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A hashtag is a word or phrase preceded by a hash sign (#), used on médias sociaux^[2] platforms to identify digital content on a specific topic. Originating from Twitter^[6] in 2009, it has since been integrated into various languages including Japanese, Korean, Chinese, and Russian. Aside from marking keywords or topics in a tweet, hashtags have been utilized for a range of purposes from coordinating disaster relief efforts to promoting social equality and activism^[7]. They have also become an effective tool in viral marketing^[1] strategies and professional development. Different social media platforms like Instagram^[4], Pinterest^[5], and Twitter employ hashtags to boost user engagement. The NBA and corporations like McDonald’s have even incorporated them into their publicité^[3] campaigns. Furthermore, hashtags have made a significant cultural impact, fueling social movements like #MeToo and even influencing genres of music. Linguists have started studying the communicative functions of hashtags and their impact on language and culture.

Définitions des termes

1. ↑ viral marketing. Viral marketing is a business strategy that uses social media networks to promote a product or service. It works like a virus, spreading from person to person through sharing and liking of content. The concept originated from the idea of ideas spreading like viruses and became popular in the 1990s. Viral marketing can take various forms including video clips, games, ebooks, and text messages. Key to its success is the use of influencers who help communicate marketing messages to their followers. Successful viral campaigns can greatly boost brand awareness, website traffic, customer engagement, and brand credibility. However, it's important to use the right influencers to avoid damaging the brand's reputation.

2. ↑ médias sociaux. Les médias sociaux sont un terme général qui englobe une variété d'outils et de plateformes numériques qui facilitent le partage d'informations et la création de communautés virtuelles. Issus des premiers systèmes comme PLATO et ARPANET, ils ont évolué vers des plateformes modernes comme Facebook et Twitter. Ces plateformes offrent des caractéristiques uniques qui les différencient des médias traditionnels, notamment la possibilité pour les utilisateurs de générer du contenu et de s'engager dans une communication dialogique. Elles accueillent plus de 100 millions d'utilisateurs dans le monde et offrent différentes formes de services, telles que des applications de messagerie et des plateformes de création de contenu collaboratif. L'utilisation des médias sociaux a des répercussions considérables sur les individus, la société et les entreprises, influençant tout, des pratiques de marketing aux processus politiques. Cependant, elle est également associée à des préoccupations éthiques, telles que la diffusion de fausses informations et la dépendance potentielle.

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Hashtag (Wikipedia)

A hashtag est un metadata tag that is prefaced by the hash symbol, #. On médias sociaux, hashtags are used on microblogging et photo-sharing services such as X (formerly Twitter) ou Tumblr as a form of user-generated tagging that enables cross-referencing of content by topic or theme. For example, a search within Instagram for the hashtag #bluesky returns all posts that have been tagged with that term. After the initial hash symbol, a hashtag may include letters, numerals, or underscores.

The use of hashtags was first proposed by American blogger and product consultant Chris Messina in a 2007 tweet. Messina made no attempt to patent the use because he felt that "they were born of the internet, and owned by no one". Hashtags became entrenched in the culture of Twitter and soon emerged across Instagram, Facebook, and YouTube. In June 2014, hashtag was added to the Oxford English Dictionary as "a word or phrase with the symbol # in front of it, used on social media websites and apps so that you can search for all messages with the same subject".

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