The expression of values on social media: An analytical framework

Abstract

Social media is a central arena for the articulation of values, shaping what people around the world deem important and desirable. However, traditional value typologies struggle to capture the dynamic nature of value expression in digital spheres and overlook new communication-related values prevalent in these environments. Addressing these gaps, we developed an analytical framework for investigating value expression on social media, comprising three general value orientations ( Do well, Do good, and Feel good) and four communicative value orientations ( Inform, Influence, Bond, and Express). We drew on extensive cross-national research to construct the framework and examined its utility through a study of TikTok videos related to the FIFA World Cup in Qatar. Our analysis shows how value orientations enable the identification of patterns that underpin complex discourses. Ultimately, our framework offers a pathway to understand what people present as valuable on social media, as well as the broader value ecosystem platforms cultivate.