Keywords
digital discourse
semiotic analysis
technology-mediated communication
crisis communication
purposive communication
visual language
Facebook posts
political discourse
digital literacy
How to Cite
Abstract
This study explored the uses and meanings of emojis as contemporary discourse markers in technology-mediated communication, focusing specifically on Facebook posts related to natural and political crises in the Philippines. Grounded in semiotic analysis and employing a descriptive qualitative design, the research examined 108 Facebook posts alongside data from a focus group discussion (FGD) involving college students. Findings revealed that emojis served multifaceted communicative functions in digital crisis discourse—enabling emotional expression, modifying tone, emphasizing key messages, and providing referential cues. Participants emphasized that the repetition of emojis heightened emotional intensity and fostered a sense of collective experience during moments of public distress. In political contexts, emojis were strategically used to express sarcasm, critique, and skepticism, underscoring their role in shaping public opinion and online discourse.The study also found that emojis conveyed urgency and symbolized real-world events, contributing to more vivid and accessible messaging. Furthermore, the meanings of emojis were observed to be fluid, continuously evolving through social use and cultural reinterpretation. Despite their communicative potential, a gap in emoji literacy was identified—many users misinterpreted symbols due to a lack of critical awareness and formal guidance. In light of this, the study proposed the integration of emoji literacy into the Purposive Communication curriculum to foster students’ digital fluency, critical semiotic awareness, and responsible online engagement. These findings underscored the increasing importance of visual language in contemporary communication and its pedagogical implications for 21st-century education.References
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