Exploring variations in using emojis in digital communication in the UAE

Abstract

This research aims to explore how people in the United Arab Emirates (UAE) use emojis on social media and the communicative functions of emojis, including gender differences in assessing appropriateness. The study is based on in-depth interviews with fifteen participants representing different gender, cultural and age groups. The interviewees include six males and nine females, with an age range from 18 to 45 years. The findings emphasize the importance of diversity of perspectives and sensitivities when using emojis in communication, raising questions about the role of emojis in reinforcing or challenging traditional gender norms within the UAE and how individuals navigate the intricate balance between self-expression and cultural norms in their digital interactions. Moreover, ‘emotional emojis’ were favoured by participants from every generation, apart from those in their 20s, although the specific emojis that best expressed those emotions varied. The findings also indicate the use of emoji as a cultural barometer within the digital realm of the UAE. The nuances in emoji preferences, usage frequencies and interpretations across different cultural groups, particularly between Emirati and non-Emirati populations, vividly portray how emojis mirror the complex tapestry of cultural identity and interaction. These emojis, as digital symbols, emerge as profound reflections of the rich cultural dynamics that shape the UAE’s digital landscape. This study adds to the body of research on digitized communication, particularly in the Arab context, and contributes to understanding how emojis are used to create meaning online.