Searchable Talk

Hashtags and Social Media Metadiscourse

By: Michele Zappavigna

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Hardcover | 17 May 2018

At a Glance

Hardcover
264 Pages

Dimensions(cm)
23.5 x 15.88 x 1.91

Hardcover

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Metadata such as the hashtag is an important dimension of social media communication. Despite its important role in practices such as curating, tagging, and searching content, there has been little research into how meanings are made with social metadata.

This book considers how hashtags have expanded their reach from an information-locating resource to an interpersonal resource for coordinating social relationships and expressing solidarity, affinity, and affiliation. It adopts a social semiotic perspective to investigate the communicative functions of hashtags in relation to both language and images.

This book is a follow up to Zappavigna's 2012 model of ambient affiliation, providing an extended analytical framework for exploring how affiliation occurs, bond by bond, in online discourse. It focuses in particular on the communing function of hashtags in metacommentary and ridicule, using recent Twitter discourse about US President Donald Trump as a case study. It is essential reading for researchers as well as undergraduates studying social media on any academic course.

About the Author

Michele Zappavigna is Senior Lecturer in the School of the Arts & Media at the University of Sydney, Australia.

Industry Reviews

What if the pundits are right? What if the development of the social web is as significant a development in the evolution of our species as the invention of writing? Readers interested in this issue need look no further than Zappavigna's enthralling explorations of social networking - and her account here of the enabling role played by hashtags as ever-more users embark on ever-more search and deploy missions in order to commune. Ambient affiliation has changed the fabric of our social world. Zappavigna shows us how.

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