A recent publication in the Journal of Social Network Analysis and Mining (Springer, 2025) presents groundbreaking research from the COSMOS Research Center on the influence of visual symbolism in modern social media communication. The study, titled “Symbolic Signals: How Visuals Shape Engagement, Emotion, Trust, and Diffusion on Instagram,” offers compelling empirical and computational insights into how symbolic imagery drives user engagement and emotional responses on digital platforms.

Using a dataset of over 3,000 Instagram posts collected during an information maneuvering campaign in Taiwan, the research team leveraged advanced artificial intelligence tools such as GPT-4o and Gemini Pro Vision to identify social, cultural, and political (SCP) symbols embedded in images. The findings revealed that posts containing symbols performed significantly better than those without, showing higher user interaction rates (likes and comments), stronger emotional resonance, greater perceived trustworthiness, and faster diffusion across networks.

Among the different categories of symbols, cultural symbols stood out as the most impactful, generating the highest levels of engagement, positive emotional response, trust, as well as rapid information spread. Political symbols, while effective at capturing attention, tended to evoke mixed emotions, particularly anger, highlighting the nuanced influence of politically charged imagery. Social symbols also showed meaningful but moderate effects, suggesting that visual cues tied to social connection still play a vital role in shaping engagement.

Beyond its key findings, the study provides important methodological and practical takeaways. The researchers note that while large language models enhance symbol detection, human-in-the-loop validation remains essential for improving accuracy and contextual understanding in visual semiotic analysis.

From a practical perspective, the study suggests that content creators, communicators, and policymakers can strengthen public trust and engagement by integrating culturally resonant symbolic visuals into campaigns, especially those aimed at countering information campaigns and fostering constructive discourse.

Prof. Agarwal said, “Overall, this work underscores that visual symbols are far more than aesthetic elements; they serve as powerful communicative tools that shape engagement, emotion, and diffusion patterns in digital ecosystems. Through this research, COSMOS continues to advance the science of understanding how symbolic content influences online behavior and contributes to the broader field of cognitive security.”

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