How can the technical side of social media as semiotic technology be described?
While other semiotic technology research downplays this aspect of investigation, we argue that such description must be included to be able to give an adequate account of social media.
In this presentation, we try to do so by exploring the digital ‘stuffness’ of social media that make up their materiality. At the same time, we want to raise questions about analytical concepts and methodology used in the very same technical analysis.