A typology of social media rituals

Given its massive volume and rapid development of new trends, the universe of user-generated content may seem utterly chaotic. Yet the flow of content is underlined by deep-rooted patterns of communication. In this article, we present the first systematic attempt to identify these patterns using the concept of social media rituals. Understood as typified communicative practices that formalize and express shared values, rituals offer a productive path to categorize popular genres of content and trace the values they convey. Integrating theoretical literature on rituals with empirical studies of social media genres, we develop a typology of 16 rituals that express diverse values, ranging from respect and responsibility to materialism and pleasure. Furthermore, we show that rituals embed different notions of good communication, as reflected in the values of authenticity, persuasion, affiliation, and demonstration. Finally, we discuss how our framework can facilitate comparative investigations of user-generated content and platform values.