Towards a ‘pluralist’ approach for examining structures of interwoven multimodal discourse on social media

This study proposes a framework for examining hashtagged content on social media, which captures how specific issue frames (i.e. hashtags) contribute to navigable structures. We introduce ‘interwoven multimodal discourse’ as pluralist alternative the widely applied unitary approach in trending hashtags serve primary sites of analysis. The argues that ‘interweaving’ media discourse takes place through practices such hashtag colocation, result ambient and Analysis colocation networks can an mapping affiliations accessible analyse network constructed using sample 1100 Instagram posts related climate change uploaded during United Nations Climate Change Conference 2021 (COP26) held Glasgow demonstrate two structural properties interwoven Instagram: (1) multiple thematic clusters (2) micro-level representing secondary topics are nested within larger clusters.