Abstract
While the predominant and officially stated purpose of social media platforms, such as Facebook, is to facilitate online engagement with friends, family, and other users, it does so 'at a cost'. A more subtle and hidden agenda embedded in these platforms is to constantly monitor and gather data about users with the intent to capitalize. In this paper, we argue that the multimodal elements used on social media websites are used to entice engagement, while the use of dataveillance is almost totally hidden from its multimodal discourse. Drawing on the frameworks of Lemke (2002) and Pauwels (2012) we demonstrate the use of Multimodal Discourse Analysis, using Facebook's sign-up web page. As such, this paper provides a methodological contribution by demonstrating how Multimodal Discourse Analysis could be used to uncover such hidden meanings, agendas and motives.
| Original language | English |
|---|---|
| Title of host publication | AMCIS 2018 proceedings |
| Publisher | Association for Information Systems |
| Pages | 2800-2809 |
| Number of pages | 10 |
| ISBN (Electronic) | 9780996683166 |
| ISBN (Print) | 9781510870161 |
| Publication status | Published - 26 Jul 2018 |
| Externally published | Yes |
| Event | 24th Americas Conference on Information Systems 2018: Digital disruption - New Orleans, United States Duration: 16 Aug 2018 → 18 Aug 2018 Conference number: 24th https://archives.aisconferences.org/amcis2018/ |
Conference
| Conference | 24th Americas Conference on Information Systems 2018 |
|---|---|
| Abbreviated title | AMCIS 2018 |
| Country/Territory | United States |
| City | New Orleans |
| Period | 16/08/18 → 18/08/18 |
| Internet address |
Keywords
- Dataveillance
- Social media
- Multimodal discourse analysis
- Multimodality
- Website analysis