LAUSR

The emergence of digital social networks has transformed society, social groups, and institutions in terms of the communication and expression of their opinions. Determining how language variations allow the detection of communities, together with the relevance of specific vocabulary (proposed by the National Council of Accreditation of Colombia (Consejo Nacional de Acreditación - CNA) to determine the quality evaluation parameters for universities in Colombia) in digital assemblages could lead to a better understanding of their dynamics and social foundations, thus resulting in better communication policies and intervention where necessary. The approach presented in this paper intends to determine what are the semantic spaces (sociolinguistic features) shared by social groups in digital social networks. It includes five layers based on Design Science Research, which are integrated with Natural Language Processing techniques (NLP), Computational Linguistics (CL), and Artificial Intelligence (AI). The approach is validated through a case study wherein the semantic values of a series of “Twitter” institutional accounts belonging to Colombian Universities are analyzed in terms of the 12 quality factors established by CNA. In addition, the topics and the sociolect used by different actors in the university communities are also analyzed. The current approach allows determining the sociolinguistic features of social groups in digital social networks. Its application allows detecting the words or concepts to which each actor of a social group (university) gives more importance in terms of vocabulary.