Social Media Conceptualization and Taxonomy: A Lasswellian Framework

‘Social media’ has become a widely used term, and the subject of a growing body of academic research, but with little definitional consensus. The purpose of this article is to answer the question: what are social media? We examined existing scholarly definitions of the term ‘social media’ through a Lasswellian lens, by applying directed content analysis to a sample of 23 academic definitions retrieved from the top 179 cited papers on social media in the Web of Knowledge database. The present study makes two main contributions to the theorization of social media. First, we build on previous academic efforts to suggest an inclusive definition of social media based on Lasswell’s act of communication. Second, using the suggested definition, we categorize social media channels based on three dimensions, that is, user, content format and function. This taxonomy is illustrated by presenting a social media cube that aims to help practitioners, managers, researchers and developers to both classify existing social media platforms, and identify prospective ones.