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@online{Omena2023,

title = {Visualising hashtag engagement: imagery of political polarization on Instagram},

author = {Janna Joceli Omena and Elaine Rabello and André Mintz and Natalia Sanchez-Querubin and Suay Ozkula and Gabriela Sued and Ece Elbeyi and Alessandra Cicali},

editor = {The Digital Methods Initiative (DMI)},

url = {https://digitalmethods.net/Dmi/InstagramLivenessVisualisingengagement},

year  = {2018},

date = {2018-07-10},

urldate = {2018-07-10},

abstract = {Engagement is a key parameter in social media studies: a conductor for scientific analysis and thoughts. The overall engagement is not only a representative form (or depiction) of human activities, but also a common path to think political and social issues. However, engagement can stem from and be fostered by algorithms or bots, advertising, the popularity of actors or subjects, local or global context. On social media, engagement gathers the sum of different grammars of actions (Agre, 1994) or the reoccurrence of isolated actions, which, taken together, may represent collective thought. In other words, engagement is typically perceived through a dual logic: the sums of actions media items receive (e.g. the total number of likes and comments in a picture on Instagram); the recurrent use of natively digital objects or grammars of action from many people about a topic, e.g. the adoption of hashtags (that can be driven by personal, isolated or collective acts of communication). The first returns the most engaged list what can be defined as the dominant voices, the second returns the ordinary list that is composed by the ordinary voices.



Studies based on engagement have been commonly undertaken by vanity metrics instead of critical analytics; the former being comprised of measures of analysis based on a content or actor being well-known or influential, whereas, the latter, proposes metrics of engagement (dominant voice, concern, commitment, positioning and alignment) that focus on causes and issues overtime (Rogers, 2016). That is why we should not oversimplify engagement behind “the most engaged lists or active users”. On the contrary, we should investigate and analyze the domains of engagement activity; logic, structure and the vocabulary of actions together with an understanding of the social relations. Thus,instead of looking only at most popular actors/content or total of reactions on posts, how can we study engagement through the constant repetition of ordinary voice publications?},

keywords = {},

pubstate = {published},

tppubtype = {online}

}