A Multimodal Critical Discourse Analysis of the Online Brand Identity Construction of National Museums

Table 4. Functions ofemojis used in BM’s tweets on Twitter (X)

Functions	BM’s Tweets with Emojis
Arousing interest	Who is your favourite ‘Alice in Wonderland’ character? Which flowers are you excited to see bloom this year? Ever taken a bath to help heartache? Can you guess what this object is used for?
Highlighting main points	This gold brooch in the shape of a six-petalled rose was made in England in the ^15th century This beautiful bracelet, made of gold-plate, is over 2,000 years old! The sound of this silver lyre rung out in Mesopotamia over 4,500 years ago This miniature mother of pearl relief shows a nativity scene in dazzling detail
Encouraging Engagement	Take a look at what’s inside … Look closely to spot the two snakes flanking the jaguar’s head If you look closely, you can spot a pendant hanging around the dog’s neck The bronze is decorated with scenes Greek mythology – find out more below
Heightening atmosphere	Here are some dazzling fireworks to ring in the new year It’s a rainy day in London – what’s the weather like near your? Transport yourself to the beauty of the Alps in this atmospheric print Today is our 269th birthday!
Expressing emotions	In the mood for some medieval mulled wine? Feeling bored in between the festivities? How about a board game? ‘de tout mon coeur’ – ‘with all my heart’