We also thank @giselinde.bsky.social, Roberta Sassatelli, Naama Weiss-Yaniv, and Lillian Boxman-Shabtai for their insightful comments during the framework development process, and @erc.europa.eu for funding our work.

This is a group effort made possible through the contributions of @limorshifman.bsky.social, @tommytrillo.bsky.social, @blakeplease.bsky.social, Saki Mizoroki, @avishaigreen.bsky.social, @rscarlets.bsky.social, and Paul Frosh, as well as our wonderful team of research assistants.

Ultimately, we aim to foster a deeper understanding of how people navigate their desire to do good, feel good, and do well, and how communication itself is an arena for realizing values.

The framework facilitates a nuanced understanding of value expression that aligns with everyday communicative practices by going beyond a narrow focus on “moral” values associated with doing good. It can also enable systematic comparisons across diverse contexts.

We demonstrate our framework’s utility through the case study of popular TikTok videos about the FIFA World Cup Qatar 2022, showing how it enables the identification of patterns underpinning complex discourses.

In addition to overarching value orientations, we present and define 43 general and commutative values we identified in our cross-cultural research as particularly relevant to diverse social media contexts.

We introduce the “value orientation” construct to designate the overarching purpose that specific values advance through discourse. Our framework features three general value orientations (do well, do good, feel good) and four communicative value orientations (inform, influence, bond, express) 👇