How social memory works on social media: A methodological framework

Social media challenge several established concepts of memory research. In particular, the day-to-day mundane discourse of social media blur the essential distinction between commemorative and non-commemorative memory. We address these challenges by presenting a methodological framework that explores the dynamics of social memory on various social media. Our method combines top-down data mining with a bottom-up analysis tailored to each platform. We demonstrate the application of our approach by studying how the Holocaust is remembered in different corpora, including a dataset of 5.3 million Facebook posts and comments collected between 2015 and 2017 and a 5 million Tweets and Retweets dataset collected in 2021. We first identify the mnemonic agents initiating the discussion of the memory of the Holocaust and those responding to it. Second, we compare the macro-rhythms of Holocaust discourse on the two platforms, identifying peaks and mundane discussions that extend beyond commemorative occasions. Third, we identify distinctive language and cultural norms specific to the memorialization of the Holocaust on each platform. We conceptualize these dynamics as 'Mnemonic Markers' and discuss them as potential pathways for memory researchers who wish to explore the unique memory dynamics afforded by social media.