Social representations, media, and iconography: A semiodiscursive analysis of Facebook posts related to the COVID-19 pandemic

Abstract

The aim of this study was to explore the COVID-19 pandemic social representation in the early stages of its development. Following a free association task and a categorical analysis, a corpus of COVID-19-related editorial illustrations from articles posted by leading French newspapers was collected. Iconographic analysis of editorial illustrations revealed 12 iconic patterns that seemed typical of the pandemic iconography. Findings suggest that articles eliciting the greatest engagement (i.e. reactions, comments, and shares) are those that use a stable iconography so that the topic can easily be identified by most Facebook users. Therefore, these images could play an important role in the objectification process development of the COVID-19 social representation. Future studies should therefore explore the impact of the relationship between the news media and their audiences on the visual representation of highly topical issues, in the light of the objectification process of social representation theory.