use o he s anda d o m has been, un il e y ecen ly, associa ed
wi h he oices o ‘se ious’ news eade s, whils ‘non-s anda dness’ has been ideo-
logically con ined o he media oices o a ew comedians and ox pop s ee in e -
iews (Elo dui 2018, 2020).
Likewise, he p oposal by Euskal zaindia and he Ikas ola Con ede a ion
clea ly p omo ed he idea o he ‘au hen ic’ na u e o euskalkiak. In ac , he p o-
posal came a e a diagnosis o Ba ua use by Basque you h as ‘a i icial’ and ‘non-
Basque’, and local dialec s we e seen as he only ‘na u al’ cu e ha could sa e
Ba ua om a i iciali y. This has p obably had an e ec in he iew young peo-
ple ha e abou dialec s. Nowadays, euskalkiak index casualness and in o mali y,
and he e o e hei use builds a close bond be ween local dialec s and au hen-
ici y in he young communi y, as esea ch on languages a i udes among Basque
you h demons a e (Lan o 2015; O ega e al. 2015; U la e al. 2016). These s udies
also show ha among Basque you h he e a e new ensions a ound wha coun s as
‘au hen ic’ o ‘legi ima e’ language, which is always linked o who a e conside ed
‘au hen ic’ and ‘legi ima e’ speake s. Indeed, new speake s o en eel like hey a e
no ‘au hen ic’ Basque speake s (O ega e al. 2015) and hey do no eel legi ima e
when i comes o using Ba ua in in o mal con ex s. Con e sely, being a na i e
speake o Basque om some speci ic geog aphical a eas o he Basque Coun y
and speaking a local dialec is assumed o con e sociolinguis ic au hen ici y, as
U la e al. (2018) explain in de ail.
1. Acco ding o Koldo Zuazo’s classi ica ion (Zuazo 2013), cu en ly he e a e i e main Basque
dialec s o euskalkiak: he Wes e n dialec , spoken in Biscay, A aba and mos o he Deba Valley
o Guipuscoa; he Cen al dialec , spoken in mos o Guipuscoa and in some wes e n coun-
ies o Na a e; he dialec spoken in mos o Na a e; he Na a ese-Lapu dian dialec , spo-
ken in Na a ese Lapu di, Low Na a e, in he High Na a ese and in he no hwes e n a ea o
Zube oa; and he Zube oan (o Soule in) dialec , spoken in mos o Zube oa and in Béa n.
Au hen ic sel -p esen a ion in Basque [5]
3. Ins ag am as a mul i-scala con ex
Th ough he applica ion o a scale me apho , Blommae seeks a mo e p ecise
unde s anding o he complex ‘con ex ’ condi ions unde globalized communica-
ion: “Scales need o be unde s ood as le els o dimensions a which pa icula
o ms o no ma i i y, pa e ns o language use and expec a ions he eo a e o ga-
nized” (Blommae 2010, 36). Wha scale does, acco ding o Blommae , is exp ess
an in e sec ion o scope and alue, and he alue o esou ces in in e ac ion is
o en ied o hei scope o deploymen , o hei a o dance o include o exclude
in e locu o s, opics and communica ion p ac ices (Blommae 2020, 3). Di e -
en scales o ganise di e en pa e ns o no ma i i y o o de s o indexicali y, in
Blommae ’s e ms (2010), ha is, pa e ns o communica i e conduc ha gene -
a e ecognizabili y in in e ac ion.
In a polycen ic con ex such as ha o social media, he use o en has o
manage simul aneously a ious di e en ly scoped and alued o de s o index-
icali y (Blommae 2020, 5). In ac , Ins ag am is pa icula ly e ealing o he
s udy o scale-jumping in no ma i i y ha also includes a cons an change in he
au ho i y e e ences conside ed. Ins ag am is a pho o and ideo sha ing social
ne wo k. Bu Ins ag am pho o-pos s on Ins ag am Timeline also include sho
w i en ex s in cap ions, in which he e a e commen s ela ed o he pho o
and some imes hash ags (#) o help use s disco e bo h pho os and also each
o he (Figu e 1). The pos s and he s o ies – as well as pho os and sho ideos
ha expi e a e 24 hou s – a e sha ed publicly o wi h p e-app o ed ollowe s,
depending on whe he he use ’s accoun is public o p i a e.
Figu e 1. Pho o-pos on Ins ag am Timeline
[6] Agu zane Elo dui and Jokin Aies a an
Ins ag am also includes Di ec messages o p i a e cha (Figu e 2). Use s who
ollow each o he can send p i a e messages abou he published s o ies, pho os
and ideos. These ‘Di ec s’ a e o en used o messaging close iends in he audi-
ence and also o es ablish new ela ionships wi h less well-known audience mem-
be s.
Figu e 2. An example o Di ec messages on Ins ag am
Au hen ic sel -p esen a ion in Basque [7]
Ins ag am use s a e cons an ly mo ing om one con ex in Timeline pos s o
ano he in Di ec messages, and such mo es in ol e changes in he con ex ual
ea u es and expec a ions hey con empla e. In Timelines, especially, Ins ag am
b ings oge he use s om di e en geog aphical, cul u al and linguis ic back-
g ounds in a single ne wo k. Ins ag am Timelines can con ene membe s o a -
ious ne wo ks ha a e sca e ed all o e he In e ne . Tha said, al hough he
audience on social media can be di e se, i seems ha pa icipan s ha e an audi-
ence in mind when hey send each message; in o he wo ds, hey send his mes-
sage o an imagined audience. The e a e wo main ypes o audience in his social
ne wo k: an abs ac audience and a a ge ed audience. This classi ica ion, as
explained by Li and Ha gi ai (2016) in hei esea ch on Facebook and Twi e ,
can also be help ul when i comes o unde s anding he audience on Ins ag am.
When s uden s pos pho os on Ins ag am hey in e ac wi h a mo e unknown and
gene al audience: ‘e e yone’/‘e e ybody’, ‘ he gene al public’, ‘ he wo ld’, o ‘who-
e e came ac oss i ’, ha is, an abs ac audience in Li and Ha gi ai’s (2016, 6–7)
e ms. Howe e , when messaging in Ins ag am cha , in he Di ec s, hey ha e a
a ge audience in mind: a homogeneous audience g oup, o en hei amily and
g oup o iends, o classma es and colleagues; an audience close o local ace- o-
ace daily li e.
In addi ion o he managemen ela ed o he cons an swi ching o audiences,
Ins ag am’s scale-jump includes ano he kind o semio ic ans o ma ion
(Blommae 2010, 35) use s ha e o challenge in o de o c ea e a sel -p esen a ion
on Ins ag am: on Timelines, communica ion is mo e elabo a e, pe manen , ime-
less and collec i e. Pos s in Timelines a e a pe manen o imeless communica-
ion, some hing ha will be always he e as a public image. Ins ag am use s a e
signi ican ly mo e a en i e in hei w i ing because o he pe manen na u e o
hose messages. In he case o Ins ag am, oo, we no ice ha , as Li and Ha gi ai
(2016, 7) poin ou o Twi e , “when use s had an abs ac imagined audience in
mind, hey a imes we e mo e ocused on he ac o sel -p esen a ion and hei
a ionales o sha ing he con en , a he han on he ecei ing audience”. On he
o he hand, he Di ec messages o he cha a e mo e spon aneous and momen-
a y answe s o commen s abou pho os and s o ies uploaded o Ins ag am. They
a e mo e indi idual, pe sonal and con ex ualised messages.
In sum, hese young ne wo k use s on Ins ag am mus manage he audience
collapse by add essing mo e local, anslocal and e en global audiences. They also
ha e o manage he cons an jumping om a mo e elabo a e and imeless Time-
line o a mo e spon aneous and epheme al o momen a y sel -p esen a ion in
Di ec s. They con inuously swi ch wi hin he ‘no ms’ ha o ganise dis inc ions
be ween wha is conside ed ‘au hen ic’ and ‘inau hen ic’ in each case. Tu ning
o he Basque case analysed in his wo k, he alues and social meanings local
[8] Agu zane Elo dui and Jokin Aies a an
dialec s and Ba ua e oke o hose s uden s in he case s udy can a y as hey
mo e ac oss hose di e en o de s o indexicali y in a social ne wo k such as
Ins ag am.
4. Pa icipan s, co pus and me hod
As men ioned in he in oduc ion, his s udy is pa o he wide Gaz esa e p ojec
in which we examine a co pus o mul ilingual p ac ices among young Basques on
social ne wo ks ha was collec ed in 2019 (Elo dui e al. 2020). In he Gaz esa e
p ojec , we a e in e es ed in he way young Basque people nego ia e hei iden i y
in a con ex such as Ins ag am; and in how sel -p esen a ion and iden i y con-
s uc ion can be de eloped by means o s ylis ic choices a se e al di e en scale-
le els. In o de o be able o compa e local and anslocal in e ac ions and
sel -p esen a ions, we selec ed uni e si y s uden s o he s udy because hey usu-
ally ha e a mo e anslocal p ojec ion in hei social and cul u al in e ac ions, and
ha is he case o he s uden s in Gaz esa e p ojec .
A la ge co pus has been compiled based on he Ins ag am p oduc ion, om
2013 o 2019, by 30 uni e si y s uden s who ag eed o pa icipa e in he p ojec .
The w i en co pus comp ises a ound 23,000 Di ec messages om Ins ag am
cha and 2,400 Ins ag am pos s. The co pus is o ganised in o a da abase wi h a
esea ch in e ace ha allows us o compa e co pus ex s by conside ing di e en-
ia es be ween he Ins ag am subgen es (Timeline pos s and Di ec s).
Howe e , as explained in he in oduc ion, Gaz esa e also seeks o unde s and
he ideological unde pinnings o hese young people’s language p ac ices. To his
end, e hnog aphic me hods ha e been included in Gaz esa e’s me hodological
guidelines; in pa icula , in e iews and discussion g oups. The ques ionnai es
p epa ed o he in e iews and he discussion g oups a oided asking he subjec s
di ec ly abou wha cons i u es ‘au hen ic’ language. Ins ead, he goal was o he
s uden s o desc ibe hei digi al sel hemsel es and o speak eely abou hei
s ylis ic choices by asking ques ions such as: Which language / a ie y do you p e-
e on he Timeline? Is i di e en om ha which you use in Di ec s? I so, why
is ha ? A e you a di e en ‘you’ by using Ba ua o you dialec ? Bu many o he
ques ions in hese discussion g oups and in e iews we e based on s uden s’ lin-
guis ic choices in hei own p oduc ion on Ins ag am by asking hese ques ions:
You use you own dialec esou ces in mos o you Ins ag am Di ec s, is i common
in you cha ac i i y? Wha kind o e ec does he dialec gi e you? As o s anda d
Ba ua, could you use i in cha ac i i ies? Why?
Au hen ic sel -p esen a ion in Basque [9]
(10) Usually you don’ upload a pic u e in which you appea sad, bu happy, o
when you’ e gone somewhe e, I don’ know, you show you ideal image, a li le
bi o a pose… bu hen eali y’s no like ha , and he e’s a bi o pos u ing.
Mi en, o ins ance, no es he impo ance o paying mo e a en ion o Timelines
as opposed o s o ies, based on ha pe manen na u e o Timelines:
(11) [In Timeline pho os] I hink a bi mo e, I don’ upload any hing ha comes o
mind… I hink well, when i comes o pic u es, ha hey a e always going o
s ay in my accoun : “This is wo h uploading, o no ”; in he s o ies I may pu ,
o example, a iend o mine ea ing len ils… i ’s a empo a y hing.
The analysis o he p oduc ion by he i e s uden s selec ed clea ly e eals ha
hey make di e en language choices when hey in e ac in hose wo Ins ag am
con ex s. In his sec ion, we will ocus on he choice be ween a ie ies o he
Basque language. The nex able (see Table 1) includes he dis ibu ion o he
Basque a ie ies used by he i e s uden s in Timeline pos s and in Di ec mes-
sages. The mos common language choices a e highligh ed in bold.
Table 1. S uden s’ a ie y choices ac oss Ins ag am gen es
S uden Timeline pos s Di ec messages
Mai e S anda d Ba ua, Biscayan dialec Biscayan dialec
Mi en S anda d Ba ua, Na a ese dialec Na a ese dialec
Sil ia S anda d Ba ua, Biscayan dialec S anda d Ba ua, Biscayan dialec
Aina a S anda d Ba ua, Guipuscoan dialec Guipuscoan dialec
Aizpea S anda d Ba ua Biscayan dialec
We can d aw se e al impo an esul s om an analysis o his dis ibu ion
and he e lec ions on hem exp essed in he in e iews and g oup discussions. In
his sec ion, howe e , we will ocus on he s uden s’ pe cep ions in ela ion o he
ollowing wo ques ions: A e Basque a ie ies pe cei ed di e en ly depending on
he scale-le el in Timeline and Di ec s? Does wha coun s as ‘au hen ic’ among
hese young Basque speake s luc ua e acco ding o Ins ag am’s scale-le els o
no ?
As o he ques ion o whe he Basque a ie ies a e pe cei ed di e en ly
depending on he scale-le el on Timelines and in Di ec s, he answe seems o
be yes. In ac , i co ela es wi h s uden s’ easoning in he in e iews by which
hey conside he Basque a ie ies used wi h hei pee g oups in e e yday li e as
he mos app op ia e language choice when i comes o cons uc ing a ‘ eal’ iden-
i y in Ins ag am’s pee in e ac ion. Fo example, he euskalki o local dialec is
[16] Agu zane Elo dui and Jokin Aies a an
undamen al in Mi en’s sel -pe cep ion as an au hen ic in o mal iden i y on Ins a-
g am, which is mos ob ious in hose Ins ag am cha s in which she in e ac s wi h
he pee g oup. In hose Di ec messages, which she conside s mo e in ima e and
in o mal se ings, Mi en eels ue o he sel when she uses he dialec . Howe e ,
Mi en conside s s anda d Ba ua o be ake in hose cha in e ac ions because she
associa es i wi h he academic wo ld, an en i onmen ha is a om an in o mal
cha ing on Ins ag am:
(12) I eel mo e com o able, always, wi h he dialec . Because I know I’m no going
o make any mis akes he e. I don’ ha e any p oblems wi h, say, e bs, you
know, bu i looks a i icial o me. I is no my Basque, i ’s a ype o Basque I
ela e o he academic ield.
Ba ua is also linked o a a ie y o language which is ela ed o ins i u ions and
op-down policies and, in ha sense, pe cei ed as ‘imposed’ and as he opposi e
o ha sel -p esen a ion as ‘ un’, ‘open’ and ‘na u al’ ha Mi en wan s o build wi h
he pee g oup on Ins ag am. Mi en empha ically unde lines he ‘impossibili y’
o he when i comes o sending e en a commen in Timelines in Ba ua: “I use
he dialec in my commen s, I’m unable o answe in Ba ua”.
Aina a was bo n in a small Basque own and Basque is he main language in
he e e yday li e, bo h in he illage and a uni e si y. She speaks Basque wi h he
close iends and in cha s and commen s in Timelines, and she always uses he
Guipuzcoan dialec . E en in he commen s added o he pho os in Timelines, she
conside s Ba ua ake and could no e en image using i , as she poin s ou in he
nex s a emen :
(13) I can’ imagine mysel using s anda d Basque in my commen s, unless I com-
plain o a own mayo , and I’m no going o do ha , so…
In Timeline pos s, howe e , Ba ua is he mos common op ion o all he s uden s,
in line wi h he main endency in he co pus in Gaz esa e. In ac , con a y o
wha one migh hink om e e y hing ha has been s a ed so a , he s anda d
a ie y is he p e e ed choice o mos s uden s on hei Ins ag am Timeline,
despi e he ac ha no all o hem admi i : Mai e’s case is qui e e ealing in his
sense. In he discussion g oup, she claimed ha she ne e uses Ba ua in he pub-
lica ions, and she could emembe using i only once:
(14) I ha e jus one pic u e in Ba ua and I know which one i is, i ’s a song ly ic,
and I ha e i be ween quo a ion ma ks, i ’s a quo e om a song.
Howe e , he s ylis ic analysis o he Timeline pos s e eals ha Ba ua is also he
main op ion in he case. We asked he abou his a ie y swi ch in he in e iew
and she showed some su p ise bu accep ed he ac ha , while Ba ua is ake in
Au hen ic sel -p esen a ion in Basque [17]
close and spon aneous in e ac ions, she associa es i wi h mo e anslocal audi-
ences, wi h anyone who can unde s and Basque, wi h he whole Basque Coun-
y and he Basque communi y. Mo eo e , in con as o o he languages such as
Spanish o English, she conside s hose pos s in Ba ua o be pa o he sel and o
a mo e anslocal sel - oice na u e.
Mi en also explains in he in e iew ha she ela es Ba ua o ha mo e
anslocal and p o essional sel -iden i y. She pe cei es Ba ua as mo e app op ia e
o a p o essional media oice wi h which she iden i ies, and she associa es his
elabo a e sel -p esen a ion wi h Ins ag am Timelines. Ba ua also e okes a mo e
a en i e and pe manen sel -p esen a ion he e.
(15) Tha ’s whe e I would make a dis inc ion. As I men ioned be o e, on Timeline I
do use he S anda d because I hink i ’s a mo e o mal hing, some hing ha is
always going o be he e, and in he s o ies, I don’ know, I w i e polli a wi h
wo “l”s and ha so o hing, in my dialec , I don’ ca e much abou my
Basque in he s o ies.
The case o Aizpea is also qui e signi ican in his sense. Aizpea uses he Biscayan
dialec in mos o he in e ac ions wi h he pee g oup in he cha , bu she always
eso s o using he s anda d Ba ua on he Timeline. Aizpea conside s ha s an-
da d Ba ua is he a ie y associa ed wi h a ‘ e ined’ manne o sel -p esen a ion
on Timelines.
In sum, a s ylis ic analysis o hese s uden s’ Timelines and cha s shows he
sub le ways hey na iga e among a ailable a ie ies and y o pe o m a cohe en
ep esen a ion o a dis inc i e sel in each Ins ag am con ex , “a sel ha may be
in u n subdi idable in o a di e en ia ed sys em o aspec s-o -sel ” (I ine 2001,
31). Fo ha mo e in o mal and un sel -image p ojec ed in cha in e ac ions,
he euskalkiak a e he only possible op ion. The s anda d a ie y signals o all
he s uden s an a i icial and alse s yle in hose in o mal con ex s, as no a ‘ eal
me’. Ba ua in no conside ed app op ia e o cons uc ‘a eal in o mal iden i y’ in
an Ins ag am cha . The s uden who lacks a Basque dialec , Sil ia, does no use
Basque in Di ec messages on Ins ag am. She uses i e y seldomly; only o g ee -
ings o cong a ula ions, o in b ie in e ac ions wi h he classma es. In such in e -
ac ions, Sil ia uses Ba ua wi h cons an s s ylis ic swi ches o a dialec .
The alues ha Ba ua and he dialec s e oke, acco ding o he s uden s in he
in e iews and he discussion g oup, demons a e a dis inc i e con as ha is dis-
played on Ins ag am: Ba ua e okes o hem a anslocal, a en i e and e ined
sel hey conside app op ia e o a public sel -image on Ins ag am Timelines;
euskalkiak, in con as , a e linked o social meanings such as in o mali y, un,
openness and na u alness ha hey associa e wi h hei in e ac ions in he cha
o in he Timeline commen s; a space in which, mo eo e , hey could no e en
[18] Agu zane Elo dui and Jokin Aies a an
imagine using Ba ua. The in o mali y and na u alness e oked by he local dialec
is ela ed o wha coun s as ‘au hen ic’, ‘ eal’ and ‘c edible’, and is associa ed wi h
he ideology o linguis ic mundaneness (Buchol z 2003). We can, he e o e, also
see ha he mos au hen ic language o young people is his “un ema kable, com-
monplace, e e yday” language (Buchol z 2003, 405).
Ye , a he same ime, in a anslocal con ex such as Timelines, Ba ua can be
‘au hen ic’ as a sing o dis inc i eness (I ine 2001) in ela ion o o he languages
such as Spanish and English, which a e ‘no mal’, ‘neu al’ and ‘expec ed’ in social
ne wo ks. Spanish chie ly a ains he indexical alues associa ed wi h anonymi y
(Woola d 2008). In he discussion g oup, all he s uden s ag eed ha Spanish is
he expec ed language in a social ne wo k such as Ins ag am: “Spanish is neu al,
i is wha you expec o ind”, says Syl ia in he discussion, and all he es nod in
ag eemen . They also emphasised he uni e sal and global cha ac e o hese lan-
guages, in pa icula ha o English, as in, o ins ance, Mai e’s explana ion when
alking abou he use o English on Ins ag am Timelines: “I pu i in English, so
ha e e yone can unde s and, because English is ‘ he uni e sal language’”.
Acco ding o he s uden s’ na a i es when asked abou his use o Ba ua in
Timelines, hey see i as a ‘ anslocal us’, as a ‘Basque o e e yone o unde s and’
and a ‘Basque o all Basque speake s’. F om he s uden s’ wo ds, we can con-
clude ha , in Timelines, hey do no conside Ba ua ake a all and also ha , when
using i he e, hey iden i y wi h a mo e collec i e iden i y which hey ex end o
all Basque speake s. Ba ua akes on a di e en meaning as an exp ession o an
au hen ic belonging ha seems o go beyond onesel and appeals o a whole com-
muni y. In his sense, i also e okes alues associa ed wi h he ideology o au hen-
ici y ha Coupland (2014) ela es o s aying ue o one’s own language, cul u e
and adi ion. In ac , li e acy allows Ba ua o mo e up and ac oss spaces in he
wo ld and ac oss social sphe es and scales (Blommae 2010, 46). This is because
o he op ion o ansla ion ha Ins ag am use s ha e in he Timelines, an op ion
ha is only possible when using s anda d Ba ua. As Mi en explains, he “T ans-
la e” bu on p o ides you wi h he possibili y o use mo e Basque in he Timelines.
(16) I ha e a ound 600 ollowe s and no all o hem unde s and Basque, bu I
don’ ca e… They can use he “T ansla e” bu on o hey can ask wha he sen-
ence means, o simply hey won’ ca e…
Ba ua on public Timelines gains p es ige o he ex en ha i allows he s uden s o
mo e ac oss bounda ies while s ill using Basque and o acqui e a ce ain ma ke
o social s a us which hey link o a ‘ e ined’ and p o essional media ized wo ld.
Au hen ic sel -p esen a ion in Basque [19]
6. Discussion
Va is and Wang (2011, 81) claim ha “ he semio ic we employ in o de o belong –
o be au hen ic as someone o some hing – is a no ma i e p ocess: a p ocedu e
ha in ol es o ien ing owa ds se e al cen es and o de s o indexicali y”, and in
he Gaz esa e co pus we ha e obse ed some examples o his kind o no ma i e
p ocess. The s uden s in he s udy who engage in local ac i i ies wi h hei pee
g oup in Basque lean owa ds hose pee g oups’ no ma i e cen es and conside
Basque esou ces as he only ools o ‘being hemsel es’ in cha ing wi h close
iends; Basque sugges s solida i y and iendliness and Basque esou ces a e he
p ope ools o social ne wo ks o c ea e a sel -image hey connec wi h he local
communi y. Fo o he s, howe e , using Basque in social ne wo ks makes hem
eel ake and hey do no conside Basque esou ces o be good ools wi h which
o c ea e a digi al sel , o o become a ‘popula pe son’ in close ela ions in ha
social ne wo k in which hey eel mo e c edible in Spanish, as is he case o Sil ia.
In many cases in he co pus, hough, Basque is a common ool o s uden s’
public and anslocal digi al iden i y. They engage in anslocal ac i i ies and
iden i y Basque wi h a c edible public sel -p esen a ion on Ins ag am, o example
on Timelines, in which hey imagine a anslocal audience ha ex ends o he
whole Basque Coun y, and o en o a mo e global audience oo. A ha le el, such
a language choice ma ches he goal o a uni ied Basque communi y ha some s u-
den s in he co pus poin ou ; bu also a you h and popula cul u e ha , pa icu-
la ly in he case o music, hey sha e in a anslocal con ex which ex ends o he
whole Basque communi y.
Rela ed o ha engagemen is he ac ha s uden s in he s udy, as Ins ag am
use s, a e cons an ly poin ing owa ds di e en social and cul u al no ms; in
o he wo ds, hey mo e owa ds di e en cen es and o de s o indexicali y, and
an analysis o he Gaz esa e co pus demons a es some examples o ha polycen-
ici y (Blommae 2010, 39): The s uden s in he co pus who use Basque when
hey a e cha ing use mos ly local dialec s, and hey explained ha hey pe cei ed
dialec s as he only c edible Basque o ms o be used in ha iendly and in o -
mal con ex . They poin ed ou he impo ance o he pee g oup’s no ms in such
s ylis ic choice. Such a s ylis ic choice is consis en wi h wha s uden s ell us in
in e iews abou he s anda d Ba ua. The s anda d a ie y signals an a i icial and
alse s yle, no he ‘ eal me’, as explained abo e in he con ex o ace- o- ace in e -
ac ions (U la e al. 2016). S anda d Ba ua is no conside ed app op ia e when i
comes o cons uc ing ‘a eal in o mal iden i y’ in an Ins ag am cha .
Ye di e en no ms a e ope a ing on he same indi iduals in a mo e gene al
and anslocal con ex on Timelines. S anda d Ba ua is seen in ela ion o o he
languages as a ool o sel -p esen a ion in a mo e anslocal con ex . This p oba-
[20] Agu zane Elo dui and Jokin Aies a an
bly i s wi h he ideological scheme ha ela es pe se au hen ic Basque esou ces
o in e ac ion wi h a mo e abs ac audience, in con as o hose o Spanish and
English ha a e mo e anonymous (Woola d 2008), as U la (2012) explains in
de ail; bu also because o he pe cep ion o Ba ua as e oking a c edible iden i y
in a anslocal con ex ha , acco ding o s uden s, akes he whole Basque Coun-
y in o accoun . Mo eo e , i may be ela ed wi h o he con ex ual ea u es o
he Timelines ha make he s uden s lean owa ds o he no ma i i y cen es and
o de s o indexicali y. Acco ding o s uden s’ s a emen s, behind he au hen ica-
ion e o in Timelines lies an elabo a ion o a ca e ully c a ed p o ile ha leads
hem o manoeu e hemsel es o no ma i e cen es such as he school se ing o
Euskal zaindia, ha is, he academy o he Basque language.
The local dialec is no a ‘mo e eal’ op ion in his public con ex . Acco ding
o he s uden s, no e e yone unde s ands i and i seems o be oo casual o a
sel -p esen a ion in Timelines. F om he s uden s’ s a emen s, we can deduce ha
he place Basque dialec s ha e had in school and media may ha e had he e ec
o hem being pe cei ed as ‘subs anda d’ a ie ies ha in oke a low educa ional
le el and a lack o cul u al and in ellec ual sophis ica ion. In all likelihood, some
o hese in e able associa i e and s e eo ypical meanings s ill p e ail oday, bu
mo e esea ch needs o be done in his ega d.
7. Conclusions
Basque is a common ool o ou o he s uden s in ou sample s uden s’ public
digi al iden i y, in hei pe o ma i e sel -p esen a ion on Timelines. I is used o
answe a desi e o p esen onesel in ela ion o alues such as na u al, esh and
un, ha is, acco ding o an au hen ici y o eshness and c ea i i y in Coupland’s
e ms (Coupland 2014, 31). I is also an emblem o o iginali y and au hen ici y
on Ins ag am, an index o dis inc i eness (I ine 2001) ela ed o his au hen ic-
i y, in a con ex in which English and Spanish a e hough o as he anonymous
choice (Woola d 2008). Basque (and e en mo e so when i comes o he local
Basque dialec s) also e okes alues associa ed wi h s aying ue o one’s own lan-
guage, cul u e and adi ion, an ideology o au hen ici y ha Coupland explains
as au hen ici y o con inui y (Coupland 2014, 31).
As o he esou ces om Basque ha s uden s conside he be e ools in
o de o achie e an ‘au hen ic’ oice, an analysis o he Gaz esa e co pus e eals
ha wha coun s as au hen ic language use o hem a ies acco ding o di e en
scale-le els on Ins ag am. Dialec s a e ools o sel -posi ioning as an ‘au hen ic’
oice in Ins ag am cha , no ma e he Basque a ie y used by he pe son who
in e ac s wi h he s uden s. Ins ead o being conside ed a me e ‘dialec ’, a i s
Au hen ic sel -p esen a ion in Basque [21]
o de index o geog aphical place o one’s mo he ongue o igin, euskalkiak ha e
become a ool o he cul u al sel -posi ioning o an au hen ic in o mal oice o
s ance (Sil e s ein 2014, 183). This kind o swi ch in he alues o local dialec s has
been gene a ed locally (U la e al. 2016) and ans e ed o hei in o mal in e -
ac ions on Ins ag am. Ba ua, howe e , seems o be disempowe ing a a lowe
scale-le el in Di ec s, in which i is conside ed ake, oo se ious and a i icial.
Bu due o anslocal mobili y, linguis ic esou ces ake on a di e en indexical-
i y wi h espec o au hen ici y oo. Discou se esou ces o he s anda d Ba ua,
o ins ance, a e empowe ing a he highe scale on Timelines, in which he same
speake s use i o a mo e c edible public and anslocal oice.
The ideology o he au hen ici y o con inui y (Coupland 2014, 31) is e iden in
any scale-le el, and also when alking abou local a ie ies as pa o hei au hen-
ic his o ical iden i y. Bu i is e en mo e common when hey explain he use o
Basque in public, in Timelines and in hash ags. In hose Ins ag am con ex s, he
na a i es o his o ici y and dis inc i eness ela ed o Basque con as wi h hose
o an anonymous choice o Spanish o English. Ba ua is seen as a ool o con i-
nui y, a iew ha unde pinned he c ea ion o he s anda d a ie y by he Basque
language academy and ha s uden s ha e ecei ed in he school con ex . Ba ua is
seen by Gaz esa e s uden s as a way o demolish he ba ie s be ween speake s o
di e en a ie ies o Basque and, in ha sense, as a ool o he su i al o Basque.
Values o he au hen ici y o eshness and c ea i i y (Coupland 2014, 31) ha
ela e Basque wi h na u al, un, esh alk and ha link he au hen ici y o Basque
o localness, solida i y, com o and closeness a e closely linked o he local
dialec s. In u n, hey a e mos ly in oked by he s uden s in he in e iews when
alking abou hei cha in e ac ions and simila in o mal gen es such as com-
men s in Timelines. In sum, wha coun s as ‘au hen ic’ among hese young Basque
speake s, hen, luc ua es acco ding o Ins ag am’s scale-le els in a polycen ic
no ma i i y in which di e en sys ems o alues and di e en ideologies o
au hen ici ies p e ail.
Funding
Resea ch unded by Eusko Jau la i za (IKER2020_008) o Agu zane Elo dui.
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Add ess o co espondence
Agu zane Elo dui
No Resea ch G oup
Uni e si y o he Basque Coun y
Leioako campusa z/g, Leioa, Basque Coun y
48940 Bizkaia
Spain
agu z[email p o ec ed]us
Biog aphical no es
Agu zane Elo dui is a senio lec u e in he Basque Language and Communica ion Depa -
men a he Uni e si y o he Basque Coun y (UPV/EHU), and a membe o NOR esea ch
g oup. She wo ks in he ield o Sociolinguis ic applied o Media. He a icles ha e appea ed
in se e al jou nals like Language in Socie y;Discou se, Con ex and Media;Jou nal o Sociolin-
guis ics and Mul ilingua:Jou nal o C oss-Cul u al and In e language Communica ion. She is
he p incipal esea che o he P ojec Gaz esa e, Mul ilingualism and glocal iden i ies among
Basque you h in he social ne wo k.
h ps://o cid.o g/0000-0002-7787-8714
[24] Agu zane Elo dui and Jokin Aies a an
Jokin Aies a an is a lec u e in he Basque Language and Communica ion Depa men a he
Uni e si y o he Basque Coun y (UPV/EHU), and a membe o NOR esea ch g oup. He has
wo ked on he ields o mul ilingualism and educa ion, language a i udes and linguis ic land-
scape, and cu en ly, wi hin he Gaz esa e p ojec , he is examining he mul ilingual p ac ices o
young Basques on social ne wo ks wi h a ocus on language ideologies and iden i ies.
Publica ion his o y
Da e ecei ed: 4 May 2021
Da e accep ed: 16 May 2022
Published online: 14 Oc obe 2022
Au hen ic sel -p esen a ion in Basque [25]
