1. 1
T H E S E M I OT I C S O F E M OT I O N
D R R AC H E L L AW ES FO R C X E M OT I O N
T H E C U S T O M E R E X P E R I E N C E C O N F E R E N C E F O R M A R K E T E R S , 2 0 J U N E 2 0 1 9 , L O N D O N 9 : 4 0 A M – 1 0 : 0 5 A M
7. 7
“she wants to appear like she
has a happy, normal family”
“their child’s happiness should
come above that”
Social functions of ‘happy’
• a sign of normality
• a responsibility, to
oneself and others
• a kind of achievement
9. 9
“I feel sad”
“actually, I am devastated”
Social functions of ‘sad’
• sad is acceptable
because it’s not an
extreme emotion
• sadness incurs more
support, less disapproval“you will have down days”
11. 11
Social functions of
‘disgusted’
• Without disgust, there
might not be any Twitter
• A highly enjoyable state
• Finality: I won’t be
talked around