How Social Media Shape Identities and Discourses in Professional Digital Settings: Self-Communication or Self-Branding?

Petroni, Sandra

doi:10.1007/978-3-319-92663-6_9

Cited by 5 publications

(8 citation statements)

References 56 publications

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“…Mansoura University). In this section, I sum up the main tenets of two theoretical frameworks that account for the way digital language presents and projects identity within the textual world of the internet: Darvin (2016) and Petroni (2019).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…Information displayed on the web is dealt with as a commodity that has to be both informative and persuasive. So, Petroni (2019) adds that "persuasive, evaluative and descriptive rhetorical actions, characterizing promotional genres and settings, are often present and integrated in the meaning-making process on the web, be it instantiated in a site or an interface"(p. 253). For Petroni (2019), most social network environments aim at selfprofiling.…”

Section: Petroni (2019)mentioning

confidence: 99%

“…Web 2.0 facilitates search engine and provides accessible techniques to find one's information. Popularity and connectivity are another two concepts discussed by Petroni (2019). Digital platforms boost the popularity of people, things and ideas.…”

Section: ) Issn : 2536 -9555 (mentioning

confidence: 99%

“…The most frequently used nouns (e.g. nouns which have referential and prootional meanings), verbs and adjectives are highlighted to illustrate how these linguistic tools (in addition to non-linguistic tools of digital media such as videos and images), enhance self-representation, self-reputation, self-profiling and selfpromotion as suggested by Petroni (2019). Data are distributed in the following three tables, followed by a proposed analysis of the digital discourses of the written texts:…”

Section: Categorization Of Datamentioning

confidence: 99%

“…The data employed as the basis of the analysis in this study is extracted from large database of announcements, texts and images displayed on Mansoura University website in 2020 (following the widespread transmission of . The study proposes a multidisciplinary analysis of Mansoura University website, following Darvin (2016) andPetroni (2019). Mansoura University website is said to be an attempt by a collective institution to establish an image of itself on the internet.…”

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confidence: 99%

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Discourse and Identity in the Digital World: Mansoura University Website as a Model

Gad

2021

مجلة وادی النیل للدراسات والبحوث الإنسانیة والاجتماعیة والتربوی

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Digital Discourse is concerned with the manipulation of multimodal and multi-semiotic resources which are investigated to characterize identities and ideologies in a digital world that is said to be a part of a whole society, as claimed by Gee (2005). A digital text is a type of human communication that can be described as multimodal by incorporating writing, images, sounds and other semiotic systems. In the last three decades, people have become more attracted to say so many things about themselves and their activities through digital media. However, attempts to give a comprehensive image of a college or university are limited. The present study aims to signify how a digital text can reflect ideologies and realities about the social and academic life of Mansoura University, located in Mansoura city, the capital of Dakahlia Governorate on the east bank of the Nile in Egypt. The data employed as the basis of the analysis in this study is extracted from large database of announcements, texts and images displayed on Mansoura University website in 2020 (following the widespread transmission of . The study proposes a multidisciplinary analysis of Mansoura University website, following Darvin (2016) andPetroni (2019). Mansoura University website is said to be an attempt by a collective institution to establish an image of itself on the internet. The digitized discourse is designed to provide a collective image that replicates the identity of Mansoura University and highlights its position (inter)nationally. Dealing with the information displayed on the target website as a type of commodity that possesses multiple traits and, at the same time, reflects issues of identity and reputation building, the study concludes that the analysis of the digital discourse has assigned Mansoura University a type of identity that can be described as a Commodified Identity.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Petroni (2019)mentioning

confidence: 99%

Section: ) Issn : 2536 -9555 (mentioning

confidence: 99%

Section: Categorization Of Datamentioning

confidence: 99%

mentioning

confidence: 99%

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Discourse and Identity in the Digital World: Mansoura University Website as a Model

Gad

2021

مجلة وادی النیل للدراسات والبحوث الإنسانیة والاجتماعیة والتربوی

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Policing sexuality? Corpus linguistic perspectives to ‘government’ in homosexuality narratives on Nigerian twitter

Onanuga

Schmied

2022

Journal of Gender Studies

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The depth of brand engagement funnel: dimensionalizing interaction in social media brand communities

Rossolatos

2020

QMR

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Purpose This paper aims to contribute to the augmenting literature on consumer brand engagement (CBE) in social media brand communities (SMBCs) by offering the model of the depth of brand engagement funnel (DOBEF). The model is intended to complement the multi-dimensional conceptualization of CBE in the extant consumer behaviour literature and to critically address some of its foundational tenets. Design/methodology/approach A computer-mediated discourse analytic (CMDA) approach is adopted while using a mixed methods research design whereby qualitative data are quantified with a view to enhancing the robustness of the interpretive procedure. The data comprise 170 UGC posts stemming from three fast-moving consumer goods brands’ SMBC threads. Additionally, a netnographic approach is adopted in data collection, while data analysis/synthesis proceeds with the application of the laddering technique with the aid of the computer-aided qualitative discourse analytic CAQDAS software atlas.ti. Findings The bulk of user-generated content (UGC) in the scrutinized brand initiated thematic threads were found to be relevant, albeit negatively valenced or lacking in relevance altogether. This behavioural response pattern to brand initiated themes poses significant constraints to the level and quality of CBE. Multi-dimensional engagement across the DOBEF’s strata was found to be scarce, while engagement diminishes gravely as the upper layers of the model are reached. Research limitations/implications By conducting analyses on coded data alongside DOBEF’s strata, rather than treating consumer comments as raw data, the narrowing down of the semantic focus of posted comments in a thread-specific fashion is enabled, thus meeting the narrow contextualization criterion that is lacking from various studies in the extant literature. Practical implications By shifting focus in identifying CBE levels in SMBCs from attitudinal/behavioural antecedents/outcomes towards the content of the interaction, a nuanced perspective is offered as regards the depth of interaction, while addressing posted comments not only in terms of valencing, but even more importantly of valorization. Social implications By attending closely to incidents of negative brand engagement, and by dimensionalizing engagement along the funnel’s strata, a more nuanced understanding of territories where brand communities contribute to the dilution, rather than the enhancement of brand equity was obtained. Originality/value This is the first paper that discusses engagement on the grounds of deeply-laden consumer axiologies and the degree to which these are congruent with specific brand initiated thematic threads in SMBCs. It is anticipated that the discourse analytic (DA) approach that is adopted here will instigate further research that attends to UGC in a small-data, highly context-specific, rather than a big-data vein.

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How Social Media Shape Identities and Discourses in Professional Digital Settings: Self-Communication or Self-Branding?

Cited by 5 publications

References 56 publications

Discourse and Identity in the Digital World: Mansoura University Website as a Model

Discourse and Identity in the Digital World: Mansoura University Website as a Model

Policing sexuality? Corpus linguistic perspectives to ‘government’ in homosexuality narratives on Nigerian twitter

The depth of brand engagement funnel: dimensionalizing interaction in social media brand communities

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