This need for recourse to expertise becomes more significant as emojis impose themselves in language, to the point of transforming our writing in a fundamental way. In 2015, faced with this emerging phenomenon, an American study published its results: more than 90% of the world's population on the Internet expresses itself through emoticons. A figure that has been growing ever since. Their proliferation is therefore to be considered in Big Data for any company concerned with understanding its communities.
Explosion of a new data: the emoji Semantic specialists agree on the fact that the classic alphabet no longer adapts to the issues of mobility and speed. Derived from SMS language in the context of a fax list conversational relationship, emojis have won over consumer 2.0 to express an opinion on a brand, a product or a service. This coded language of symbols is called "minimalist communication", because images have supplanted words. But the data analyst knows it well, these images are very rich in semantic terms, if only by the keywords with which they are associated. Just five years ago, barely 10% of texts posted on Instagram featured an.
Today, almost half of the posts include it. It's a profound change, but hardly surprising when you know that a communication including an emoticon generates twice as many clicks . Thus, the emoji has become the symbol of the digital generation ( digital native), referred to as Generation Z (or Millennials). Moreover, this fall, the MOMA (Museum of Modern Art) in New York is coming to Paris and will present an exhibition entitled “Being Modern” at the Louis-Vuitton Foundation (from October 11, 2017 to March 5, 2018). No less than 200 works will be exhibited, like so many witnesses to a new era, including 176 emojis which joined the collection of the prestigious American museum at the end of 2016.
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