The research group DIHIS (after the Spanish acronym La Digitalización de la Interacción humana y su Impacto Social) was launched in 2021 by a group of researchers from Spain, the United Kingdom, and the United States. They began working together after being granted a FEDER project (UPO-1380703) on the digitalisation of human interaction and its social impact. More specifically, this project analyses, from a pragmatic perspective, how communication develops on different types of digital discourse: social media (Facebook, Twitter, and Instagram), online chats (YouTube, online newspapers), mobile apps (WhatsApp), sharing economy platforms (Airbnb and BlaBlaCar), sales platforms (Amazon), and review platforms (TrustPilot).

Since its creation, DIHIS’s collaborative work has revolved around the following subareas within digital discourse analysis, in English and Spanish:

  • Digital identity (cultural, transnational, social, ethnic, political, gender-related).
  • (Im)politeness in virtual environments.
  • Conflict management: hate speech and conflict talk.
  • Multimodal discourse.
  • Speech acts (complaints, compliments, etc.)
  • Users’ perceptions and expectations.
  • Gender studies: the use of digital discourse as a tool of patriarchy or feminism; empowerment, and gender confrontation through language.
  • Intercultural studies (English-Spanish).
  • Technology-mediated service encounters: e-commerce; sharing economy platforms; leisure platforms; online reviews (eWOM).




This website has been funded by the European Regional Development Fund (ERDF) and by the Ministry of Economy, Knowledge, Enterprise and University (Regional Government of Andalusia), within the framework of the ERDF regional operative programme Andalusia 2014-2020. Specific objective 1.2.3. «Boost and generation of frontier knowledge and knowledge oriented to the challenges of the society, emerging technologies development») within the framework of the reference research project (UPO-1380703). ERDF co-financing percentage 80%