Organization or conversation in Twitter: A case study of chatterboxing

Abstract This paper reports on a case study of Twitter posts (tweets) by chatterboxers to study whether theories of organization of information are applicable to the study of user‐supplied labels in Twitter. Chatterboxing is the act of watching a televised event such as the Super Bowl and using a second screen to engage with others, primarily in real time. Researchers have used communication theory as a framework for study of Twitter, considering both #hashtags and @mentions to be primarily communicative. To ascertain whether #hashtags may be fundamentally different and amenable to study as organizational conventions as well, we first compared differences between usage of #hashtags and @mentions during the Super Bowl by taking tweets from three locations identified as heavily invested in the event (hometowns of the teams and the location of the game: Boston, NYC, Indianapolis) and tweets from locations that were not invested (Dallas, Miami, Seattle). Non‐parametric statistical comparisons were made between tweets from the three invested and non‐invested groups to ascertain whether the uses of labeling conventions were identical. Next a qualitative analysis of a subset of non‐location specific tweets supplied information about the content of tweets, the aboutness of #hashtags, and the placement of #hashtags in the tweets. Our findings indicate that #hashtags and @mentions do have two separate functions but that location has a positive influence on their statistical dependency. We also find that #hashtags are used as organizational mechanisms and can reflect aboutness. Specifically, #hashtags are used to describe in order to categorize and to retrieve in order to follow or join a conversation, and future studies should be able to use theories of organization of information to analyze these labels as a way of complementing their otherwise communicative nature.