Social Media Text Meaning:
Cultural Information Consumption
MUHAMMAD HASYIM, BURHANUDDIN ARAFAH
Cultural Sciences Faculty,
Hasanuddin University,
Jalan Perintis Kemerdekaan Km. 10 Makassar,
INDONESIA
Abstract: - As a doorway to information, social media allows a diverse range of media consumers to read a text
message and comprehend the meaning of a social media text. Media users might bring up cultural consumption
due to the 24-hour flow of information through social media. The fundamental issue in this situation is how
media consumers interpret social media content. This research investigates the significance of social media
texts, which give rise to cultural information consumption. The issue is the type of cultural consumption and
how readers consume it. The data was collected through a questionnaire disseminated online to social media
users, and the technique employed was media semiotics. According to the findings of this study, media users
who have roles as readers, publishers, and creators of social media texts have a greater propensity to consume
information and the means to actualize themselves as active media users. The increased reading interest in
varied details leads to the usage of various social media texts and has created possible issues with the meaning
of text messages between users. This study speaks to the necessity of a more incredible culture in digital media
literacy.
Key-Words: Meaning, social media texts, cultural information consumption, media literacy, semiotics, media
consumers
Received: June 25, 2022. Revised: April 27, 2023. Accepted: May 27, 2023. Published: June 26, 2023.
1 Introduction
Social media has evolved into a source of
information. According to research, about 100% of
internet users utilize social media to access data, [1].
Current issues are used to provide access to
information. Internet users can immediately learn
about upcoming events thanks to social media. The
need to seek knowledge via social media
corresponds to the rapid expansion of internet users
over the years. By 2020, internet penetration in
Indonesia will have surpassed 196.7 million,
accounting for more than half of the entire
population. Surprisingly, social media was the most
popular platform, with 160 million users, [1]. In
addition, the modern world is surrounded by a
cacophony of many delicate problems on social
media and TV shows, [2].
On the other hand, as science and technology
advanced, social media became inseparable from
modern people, no longer confined to reporting their
everyday activities, [3]. It means issues might arise
due to easy and rapid access to information. News
items on social media undoubtedly include complex
indications, including verbal signs (language) and
nonverbal signs such as emojis and photographs and
videos of breaking news, [4]. Emojis, for example,
are concrete examples of nonverbal cues and visual
language that color social media interactions. It has
produced characters and facial expressions that may
represent users' emotional states and ideas, in
addition to the expanding use of emojis. It is one of
the cyberculture concerns that has crept into
community culture, [5]. Using emojis coupled with
spoken language in social media communication is
separate from cyberculture, forming a new online
culture (social media).
Social media reading and commenting is a
process of symbolic interaction, [6]. The sender
(user) sends a message (chat) using complex
indicators (verbal and nonverbal), which is received
by another user acting as a communicant. The
message is understood as a medium of
communication by the internalization process and
then sent back with a specific message. The text
interaction between the sender and receiver has
specific meanings to convey what they intend to say
via language, [7]. Meanwhile, the two parties'
symbolic interchange in a text message might result
in numerous meanings or readings of the content.
The many interpretations might demonstrate that
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what the receiver receives differs from the values
the sender wants. The text's values might define
how a person lives or communicates in everyday
life, [8]. Furthermore, if both the sender and the
recipient understand the context, the meaning of
communication will provide complete information,
[9]. As a result, social disputes that might emerge
when utilizing social media are caused by the
interpretation of various indicators being sent. The
language used to communicate their views in
civilization may be utilized to identify the social
conflict that occurred in that society, [10], [11]
Language, as a communication medium, can be
used for various objectives, including apologizing,
praising, complaining, and so on, [12]. Complaining
is one of the most popular things to see on social
media nowadays, with individuals failing to meet
their expectations and resorting to social media
criticism. Another issue that might arise is spreading
fake news (hoaxes), misleading information
intended to mislead and hurt consumers. Social
media hoaxes can sway users' beliefs and emotions.
Fake news spreaders provide communications to
influence readers to believe the information or
actions they will take. This type of situation can
never end well if everyone continues to trust in the
fake news. It will be repeated if it does not quit until
it becomes a harmful habit, [13].
People's habits are influenced by their
surroundings, whether excellent or negative. The
environmental feature is mirrored in the language
used because individuals are formed by how they
act, behave, and grow up in their surroundings, [14].
The objective of language in social life is to
represent the context spoken in which the speakers
pay attention to the current situation since the
environment plays a role in the language process of
interaction, [15], [16]. Although the environment
influences the nature of a language, modernization
can result in changes in the language itself, such as a
shift in the lexicon that alters how individuals in one
culture comprehend the meaning of a language,
[15]. With the young generation already utilizing
social media, the role of parents and teachers is
critical. Teaching pupils in today's environment is
difficult since each student has a unique cultural
consciousness, [17]. Furthermore, putting out effort
and positive energy to get a good result will result in
a strong incentive to improve, [18].
This study examines the meaning of social
media messages perceived by users, focusing on the
cultural consumption of social media texts through
semiotic analysis (text that is seen as a sign). Data
was collected through an online questionnaire to
social media users and news stories shared on social
media.
2 Denotation and Connotation
A semiotic method is commonly used to examine
language in digital media. Exploring meaning
through signals in social media writings is
undoubtedly connected to semiotics, which focuses
on system signs. In semiotic views, digital media
creation is referred to as a denotative level
(informative). Text circulation (publishing)
exchanges symbolic signs between the text and the
reader. Text consumption (reading) is
comprehending a text and forming denotations,
connotations, and myths, [19]. The semiotic analysis
of digital media texts focuses on how humans
(internet users) create, circulate (spread), and
consume (understand) digital media texts. The
meaning of texts, according to [20], is carried out by
the dialectical interchange between text and readers
(internet users), particularly the dialectical exchange
between language level (denotation) and semiotic
level (connotation).
[19], expanded on de Saussure's semiotics,
which separates meanings into two categories. The
first order is denotation, and the meaning derived
from the aspect of meaning is referred to as
connotation. Metalanguage refers to the evolution of
a language form. In the second tier, Barthes created
a semiotic model known as myth.
Furthermore, connotation, as the secondary
system's second degree of signification, is the
primary system's specific meaning (extra meaning).
Connotations are new interpretations assigned to
signs by sign users related to ideology and socio-
culture and are founded on pre-existing social
conventions. Connotation is a term used to explain
sociocultural facts that can become social societal
labels.
The denotation is a sign organically employed
by sign users and gives genuine advantages.
Clothing, for example, is intended to protect the
wearer's body; a car is a mode of transportation. A
sign's literal meaning (real meaning) is referred to as
denotation (item). The first layer is the signifier, the
quality of the thing itself, and it explains the
meaning and value of the object's advantages or
uses. In the cultural context, distinctive garments are
worn for traditional cultures, such as the 'Bodo'
attire worn by Bugis women at wedding rituals. The
function of 'bodo' garments is known as denotation.
Similarly, in traditional culture, dances with specific
functions (benefits) are performed at certain rituals.
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Connotation is a signification order that relates
to supplementary or symbolic meanings associated
with signals (objects).
The reality of connotation no longer relates to
functional or non-functional qualities but to
symbolic values or cultural sign labels. Connotation
is a signifying order that interprets anything other
than itself (denotative meaning). Connotation
marking is a cultural commodification process.
Cultural traditions such as dances and traditional
clothing are no longer understood as a country's
cultural treasure but as symbolic meanings, namely
the value of exchange; traditional culture is similar
to the worth of money as commodity products.
Connotation is a symbol used for supplementary
meaning.
3 Methods of Research
To characterize the features of phenomena in social
media messages, a descriptive method was used,
[21], [22], [23]. This study applied the semiotic
method to explain the layers of meaning in social
media texts, [24]. Data was collected by distributing
a questionnaire to respondents online, witnessing
conversations amongst social media users
(WhatsApp, Twitter, Instagram, and Facebook), and
doing library investigations.
There were 300 respondents, and Table 1 shows the
characteristics of the respondents.
Table 1. Shows the characteristics of respondents
Male
Female
Sex
60.6%
39.4%
12-20
21-59
60
Age (Years)
30.2%
69.2%
0.6%
Junior
High
School
Senior
High
School
Bachelor
Degree
Master Degree
Doctorate
Degree
Level of Education
1.4%
58.3%
18.8%
15.6%
5.9%
Student
Civil
Servant
Employee
Entrepreneur
Lecturer
Etc.
Occupation
68.7%
12%
5.6%
4.6%
4.6%
4.5%
The most recent news stories from social media
were included in the literature review. News articles
can take the form of people contributing news
material or users creating news content
(information) and then sharing it on social media.
4 Outcomes and Discussion
4.1 Linguistic Communication and Social
Media
The prevalence of social media in society has
altered how people connect and communicate.
Humans' roles as internet users are likewise growing
more complex. They use social media to acquire
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information, make comments, produce news, and
share it with others or social media groups.
According to We Are Social and Hootsuite, it was
estimated that more than half (170 million) of
Indonesia's population (274 million people) would
be active media users in 2021. As a source of
knowledge, social media has provided the most
recent topics. According to the responses (500
persons), 98% of respondents sought information on
social media. Respondents access information on
social media for 3.14 hours every day. With 38% of
all users, Instagram is the most popular platform,
followed by WhatsApp (20%), YouTube (18%),
Twitter (8%), TikTok (6%), and Facebook (2%).
Internet users' actions include not just accessing
information but also commenting on varied news
content (information), creating the news, and
sharing news that is seen as essential and intriguing.
Social media communication creates linguistic
communication, i.e. symbolic interchange (verbal
and non-verbal signs). Saussure, [25] depicts
linguistic communication as a social event, which
may be seen in social media speech actions (parole).
Linguistic communication may occur in two ways:
communication between people and communication
between members of social media groups. Chat and
text-based communication between internet users,
individually and in social media groups, are
examples of speech actions frequently occurring on
social media. Chat communicates senders' ideas and
feelings, while chat transmits receivers' thoughts.
Chat communication provides verbal and nonverbal
messages (emoticons, voice messages, pictures, and
videos). The intricacy of communication on social
media will give rise to meaning (interpretation)
issues among social media users.
Fig. 1: Depicts social media speech activities (between persons)
Fig. 2: Social media speech activities (between members)
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Linguistic communication via chat can occur
between people and groups. Person A and Person B
are two social media members (Fig. 1.) who
communicate via chat. Linguistic communication
can originate in the brain (mind). Concepts
(consciousness facts that can be ideas, feelings, and
emotions) in brain A are related to representations
of language signals (writing) used to communicate
these concepts. A has a strong desire to compose a
message (chat). The textual word is conveyed via
social media programs such as Instagram, where it
is visually received and enters B's brain. The second
speaking act occurs when B responds to a written
communication from B. The transmission process,
which begins in B's brain, begins. What is in B's
head is represented in written language indicators
and sent to A? A examines textual communications
(chat), which he then sends to B's brain. Suppose the
dialogue between A and B continues. In that case,
the language communication process begins again at
A and then moves to B. Linguistic communication
between A and B can continue throughout the
discourse.
In the same way, language communication in
social media groups (Fig. 2). A uses signs to
communicate messages, which are subsequently
sent to group members via an application. B, C, D,
and other online members read the written message
and then send it to the brain. Then, in the
interpersonal contact cycle with A, one member, for
example, C, performs the same. Speech acts in
social media groups can occur concurrently (in real-
time) by B, C, and D, and so on, to continue the
conversation with A in a group.
4.2 Layers of Meaning in Social Media Text
(Denotation and Connotation)
From a semiotic standpoint, digital media texts are
signs constructed on signifiers. Markers are textual
information presented in writing or social media
chats utilizing text (chat). Because digital media text
is seen as a sign, it has two levels of meaning:
denotative and connotative. Denotation is an
informative layer that includes everything
transmitted that the reader may perceive. The
informative layer includes text-based interactions
(chat), images, videos, and music. This
informational layer is concerned with
communication issues. The dissection of linguistic
signals is accomplished using informational layer
analysis, which is a first-level semiotic analysis
(denotation).
Connotation is the second layer of meaning and
incorporates symbolic, sociocultural, and
ideological implications. Connotation is the second
level of semiotic analysis that deconstructs
connotative signals conveyed by symbols. The
second marking (connotation) is the meaning
development from the previous marking in terms of
concepts and form (metalanguage).
This research examines the dissemination of
fake news on social media using semiotic analysis.
However, before undertaking semiotic research on
false news in digital media, the characteristics of
media users in terms of attitudes and beliefs of users
(respondents) towards fake news are described.
For internet consumers, digital media has
become a portal to information. It signifies that the
quest for information (news) has shifted from
traditional to digital media. Users commonly use
social media to access information from various
media.
Fig. 3: Percentage of Internet users who use media platforms as an information gateway
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Figure 3 shows how the internet and social media
have dominated the easy transmission of
information by Internet users. Because consumers
have been provided with the convenience of
obtaining information, the data in Figure 3 reveals
that people choose online media, particularly social
media, to access various forms of information. One
of the reasons that support the use of social media as
the primary source of information is the flexibility
of time and place, which allows users to acquire
information at any time and from any location.
The focus of semiotic analysis (denotation and
connotation) is on false news. One of the difficulties
with meaning that might influence the perception
and conduct of internet users is the propagation of
fake news on social media (society). According to
the poll by, [26], 44% (1,146 respondents) got
phoney information daily, and 17% received hoax
material more than once daily. [27], concurs with
this observation. 59% of social media users have
used hoaxes to communicate.
The meaning of false news is determined by
how internet users interpret indications (messages).
Reading signals is reading a message in false news
through two levels of meaning, denotation, and
connotation, by internet users. The capacity to read
and interpret the meaning of communications
through symbolic interactions that can yield literal
(informative) meanings in the form of language and
non-linguistic signals utilized (pictures and videos)
and connotative meanings are referred to as reading
false news, [19]. Usually, the connotative meaning
is inspired by the hoax makers' ideology or
objectives.
A hoax is a communication composed of
numerous components, including the sender's
source, the transmission channel, and the recipient.
An individual or group who manipulates the facts by
offering an attention-grabbing headline, visuals that
support the message, and comments that use
persuasive language is the source of the hoax
sender. Transmission channels, such as social
media, are digital media used to transmit hoaxes.
Furthermore, the recipients (readers) are internet
users; anybody with an internet connection may
access information.
A hoax has a linguistic message (denotation)
and meaning, [19]. Linguistic messages are
informative messages presented in verbal text,
graphic pictures, or films that provide all that can be
observed from the context, code (language),
characters, contacts, or connections between actors
in graphic images and movies. The linguistic
message addresses communication issues as well as
the first phase of symbolic interaction (code)
between the message (newsmaker) and receiver
(media user). Connotative communications are
verbal messages that have symbolic meanings, [28].
The sender uses referential symbols in spoken
words, visual pictures, and films. Referential
symbols denote anything that represents something
else (goal) that the sender wishes to accomplish.
The reader gains a layer of meaning by reading
the message (linguistic and connotation), [28]. The
first layer is the literal understanding of the
informative message, and the second is that the
message maker's philosophy understands the
message. It is the lucky receiver. The reader
understands the communication based on the
sender's intention (ideology). This layer of meaning
denotes something else that does not correspond to
the sender's aim. This layer generates new meaning.
Reading COVID-19 information messages
demonstrates that they comprehend the context of
the information received and recognize the value of
sharing this knowledge with others. Before sharing
COVID-19 material with others, 88.3 percent of
them listen to and comprehend it.
Of course, Covid-19 (60.6%), which dominates
topics or conversations on social media, becomes
the target of the hoax. Hoax information in
Indonesia, becoming increasingly prevalent on
social media, confuses individuals and makes it
harder to discern the truth. The group is targeted
daily by many hoaxes widely disseminated on social
media, [26]. According to our survey of 505 people,
the frequency of getting hoaxes on social media was
44% (often), 22.2% very often, 22% (average), 10%
(rarely), and 1.6%. (seldom). According to, [29]
statistics, the most common hoax problem from 23
January 2020 to 20 July 2021 was COVID-19, with
a total of 1775 issues on social media.
Reading hoax posts on social media at the
denotation level delivers a universal message in
society. For instance:
1. Messages regarding the hazards of
vaccination, e.g.:
a. The covid-19 vaccine is dangerous and
causes catastrophic adverse effects.
b. Covid-19 vaccinations are lethal and
hazardous.
c. The AstraZeneca Vaccine has the
potential to cause death.
2. The religious message, e.g., The Covid-19
vaccination is prohibited (haram).
3. Messages frighten people, e.g.:
a. Covid-19 vaccinations are highly
hazardous and create poisons.
b. Covid-19 vaccinations are costly.
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c. People are afraid of vaccines because
they are concerned about their safety.
4. The technology-related message, e.g., The
Covid-19 vaccination, has a microchip.
The connotation layer of meaning is how to
respond to the hoax message to affect people's
attitudes and actions. In a denotative message, the
connotation is the meaning of the action. The
COVID-19 hoax's global meaning influences
modifying public opinions of the COVID-19
vaccine. Keywords represent the meaning of
connotation. Vaccination language is harmful,
taxing, toxic, and contains a vaccination chip.
People are cautious and fearful about being
vaccinated. Hoax news that delivers the notion of
vaccination hazards (the harmful consequences
generated) leads individuals to refuse immunization.
The story was headlined "Three Main Reasons
for Indonesian Citizens Refusing COVID-19
Vaccine" by [30]. According to the most recent, [30]
poll, 34% of Indonesians do not wish to be
vaccinated. The primary reason is that there are
concerns regarding the safety of immunizations.
According to a poll by experts from the Johns
Hopkins Centre for Communication Programs
(JHCCP), 34% of Indonesians still refuse to be
vaccinated. It was shown that the senior age groups,
55 and older, were the most hesitant to be
vaccinated. Approximately 40% of this age group's
respondents claimed they did not want to be
vaccinated. The primary reason for this is safety
concerns, [30].
5 Conclusion
As an information channel, social media messages
are consumed by Internet users. The symbolic
interchange produces connotative meanings in the
distribution of information and discussion (chat),
namely the meaning of activities in the form of
changes in beliefs (knowledge), attitudes, and
behavior of internet users. Fake news is a social
event that occurs via the interchange of symbolic
signs. The capacity of internet users to spot fake
news or information depends on their knowledge
and abilities in utilizing the internet and social
media. Users must be able to evaluate various
information obtained through the internet (social
media).
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Contribution of Individual Authors to the
Creation of a Scientific Article (Ghostwriting
Policy)
-Muhammad Hasyim Muhammad Hasyim
conducted the research design.
-Burhanuddin Arafah developed the concept of
methodology.
Sources of Funding for Research Presented in a
Scientific Article or Scientific Article Itself
Sources of Research Funding come from the
Research Institute and community service at
Hasanuddin University
Conflict of Interest
All authors have seen and agree with the contents of
the manuscript and there is no conflict of interest.
Creative Commons Attribution License 4.0
(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.en
_US
WSEAS TRANSACTIONS on INFORMATION SCIENCE and APPLICATIONS
DOI: 10.37394/23209.2023.20.25
Muhammad Hasyim, Burhanuddin Arafah
E-ISSN: 2224-3402
227
Volume 20, 2023
