Purpose This study aims to identify the effective components in object interpretation based on Pierce’s triadic sign model to determine how meaning is created and identify the components affecting conceptualization in ontology. Design/methodology/approach A qualitative approach was adopted, and 6320 comments posted on the Instagram pages of five groups forming the research population were analyzed by qualitative content analysis. Findings Concepts are dynamic and context-oriented. Over time, a person’s concepts and mental patterns about an object are altered or eliminated. Social, political and economic conditions, governance, technology, interactions, language, environment, culture and social habits contribute to object interpretation and meaning creation. Practical implications In designing ontologies, especially in a context-dependent field, attention should be paid to users’ mental preconceptions, mental patterns, context and personal characteristics. Instead of using words, researchers can use visual and multimedia signs. In addition to logic, statistics and computer science, personal and anthropological characteristics should be considered in the ontology design. Originality/value This study dealt with conceptualization, which is a principal component of ontology. Using Pierce’s triadic model sign and unstructured Instagram data, ontology was studied from a user and pragmatic viewpoint, independently of technical aspects.

Purpose This study aims to focus on the interpretation component of Peirce’s triadic model of sign to identify: the components affecting the interpretation of an object and the components affecting the meaning creation by people for use in ontologies. Ashura was selected because it is a historical event and a meaningful sign in Iranian religious culture. Design/methodology/approach This qualitative study was conducted in two steps. In the first step, the Instagram pages of five groups of people were chosen as the sample and examined using qualitative content analysis. In the second step, 18 creators of Ashura works were selected, their lived experience in creating these works was collected using in-depth semi-structured interviews and analysed through phenomenology method. Findings Based on the results, the concept is context-oriented; one cannot interpret the signs according to one’s personal preferences because the context, social rules and habits limit this interpretation. Accordingly, the use of reference systems and rules of logic, as well as artificial intelligence and computer science tools alone cannot help represent meaning in ontologies. Rather, individual characteristics, contexts, presuppositions and components existing in personal, social and technological worlds are effective on concept formation and meaning creation. Thus, these factors must be considered in ontology, especially for multi-faceted and context-oriented concepts, such as Ashura. Originality/value This research adopted a new approach and method to study ontology. This study focused on interpretation and adopted Peirce’s sign model for ontology design.