AN ANALYSIS ON HUMBLEBRAGGING LANGUAGE IN PRINCE SYED SHAHID’S SOCIAL MEDIA POSTS

Abstract

Humblebragging is a common practice among social media users, characterised by self-promotion that is disguised as modesty or even complaint. This paper examines the psychology behind humblebragging, including its underlying causes, audience reactions, and effects on social perception and communication. Drawing on attribution theory, social desirability, and impression management, we investigate why individuals engage in indirect self-promotion and how such behaviour is interpreted by others. This qualitative study analyses the frequently used illocutionary points in complaint-based humblebrags and humility-based humblebrags by one Malaysian influencer, Prince Syed Shahid, as observed on social media platforms. Content analysis was employed to extract data from selected Instagram posts and TikTok videos featuring Prince Syed. The study is grounded in Searle’s Illocutionary Act Theory and the Complaint- and Humility-based Humblebragging Framework proposed by Sezer, Gino, and Norton. Findings suggest that while humblebragging may appear to be a safer and more socially acceptable method of sharing personal achievements, it often backfires and is perceived as insincere. This research contributes to a better understanding of self-presentation strategies in contemporary digital communication, particularly in a social media landscape where individuals constantly navigate the tension between self-promotion and authenticity.