Virtual Identity Presiding Social Media World: A Semiotic Analysis of Pakistani Covid-19 Social Activism Photoshoot

Abstract

The study is exploring virtual identity construction on social media created through social activism photoshoot Covid-19. The framework of the study is semiotic analysis. The social activism photoshoot Covid-19 is taken from Facebook, Twitter, and Instagram. It is a qualitative study applying semiotic analysis to randomly selected photographs. The semiotic analysis of the social activism Covid-19 photoshoot revealed that as icons the images are representing a concept of support and solidarity in Pakistani society whereas an index expresses that government, NGOs, and elite class are equally taking part in social welfare activities and photoshoot is a kind of evidence of such activities. The symbolic representation show both positive and negative aspects of the photoshoot. The positive aspect expresses that the Pakistani government, NGOs, and elite class are standing with poor class in the critical times of coronavirus whereas negative aspects throw light on the hidden agendas. The study finds that virtual identity on social media is created to receive acceptance and application by society and the world. It is quite opposite to the real-world reality where people are reluctant and ignorant.