<![CDATA[The meanings of emojis have shifted from just conveying emotions to be complex semiotic symbols. In this ethnographic case study, we investigate how Generation Z repurpose the meanings of emojis during their WhatsApp group interactions. This study is guided by Ullman (1957) and Paul’s (trans, 1970) theoretical frameworks on semantic shift. Using a purposive sampling of six WhatsApp groups (information-oriented, academic 1&2, religious, socialization, business-oriented), the results reveal six semantic-shift patterns which include: Transfer of Meaning (36.2%), Broadening (30.6%), Amelioration (17.5%), Pejoration (10.1%), Narrowing (6.0%), and Degeneration (1.1%). The findings reveal Transfer of Meaning as the predominant semantic shift pattern within the WhatsApp interactions of Generation Z. The conclusion drawn is that emoji semantics is context-driven, making one better appreciate the digital language evolution of the Generation Z cohort. Keywords : Emoji; Semantic Shift; Generation Z; WhatsApp; Digital Communication]]>
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