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The expression of values on social media: An analytical framework
Limor Shifman1, Tommaso Trillò1, Blake Hallinan1
1The Hebrew University of Jerusalem, Israel.
New Media & Society
|March 2, 2026
Summary
This study introduces a new framework to analyze values on social media, identifying key orientations like "Do well" and "Inform." It helps understand online value expression and platform ecosystems.
Area of Science:
- Social Sciences
- Communication Studies
- Digital Media Research
Background:
- Social media platforms are key for expressing values globally.
- Existing value typologies are insufficient for digital communication dynamics.
- New communication-related values emerge in online environments.
Purpose of the Study:
- To develop an analytical framework for investigating value expression on social media.
- To address limitations of traditional value typologies in digital contexts.
- To understand the evolving value ecosystem cultivated by social media platforms.
Main Methods:
- Developed a framework with general (Do well, Do good, Feel good) and communicative (Inform, Influence, Bond, Express) value orientations.
- Utilized extensive cross-national research for framework construction.
- Examined framework utility via a TikTok study on the FIFA World Cup in Qatar.
Main Results:
- The framework effectively identifies patterns in complex social media discourses.
- Value orientations provide insights into user-generated content.
- Demonstrated the framework's applicability in analyzing real-world social media events.
Conclusions:
- The proposed framework enhances understanding of social media value expression.
- It offers a novel approach to studying online value ecosystems.
- Provides tools for analyzing the interplay between individual values and platform dynamics.
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