This article investigates the role that narrative plays in the emergence of cultural movements from the networked interactions of users with the algorithmic structures of social media platforms. It identifies and anatomizes a new narrative phenomenon created by the technological affordances of Twitter, a phenomenon dubbed ‘emergent storytelling’. In doing so, it seeks to explain: (a) the multiple concepts of narrative that operate at different levels of hashtag movements emerging from the dynamic forces that circulate in and through Twitter; (b) the interplay of narrative cognition with stochastic viral activity and the invisible design of social media algorithms; and (c) the varying rhetorical purposes that narrative is put to in public discourse about viral movements. Using #MeToo as a case study in the generation and reception of ‘affective publics’, it clarifies how iterative appeals to the experiential truth of individual stories manifest as narratable social movements in the networked public sphere.

中文翻译：

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标签叙事：数字时代的新兴叙事和情感大众

本文通过用户与社交媒体平台的算法结构之间的网络交互来研究叙事在文化运动中的作用。它识别并剖析了Twitter技术能力所产生的一种新的叙事现象，这种现象被称为“紧急叙事”。在此过程中，它试图解释：（a）叙事的多个概念在不同的主题标签运动水平上起作用，而这些主题标签标志来自Twitter内部以及通过Twitter传播的动态力量；（b）叙事认知与随机病毒活动和社交媒体算法的无形设计之间的相互作用；（c）在关于病毒运动的公共话语中，叙述被赋予不同的修辞目的。