There is a growing need to comprehensively understand how messages and online conversations construct and convey meanings especially when they are likely to be distributed across multiple social media platforms. This paper introduces a framework to address this need, the Social Semiotic Multimodal (SSMM) framework based on multimodal extensions to Systemic Functional Linguistics, a semiotic theory of language. The framework uses a set of expansion resources, to reveal how the meanings of social media messages are chained together to form online conversations. These meanings are frequently distributed across more than one social media platform. This semantic approach is exemplified using a case study, the Fairtrade Fortnight 2012 campaign. The framework is used to identify meanings associated with various social media conversations called Themed Clusters. The findings demonstrate the utility of semantic approaches for IS research and practice to analyse meanings within social media messages and how they form online conversations.
|Title of host publication||Proceedings of the International Conference on Information Systems (ICIS 2014)|
|Subtitle of host publication||Building a Better World Through Information Systems|
|Place of Publication||United States|
|Number of pages||14|
|Publication status||Published - 23 Dec 2015|
|Event||2014 International Conference on Information Systems: ICIS 2014 - University of Auckland Business School, Auckland, New Zealand|
Duration: 14 Dec 2014 → 17 Dec 2014
|Conference||2014 International Conference on Information Systems|
|Abbreviated title||Building a Better World through Information Systems|
|Period||14/12/14 → 17/12/14|
|Other||ICIS is the major annual meeting of the Association for Information Systems (AIS), which has over 4,000 members representing universities in over 95 countries worldwide. It is the most prestigious gathering of academics and practitioners in the IS discipline, and provides a forum for networking and sharing of latest ideas and highest calibre scientific work amongst the IS profession. Each year, over 1,000 IS academic professionals from around the world participate in the conference program, which includes about 60 sessions and 180 presentations, in addition to keynotes, CIO panels and research panels. |
The theme of ICIS 2014 is Building a Better World through Information Systems. ICIS 2014 will be hosted by The University of Auckland Business School, in Auckland, New Zealand.
Mehmet, M., Clarke, R., & Kautz, K. (2015). Social Media Semantics: Analysing meanings in multimodal online conversations. In Proceedings of the International Conference on Information Systems (ICIS 2014): Building a Better World Through Information Systems (pp. 411-425). http://aisel.aisnet.org/icis2014/proceedings/BreakthroughIdeas/6/