Diversity from Emojis and Keywords in Social Media

Social media is a popular source for political communication and user engagement around social and political issues. While the diversity of the population participating in social and political events in person are often considered for social science research, measuring the diversity representation within online communities is not a common part of social media analysis. This paper attempts to fill that gap and presents a methodology for labeling and analyzing diversity in a social media sample based on emojis and keywords associated with gender, skin tone, sexual orientation, religion, and political ideology. We analyze the trends of diversity related themes and the diversity of users engaging in the online political community during the leadup to the 2018 U.S. midterm elections. Our results reveal patterns along diversity themes that otherwise would have been lost in the volume of content. Further, the diversity composition of our sample of online users rallying around political campaigns was similar to those measured in exit polls on election day. The diversity language model and methodology for diversity analysis presented in this paper can be adapted to other languages and applied to other research domains to provide social media researchers a valuable lens to identify the diversity of voices and topics of interest for the less-represented populations participating in an online social community.